<span class="span-reading-time rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time: </span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">minutes</span></span>
<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="960" height="540" src="https://octet-gatsby.in2.cdn-alpha.com/wp-content/uploads/2025/07/04-07-25-Tripadvisors-new-rebrand-looks-to-its-audience-for-inspiration-1-1.webp" alt="Tripadvisor’s New Owl Logo" class="wp-image-26082" srcset="https://octet-gatsby.in2.cdn-alpha.com/wp-content/uploads/2025/07/04-07-25-Tripadvisors-new-rebrand-looks-to-its-audience-for-inspiration-1-1.webp 960w, https://octet-gatsby.in2.cdn-alpha.com/wp-content/uploads/2025/07/04-07-25-Tripadvisors-new-rebrand-looks-to-its-audience-for-inspiration-1-1-300x169.webp 300w, https://octet-gatsby.in2.cdn-alpha.com/wp-content/uploads/2025/07/04-07-25-Tripadvisors-new-rebrand-looks-to-its-audience-for-inspiration-1-1-768x432.webp 768w" sizes="auto, (max-width: 960px) 100vw, 960px" /></figure>



<h4 class="wp-block-heading">Synopsis</h4>



<p>TripAdvisor shakes up its 25th‑anniversary rebrand with a hilarious “owl plastic surgery” reveal that has the internet buzzing and design pros squawking.</p>



<h4 class="wp-block-heading">Key takeaways</h4>



<ul class="wp-block-list">
<li>TripAdvisor replaces its previous static owl, “Ollie,” with an alert, expressive redesign that prioritizes real traveler storytelling.</li>



<li>The brand leaned into ‘chronically online’ culture, parodying cosmetic surgery posts—complete with rhinoplasty, lip filler, buccal fat tweaks.</li>



<li>Green hues rebalanced: “Trip Pine” replaces black, aiming for warmth and depth, while the palette draws from actual travel photos.</li>



<li>The bold move strikes a balance between authenticity and wit, but it also flirts with obnoxious branding—some find it genius, while others find it cringeworthy.</li>
</ul>



<h2 class="wp-block-heading">TripAdvisor’s rebrand</h2>



<p>In a design world where logos often change with a whimper, <a href="https://www.tripadvisor.in/" target="_blank" rel="noreferrer noopener nofollow">TripAdvisor</a> went the opposite route. </p>



<p>Celebrating its 25th anniversary, the travel giant decided to breathe new life into its iconic owl, Ollie, transforming it from a static observer into an expressive mascot that can “reflect real travellers’ stories.”</p>



<p>“It’s less about showing off design for design’s sake and more about showing how real people feel when they travel.”</p>



<p>The redesign was led by <a href="https://koto.studio/" target="_blank" rel="noreferrer noopener nofollow">branding agency Koto</a>, aiming to make TripAdvisor’s identity “personal, textured, and emotional,” aligning the brand’s visual language with the emotional highs and lows of actual travel experiences.</p>



<h3 class="wp-block-heading">Cosmetic surgery reveal? That’s one way to drop a logo</h3>



<p>In what many are calling one of the most hilarious brand reveal tactics of 2025, TripAdvisor presented the redesign as if Ollie the Owl had undergone influencer-level cosmetic surgery.</p>



<p><strong>They listed the changes as:</strong></p>



<ul class="wp-block-list">
<li>Rhinoplasty (for reshaping the beak)</li>



<li>Lip filler (for plumper features)</li>



<li>Brow lift (to look more alert)</li>



<li>Buccal fat removal (for a sleeker face)</li>
</ul>



<p>This cheeky approach mirrors the “chronically online” culture of Gen Z and millennial audiences, where beauty enhancement confessions are common across Instagram and TikTok.</p>



<p>The official reveal post read: “Meet the new Ollie. He&#8217;s had a glow-up. Rhinoplasty, lip filler, brow lift, buccal fat removal.”</p>



<p>Instead of an over-polished, sterile rebrand, TripAdvisor leaned into humor, ensuring it would be shared widely—and it worked, sparking a wave of commentary across design <a href="https://x.com/?lang=en" target="_blank" rel="noreferrer noopener nofollow">Twitter</a> and <a href="https://in.linkedin.com/" target="_blank" rel="noreferrer noopener nofollow">LinkedIn</a>.</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">New look, hoo this? 25 years in, Tripadvisor refreshes its brand by going back to what made it matter: the people who&#39;ve actually been there. <a href="https://twitter.com/hashtag/Tripadvisor?src=hash&amp;ref_src=twsrc%5Etfw">#Tripadvisor</a> <a href="https://twitter.com/hashtag/BrandDesign?src=hash&amp;ref_src=twsrc%5Etfw">#BrandDesign</a> <a href="https://twitter.com/hashtag/Redesign?src=hash&amp;ref_src=twsrc%5Etfw">#Redesign</a> <a href="https://twitter.com/hashtag/Rebrand?src=hash&amp;ref_src=twsrc%5Etfw">#Rebrand</a>  <a href="https://t.co/zYnaKp5k3g">https://t.co/zYnaKp5k3g</a></p>&mdash; TAXI (@designtaxi) <a href="https://twitter.com/designtaxi/status/1940700437067252077?ref_src=twsrc%5Etfw">July 3, 2025</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<h2 class="wp-block-heading">“Trip Pine” &amp; “Trip White”: A color refresh rooted in real travel</h2>



<p>Beyond the owl, the color palette received a thoughtful overhaul:</p>



<ul class="wp-block-list">
<li>“Trip Pine” replaces <a href="https://octet.design/journal/black-color-meaning/" target="_blank" rel="noreferrer noopener">black color</a> as the core dark tone, bringing warmth and depth.</li>



<li>“Trip White” lifts clarity, making the UI cleaner.</li>



<li>A secondary palette is derived from actual travel photography, grounding the visuals in authenticity.</li>
</ul>



<p>This move is intended to ensure that the brand visuals feel natural, vibrant, and deeply tied to user experiences, rather than relying on synthetic corporate colors.</p>



<p>According to Koto, the palette is “designed to reflect the actual colors travellers see and capture while exploring the world.”</p>



<h2 class="wp-block-heading">An identity system built for modern travel storytelling</h2>



<p>Koto ensured that Ollie is not static but expressive, enabling it to “watch over travellers” in a friendly, accessible manner across digital and physical touchpoints. </p>



<p>This includes animations where Ollie can blink, tilt, and respond, keeping it alive and engaging across app interfaces and marketing materials.</p>



<p>Additionally, the new design language employs a “personal, textured, emotional” photo-led aesthetic, focusing on user-generated content and authentic travel experiences rather than glossy, curated stock visuals.</p>



<h2 class="wp-block-heading">Authentic or trying too hard?</h2>



<p>While many have praised TripAdvisor for injecting humor and relatability into an often bland brand process, some have critiqued the move as bordering on “try-hard” internet culture, risking the perception of trivializing the seriousness of a global brand.</p>



<p>Yet, this aligns with TripAdvisor’s stated aim:</p>



<p>“Authenticity is a promise. We needed to reflect how people feel about travel today, not how brands think they should feel.”</p>



<p>This approach positions TripAdvisor to stay relevant in a landscape where consumers reward brands that aren’t afraid to be human, funny, and flawed.</p>



<h2 class="wp-block-heading">What did this mean for branding in 2025?</h2>



<p><a href="https://octet.design/journal/tripadvisors-new-owl-logo-sparks-controversy/" target="_blank" rel="noreferrer noopener">TripAdvisor’s rebrand</a> demonstrates that modern identity systems aren’t just about logos—they’re about culture, conversation, and relatability. </p>



<p>By parodying influencer surgery confessions while rolling out a thoughtful, user-focused <a href="https://octet.design/journal/best-design-systems/" target="_blank" rel="noreferrer noopener">design system</a>, TripAdvisor ensures it’s part of the culture it serves.</p>



<p>It’s a reminder to brands: If you want to stand out, don’t whisper your rebrand—launch it with personality, relevance, and yes, a touch of controversy.</p>



<p><a href="https://octet.design/journal/subscribe/" target="_blank" rel="noreferrer noopener">Subscribe</a>&nbsp;to our global Design Journal and stay updated with the daily&nbsp;<a href="https://octet.design/journal/design-news/" target="_blank" rel="noreferrer noopener">design news</a>.</p>
<footer class="author-bio-section" ><div class="author-flex"><div class="author-image"><img loading="lazy" decoding="async" width="90" height="90" src="https://octet-gatsby.in2.cdn-alpha.com/wp-content/uploads/2024/09/IMG_1457-150x150.jpg" class="attachment-90x90 size-90x90" alt="" /></div><div class="author-info"><div class="author-name"><strong>Jayshree Ochwani</strong></div><p class="author-bio">Jayshree Ochwani is a seasoned content strategist and communications professional passionate about crafting compelling and impactful messaging. With years of experience creating high-quality content across various platforms, she brings a keen eye for detail and a unique ability to transform ideas into engaging narratives that captivate and resonate with diverse audiences.

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She excels at understanding her clients&#039; unique needs and developing targeted messaging that drives meaningful engagement. Whether through brand storytelling, marketing campaigns, or thought leadership content, her strategic mindset ensures that every piece is designed to inform and inspire action.
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TripAdvisor’s New Owl Logo Drops Hollywood-Style ‘Buccal Fat Removal’ Sparks Brand Controversy

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