{"id":6851,"date":"2026-01-28T10:12:52","date_gmt":"2026-01-28T10:12:52","guid":{"rendered":"https:\/\/www.bokun.io\/?p=6851"},"modified":"2026-01-28T14:37:15","modified_gmt":"2026-01-28T14:37:15","slug":"bokun-brand-relaunch","status":"publish","type":"post","link":"https:\/\/www.bokun.io\/es\/bokun-brand-relaunch","title":{"rendered":"From Blue to Bold: How We Rebranded to Match Our Ambition"},"content":{"rendered":"<p><span style=\"font-weight: 300;\">For years, B\u00f3kun has been the engine behind some of the world\u2019s most extraordinary experiences \u2013 the booking and channel management solution trusted by experience operators and resellers worldwide. Internally, the story was clear: number one across major OTAs, powering millions of products every month. Externally, the brand still looked like just another quiet player in a crowded travel-tech category. It was time for the outside to finally match the inside.<\/span><\/p>\n<h2><span style=\"font-weight: 500;\">The confidence gap<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Our old look belonged to a different era of tech: safe blues, a literal mountain, and copy that focused on features, instead of the unforgettable moments operators create for their guests. It was professional, but it wasn\u2019t distinctive \u2013 and it certainly didn\u2019t feel like the leading platform for extraordinary experiences.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">When we spoke to our team and our customers and mapped ourselves against the market, a pattern emerged: B\u00f3kun was often seen as a scrappy challenger, not the established leader it actually is.<\/span><span style=\"font-weight: 500;\"> The result was a confidence gap \u2013 a mismatch between what B\u00f3kun delivers in reality and how the brand showed up in the world.<\/span><\/p>\n\n\t\t\t\n\t<style type=\"text\/css\">\n\t\t.slider-info-6853.bafg-slider-info .bafg-slider-title {\n\t\t\t\t\t\t\tfont-size:\n\t\t\t\t\t22px\t\t\t\t;\n\t\t\t\n\t\t\t\n\t\t\t\t\t}\n\n\t\t.slider-info-6853.bafg-slider-info .bafg-slider-description {\n\t\t\t\n\t\t\t\n\t\t\t\t\t}\n\t\t\n\t\t\n\t\t.slider-info-6853.bafg-slider-info .bafg_slider_readmore_button {\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\ttext-align: center;\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\t\t}\n\n\t\t.slider-info-6853.bafg-slider-info .bafg_slider_readmore_button:hover {\n\n\t\t\t\n\t\t\t\n\t\t\t\t\t}\n\t<\/style>\n\t\n\t\t\t<div class=\"bafg-twentytwenty-container slider-6853  \"\n\t\t\t\tbafg-orientation=\"horizontal\" bafg-default-offset=\"0.5\"\n\t\t\t\tbafg-before-label=\"Before\"\n\t\t\t\tbafg-after-label=\"After\" bafg-overlay=\"1\"\n\t\t\t\tbafg-move-slider-on-hover=\"\"\n\t\t\t\tbafg-click-to-move=\"\">\n\n\t\t\t\t\t\t\t\t<img class=\"skip-lazy\" data-skip-lazy\t\t\t\t\tsrc=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/old-homepage-image.png\" alt=\"B\u00f3kun before\">\n\t\t\t\t<img class=\"skip-lazy\" data-skip-lazy\t\t\t\t\tsrc=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Bokun-new-homepage.png\" alt=\"B\u00f3kun now\">\n\n\t\t\t<\/div>\n\n\t\t\t\t<div class=\"bafg-slider-info-wraper\">\n\t\t<div style=\"\" class=\"slider-info-6853 bafg-slider-info\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\n\t\t\t<style type=\"text\/css\">\n\t\t\t\t\t\t\t\t\t\t\t<\/style>\n\t\t\t\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 500;\">The strategy: own our leadership<\/span><\/h2>\n<p><span style=\"font-weight: 300;\">Closing that gap meant getting honest about our role in the industry and the value we create every day. The brief was simple: build a brand that reflects a true travel\u2011tech powerhouse \u2013 bold, precise, and human.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">To bring this new vision to life, we partnered with brand agency Simple Truth, whose strategic and creative collaboration helped us define and express B\u00f3kun\u2019s true identity. Together, we built a brand that doesn\u2019t just look different &#8211; it feels unmistakably like the market leader we\u2019ve become.<\/span><\/p>\n<p><span style=\"font-weight: 500;\">Four principles guided every decision:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><i><span style=\"font-weight: 300;\">From humble to leader: <\/span><\/i><span style=\"font-weight: 300;\">Speak with quiet authority and state the facts plainly \u2013 number one across major OTAs, rock\u2011solid reliability, and proven results for operators and resellers.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><i><span style=\"font-weight: 300;\">Escape the blue<\/span><\/i><span style=\"font-weight: 300;\">: Step out of the sea of corporate blues with a visual identity that is unmistakably ours.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><i><span style=\"font-weight: 300;\">Inject passion:<\/span><\/i><span style=\"font-weight: 300;\"> Bring the energy of real\u2011world experiences into our design, language, and product storytelling.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><i><span style=\"font-weight: 300;\">Honour our roots:<\/span><\/i><span style=\"font-weight: 300;\"> Keep a clear nod to Iceland \u2013 the land of ice and fire \u2013 while recognising that we are a global brand, with operators and resellers in all corners of the globe.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 500;\">The reveal: bold by design<\/span><\/h2>\n<p>&nbsp;<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-6851-1\" width=\"1920\" height=\"1080\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Bokun_Hero_Film.mp4?_=1\" \/><a href=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Bokun_Hero_Film.mp4\">https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Bokun_Hero_Film.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 300;\">\u201cIn the past, our brand didn\u2019t fully reflect what we do,\u201d said Ian Macleod, Director of Marketing at B\u00f3kun. \u201cThis isn\u2019t just a new look &#8211; it\u2019s a new way of showing the world who we are. Bold, confident, and purpose-driven, our brand now matches the ambition and energy of everything B\u00f3kun delivers.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 300;\">The new B\u00f3kun identity is built to cut through: confident, energetic, and impossible to ignore. It brings together a sharper visual system, a clearer promise, and a personality built around the balance of precision and passion.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">The logo: The literal blue mountain is gone. In its place: a sharp, abstract peak in neon green \u2013 a forward\u2011moving signal of ambition, grounded in our Icelandic origin story.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">The colour: B\u00f3kun has turned green. Our neon palette breaks decisively from corporate blue and aligns us more closely with the Tripadvisor family, while still feeling distinctly B\u00f3kun.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">The tagline: \u201cThe how to your wow\u201d distills what we do in five words \u2013 solid technology as the how, unforgettable guest moments as the wow.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6857 \" src=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Tripadvisor-Viator-Bokun.png\" alt=\"\" width=\"1161\" height=\"443\" srcset=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Tripadvisor-Viator-Bokun.png 1261w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Tripadvisor-Viator-Bokun-300x114.png 300w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Tripadvisor-Viator-Bokun-1024x391.png 1024w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Tripadvisor-Viator-Bokun-768x293.png 768w\" sizes=\"auto, (max-width: 1161px) 100vw, 1161px\" \/><\/p>\n<p><span style=\"font-weight: 500;\">Ice and fire: the personality behind the brand<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Our new voice is built on the same duality that defines Iceland itself: ice and fire. It shapes how we speak, how we design, and how we show up for experience providers every day.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Ice \u2013 Cool confidence and sharp precision: We let the numbers speak, write with clarity, and cut anything that doesn\u2019t help operators and resellers decide, act, or grow.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">Fire \u2013 Human warmth and bold energy: We sound like real people, not platforms \u2013 passionate about solving problems, excited about what our customers make possible, and focused on their guests, not our features.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">This is the balance at the heart of B\u00f3kun: rock\u2011solid operations behind the scenes, with all the energy focused on the experiences that travellers remember.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6859 size-full\" src=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Web-blog-image.png\" alt=\"\" width=\"863\" height=\"377\" srcset=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Web-blog-image.png 863w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Web-blog-image-300x131.png 300w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/Web-blog-image-768x335.png 768w\" sizes=\"auto, (max-width: 863px) 100vw, 863px\" \/><\/p>\n<p><span style=\"font-weight: 500;\">The \u201cHow\u2013Wow\u201d lens<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Our brand promise and tagline is simple: B\u00f3kun is the how to your wow. The How\u2013Wow Framework turns that promise into a practical way of telling our story \u2013 in marketing, in product, and in everyday customer conversations.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">The WOW: The outcome that matters to our customers \u2013 a sold\u2011out tour, a flawless event, a calendar full of peak\u2011season bookings.<\/span><\/li>\n<li style=\"font-weight: 300;\" aria-level=\"1\"><span style=\"font-weight: 300;\">The HOW: The specific feature or workflow in B\u00f3kun that makes it possible \u2013 from offline bookings to channel management, automation, and pricing tools.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 300;\">This structure forces every message to lead with the result, then show the mechanism. No fluff, no feature lists \u2013 just clear value, and the tech that delivers it.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">You will see this everywhere: in ads that speak directly to full calendars and higher margins; in product stories that start with fewer double\u2011bookings and less admin, and in an interface that feels as clean and deliberate as the brand that surrounds it.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6860 size-full\" src=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/the-how-wow-blog-post-image.png\" alt=\"\" width=\"995\" height=\"557\" srcset=\"https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/the-how-wow-blog-post-image.png 995w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/the-how-wow-blog-post-image-300x168.png 300w, https:\/\/www.bokun.io\/wp-content\/uploads\/2026\/01\/the-how-wow-blog-post-image-768x430.png 768w\" sizes=\"auto, (max-width: 995px) 100vw, 995px\" \/><\/p>\n<p><span style=\"font-weight: 500;\">A truer reflection of our power<\/span><\/p>\n<p><span style=\"font-weight: 300;\">This refresh is more than a new logo and a new colour; it is a reset in how B\u00f3kun shows up for the experience operators and resellers who rely on it. The confidence gap is closed: the brand now reflects the scale, reliability, and ambition of the platform that sits behind it.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">B\u00f3kun is the how to your wow &#8211; powering the rock-solid operations behind the scenes, so you can focus on creating extraordinary experiences.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Ready to see what a brand that truly matches its ambition can do for your business? Let\u2019s turn your wow into results.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For years, B\u00f3kun has been the engine behind some of the world\u2019s&#8230;<\/p>\n","protected":false},"author":3,"featured_media":6861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[457,458,24,459],"class_list":["post-6851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bokun-news-and-updates","tag-bokun-brand-launch","tag-bokun-brand-update","tag-booking-software","tag-the-complete-booking-and-channel-management-solution-for-extraordinary-experiences"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Blue to Bold: How We Rebranded to Match Our Ambition - B\u00f3kun<\/title>\n<meta name=\"description\" content=\"B\u00f3kun&#039;s had a rebrand. 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