Trustpilot’s new brand identity celebrates the stories behind the stars
Stories behind the stars
Trustpilot, the online review platform connecting consumers with businesses, has launched a new brand identity created by global brand design agency Further, celebrating the stories behind its star ratings.
The new branding has been built around trust as the essence of what drives Trustpilots success.
“The business isn’t built from a single opinion but rather emerges when experiences add up. We made this idea the heart of the brand, creating an identity that moves between individual voices and the bigger picture they create together.”
Creative director Charlotte Francis, Further London said: “By evolving the brand into a more distinctive and expressive design system, we turned millions of individual experiences into signals people can see, understand and act on.”
The brand’s instantly recognisable ‘star’ is used globally as a visual shorthand for quality. It has helped Trustpilot users choose with confidence, and businesses understand how they can improve, for almost 20 years. The geometry of Trustpilot’s iconic star rating became the foundation of a distinctive visual language, transforming a familiar symbol of trust into a flexible system of blocks, layouts and behaviours.
Alex Smith, creative director, Trustpilot commented: “Further understood the ambition behind Trustpilot and helped us translate it into a bold, distinctive and confident brand identity. They brought fresh thinking, creative energy and a deep understanding of what makes our brand unique.
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.”
Further expanded on using visual language for the brand design by creating signal devices to give key moments greater depth and impact. Colour, imagery and typography were created to reflect into expressive visual signals, bringing focus to human stories and messages that matter most, while extending the visual language beyond the core layout system.
The core brand assets balance structure with humanity, as it is people who keep the platform alive with their stories, reviews and feedback. The copy on the site acknowledges this with the cue ‘Take everyone else’s word for it’.
Copy is written in Trustpilot Sans to bring clarity and expression, moving between bold headlines and functional information, while photography captures recognisable moments with warmth and honesty, creating a visual world that feels curated but never staged. Together, they give the system both consistency and character.
Design director Chrys Naselos, Further London, said: “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.”
Credits
Client: Trustpilot
Agency: Further London
Agency contact: James Moran
Agency contact job title: Client Director
Client name/title: ex Smith, Creative Director
CD: Charlotte Francis
DD: Chrys Naselos
Strategy Director: Lucia McGuinness
Client Services: James Moran
Designers: Matt Cox, Ella Cheng
Motion Designer: Kirsty Deacon
Creative Technologist: Sophie Richardson
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