Brand consultancy Venturethree has rebranded online review site Trustpilot, with a new logo, visual identity and set of brand films to represent the company’s “mindset shift”. Following research by the brand into both its consumer and business user base, Trustpilot chose to rebrand to reflect the altered perception of review sites – with consumers craving more transparency from such sites, and businesses using them as a way to gather honest feedback for improvement.
The agency, therefore, describes the new identity as “understated”, designed to sit comfortably alongside the brands featured on the site. The logo maintains the use of the star from its previous logo – a row of five stars – but ditches the yellow and black tick box, opting instead for a more simplified mark of a single star with an embedded arrow. The colour scheme uses a fresher version of the brand’s green, with an accompanying scheme of navy, black and white. According to Venturethree, the symbol is more easily identifiable, and the identity, with a responsive design and native fonts, is “more coherent, adaptable and easier for brands to adopt”.
The set of films, developed in-house, is equally pared back in style, using simple pastel colours and close-cropped imagery as a thematic device.
“This is a unique example where the product itself is the identity, so it needed to be dynamic and adaptable to its environment,” says Laura Oakden, digital design director at Venturethree. The team has therefore considered how the brand system could evolve as the use of review sites changes in future, she explains.