Why Did Tripadvisor Revamp Their Logo? Because Brand Evolution Never Stops
A New Look for a New Era
Tripadvisor has been around long enough to feel like part of the internet’s DNA. It’s been the go-to travel companion for countless adventurers, foodies, and hotel hoppers since the early 2000s. With its iconic owl icon and green-accented logo, the brand built familiarity, trust, and global recognition. So, why change something so well known?
Because even the most recognizable brands must evolve. In fact, the stronger the brand, the more critical it is to make sure it continues to reflect the times. Tripadvisor’s recent logo redesign isn’t about ditching its past—it’s about meeting the future with intention.
More Than Just an Owl
The original Tripadvisor logo had charm. It was quirky, a little dated, and full of personality. The owl, affectionately named Ollie, with his red and green eyes, felt like a watchful travel guide. But as the digital landscape matured and consumer expectations shifted, so did the needs of the brand. The logo began to feel out of sync with the sleek, modern, mobile-first experience that users now demand.
The redesign doesn’t abandon Ollie—it refines him. The new version is cleaner, bolder, and stripped of unnecessary detail. It speaks to a more refined aesthetic while preserving a hint of nostalgia. This evolution isn’t just about better design—it’s about reinforcing Tripadvisor’s place in a world where design language now plays a huge role in perceived credibility.
The Function of Form
A good logo isn’t just art—it’s functionality. Tripadvisor’s new design plays better at small sizes, loads faster across devices, and adapts more gracefully across digital applications. The bolder lines and simplified shape make it easier to recognize on mobile apps, social feeds, and email headers, which is where the brand increasingly lives.
This is a challenge all brands face. As the way users interact with companies becomes more screen-first and scale-variable, logos must work across a broad range of sizes and formats. Fine details that looked beautiful in print or on desktops can muddy quickly on a phone. The move toward minimalist, responsive logo design isn’t a trend—it’s a necessity.
Tripadvisor’s update acknowledges that need and leans into it with confidence.
Shifting Perception Without Losing Identity
When brands like Tripadvisor change their visual identity, it’s not about chasing trends. It’s about leading perception. This new logo is a signal that Tripadvisor is evolving—not just as a website, but as a product, a service, and a brand promise.
It suggests modernity, trust, and global relevance. It allows Tripadvisor to feel fresh again. This is important for newer generations of travelers who may not have grown up using the platform. The updated visual identity opens the door for new audiences while reinforcing trust with those who’ve been around for the ride.
It also reflects the company’s broader strategy to remain competitive in a market filled with sleek travel startups and content-rich booking platforms. Tripadvisor’s redesign is part of a larger effort to reestablish relevance in an ever-changing landscape.
Design as a Strategic Move
Too often, logo redesigns are seen as purely cosmetic changes. But behind every pixel is a strategy. Tripadvisor’s decision wasn’t likely taken lightly. It came after months—if not years—of internal discussion, testing, and user feedback. It’s part of a broader positioning effort that aligns with their vision for the future of travel.
The brand isn’t just about reviews anymore. It’s about experience. It’s about trust. It’s about authority. A modernized logo helps communicate that shift more immediately than a full paragraph of copy ever could.
Visual identity is one of the fastest ways to communicate values—and changing that identity shows the world that those values are evolving.
A Reminder for All Brands
The Tripadvisor redesign is a reminder that no brand is ever “finished.” Your logo may be working now—but will it still work tomorrow? Will it resonate with the next wave of customers? Will it reflect your growth, your purpose, your evolution?
Whether you’re running a decades-old business or launching a new one, brand design is never static. It’s a living reflection of who you are, how you’re changing, and who you want to speak to next.
At ACS Creative, we believe that thoughtful design doesn’t just make things look better—it makes them work better. And when the time is right, a logo refresh isn’t a departure—it’s a declaration.
