Welcome back to Brand ID Weekly!
This week we’re looking at the rebrand for travel review site, Tripadvisor.
Tripadvisor worked with Koto for a full refresh repositioning itself from a review site to a modern-day travel planning and booking platform.
Tripadvisor’s new look upgrades the primary color to a vibrant neon green. Ollie the owl is still here, now with animated eyes and a bit more personality. The whole system flexes based on location and season, with colors pulled directly from traveler-uploaded photos.
Most importantly, the real photos, real voices, real moments from travelers take the lead, turning the brand into a reflection of the people who use it. Tripadvisor is putting travelers ‘front and center’.
Ladies and gentlemen, prepare for takeoff…
The subtly refreshed review stars (circles?) are just simpler and cleaner.
The new color system is built around real travel moments. Koto actually pulled palettes directly from user-submitted photos — so the brand flexes by season, mood, and location. (you can read more about that here)
The photography is leaning all the way into UGC, including the weird, funny, totally unfiltered stuff. Selfies, monkey photobombs, flipped kayaks, the kind of shots you actually come home with. It makes the brand feel human, not curated. And honestly, way more fun.
Tripadvisor was founded in 2000 in a tiny office above a pizza shop in Massachusetts and is now the world’s largest travel guidance platform. It boasts over 1 billion reviews from real travelers and draws more than 400 million monthly users, a testament to its global reach and influence.
The Weekly Quote
“Whitespace is like air: it is necessary for design to breathe.”
The Remote Designer Job Board
Senior Brand Designer at Red Antler:
Apply HereSenior Brand Designer - Art Director at Mercury:
Apply HereSenior Graphic Designer at Wiraa:
Apply HereBrand Designer, at Mercor:
Apply HereBrand motion Designer at Kit:
Apply Here
Thanks so much for reading! see you next week. (if you were forwarded this email from a friend - you can subscribe below)