URBEX — An Identity Built for the Bold Side of Travel
URBEX is a modern travel brand designed for the bold, curious, and constantly moving. Built for urban explorers, backpackers, and new-age travelers, the brand redefines what it means to move not just through places, but through experiences.
The visual identity brings that energy to life through strong geometry, directional elements, and a striking typographic system that evokes movement, precision, and modernity.
Built for movement and identity-driven travel
Adobe Illustrator
Challenge
In a sea of predictable travel branding sunsets, cursive fonts, and world icons URBEX needed to break convention. The goal was to create a modern, structured, and memorable identity that resonates with people who see travel as a lifestyle, not a luxury.
The main challenge? Balancing urban grit with trust, and adventure with clarity without slipping into clichés.
Strategy & Concept
The name URBEX, short for urban exploration, laid the groundwork. The identity draws from street signage, wayfinding systems, and geometric architecture. It reflects the bold, mapped-out movements of seasoned travelers.
The logotype features sharp cuts and a directional monogram that captures ideas of navigation, momentum, and purpose-driven journeys.
Process
1. Concept and Naming Integration
The visual system was built around the name itself, crafting a logo that would feel at home on passports, travel cards, maps, and tickets.
2. Custom Lettering and Symbol Design
Each character in the logo was custom-built for symmetry and clarity. The “U” mark was developed to resemble both a path and an upward arrow, reinforcing the idea of progress and exploration.
3. Color and Visual Language
A palette of strong red and deep black was selected to convey urgency, action, and confidence. These colors helped the brand stand out while remaining legible and impactful.
4. Asset Development
The final delivery included the core logo, visual system, type hierarchy, mockups for travel passes and merch, and ready-to-use digital templates for rollout.
“ “We loved the entire identity system. It feels bold, fresh, and exactly like us. The attention to detail and the brand feel really captured what we envisioned from the start.”
Siva
Founder, Urbex
Conclusion
URBEX is more than a travel brand. It is a visual representation of how people move and what drives them. The identity captures the structure, direction, and confidence of modern exploration. Every element was crafted to empower a new generation of travelers who value clarity, movement, and design that speaks their language.