Rebrands in Motion

A trio of travel-based identities:

 Pentagram has created an updated identity for TrueCar, a company that connects potential car buyers with car dealers. The rebrand was designed to attract millennials but especially women with a more colorful, animated approach that is meant to portray the normally onerous car-buying process as more uplifting and gratifying.


TripAdvisor, now Tripadvisor, has an updated logo that is part of a wider brand refresh created by Mother Design. Tripadvisor is a 20-year-old company that allows fellow travelers to create restaurant, hotel, and tourist attraction reviews.

The company’s mascot, Ollie the Owl, is a noticeable part of that change. Its stoplight- and binocular-like eyes are now monochromatic, and the entire design of the animal has been simplified.

(For more about the significance of mascots in identity design, see the Creative Review article at


 Google Maps’ new logo has been redesigned to be much more in line with the design of other Google apps icons. Highly simplified, it now looks like a map pin, not a map.

From a Business Insider article: “Coinciding with Google Maps' 15th birthday, the search giant is implementing a redesign that focuses on five specific categories: ‘Explore,’ ‘Commute,’ ‘Saved,’ ‘Contribute,’ and ‘Updates,’ essentially highlighting all of the tasks people use Google Maps for besides getting directions.” The five categories are represented by five colors in the new logo.

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