Koto Studio has unveiled a bold rebrand for TripAdvisor, transforming the world’s most recognised travel review platform into a vibrant, modern brand fit for a new era of global explorers. Tasked with evolving the identity while honouring the company’s 20-year legacy, Koto retained the iconic owl mascot giving it a fresh, geometric refinement. The updated symbol now feels more dynamic and approachable, reflecting TripAdvisor’s shift from a utility platform to an inspirational travel companion.

The visual system centres around expressive typography, flexible layouts, and a bright, optimistic colour palette. Designed to scale across digital, print, app, and out-of-home touchpoints, the new look is confident yet warm and connecting better with younger audiences and today’s global travellers. Koto also introduced a refined tone of voice, bringing clarity, consistency and personality to TripAdvisor’s messaging across all channels. The result is a unified global identity that’s both highly functional and emotionally engaging.