KOTO AND TRIPADVISOR REIMAGINE TRAVEL BRANDING THROUGH REAL STORIES AND LIVED-IN DESIGN

Summary from the TLDR Design newsletter

Tripadvisor's rebrand, led by creative studio Koto, centers on authenticity and community, emphasizing real stories, photos, and voices from travelers to reflect its evolution from a review site to a full-scale travel platform. With a refreshed visual identity—including a dynamic owl mascot, warmer color palette, and user-generated imagery—the brand leans into its human roots, rejecting generic design trends in favor of a more personal, relatable, and experience-driven approach.