BRAND

GUIDELINES
RELEASED / APRIL 2017
LOGOS & USAGE
BRAND GUIDELINES / APRIL 2017

2
 PRIMARY LOGOTYPE

PRIMARY LOGOTYPE PRIMARY LOGOTYPE FOR WHITE BACKGROUND PRIMARY LOGOTYPE FOR GREEN BACKGROUND
The logo is not integrated with text. Any
pairing of text and the Primary logotype
needs to be approved by the Brand team.

LOGOTYPE ARTWORK
Do not redraw or recreate any element of the
logotype. Use only supplied and approved
digital formats.
PRIMARY LOGOTYPE FOR BLACK BACKGROUND PRIMARY LOGOTYPE AREA OF NONINTERFERENCE

USAGE GUIDELINES Y/2

Print: When scaled proportionally, the
primary logotype must never be smaller than Y
0.8 inches or 20mm wide.

Web: When scaled proportionally, the primary

logotype must never be smaller than 80 pixels CLEAR SPACE: The minimum amount of clear space on all sides of the
wide. logotype is the equivalent to half the height (Y/2) of the TripAdvisor logo.

PRIMARY LOGOTYPE MINIMUM SIZE

Brand Guidelines / 3
 PRIMARY LOGOTYPE WITH TAGLINE (JUSTIFIED)

PRIMARY LOGOTYPE WITH TAGLINE PRIMARY LOGOTYPE WITH TAGLINE FOR WHITE BACKGROUND PRIMARY LOGOTYPE WITH TAGLINE FOR GREEN BACKGROUND
The purpose of this lockup, and all lockup
variations, is to clearly communicate
TripAdvisor’s brand position and value
proposition.

For the Primary logotype with tagline lockup to

be effective, it must also be legible. This is why
minimum size guidelines must be followed and
are strictly enforced.

Any pairings of the tagline and the Primary PRIMARY LOGOTYPE WITH TAGLINE FOR BLACK BACKGROUND PRIMARY LOGOTYPE WITH TAGLINE AREA OF NONINTERFERENCE

logotype not documented in the TripAdvisor Y/2

Brand Guidelines must be submitted to the
Brand team for approval.
Y

LOGOTYPE ARTWORK
Do not redraw or recreate any element of the
logotype. Use only supplied and approved
digital formats.
CLEAR SPACE: The minimum amount of clear space on all sides of the
logotype is the equivalent to half the height (Y/2) of the TripAdvisor logo.
PRIMARY LOGOTYPE WITH TAGLINE MINIMUM SIZE
USAGE GUIDELINES
Print: When scaled proportionally, “know
better • book better • go better” in the logo
lockup must never be smaller than 8pt Arial
Regular type. This is true for all variations of
the Primary logotype tagline lockup.

Web: When scaled proportionally, “know

better • book better • go better” in the logo
lockup must never be smaller than 11px Arial
Regular type. This is true for all variations of
the Primary logotype tagline lockup.

Brand Guidelines / 4
 PRIMARY LOGOTYPE WITH TAGLINE (CENTERED)

PRIMARY LOGOTYPE WITH TAGLINE PRIMARY LOGOTYPE WITH TAGLINE FOR WHITE BACKGROUND PRIMARY LOGOTYPE WITH TAGLINE FOR GREEN BACKGROUND
The purpose of this lockup, and all lockup variations,
is to clearly communicate TripAdvisor’s brand position
and value proposition.

For the Primary logotype with tagline lockup to be

effective, it must also be legible. This is why minimum
size guidelines must be followed and are strictly
enforced.

Any pairings of the tagline and the Primary logotype

not documented in the TripAdvisor Brand Guidelines
must be submitted to the Brand team for approval. PRIMARY LOGOTYPE WITH TAGLINE AREA OF NONINTERFERENCE
PRIMARY LOGOTYPE WITH TAGLINE FOR BLACK BACKGROUND
Y/2
LOGOTYPE ARTWORK
Do not redraw or recreate any element of the
Y
logotype. Use only supplied and approved digital
formats. Coming soon
USAGE GUIDELINES
Print: When scaled proportionally, “know better CLEAR SPACE: The minimum amount of clear space on all sides of the
• book better • go better” in the logo lockup must logotype is the equivalent to half the height (Y/2) of the TripAdvisor logo.
never be smaller than 8pt Arial Regular type. This is
true for all variations of the Primary logotype tagline PRIMARY LOGOTYPE WITH TAGLINE MINIMUM SIZE
lockup.

Web: When scaled proportionally, “know better

• book better • go better” in the logo lockup must
never be smaller than 11px Arial Regular type. This is
true for all variations of the Primary logotype tagline
lockup.

Brand Guidelines / 5
 PRIMARY LOGOTYPE WITH TAGLINE (HORIZONTAL)

PRIMARY LOGOTYPE WITH TAGLINE PRIMARY LOGOTYPE WITH TAGLINE FOR WHITE BACKGROUND
The purpose of this lockup, and all lockup
variations, is to clearly communicate
TripAdvisor’s brand position and value
proposition.

For the Primary logotype with tagline lockup to

be effective, it must also be legible. This is why
minimum size guidelines must be followed and
are strictly enforced.
PRIMARY LOGOTYPE WITH TAGLINE FOR GREEN BACKGROUND
Any pairings of the tagline and the Primary
logotype not documented in the TripAdvisor
Brand Guidelines must be submitted to the
Brand team for approval.

LOGOTYPE ARTWORK
Do not redraw or recreate any element of the
logotype. Use only supplied and approved
digital formats. PRIMARY LOGOTYPE WITH TAGLINE FOR BLACK BACKGROUND

USAGE GUIDELINES
Print: When scaled proportionally, “know
better • book better • go better” in the logo
Coming soon
lockup must never be smaller than 8pt Arial
Regular type. This is true for all variations of
the Primary logotype tagline lockup.

Web: When scaled proportionally, “know PRIMARY LOGOTYPE WITH TAGLINE AREA OF NONINTERFERENCE
better • book better • go better” in the logo
Y/2
lockup must never be smaller than 11px Arial
Regular type. This is true for all variations of
the Primary logotype tagline lockup. Y

CLEAR SPACE: The minimum amount of clear space on all sides of the logotype is the equivalent to half the height (Y/2) of the TripAdvisor
logo.

Brand Guidelines / 6
 TAGLINE (WHEN WRITTEN)

TAGLINE (WHEN WRITTEN)

When written, the following format should
always be followed:

• First letter of first word in each phrase

always capitalized.

• First letter of second word in each

phrase always lowercase.

• Periods at end of each phrase.

TAGLINE (WHEN WRITTEN) DON’TS

Know better. Book better. Go better.
Never use commas or any other
punctuation than a period at the end of
each phrase:

Know better, Book better, Go Better!

Never emphasize or bold portions of the

tagline:

Know better. Book better. Go Better.

Never use italics or different colors on

portions of the tagline:

Know better. Book better. Go Better.

Brand Guidelines / 7
 SECONDARY LOGOTYPE

SECONDARY LOGOTYPE SECONDARY LOGOTYPE FOR WHITE BACKGROUND SECONDARY LOGOTYPE FOR GREEN BACKGROUND
The logo is not integrated with text. Any
pairing of text and the Secondary logotype
needs to be approved by the Brand team.

LOGOTYPE ARTWORK
Do not redraw or recreate any element of the
logotype. Use only supplied and approved
digital formats.
SECONDARY LOGOTYPE FOR BLACK BACKGROUND SECONDARY LOGOTYPE AREA OF NONINTERFERENCE

USAGE GUIDELINES Y/3

Print: When scaled proportionally, the
secondary logotype must never be smaller Y
than 0.5 inches or 13mm wide.

Web: When scaled proportionally, the primary

logotype must never be smaller than 50 pixels
wide. CLEAR SPACE: The minimum amount of clear space on all sides of the
logotype is the equivalent to half the height (Y/3) of the TripAdvisor logo.
SECONDARY LOGOTYPE MINIMUM SIZE

Brand Guidelines / 8
 LOGOTYPE DON’TS

To make sure our logotype appears DO NOT TILT OR ROTATE DO NOT PLACE ON A NON-BRAND BACKGROUND COLOR
as consistently as possible throughout
our communications, we’ve identified
a few ways that we DO NOT want our
logotype to appear. These are certainly not
ALL the don’ts - just a few to set the tone.
When in doubt, contact the Brand Team for
approval and guidance.

DO NOT STRETCH DO NOT COLORIZE

DO NOT REMOVE OR REPOSITION LOGOTYPE ELEMENTS DO NOT ADD ADDITIONAL WORDS OR PHRASES

NEWSLETTER

DO NOT STYLIZE WITH OBJECT EFFECTS RESPECT AREAS OF NONINTERFERENCE AND CLEAR SPACE

Brand Guidelines / 9
 TRAVELERS’ CHOICE LOGO

The Travelers’ Choice logo should be used in all PRIMARY LOGOTYPE (ALWAYS ON GREEN SQUARE) PRIMARY LOGOTYPE FOR WHITE BACKGROUND
on-site, off-site, and offline presentations or
mentions of the award.

Use the version with one L (Travelers’) on

[Link], and the version with two Ls Coming soon
(Travellers’) on all other points of sale.

See Appendix for guidelines on using the

Travelers’ Choice logo on other points of sale.

The Knockout logotype should only be PRIMARY LOGOTYPE FOR BLACK BACKGROUND KNOCKOUT LOGOTYPE FOR DARK BACKGROUND
used when there are not enough colors to
properly reproduce the Primary logotype. In
extremely rare cases, it may be possible to use
an all-black or all-white version of the Primary
logo; however, you must contact the Brand
team for guidance and approval. Coming soon Coming soon
USAGE GUIDELINES
Print: When scaled proportionally, the
secondary logotype must never be smaller
than 0.5 inches or 13mm wide.
PRIMARY LOGOTYPE MINIMUM SIZE PRIMARY LOGOTYPE AREA OF NONINTERFERENCE
Web: When scaled proportionally, the primary
logotype must never be smaller than 50 pixels Y/4
wide.

CLEAR SPACE: The minimum amount of clear space on all sides of the
logotype is the equivalent to half the height (Y/4) of the Travelers’
Choice logo.

Brand Guidelines / 10
COLOR PALETTE
BRAND GUIDELINES / APRIL 2017

11
 BRAND COLOR PALETTE

Colors establish the overall look and feel of

the various touchpoints within the TripAdvisor PRIMARY GREEN PRIMARY BLACK ACCENT RED BACKGROUND
brand. The palettes combine to underscore MAIN BRAND & BACKGROUND TYPE & LINE
HEX = #EF6945 | RGB = 239, 106, 69
our brand attributes and enhance usability of
HEX = #00AF87 HEX = #000A12
our websites, emails, and mobile sites. RGB = 0, 176, 135 CMYK = 0, 72, 70, 0
RGB = 0, 10, 18

CMYK = 78, 0, 62, 0 PANTONE 7416 C

CMYK = 80, 0, 0, 100
PANTONE 2026 U
PANTONE 339 C (BODY TEXT = 0, 0, 0, 100)
PANTONE 339 U
PANTONE BLACK 6 C
PANTONE BLACK 6 U

ACCENT BLUE BACKGROUND

HEX = #1C99CE | RGB = 28, 153, 206

CMYK = 68, 0, 0, 5

PANTONE 299 C
PANTONE 2202 U

ACCENT YELLOW BACKGROUND

HEX = #F8C40F | RGB = 252, 196, 15

CMYK = 0, 24, 98, 0

PANTONE 129 C
PANTONE 7404 U

SECONDARY DARK GREY SECONDARY GREY SECONDARY LIGHT GREY

TYPE & BACKGROUND BACKGROUND OUTLINES, BACKGROUND & RULES
HEX = #666666 HEX = #B7B7B7 HEX = #E5E5E5

Brand Guidelines / 12
 LOGOTYPE COLORS

The TripAdvisor corporate identity is the

primary design element used in the overall
brand. The palette of the logo drives all other
palettes related to TripAdvisor.
YELLOW GREEN

HEX = #F8C40F HEX = #00AF87

RGB = 252, 196, 15 RGB = 0, 176, 135

CMYK = 0, 24, 98, 0 CMYK = 78, 0, 62, 0

PANTONE 129 C PANTONE 339 C

PANTONE 7404 U PANTONE 339 U

RED BLACK GREEN (50% OPACITY)

HEX = #EF6945 HEX = #000A12 HEX = #00AF87

RGB = 239, 106, 69 RGB = 0, 10, 18 RGB = 0, 176, 135

CMYK = 0, 72, 70, 0 CMYK = 80, 0, 0, 100 CMYK = 78, 0, 62, 0

PANTONE 7416 C PANTONE BLACK 6 C PANTONE 339 C

PANTONE 2026 U PANTONE BLACK 6 U PANTONE 339 U

Brand Guidelines / 13
 COLOR PALETTE DOS & DON’TS

To make sure our color palette appears DO USE BLACK FOR TEXT OVER FIELDS OF GREEN DO NOT USE WHITE TEXT > 18PX OVER FIELDS OF GREEN
as consistently as possible throughout
our communications, we’ve identified
SUMMER PROMO: 15% OFF HOTELS SUMMER PROMO: 15% OFF HOTELS
a few ways that we DO & DO NOT want our
colors to appear. These are certainly not ALL
the don’ts - just a few to set the tone. When in
doubt, contact the Brand Team for approval
and guidance.

DO USE DIFFERENT WEIGHTS TO ESTABLISH HIERARCHY DO NOT USE PRIMARY GREEN TEXT > 14PX

SUMMER PROMO:
SUMMER PROMO: 15% OFF HOTELS
SUMMER PROMO: 15% OFF HOTELS

15% OFF HOTELS

DO USE PRIMARY & SECONDARY COLORS TOGETHER DO NOT ADD USE GREEN OVER SECONDARY COLORS

TripAdvisor Summer Promo: TripAdvisor Summer Promo:

15% OFF HOTELS 15% OFF HOTELS

Learn more

Brand Guidelines / 14
TYPOGRAPHY
BRAND GUIDELINES / APRIL 2017

15
LOGO-
BRAND FONT
TYPES
OBJEKTIV 2
Objektiv 2 Light Objektiv 2 Bold
Objektiv 2 takes a new look at geometry. Its
designer, Bruno Mello, followed the principles
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn
of mathematical structures but didn’t forget
that this typeface is to be used by humans.
OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz
0123456789 0123456789
With a broad offering of sans serif weights,
we limit our typographic set to Light through
Xbold. Italics, Thin, and Black sets should not
be used.
Objektiv 2 Regular Objektiv 2 Xbold
See Objektiv in use in:
• TripAdvisor tagline lockup
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn
• Travelers’ Choice logo OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz
• Text over imagery in email
• Static on-site banner placements 0123456789 0123456789
• All offline communications

Languages covered by Objektiv: Czech,

Danish, German, English, Spanish, French, Objektiv 2 Medium
Hungarian, Italian, Maltese, Dutch,
Norwegian, Polish, Portuguese, Slovenian, AaBbCcDdEeFfGgHhIiJjKkLlMmNn
Swedish, Turkish
OoPpQqRrSsTtUuVvWwXxYyZz
For all languages not included in Objektiv, fall
back to Arial. 0123456789
USE OF ALL CAPS:
Please limit the use of all caps text to short
form headlines. In general, all caps should be
used sparingly.

Brand Guidelines / 16
 Georgia Georgia Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890

LOGO- Georgia Bold

DIGITAL FONT (DESKTOP)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Georgia Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
TYPES 1234567890 1234567890

ARIAL
Arial Regular Arial Italic
The Arial font family is the primary font for ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
all HTML copy, both.5 Xon the website and in abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
any promos or banners in which there is text 1234567890 1234567890
created via HTML. A contemporary sans serif
design, Arial is closer to the brand’s primary
font (Humanist) than Verdana or other
choices.
Arial Bold Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
The overall treatment of curves is softer abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
and fuller than in most style sans serif faces. 1234567890 1234567890
Terminal strokes are cut on the diagonal,
which helps to give the face a less mechanical,
more friendly appearance. The Arial family
provides versatility when setting text within
Web pages. Use of the Arial family will
help ensure brand consistency and a more
streamlined approach to page development.

I travel with

Brand Guidelines / 17
TRADEMARKS
BRAND GUIDELINES / APRIL 2017

18
 HOW TO USE TRADEMARK SYMBOLS ® AND ™

Please mark all trademarks used in creative with the appropriate trademark symbol in TITLES
accordance with the rules below. If your document has a title (e.g., press releases which have a title and a subtitle), you
do not need to mark trademarks used in the title or subtitle. Mark the first instance of
the trademark within the body of the document.
FIRST INSTANCE
Always mark the first instance of a trademark in the body of each document, or each
page of the website. If the mark is used on an ad banner that clicks through to a full APPEARANCE
website that includes the proper markings, the mark does not have to be marked on Trademark symbols typically appear at the upper right corner of a mark. Please follow
the ad banner. the marking guidelines outlined on the following pages.

COMPANY NAMES
Company names are NEVER marked. For example, “TripAdvisor LLC” and “TripAdvisor
Limited” are never marked.

TRIPADVISOR AND OTHER WORDS

When “TripAdvisor” is used with other words, such as TripAdvisor® Forum, always mark
the term “TripAdvisor®” or “[Link]™”, even if it has already been marked in
the document. Examples: TripAdvisor® Traveler Review, TripAdvisor® Forum. The lone
exception to this rule is when the multi-word phrase is itself a registered trademark,
such as TripAdvisor Inside®, in which case the registration symbol should come at the
end of the trademark.

Brand Guidelines / 19
 HOW TO USE TRADEMARKS

Please use our trademarks in accordance with these rules. Do NOT use any TripAdvisor trademarks in jokes, puns, or in a derogatory fashion.

Do NOT use our marks in a descriptive manner, or as a noun or verb. Instead use our Always follow all applicable marketing and legal guidelines. From time to time,
marks as adjectives modifying nouns (nouns may be implied by context). Slogans TripAdvisor may modify this Guide or the guidelines for the size, typeface, colors,
should be used on their own and not in sentences. and other graphic characteristics of any TripAdvisor logo and wordmarks, making it
Correct: [Link]® imperative to review all updates. You are subject to the guidelines as then in effect.
Correct: Use TripAdvisor® independent user-generated reviews.
Correct: The TripAdvisor® travel information resources. Advertising for products sold in association with any TripAdvisor trademark must
Incorrect: Let us be your TripAdvisor® not be in violation of any United States federal or state laws, municipal ordinances
or administrative agency regulations, or any applicable laws, rules, or regulations of
Do NOT use the phrase “trip advisor” in a descriptive context or within a textual any other country. If you have any questions, contact the legal department.
sentence.
Incorrect: A personal trip advisor in your pocket

Do NOT use a trademark in the plural or possessive form. You CAN however, use the
company name in the possessive form.
Correct: TripAdvisor, Inc.’s revenues...
Incorrect: TripAdvisor’s revenues...

Do NOT shorten, abbreviate, rephrase, or create acronyms out of any trademark.

Correct: Travelers’ Choice® awards are given to our members’ favorite Use of TripAdvisor Company Trademarks Is Governed by
hotels worldwide
Express Written License.
Incorrect: TripAdvisor® Choice™ Awards are given to our members’
favorite hotels worldwide
You should not use, nor allow anyone else to use any TripAdvisor
Trademarks should NEVER be connected to other words or altered in any way, such as mark without first obtaining a license from TripAdvisor. In
by hyphens. addition, unless expressly specified and agreed to in writing by
Incorrect: TripAdvisor-Reviews are interesting. TripAdvisor, TripAdvisor requires review of any advertisement or
promotion that includes any TripAdvisor company trademark.
Requests for a license to use and requests to review usage of
any TripAdvisor trademark in any promotion, including any co-
promotion, co-branding, or any advertising should be directed to
trdmarks@[Link].

Brand Guidelines / 20
 TRADEMARK & COPYRIGHT NOTICE

GENERAL TRADEMARK NOTICE SITE TRADEMARK NOTICE

When using the TripAdvisor Marks on a document, the following disclosure should TripAdvisor and the TripAdvisor logo are trademarks or registered trademarks of
appear at the bottom of the document, tailored depending on which trademarks are TripAdvisor LLC in the U.S. and/or other countries, and may not be copied, imitated
being used in the document: or used, in whole or in part, without the prior written permission of TripAdvisor or
the applicable trademark holder. In addition, the look and feel of the Site, including
all page headers, custom graphics, button icons and scripts, is the service mark,
TRIPADVISOR LLC trademark, and/or trade dress of TripAdvisor and may not be copied, imitated
TripAdvisor and the TripAdvisor logo are registered trademarks or trademarks of or used, in whole or in part, without the prior written permission of TripAdvisor.
TripAdvisor LLC, in the U.S. and/or other countries. Other logos, design marks, Other logos, design marks, product names and company names mentioned
product names and company names mentioned herein may be the property of their herein may be the property of their respective owners. Reference to any products,
respective owners. services, processes or other information, by trade name, trademark, manufacturer,
supplier, or otherwise does not constitute or imply endorsement, sponsorship or
recommendation thereof by TripAdvisor.
MEDIA COMPANY
TripAdvisor, SeatGuru, Travel Library and TravelPod are either registered trademarks
or trademarks of TripAdvisor LLC in the U.S. and/or other countries. Cruise Critic COPYRIGHT NOTICE
and The Independent Traveler are either trademarks or registered trademarks of We must include the following copyright notice as part of the footer of each site
The Independent Traveler, Inc. in the U.S. and/or other countries. Holiday Lettings, page (updated each year to show the current year):
[Link], and the Holiday Lettings logo are trademarks of Holiday
Lettings Limited. Other logos, design marks, product names and company names © 2016 TripAdvisor LLC. All rights reserved.
mentioned herein may be the property of their respective owners.

QUESTIONS?
If you have any questions regarding a trademark or domain name issue or you wish
to request approval of a press release, please email trdmarks@[Link].

Brand Guidelines / 21
 MARKING GUIDELINES

UNITED STATES The Owl with TripAdvisor logo is registered, either in black and white or in color, in
CITIES I’VE VISITED® Argentina, Australia, Canada, the European Union, Hong Kong, India, Indonesia,
Japan, Mexico, New Zealand, Norway, Philippines, Russian Federation, South
CITIES I’VE VISITED BY TRIPADVISOR® Korea, Switzerland, Taiwan, and the United States, and should be marked with a ®
DAODAO® in these countries. In all other countries use a ™.
GET THE TRUTH. THEN GO® When using the Secondary logo, i.e. the stacked Owl with TripAdvisor logotype
GOLISTS® beneath it, the Owl and the TripAdvisor logotype should each be marked with a ® in
HOLIDAY WATCHDOG® the United States.

LOCAL PICKS® The Owl Logo (Color) by itself should be marked with a ® in the United States.
LOCAL PICKS BY TRIPADVISOR®
In the Travelers’ Choice award logo, the Owl head mark and the TripAdvisor
MAPSTER® logotype should be marked with a ®, and the words Travelers’ Choice should be
MORE FLYERPOWER® marked with a ® in the United States. (.4) See Appendix B for guidelines on using this
logo on other points of sale.
MORE THAN FOOTPRINTS™
TRAVELCAST
(Do not mark TRAVELCAST with any trademark symbols)
TRAVELER IQ CHALLENGE®
TRAVELERS’ CHOICE®
TRAVELPOD®
TRIPADVISOR®
[Link]™
TRIPADVISOR® CONNECT
TRIPADVISOR INSIDE®
TRIPWOW®
[Link]®
VIRTUAL TOURIST®
WORLD’S MOST TRUSTED TRAVEL ADVICE®

Brand Guidelines / 22
PHOTOGRAPHY
BRAND GUIDELINES / APRIL 2017

23
 GENERAL GUIDELINES FOR SELECTING PHOTOGRAPHS

Our brand photography aligns closely with

our core brand attributes, evoking real
experiences.

• Capture real moments.

• Use images with natural lighting.

• Focus on the “take me there” approach.

• Be aspirational, but attainable.

• Get all the details.

• Have mass appeal.

Use photos featuring people whenever

possible. This underscores the “travelers like
you, candid reviews” aspect of our brand.

Larger photographs are almost always better

We have found that images of water and

warmth make people think of vacations.

Brand Guidelines / 24
 LOGO-
PHOTOGRAPHIC SOURCES
TYPES
TRAVELER PHOTOS PHOTO CAPTIONS
are candid photos uploaded by our members. They tend to embody our brand ideals All photos should include a caption stating where they were taken. If the photo is of
and allow us to connect with our community. Choose traveler photos whenever a specific listing, that should be noted first.
possible—especially in email to members—and credit them with the member’s If a member uploaded the photo and it’s being used in creative on a TripAdvisor site,
username. (.1) credit it to their TripAdvisor username, for instance, “Photo by Grace M.” or “Photo
by love2ski”. If there’s a header that makes it clear they are traveler photos, the
MANAGEMENT PHOTOS credit should say “By (username)”.
uploaded to TripAdvisor may also be available for use. These include photos taken If it’s being used outside of TripAdvisor, the credit should say “Photo by a TripAdvisor
specifically by or for businesses or DMOs (destination marketing organizations) on traveler”. If there’s a header that makes it clear they are traveler photos, the photos
TripAdvisor. Credit them with “Photo courtesy of (name of business).” themselves do not need a credit.

EXPERT PHOTOS
have been provided by TripAdvisor or its sister companies. Credit them with “Expert
photo”.
Note: not every candid and professional photo uploaded to TripAdvisor is suitable
for marketing purposes. Ask about “blessed” (approved) photographs which the
marketing team has hand-selected for these uses.

STOCK PHOTOGRAPHY
that adheres to our brand guidelines may also be an option, though our preference is
to use member photos. Follow the stock photography source’s guidelines for credit.

Brand Guidelines / 25