TripAdvisor unveils fresh logo, causing instant beverage ejection
In an unexpected twist, travel review platform TripAdvisor has undergone a rebrand, designed by Koto, with a humorous announcement that saw its iconic owl mascot, Ollie, undergo a virtual makeover. The rebrand aims to showcase travel as personal, textured, and emotional, with Ollie's new design being more expressive and oriented towards traveler content.
The playful approach mirrors the Kardashians' recent trend of openly discussing their plastic surgery experiences on social media. TripAdvisor tapped into a "chronically online" culture popular among Gen Z and millennials, making the reveal feel contemporary, relatable, and shareable. The announcement described "procedures" such as rhinoplasty, lip filler, brow lift, and buccal fat removal to explain Ollie's refreshed, expressive appearance.
The rebrand includes a refined shade of 'TripAdvisor green' that feels warmer and more vibrant. Trip White is introduced as a new color to enhance clarity, while Trip Pine replaces black to add depth and reassurance. The secondary palette of the rebrand is drawn directly from traveler photos to make every layout feel grounded, personal, and real.
The new design of Ollie features a fuller face, with a more alert and engaging expression. The rebrand announcement was accompanied by a new press release from Koto and was made on Instagram, complete with quote-filled press releases and splashy before-and-after animations.
Koto, the company responsible for the rebrand, claims that the rebrand aims to make travel appear more fun, relatable, and real. They assert that many brands claim to be authentic but often fail to deliver, but TripAdvisor's rebrand is a promise of authenticity. A detailed case study on the creative process of the rebrand is available on Koto's website.
The rebrand is part of TripAdvisor's 25th anniversary celebrations and marks a significant shift in the company's visual identity. The new logo and design are set to bring a fresh, engaging, and personal touch to the travel planning and review experience for millions of users worldwide.
- The Kardashians' open discussions about their plastic surgery experiences on social media inspired TripAdvisor's playful approach to revealing Ollie's virtual makeover.
- TripAdvisor, aiming to cater to a digital-savvy generation, capitalized on a "chronically online" culture popular among Gen Z and millennials.
- The rebranded TripAdvisor incorporates a refined shade of TripAdvisor green, exuding a warmer and more vibrant feel, while Trip White and Trip Pine serve to enhance clarity and add depth.
- As part of the rebrand, Ollie underwent a design change, featuring a fuller face and a more alert, engaging expression, reminiscent of recent 'procedures' discussed.
- Koto's rebrand for TripAdvisor aimed to make travel seem more fun, relatable, and genuine, with the new design aligning with fashion-and-beauty, entertainment, and pop-culture lifestyles.
- The rebrand announcement was showcased on Instagram with a press release, quote-filled text, and splashy before-and-after animations, expressing the creative process in a detailed case study on Koto's website.
- As part of TripAdvisor's 25th anniversary celebrations, the rebrand represents a major shift in the company's visual identity, promising an engaging and personal touch to travel planning and reviews for millions of users worldwide.
- Emblematic of the branding overhaul, TripAdvisor's updated logo is poised to give a more artistic, expressive, and dynamic impression, resonating with the needs and preferences of its user base, expanding into the realm of fashion-and-beauty, entertainment, and social-media trends.
