Trustpilot
- Brand Identity
Transforming the Internet's symbol of trust into a consumer-facing brand with a voice and visual identity inspired by reviews.
Trustpilot was founded in 2007 with the ambition of transforming trust and reviews into a valuable currency for businesses while enhancing transparency in product and service quality for customers. It quickly became one of the world’s most visited websites, with its star review system evolving into a recognisable online navigation symbol. Despite the enormous popularity of its service, Trustpilot’s brand remained highly functional, focused on the product but lacking distinct personality. As new competitors entered the market, Trustpilot sought to position itself as a consumer-facing brand with unique equity that would be difficult to replicate.
Rooted in the truth that trust is a dynamic element that must be earned, our ambition was to create a visual and verbal language that reflects the nuances and energy of trust. We anchored the concept in Trustpilot’s true equity—the star—by setting it free and transforming it into a living icon to own. Beyond the star, every element draws inspiration from the honesty and rawness of reviews, from the colour palette to the tone of voice and image style.