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Tripadvisor is a global online travel platform founded in 2000 by Stephen Kaufer and Langley Steinert. Based in Needham, Massachusetts, the company revolutionized how travelers plan their trips by offering user-generated reviews, ratings, photos, and recommendations for hotels, restaurants, and attractions worldwide. As of the mid-2020s, Tripadvisor remains one of the most visited travel websites globally, empowering travelers to make informed decisions through trusted peer feedback.
Over the years, the platform has evolved from a basic review aggregator to a full-scale travel planning ecosystem that includes booking tools, experience recommendations, and AI-powered trip planning.
Tripadvisor's brand identity has undergone several notable transformations, with the most recent redesign unveiled as part of a broader rebranding strategy to modernize the company's image. The previous logo—featuring the iconic owl with red and green eyes and a whimsical, serif-style wordmark—was widely recognized for its playful and quirky aesthetic.
The updated logo, introduced in 2020 and refined in subsequent years, reflects a cleaner, more modern direction. The owl mascot—nicknamed "Ollie"—was simplified, and the logotype was redesigned to align with current design standards and digital-first branding principles.
Tripadvisor’s updated logo is a sophisticated blend of legacy and innovation. It maintains the brand’s iconic identity while streamlining the visual presentation for contemporary platforms and mobile-first usage.
Logo Type and Composition
The logo is a combination mark, consisting of both a symbol (the owl) and a typographic element (the company name). This dual structure allows for flexible usage across different media—be it app icons, website headers, or physical signage.
Symbol Design: The Owl "Ollie"
The owl is a long-standing metaphor for wisdom and observation—apt symbols for a brand built around travel insights and recommendations. In the updated version:
The owl's facial features have been dramatically simplified into geometric shapes: two symmetrical circular eyes and a minimalist arch forming the brow.
The design now uses a flat, monolinear style for better digital clarity.
The distinctive owl eyes remain central, preserving brand recognition while improving scalability.
This minimalist version of Ollie is bolder and more adaptable for app icons and small-screen displays.
Typography
The wordmark uses a custom sans-serif typeface that is clean, bold, and geometric. Key features include:
All-lowercase letters that create a modern and approachable tone.
Rounded terminals and thick line weights that enhance legibility.
Balanced kerning and minimalism in letterforms for maximum visual impact on both dark and light backgrounds.
The updated font projects professionalism, readability, and a modern global image—crucial for a travel brand serving millions of users across cultures and devices.
Color Palette
The color scheme has shifted from the bright green, red, and yellow used in the older owl icon to a refined dark green monochrome. This change reflects a more mature and trustworthy visual identity. Green still suggests travel, growth, and sustainability, while the new shade is more subdued and sophisticated.
This color transition also improves accessibility and consistency across both digital and print mediums.
The new Tripadvisor logo embraces minimalism and versatility. It’s optimized for app icons, responsive websites, and international use. The owl icon now works as a standalone logo, especially on mobile interfaces, while the wordmark adds clarity and branding strength on larger canvases.
The rebrand signals Tripadvisor’s shift from being merely a review site to a comprehensive travel platform, targeting a younger, digitally-native audience without losing its original user base.
The modern Tripadvisor logo is available in vector formats such as SVG, PDF, and AI, along with transparent PNG versions. These files can be downloaded for free from logowik.com for design, editorial, or educational purposes.
Tripadvisor’s new logo is a successful example of brand modernization. It preserves the iconic identity of the owl while stripping away unnecessary complexity. The new design is versatile, mobile-ready, and resonates with a global user base that values clarity, trust, and simplicity. By aligning the visual identity with its strategic pivot toward being a fully integrated travel companion, Tripadvisor reinforces its relevance in an ever-evolving digital travel landscape.
