Tripadvisor’s Owl Gets A Facelift, But Its Focus Is Still On The Traveler
Image courtesy of Koto, featured with permission
Tripadvisor has officially checked into its next chapter. As the company marks 25 years in the travel space, it’s rolling out a brand refresh rooted in something surprisingly down-to-earth: the charming, unfiltered experiences of real people—its core contributors. And greeting them is Ollie the owl, a familiar face with a sharper gaze.
Spearheaded by creative studio Koto, the revamp is rooted in a belief that people want travel advice from others who share their values, priorities, and perspective, not from polished influencers or faceless tech platforms. That sentiment now guides how Tripadvisor presents itself, from tone of voice to visual layout.
Tripadvisor is turning 25 and celebrating the milestone with an evolution of its brand and business. The work puts real travelers – their words, photos, and stories – front and center, celebrating a community built by travelers, for travelers.
— Koto (@studiokoto) July 2, 2025
Case study: https://t.co/Lxr9GjlqKu pic.twitter.com/L9QRDH5eHn
Visually, the identity has been retooled to feel lived-in and real. Long a symbol of the platform’s watchful authority, the Tripadvisor owl has now been reimagined with more purpose and personality. Ollie is no longer static or ornamental, and is instead expressive and active, his gaze aligned with user content. The owl now reflects the brand’s renewed emphasis on perspective. His eyes track content, his presence punctuates layouts, and in motion, he guides rather than observes.
Tripadvisor jokingly flaunted Ollie’s look by suggesting that the character has undergone a few trendy cosmetic procedures.
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The color palette has been warmed and grounded. ‘Tripadvisor Green’ remains, refined for more vibrancy, while a new pine-toned black and crisp white provide structure. The typography, dubbed ‘Trip Sans’, draws inspiration from the brand’s iconic bubble rating system—rounded, friendly, and readable across product interfaces and campaigns. Visual accents like green review dots and postcard-style dividers reinforce the tactile quality of travel, while graphic elements preserve the emotional honesty of the platform’s roots.
Image courtesy of Koto, featured with permission
Image courtesy of Koto, featured with permission
Image courtesy of Koto, featured with permission
A new verbal identity is intentionally warmer and more conversational, balancing editorial structure with user-generated insight. This is not about replacing traveler reviews, but making room for them to speak louder, with the brand playing a quieter supporting role.
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Photography gets a personal touch, swapping out the hyper-polished stock look for real pictures from real users, unified by a subtle color treatment that preserves texture and warmth. Even the motion design was updated to mirror user interaction, with UI transitions now flowing smoothly to match the rhythms of travel planning.
Image courtesy of Koto, featured with permission
This rebrand arrives as Tripadvisor expands from a review hub into a more comprehensive travel engine, integrating AI planning tools, booking options, and social features. But rather than stepping away from its community focus, the update leans into it. The result is a brand that feels less like a brochure and more like your favorite travel companion who’s already been there, made the mistake, and left a helpful review.
Image courtesy of Koto, featured with permission
Image courtesy of Koto, featured with permission
[via Koto, images courtesy and featured with permission]
