In alignment with this strategy, StubHub today announced a holistic update to its brand identity, along with plans to execute a strategic, multi-channel brand campaign. The rebranding includes impactful aesthetic changes to convey the feeling and anticipation that only comes with live experiences, including a more contemporary and globally relevant logo; updated design elements that convey more emotion and energy; and a bolder, more flexible and dynamic color palette. The StubHub word bubble is now used to express the range of audience emotions and desires, and is symbolic of the stories that fans will share around an event.
StubHub is the largest ticket marketplace where fans can buy and sell tickets whenever and wherever they want. Connecting fans with their favorite artists, shows, and teams, as well as introducing them to new live entertainment that they didn’t even know they would love; StubHub has been an innovator within the ticket resale market since their start in 2000. Through their mobile app and website, StubHub, an Ebay company, has established a total end-to-end event going experience for fans throughout North America and the United Kingdom.
Launching a new brand identity campaign, designed by Goodby Silverstein & Partners, StubHub is reinventing their brand in the hopes of better representing the passionate culture their business is based on.
Their new commercials highlight the anticipation of a live show, contrasted with a lonely couch potato in a dark apartment, with a slogan reading “your ticket out.” “The guy in the spot is a guy like any of us,” said Jennifer Betka, StubHub CMO. “It’s talking about the human truth about the effort it takes to get out. It’s about prodding people to say, ‘Why not go out tonight?'”
Rebranding the well-known ticketing company included their first global marketing campaign, as well as a new logo and color palette. These new brand elements aimed to attract a wider audience and create more flexibility to work with a variety of brand partners.
The rebrand “builds on the fact that what we bring is more than a ticket. We bring opportunities of a lifetime,” and will also help StubHub stay on top in the competitive online ticket resale market, Betka adds. “Our competitors are more transactional—they’re more about discounts and transactions. We can make the transaction happen, but we’re also the place that people know they can go to when they want to go [to an event],” she said. “It very much modernizes our identity, and it puts the emotion of going to live experiences in the foreground.”
Our opinion? StubHub’s shift in their message is a win. Focusing on the experience the company provides instead of tickets they sell is a great way for StubHub to create more interest in their product. The color pallet for the new logo is brighter and more inviting, and the new “speech bubble” shape gives the brand a more fun and friendly feel. The new logo elements sprinkled throughout the brands application are versatile and work well with the company’s new message.
StubHub first began reinventing the ticket-resale market by creating the industries first ticketing application, interactive seat mapping tool, and live entertainment rewards program. Today, with their new brand identity, they are continuing to reinvent themselves to be the industry leader.