In their own words
We built the entire strategy and identity around real people: their words, their photos, their stories.
We freed Ollie from the circle and gave it more personality, more flexibility, more play.
We built the system with the traveller in mind, not the designer.
In a time when everything's being optimised or AI-generated, Tripadvisor's advantage is that it's real.
The new identity had to embody the idea of a 'seamless fusion of the physical and digital worlds'.
The idea of 'stitching' became a powerful metaphor for connection, reflecting not only how Uniqode bridges these two realms but also how it helps businesses craft more meaningful and secure interactions with their customers.
We treat every QR scan like a needle dive: you pierce the surface, slip into a digital layer, then pop back out, threading two realities together in one fluid motion.
Showing that ‘stitch’ instantly explains the connection the tech enables without a word, and adds a crafted, human warmth most QR brands lack.
The typeface is the brand’s most‑seen element, so it had to carry the idea on its own. Off‑the‑shelf options couldn’t show the ‘thread’, so we drew Uniqode Sans from scratch.
We counter‑punched by injecting craft – woven visuals and a custom typeface – to give the square personality.
Articles & interviews
- "Koto and Tripadvisor Redefine Travel Branding with Authentic Stories"
Creative studio Koto has rebranded Tripadvisor to reflect its evolution into an AI-enabled travel planning and booking platform. The new identity emphasizes authenticity, community, and real traveller stories, featuring a refreshed color palette, custom typeface, and a more expressive version of its owl mascot, Ollie. The design system balances warmth and clarity, celebrating real experiences over polished perfection.
- New Logo & Branding for Uniqode by Koto
BP&O features Koto’s rebrand of Uniqode, a QR code platform formerly known as Beaconstac. The new identity uses a 'stitching' concept to symbolize the connection between physical and digital worlds, expressed through modular grids, motion graphics, and a custom geometric sans-serif typeface. The result is a cohesive, flexible system that refreshes the tech brand’s image with clarity and conceptual depth.
- Koto Reinvents Uniqode Brand, Merging Physical and Digital Worlds
Koto’s New York studio has created a new brand identity for Uniqode, a QR code management platform. The identity uses a cross-stitch visual metaphor to connect the physical and digital worlds, supported by a bespoke typeface, Uniqode Sans, and a distinctive digital blue palette. The project aims to humanise QR technology through crafted visuals, motion, and a relatable brand voice.
- Koto Redefines Uniqode with Innovative QR Rebrand
Creative studio Koto has rebranded Uniqode, formerly known as Beaconstac, transforming the QR code platform into a more human and emotionally resonant brand. The new identity uses a stitching metaphor to symbolize connection between digital and physical worlds, supported by custom typography, motion design, and a warm verbal tone. The result positions Uniqode as a forward-thinking yet approachable tech brand.
- Koto Amplifies Fluz App Identity with Maximalist Design Approach
Koto New York developed a maximalist brand identity for the collaborative earning app Fluz, centered around the concept of 'Life On Max.' The project features vibrant illustrations, a candy-colored gradient palette, and a restrained typographic system designed to complement the expressive visuals. Executive Creative Director Arthur Foliard highlights the close collaboration with Fluz’s team as key to the rebrand’s success.
- "POV Budapest Conference: A Groundbreaking Success in Design World"
The article celebrates the success of POV Budapest, a new design conference organized by CM.SUPPLY and COMET. Featuring talks from leading studios like Pentagram, Koto, Ragged Edge, and Dinamo, the event drew an international audience and fostered community and creative exchange. The Brand Identity, as strategic media partner, highlights the event’s polished debut and plans for a larger 2025 edition.
- Take five with POV Budapest: Koto’s Arthur Foliard on why bravery is often the secret to great work
The Brand Identity interviews Koto’s Executive Creative Director Arthur Foliard ahead of his talk at POV Budapest, discussing the importance of bravery in creative work. Foliard reflects on Koto NYC’s vibrant new studio space, the value of in-person collaboration, and how embracing fun and risk-taking fuels great design. The conversation highlights Koto’s diverse global projects and Foliard’s excitement for the upcoming design festival in Hungary.
- The Designers: Koto’s Arthur Foliard on accepting his flaws, curiosity and why he loves London
This interview from The Brand Identity’s 'The Designers' series features Arthur Foliard, Creative Director at Koto London, discussing his career journey, creative philosophy, and experiences working across global cities. Foliard reflects on empathy, curiosity, and self-acceptance as key drivers in his design practice and leadership approach. The conversation highlights his belief in collaboration, trust, and continuous reinvention within the design industry.
- Koto designs a natural identity for Meatable, a Dutch company making cruelty-free meat with science
London-based studio Koto created a refreshed brand identity for Dutch cultivated meat startup Meatable, blending nostalgic visuals with a sustainable, future-focused tone. The design uses natural colors, vintage postcard inspiration, and typefaces GT Alpina and GT America Condensed to convey trust and authenticity. The identity aims to make cultivated meat approachable and relatable to a broad audience.