Priceline Logo
The Priceline logo uses 1 primary color. Its dominant color is Epic Blue (#0068EF, closest Pantone 2368 C). Priceline operates in the Travel & Tourism industry.
- Color family
- blue
- Industry
- Travel & Tourism
- Brand popularity
- Top 1% of indexed brands
- Website
- priceline.com
Design analysis
Priceline uses a lowercase wordmark set in a custom geometric sans-serif. The letterforms feature rounded terminals and consistent stroke weight, creating a friendly, approachable rhythm that reads clearly at app-icon sizes. A single distinguishing detail — a small circular accent dot floating above the "i" in the brand's signature blue — breaks the baseline uniformity without adding complexity. This restraint is deliberate: in a sector crowded with globes, airplanes, and abstract arrows, a pure typographic mark avoids visual clichés and scales cleanly from favicon to billboard. The tight, even kerning ensures the name holds together as a single visual unit, while the open counters of the "e" and "a" prevent the dense lowercase string from feeling cramped on mobile screens.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The measured #0068EF (Epic Blue) sits squarely in the trusted corporate blue family but leans brighter and more saturated than the navy tones favored by legacy airlines or banks. This hue signals digital-native energy while retaining the reliability associations essential for high-consideration travel purchases. It also differentiates from Expedia's deeper blue and Booking.com's darker navy, giving Priceline a distinct, ownable color signature across partner sites and metasearch listings.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the Priceline logo, regardless of color or industry.
Brand web palette
Colors Priceline uses across its website — the broader brand system around the logo.
About Priceline
Priceline, headquartered in Norwalk, Connecticut, is an American e-commerce company that provides travel and accommodation services to consumers worldwide. It was founded in 1997 by Jay S. Walker as a website enabling users to name their own price for airline tickets, hotel rooms, and rental cars. Priceline offers a variety of services including hotel bookings, flight reservations, car rentals, vacation packages, and cruises. Its primary feature is the Name Your Own Price tool, which allows customers to bid on their desired travel services at a price they find suitable. The company also offers a conventional booking system, where customers can search and choose from a range of options at fixed prices. On a global scale, Priceline operates through various subsidiaries and brands. Its subsidiaries include Booking. com, Agoda. com, Kayak, Rentalcars. com, and OpenTable. These brands provide a wide range of travel and accommodation services, targeting different customer segments and markets. Priceline also has joint ventures and partnerships with travel companies in specific regions or sectors, enhancing its global presence and market reach. In terms of market position, Priceline is one of the largest online travel agencies globally. Its brands collectively cover a significant portion of the online travel industry, generating substantial revenue. Priceline's main competitors include Expedia Group, TripAdvisor, and Booking Holdings. Over the years, Priceline has achieved several milestones and made significant changes to its brand strategy. In 2004, the company acquired Booking. com, expanding its presence in Europe and leading to substantial growth. In 2013, it acquired Kayak, a leading travel search engine, further strengthening its position in the industry. Currently, Priceline continues to innovate and adapt to changing market trends. It has focused on enhancing its mobile presence and investing in technology to improve customer experience. The company regularly intr
Questions about the Priceline logo
Why does Priceline use a lowercase wordmark instead of a symbol?
A lowercase wordmark prioritizes name recognition in a market where consumers compare multiple OTA brands side-by-side on metasearch pages. The typographic approach also translates better across international scripts and avoids cultural misinterpretation of pictorial symbols.
Has the logo changed since the company dropped 'Name Your Own Price'?
The core wordmark and Epic Blue have remained stable through multiple brand campaigns. Minor optical refinements to letter spacing and the accent dot size have occurred, but no strategic redesign has been publicly announced since the mid-2010s shift to fixed-price booking.
What color is the Priceline logo?
The dominant color of the Priceline logo is Epic Blue (hex #0068EF). The closest Pantone match is 2368 C.
How many colors does the Priceline logo have?
The Priceline logo uses 1 primary color: #0068EF.
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The Priceline logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.