Tripadvisor understood that the nature of travel had evolved, so in 2020 the company wanted the platform’s branding to follow suit and reflect a modern, more human approach to the world of digital travel guidance. Appreciating the current love and recognition of the iconic logo, Mother wanted to retain its inherent personality but refine the geometry for better reproduction at all sizes. The circular nature of the owl is carried out through all aspects of the ID, from custom type and icons, to illustration.