Founded on the notion that real humans give the best advice, Tripadvisor provides travel guidance for nearly 460 million site visitors each month. Some twenty years after its inception in the small town of Needham, Massachusetts, the company knew that the world of travel had evolved; it made sense that the platform’s branding would follow suit. Appreciating the global recognition of the company’s iconic Owl mark, Mother retained that mark’s inherent personality but refined its geometry for better reproduction at all sizes. This geometry set precedent for the development of the accompanying brand typography, which was initially built using unforgiving mathematics, and then optically corrected over the course of its development to allow for legibility, affability, and the humanism that Tripadvisor is known for.