The TripAdvisor Logo Makes A Statement With Its Creative And Cool Symbol
TripAdvisor’s shining star is its owl, plain and simple. When you think of the brand, you think of their excellence in travel, of course, but when you try to think of something tangible, you think of the unique and quirky image of an owl with its bold, bright and circular eyes staring you down and offering you all the wisdom that lies beneath.
The owl symbol has been a part of the brand for years now, and it has been integrated across all channels, keeping branding consistent. You can now see this owl on posters, in marketing materials and even in commercials guiding people to the right travel decision. And that British accent is hard to miss.
But the logo came first, and it’s an image you just can’t shake.
The design itself is bold and bright. It’s made up of thick, bold and smooth flowing lines. There are a few colors used here — black for the outline, white for the empty space in the eyes, a yellow that gives the owl’s head shape and red and green in the eyes themselves.
These colors are bright but subdued. There’s just enough for this to stand out as a logo, but not too much to look tacky and outdated.
This is an image that is unique — not often do you see a brand use an owl as a logo, especially when the brand has nothing to do with animals. But here, it works. Owls are known for their wisdom, intelligence and knowledge. And that’s what this brand wants to get across — it has that same knowledge and sophistication, and you can trust them for it.
Similarly, there’s an intuitive quality here that comes from the colors in the eyes — the red represents the negative reviews, while the green the positive. This color also is consistent and cohesive throughout the brand, giving it an upstanding, regal and smart demeanor.
The TripAdvisor Wordmark Stands Out For Its Simplicity And Personality
The TripAdvisor logo is everywhere. It’s on its website, on billboards, on commercials and even on storefronts. The brand has become so emblematic and so prominent that businesses look to it to give them a boost in business, handing them a physical seal of approval that says they are backed by the travel company.
But the logo isn’t just the iconic owl, it’s also the simple and straightforward wordmark that sits beneath.
The wordmark does the opposite of what the brand does in writing out its name. Instead of writing it out with the T and A capitalized, the wordmark puts each and every letter in a lowercase, sans-serif font. This makes it cleaner, simpler and easier to read. It also adds a lightness and fluidity that makes the design — and in turn, the brand — more approachable and friendly. But just because there’s a lightness doesn't mean that the logo doesn’t stand strong.
The logo itself is still split into two parts — the two parts just aren’t separated by capitalized letters. Instead, the word is broken up by color.
The first part of the wordmark — trip — is often seen in a black coloring. The second part — advisor — is seen in that signature bright green.
And these colors are reflected throughout the site — the iconic lime green that sits on the logo in various areas also lives on the website in its CTA boxes, headers and even in the rating bubble bar that lets users rate a hotel, restaurant or activity.
There are a number of reasons for this separation with color. The first, of course, is because of the green pops. It’s a color that stands out and grabs attention immediately — and it contrasts well with the black portion at the beginning of the wordmark.
It also makes the design standout literally, there’s almost a three-dimensional quality thanks to this use of green.
But it is also there because this separation separates the experience.
The “trip” line is in black. It’s simple and straightforward. It’s your trip, not TripAdvisor’s. And it almost says that without TripAdvisor’s help, your trip will be ordinary.
But, if you get the helpful advice — from the green, “advisor” section of the wordmark — your trip can go from dull and boring to one you will never forget.
That might be stretching it slightly, but the colors in this wordmark outline the brand and its intentions. It highlights almost subconsciously what this brand can do for you and your next trip. And you’d be foolish not to let it.