Trustpilot

From star rating 
to design system

We began with one of Trustpilot’s most recognisable assets, the star rating. Its proportions and square geometry became the foundation for an entire visual language, extending a familiar signal of trust into a flexible system of blocks, layouts and behaviours.

Voices become the brand

At Trustpilot, the content is the identity. Reviews, ratings and real experiences move to the foreground, with typography shifting in scale and expression to give individual voices presence while revealing the power of the collective.

Signal Device

To give key moments greater depth and impact, we created the Signal Device. Colour, imagery and typography are refracted into expressive visual signals, bringing focus to the stories and messages that matter most while extending the visual language beyond the core layout system.

A system with a human voice

The identity brings together a focused set of core assets, each designed to make real experience more visible.

Trustpilot Sans gives the brand clarity and character, moving between large, expressive headlines and more functional information. Photography brings warmth and humanity, capturing recognisable moments that feel curated rather than staged.

Together with colour, reviews, ratings and content blocks, these elements create a brand that feels both structured and alive.

Typography is designed to work alongside imagery, content blocks and the wider system, while the photography direction is centred on authentic, relatable experiences.

In the world

The system was designed to go wherever decisions happen. Across product, campaigns, businesses and consumer touchpoints, one connected identity makes Trustpilot more visible, more recognisable and more useful wherever trust matters.

“Trustpilot everywhere” is explicitly the mission, with the aim of embedding the brand across the consumer and business journey.

“Further understood the ambition behind Trustpilot and translated it into a bold, distinctive brand identity. The result is a design system that feels unmistakably Trustpilot, building on the trust we’ve earned while giving us the flexibility to express who we are today and where we’re heading next.”

ALEX SMITH, CREATIVE DIRECTOR
TRUSTPILOT