Tripadvisor just turned its user reviews into a new brand with a whole lot to say

Tripadvisor has unveiled a brand refresh, trading its turquoise green for a brighter, electric lime color, and animating its owl logo, Ollie, with moving eyes. The refresh, created with Koto Studio, aims to inspire more travelers to book experiential vacations through the company. This is Tripadvisor's first major brand refresh since 2020, which unfortunately coincided with the pandemic. The company has learned that the pandemic has fundamentally changed how people think about travel, with a rise in bookings for vacations associated with sports and events, and an emphasis on human connections and local experiences. To capture this sentiment, Tripadvisor is making user-generated content central to its brand, featuring creative storytelling from the point of view of travelers. The company is also launching a new campaign using user-generated images, which has provided inspiration for the brand's refreshed secondary color palette. The palette is flexible and can be adapted to different travel locations and seasons. The brand refresh is part of a larger company effort, which includes refreshing its app, fine-tuning its use of AI, and launching a global travel membership program in 2025. Tripadvisor hopes that its new look and focus on user-generated content will appeal to travelers and drive revenue growth. The company has seen a rise in bookings and hopes to build on this momentum with its new brand refresh.