Country Base: USA
Industry/Sector/Keywords: Technology Services, Software, Mapping Services, Mobility, Travel
Below: Before and After Images in Slide Show, Videos, Summary, Credits


Industry Setting

When MapQuest launched in 1996, it essentially invented the online mapping industry. Over time, some of the biggest technology companies in the world also joined the market as it experienced massive growth. With the ubiquity of mobile devices, digital mapping has become a utility category, with low levels of consumer involvement expected of commodities.


In the late 1990s and early 2000s, MapQuest was synonymous with mobility and mapping. But in recent years, the company has suffered from declining market share, dated associations and a war on features. It was quickly being passed by feature-rich competition like Google Maps and Apple, quirky offerings like Waze and location-based services like Foursquare. Ultimately, the brand lacked a reason to be, and a reason for consumers to engage.

MapQuest needed a new brand to rebuild trust and excitement for the brand—and push consumers to rethink the internet’s original discovery engine.


Facing an uphill battle on features, we helped MapQuest decide that the time was right to pivot. The new brand strategy positioned MapQuest as unlike any other tech company. And it carved out an ownable brand idea: everyday heroism. This balances boldness and humanity to bring the company closer to consumers’ lives.

The new logo is inspired by the fact that every map is the start of an adventure that could change the day. It represents the intersection of two paths and symbolizes the countless routes and infinite connections MapQuest has made possible for years. It’s also the starting place for every part of a dynamic graphic toolkit that sets MapQuest up to announce itself in a new age.


Immediate response from consumers has been very positive. Most have commented on the modernity of the logo, showing their appreciation for elements like the lowercase type and the entirely black-and-white visual system. The revised brand and its renewed awareness has spurred users to learn more about MapQuest and its evolving offers and capabilities.


Client: MapQuest –

Brand Strategists/Designers: FutureBrand –

Client Services
Associate Account Director: Anuschka Wiese
Brand Strategy
Executive Director, Consumer Products: Enshalla Anderson
Senior Strategist: Alicia Fowler
Senior Strategist: Amanda Kicera

Executive Creative Director: Mark Thwaites
Creative Director: John Malozzi
Design Director: Felix Huettel

Implementation & Production
Senior Implementation Specialist: Jamahl Umar

Digital Strategy Director: Stephen Barber
Digital Creative Director: William Bloor

Writing Director: Patrick Attenasio
Associate Director, Verbal Identity: Veronique Bergeron