Bridging the confidence gap

While Bókun has continued to expand its functionality and partner footprint, its previous visual identity leaned heavily toward traditional, technical cues, most notably a conservative color palette and feature-led messaging.

According to the Bókun team, this created a gap between how the platform was perceived externally and how it was experienced by operators using it day-to-day. The rebrand was designed to address that gap by communicating greater confidence, clarity, and momentum without changing the core product itself.

A refreshed identity

The new brand direction is built around four core themes defined by Bókun:

• Stepping into leadership
  Presenting the platform as a mature, reliable connectivity solution used by operators across major distribution channels.
  
  
• Moving beyond conventional travel-tech visuals
  Shifting away from standard corporate design patterns toward a more distinctive and expressive visual language.
  
  
• Reflecting the energy of experiences
  Bringing elements of real-world travel, emotion, and human interaction into the brand narrative.
  
  
• Evolving, not erasing, its roots
  Updating the original mountain logo into a simplified abstract form, referencing Bókun’s Icelandic origins while signaling forward movement.

“The how to your wow”

Central to the rebrand is Bókun’s new positioning statement: “The how to your wow.”
The concept is intended to clarify the relationship between operational technology and customer outcomes:

• The “wow” represents the end result for operators; fully booked calendars, smooth operations, and consistent performance during peak demand.
  
  
• The “how” refers to the underlying infrastructure, automation, and channel management capabilities that support those outcomes behind the scenes.
  
  

This framing shifts the focus from individual features to overall operational impact.

A partner perspective

From a connectivity standpoint, this evolution highlights how partners in the GetYourGuide ecosystem continue to mature alongside the broader experience-tech landscape. As platforms scale, brand clarity becomes an increasingly important part of how they communicate value to operators.

Bókun’s refresh is an example of how a connectivity partner is choosing to represent that next stage of growth while continuing to support experience providers through integrations and distribution.

To see how Bókun can support your business, you can start your 14-day free trial.