Tripadvisor is the world’s largest travel information platform to help you plan your trips with millions of reviews on cruises, airlines, restaurants, and hotels. Founded in 2000, it publishes user-generated content in 25 languages and operates in 45 countries.
Meaning and History
Tripadvisor has an unusual mascot: a little owl nicknamed Ollie. Since 2000, it has been part of the logo and is considered a recognizable symbol of the tourism industry. Designers have changed their appearance only once to keep branding in line with current global trends.
2000 – 2020
Tripadvisor users forever remembered the first version of the logo: an owl with colorful pupils looked like it was going on a completely different journey. And this made it popular, not only in the Internet space but also in real life, because many establishments posted an unusual drawing at the check-in counters and on the windows.
The bird’s eyes consisted of two circles, making it look like it was looking through binoculars. Such associations are very symbolic, considering that the service provides travel and company search services trustworthy. To the right of the image was the inscription “TripAdvisor.” All letters were lowercase, although, in other contexts, the platform name was written with a capital “A” in the middle of the word.
2020 – present
2020 has been a year of change. In late January, New York-based branding studio Mother Design designed a new logo for the travel service, retaining the iconic Ollie owl. The authors have improved the geometry of the picture so that it looks equally good at any scale. They took the path of simplification, removing the middle circles from the eyes and making both pupils black.
As a result, the bird looks more correct. It now reflects Tripadvisor’s status as a premier travel industry ambassador and underlines its style. The redesigned branding retains the mascot’s essence, although the round eyes don’t look like binoculars at all. The caption to the right has also changed: Tripadvisor starts with a capital T. The typeface is custom-designed by Colophon Foundry.
Font and Color of the Emblem
In 2020, the travel platform symbol comes with a simple monochrome design. An informational site no longer needs to attract attention with an unusual palette: after 20 years of using an owl with colorful pupils, it has become quite recognizable. Moreover, the minimalist look does not, in the least, spoil the overall impression of the emblem. On the contrary, now it looks harmoniously in different contexts, at the same time reflecting the historical past and the progressive future of the tourist portal.
The font used in the Tripadvisor logo has evolved significantly. With the 2020 redesign, the letters are bold and legible. This is a version of the Trip Sans custom typeface that Colophon Foundry has developed.
The same goes for the palette: it changed after the inscription. The old four-color emblem comes in two colors – black and light green (Trip Green), aside from the white background. Sometimes the classic combination of black and white is allowed without bright accents.