Trustpilot builds new identity around the stories behind the stars

After nearly two decades of connecting consumers with businesses, online review platform Trustpilot has undergone a brand transformation led by global design agency Further. Its new identity is inspired by the geometry of Trustpilot’s highly recognisable star.

Further’s strategy for the rebrand was rooted in the understanding that Trustpilot’s success over the years has been driven by trust. The idea of individual voices coming together to create a bigger picture therefore features prominently in the updated design, with the brand’s star symbol providing a visual shorthand for the experiences that shape its ratings.

Its flexible system of blocks, layouts and behaviours includes alterations to Trustpilot’s colour, imagery and typography, bringing focus to the human stories and messages that matter most. In particular, Trustpilot Sans adds clarity and expression, while photography offers warmth and honesty.

Further London’s design director, Chrys Naselos, says, “We transformed Trustpilot’s iconic star rating into the foundation of a distinctive, expressive design system. One that gives every voice a platform, connects individual experiences to the bigger picture and makes trust visible at every touchpoint.”

Alex Smith, creative director at Trustpilot, adds, “The result is a design system that feels unmistakably Trustpilot, building on the trust we’ve earned while giving us the flexibility and confidence to express who we are today and where we’re heading next.”