Tripadvisor
Refreshing a globally recognized travel icon
Can the good of humanity come to life in a single logo?
What we did
Industries
Tripadvisor was founded in 2000 on the premise that real humans give the best travel advice, and that travelers would take better trips if they could learn from the ups and downs of those who traveled before them.
And they did; powered by the spirit of optimism and generosity of others, Tripadvisor has since helped billions of people travel. They’ve also supported deserving businesses, big and small, and strengthened communities worldwide. The company has become home to over 830 million contributions—including reviews, ratings, photos, and videos—that inspire and inform more than 460 million global visitors every month.
Twenty years after its inception, Tripadvisor understood that the nature of travel had evolved. So the company approached Mother Design with the aspiration of giving the brand a modern, more human approach to the world of digital travel guidance, refreshing a globally recognized travel icon, and assuring the world, There’s Good Out There.
About Tripadvisor
People-Powered Planning
In its effort to modernize, Tripadvisor knew there were a few major shifts the company had to make. The first, and most critical, was to evolve from a review site into a brand focused on travel guidance, or “People-Powered Planning.”
In addition, they sought to transition from a place of information into a trusted service, become the go-to spot for travel planning advice, encourage people to consult their service for trips of all sizes, and become a brand with a unified, cohesive point-of-view, rather than a company with multiple and disparate products and services.
Making a modern destination of the Tripadvisor homepage was imperative; it had to be just as fun and fulfilling as any popular geographical destination.
A familiar face, refreshed
Appreciating the love for and widespread recognition of the owl logo, we retained its inherent personality but refined its geometry for better reproduction at all sizes. What was an exercise both in reduction of complexity and amplification of character resulted in a much simpler owl—one that was legible and recognizable on the doors and windows of “Travelers’ Choice Awards” establishments worldwide.
Complementing the new logo is a wordmark in Trip Sans, a custom typeface by Colophon Foundry. Its boldness and rounded charm carry the weight of the real, global, human connection in which the brand believes.
The making of Trip Sans
Trip Sans, our bespoke typeface made in collaboration with Colophon Foundry, takes inspiration from the early geometric sans-serif typefaces of the 20th century. Its forms match the geometry of the owl logo, adding a friendly human touch.
The simple, bold color palette simultaneously required mass appeal and a level of sophistication that would not be at odds with high-end travel.
Trip Green, the dominant color, was brightened and optimized for digital use.
We developed a shape language consistent with the new logo that informs everything throughout the brand system; from typography and illustration style to infographics, everything is circular. It is a symbol not only of the planet, but also of the reciprocity and connection the platform offers.
The circular shape language of Tripadvisor’s infographics design
The new custom typeface inspired a new iteration of the brand’s iconography style—one that could be both functional (to cue the various search categories on the platform) and supportive (to act as wayfinding for users to easily navigate the site).
It is designed to match the weight and radial geometry of the typeface.
Illustration & Photography
Spontaneous, Imperfect, and Vibrant
To round out the visual identity system, we partnered with Giacomo Bagnara to develop custom illustrations that add dimension, humility, and warmth to the brand’s overall toolkit.
The illustration style is simple, unexpected, and circular. The illustrations show both the destinations at scale and the smaller, more personal moments of travel.
M&S
Creating a new legacy for a high street icon
