Expedia has unveiled a new logo - an event usually of biblical proportions and almost guaranteed to get the advertising community to huff and puff over it for a few days.
The new logo has, in the words of one ad creative and branding blog, lost the "playfulness" of the old version in favour of a "dull and generic" rendering of an aircraft. They're not very happy with the fonts either.
Tnooz Node Tim Hughes also suggests it marks a newer image for a new decade - "a world of darker hues and serious companies".
Little mention so far, however, has been made about the tagline: "Where You Book Matters."
The most recent descriptor in the US was "Don't Just Travel. Travel Right.", while Expedia UK has been using "Let Yourself Go" for a number of years.
Expedia hasn't said if the new logo and tag will extend around the world - in fact, Expedia generally has different messages for each country ("Disena Tu Propoio Viaje", Design Your Own Trip on Expedia.es or "Le Voyage Que Je Veux", The Trip That I Want for Expedia.fr).
The interesting point with the "Where You Book Matters." tag - forgetting the irksome syntax - is that the focus is on the site, the Expedia brand, rather than the action or experience of travel.
The call to action is asking consumers to consider Expedia as the best place to book, because it "matters", rather than because Expedia can safely take you on a dream holiday.
These subtle changes are obviously not at the whimsy of a few marketing execs crowded around the water cooler - branding agencies up and down Madison Avenue will spend days or weeks going through various exercises to get the tagline exactly right.
So what is Expedia saying?
It certainly appears that the strategy of using the action of travel - or the emotional draw of experiencing travel - is far less important than the process a consumer takes, such as the booking element.
The bigger question, of course, is why the change?