Trustpilot is a global online review platform founded in Denmark in 2007. Its visual identity has undergone two significant redesigns, first in 2018 and again in 2023, each reflecting a shift in how the company positions itself in the review marketplace.
Design and History
In June 2018, Trustpilot launched a new brand identity created by London-based brand consultancy Venturethree. The redesign followed a year of research and collaboration with consumers and businesses, and was tied to a new company mission of bringing businesses and consumers together to create better experiences for everyone.[1] The new logo replaced a more complicated mark consisting of the brand name in an all-caps, black and grey typeface with an orange and black tick symbol to its left.[2]
The 2018 identity featured a green, five-pointed star symbol with an embedded arrow, alongside the Trustpilot name set in a white sans-serif typeface.[2] According to Trustpilot’s founder and then-CEO Peter Mühlmann, the new logo was “a green star with a three-dimensional green arrow that points towards the future.”[3] Venturethree described the identity as “understated,” designed to sit comfortably alongside the brands featured on the site.[4] The agency noted that the symbol was adapted from the green of positive reviews and incorporated an arrow to represent progress.[5]
In 2023, Trustpilot underwent another visual overhaul, this time designed by independent creative company Barkas. The new identity embraced the full spectrum of customer experiences, moving away from the classic green and red associated with review platforms toward a broader range of “in-between” colors representing the diverse range of reviews left by users.[6] The Trustpilot star remained at the forefront of the new look, taking on a more personified role that allowed it to express itself outside of the logo.[6]
Meaning and Symbolism
The star has been a consistent element across Trustpilot’s recent identities. The 2018 logo maintained the use of the star from the previous logo, which featured a row of five stars, but simplified it into a single star with an embedded arrow.[4] Venturethree described the brand symbol as “adapted from the green of positive reviews,” with the arrow incorporated to represent progress.[5]
In the 2023 identity by Barkas, the star became a central, more expressive element of the brand system, acting as “a signal of trust between users and the platform.”[6] The new color system assigned colors to review ratings, with red for one- or two-star reviews, yellow for three-star reviews, and green for four- or five-star reviews, to increase reading comprehension.[7]
Typography and Design
Following the 2018 rebrand, Trustpilot changed how it wrote its name, moving away from all-caps to a lowercase treatment (except for the first letter), which the company described as “less shouty, without detracting from authority.”[3]
In the 2023 identity, the previous branding’s typographical anchor, Helvetica Neue, remained in place, but a new bespoke typeface called Trustpilot Display was introduced to add distinctiveness.[6] The custom weight was defined by Blazetype to create Trustpilot Display, described as “a friendly, fun and funky yet highly readable display typeface that is trustworthy for all good and bad reviews, and all the ones in between.”[8]
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