Salih Karadeniz
The new Tripadvisor logo, redesigned by Koto, is a sleek and minimal interpretation of the brand’s original icon.
Founded in 2000 by Stephen Kaufer, Tripadvisor has grown into the world’s largest travel guidance platform, empowering hundreds of millions of travelers every month to discover, review, and book hotels, restaurants, attractions, and experiences. With over 1 billion reviews and opinions, Tripadvisor’s influence spans continents, and its iconic owl logo has long served as a symbol of trust, knowledge, and global exploration.
As the digital landscape and travel behavior evolved, so too did Tripadvisor’s need for a refreshed identity—one that reflects its role as a modern, mobile-first travel brand. In response, Tripadvisor introduced a bold new visual identity and logo designed by internationally renowned branding agency Koto Studio.
Brand Redesign by Koto Studio
The comprehensive rebrand was led by Koto, a creative agency known for its clean, modern, and strategic approach to brand design. According to Koto, the new visual identity aimed to "refocus and reenergize Tripadvisor’s brand platform" while maintaining the core recognition of the original owl mark.
The agency took a “brand-first, platform-ready” approach—ensuring the new identity system could scale across Tripadvisor’s many digital touchpoints while also reinforcing the company’s trusted legacy. The design updates prioritize simplicity, clarity, and adaptability, positioning Tripadvisor as a smarter, sleeker travel companion.
The Old Logo: Familiar, Quirky, and Iconic
The previous Tripadvisor logo featured the beloved owl mascot “Ollie” enclosed in a bright green circle, with one red and one green eye—visual metaphors for “stop” and “go” decisions. The owl symbolized insight, discovery, and decision-making, aligning with Tripadvisor’s core mission: helping travelers make the right choice.
The wordmark used a modest sans-serif typeface, giving the logo a friendly, user-focused tone. It was informal yet recognizable, particularly effective in desktop browser experiences where it had space to breathe.
Key characteristics of the old logo:
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Owl enclosed in a green circle
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Distinctive colored eyes (red and green)
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Playful, slightly retro design
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Moderate brand flexibility across digital and print
The New Logo: Simplified, Confident, and Digital-First
The new Tripadvisor logo, redesigned by Koto, is a sleek and minimal interpretation of the brand’s original icon. The owl has been simplified into geometric lines, maintaining its circular eyes and defining features while removing unnecessary detail. It now appears either as a bold black-on-white mark or reversed out of a vibrant mint-green circle when needed for visual emphasis.
The logotype has also been refined. It features a custom geometric sans-serif font, set entirely in lowercase to maintain a human, accessible tone. The rounded terminals and consistent stroke weights lend the wordmark both modernity and warmth.
Key updates in the new logo:
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Flat, monoline owl icon with symmetrical, stylized eyes
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Removal of red/green color symbolism for a cleaner look
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Use of mint green as a fresh, digital-native accent color
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All-lowercase, bold wordmark in custom typeface
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Increased scalability and responsiveness across platforms
Logo Comparison: Then vs. Now
| Feature | Old Logo | New Logo |
|---|---|---|
| Owl Design | Detailed, multi-colored, expressive | Minimal, black or mint-outlined geometric owl |
| Color Palette | Green, red, yellow, black | Black, white |
| Typography | Simple sans-serif, mixed-case | Custom sans-serif, all lowercase |
| Tone | Quirky, community-driven | Clean, confident, globally relevant |
| Scalability | Designed primarily for desktop/web | Fully mobile-first, responsive design |
Strategic Purpose Behind the Redesign
The redesign was not just aesthetic—it was strategic. As Tripadvisor expands into AI-driven planning, personalized recommendations, and mobile-first user journeys, its branding needed to reflect that evolution. Koto’s work ensures that Tripadvisor’s identity:
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Feels modern across digital platforms
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Retains its heritage through a recognizable owl
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Enhances readability and usability across screen sizes
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Appeals to a new generation of travelers while staying familiar to loyal users
The new logo supports Tripadvisor’s global brand consistency, working seamlessly across app icons, websites, social media, printed materials, and more.
Tripadvisor’s new logo—expertly crafted by Koto Studio—signals a refined vision for the future of travel. It honors the company’s iconic past while boldly embracing a digital, global future. With a cleaner look, scalable structure, and modern tone, the refreshed logo is not just a new design—it’s a new era.
Designers and users can now access the new Tripadvisor logo in vector formats such as SVG, AI, PDF, and transparent PNG for free at logowik.com.
This rebrand proves that even a legacy travel brand can evolve without losing the heart of what made it iconic.
Download new 2025 Tripadvisor vector logo