TripAdvisor He has updated his visual identity coinciding with his 25th anniversary, inspiring, precisely, in his origins and motivations that promoted the platform already a quarter of a century ago. Thus, at a time when the generic content and suggestions generated by artificial intelligence gain weight in the travel industry, the company has put the company Focus on travelers, human content and authentic reviews.

“Today we present a new TripAdvisor aspect, which is still based on the advice they like, but is ready for the next age era”, Have indicated from the company in a statement.“The biggest change: we are putting their stories in front and the center. From now on, the reviews and photos of the travelers will shine on our site, application, ads and more. Real experiences, real voices, real advice, as it should be. If you have ever shared an opinion in TripAdvisor, congratulations, you are part of this story”

The renovation has been carried out at the strategic level of the hand of the Koto design study, and has taken as a reference the TripAdvisor community itself. integrating the real photos, words and experiences of travelers both in the brand’s strategy and in their new image. “This image change captures the emotion and wisdom of passionate travelers around the world“They explain from the study.”And with more than one billion reviews uploaded to the platform to date, a brand built around the content generated by users is something that only TripAdvisor could achieve”

In this sense, TripAdvisor has updated its identity, modernizing its aesthetics and focusing on its main differential value, but maintaining some of its most recognizable elements. Thus, among the novelties, it is worth highlighting an animated pet, an updated corporate green color, or the use of points, instead of stars, for reviews.

As for the logo, Koto redesigned the illustrated pet, Ollie the owl, To give him a more dynamic and lively image. Simple details, such as making sure that your moving gaze always follows the traveler’s content, seek to emphasize the tripadvisor approach to their clients and their opinions.

The new image, which has also had the Branding Mother Design study, includes a personalized typography, called Trip Sans, developed in collaboration with Colophon Foundry. It is inspired by the well -known bubble rating system of the platform and, therefore, presents a rounded and cheerful appearance.

The color palette has also been renewed, three different tones were created to reinforce the key message of the brand. Thus the TripAdvisor green, which has been part of the brand since its inception, has become more shocking and vibrant; While the dark green, called Pino Trip has replaced black to provide depth and safety. For its part, white has been introduced to enhance clarity.
It is complemented with new tones, such as purple, yellow or pink.

The renewal also includes a new visual system, with new icons, and also with new images that, following the strategy that the redesign has articulated, is based on The real experiences of users. In this sense, the new identity relies on photographs taken by the travelers themselves and shared in TripAdvisor. The images have been selected trying to guarantee uniformity in tone and texture, and put users in the center of the message.

All this helps to build a personality and brand tone that is closer and cozy. This is amplified with a selection of texts, ingenious phrases and fun expressions extracted from the real reviews that can be found on the platform.

“The best travel tips come from the people who know most: other travelers who have been there before. TripAdvisor has always known it, and decades ago he created a platform around a community of passionate people who shared their personal experiences”, Comment from Koto, through LinkedIn.“Our work has focused on creating a visual and verbal identity that celebrates the authenticity and wisdom of passionate travelers around the world. Each element was designed to raise the real stories that travelers share on the web and application, making their experiences the visual, verbal and emotional nucleus of the brand”