Do you want to learn how to: a) set your brand apart from competition, b) improve awareness of your brand, c) represent brand commitment to the market, d) establish collaboration across all aspects of your brand’s identity, e) motivate your market to be loyal to your brand, and f) generate attention and active purchasers.
If yes, then continue reading.
Many factors contribute in attracting both potential and existing buyers such as price, packaging, sales, improving brand identity and so on. However there is one aspect of all branding activity that has the power to bring about a ‘major change’ for the brand itself and for its market – the logo. It’s only a chunk of your brand’s identity but it greatly assists in telling the story of your brand.
Changing your brand’s logo has a great impact on its: loyalty, preference, credibility and growth.
In 2015, many American and British brands have transformed their identities. Among these are those that repetitively evolved their logos and also ones who thought this year was the best time to tweak their image. However, the important thing about this change is that these brands “break convention”.
The makeovers of these brand identities via their logos serve as great case studies for small businesses, startups as well as designers. By the end of your reading journey, you will learn why brands change their logos; how their old/new logos differ; what impact did their new logo have on their existing image; and how will all this help you evolve your brand’s image.
An American technological company focusing on storing digital data, has transformed its logo from rigid to kinetic. In terms of color usage, switching from one shade of green to another has brought life to the design. Black and Grey are not the only colors one can associate with technology. In a press release, Seagate’s CEO, Steve Luczo said that the latest look of the brand is a strong representation of the commitment this company makes to aid consumers and businesses in realizing the potential of the idea of “living” logo and information. Logos belonging to tech-companies should be flexible and interactive, like in this case.
Round-up: simple yet dynamic.
Lesson: create a logo that connects the brand’s idea with its market. Use unconventional colors to stand-out
The Seagate living logo is a demonstration of our belief that data is alive and ever-growing. Seagate has partnered with World Wildlife Fund, Wildlife Conservation Network and Wild China to highlight the importance of data to safeguard our natural legacy.
Posted by Seagate on Tuesday, June 30, 2015
Unlike FitBit that is similar to a wrist-watch, Runkeeper is a fitness application that helps you track your activities. From the more obvious previous logo with a running man in a square, the design is now symbolic and peppy. The shoe lace making an “R” is sporty. The typeface is ultra-contemporary. The brand proves that mundane things can be converted to extraordinary designs.
Roundup: the pictograph is clever and à la mode.
Lesson: use the ordinary to make the extraordinary.
The Ritz Carlton
A company owning 87 luxury resorts and hotels in more than 25 countries, The Ritz Carlton is an icon of opulent tourism; and has begun to evolve its image. The group lately changed the typeface of its logo — it is bold and serif. The trend today is to become completely modern, but Ritz Hotel has used a clever strategy. This approach suggests that while Ritz Carlton wants to adapt to 21st century, it also wants to maintain their legacy and not completely give-in to modernism. The negative space between the components of the design convey the idea of large spaces and luxurious settings.
Round-up: the logo shows a commitment to adaption — suggests a forward approach.
Lesson: be explorative, and adapt to surroundings without forgetting the brand’s tradition.
The company manufactures and trades in printing and tracking technologies, such as receipt and label encoders/printers and kiosk plus card printers. Considering the kind of business it does, the brand definitely needed an up-to-the-minute look. The zebra in their old logo was obnoxiously literal, swollen and unappealing— certainly not hip. The new pictorial is edgy, geometric and minimal. The font matches the slant lines of the zebra and the two look nice together. Good that they got rid of extra shapes surrounding the design. While many designs are found entrapped in a shape, this brand has escaped its boundary to welcome the space around it.
Round-up: a clean illustration of zebra and complementing typeface.
Lesson: don’t always constraint the logo design in shapes and outlines.
Penn State University
Penn State University of United States is a popular destination for students from around the globe. In a press release, they explained why they changed their logo, “The updated mark focuses on the head and face of the Nittany Lion Shrine in a more contemporary and engaging way, continuing its heritage and providing the same sense of stature as the sculpture.” The new logo is a stencil-like representation of the lion; the illustration is encapsulated in a shield. While the expression of the lion is depicted well, the shades of blue contradict the very image of the “King of jungle”. Lions are generally considered ferocious and strong, but here the animal looks tame. This is because the actual statue of the lion expresses innocence. Thus, Penn State broke the rules of using colors to depict the real characteristics of a living thing.
Round-up: true depiction of Nittany Lion.
Lesson: colors have meanings and mirror different feelings — study them before use.
Two famous crowdsourcing platforms, Elance and Odesk merged to form Upwork. The new is up-beat and cheerful. While the “U” is written perfectly, the “P” looks like a symbol than a letter. The green echoes phrases, such as “good morning”, or “ready to work”. Characters of a text don’t have to be upright always.
Round-up: modern typeface with a feeling of freshness.
Lesson: fiddle around with the shape of a typeface; all characters don’t need to look the same.
A digital marketplace, founded in 2000 by eBay, which offers sellers and buyers of entertainment tickets a platform to connect. The portal changed its logo to avail a trendy and flat look. The speech box remains the center of attraction, plus its shape is much better than before. Bridget Burton, Head of Creative and Brand Department said, “This logo update reflects StubHub’s evolution away from a purely transactional ticketing company”. Weren’t speech bubbles a 70’s thing? Not anymore.
Round-up: flexible in usage on different backgrounds.
Lesson: don’t ignore the beauty of speech bubbles.
The New School
All art lovers and design fanatics know about Parson’s The New School situated in New York. It is one of the best design, liberal art and social science schools of the world. The new identity of the university is made by Paula Scher. Pentagram’s website reads, “The typography embodies the progressive mission of The New School and represents a technological advancement in the art of type design.” They broke their own convention of being different — it works for them. You don’t have to be different to be unique.
Round-up: simple, flat and adaptable.
Lesson: following trends to create logos can also make the design unique.
Hobby Lobby is all about arts and crafts, house decor and seasonal items, holidays and hobbies. The brand’s logo shift was not as popular as of any other well-known brand, but any positive change deserves attention. The old logo was super vintage, and the new one is a complete opposite. The orange and white contrast is exciting. While many avoid using colors that pin your eyes, this brand was brave enough to shock your eyes with that orange.
Round-up: bright, modern and modest
Lesson: really bright colors can make logos more prominent.
Posted by Hobby Lobby on Thursday, August 13, 2015
Who doesn’t know about this one? Google has been excessively in the news lately after they revealed multi-colored sans serif typeface as their logo. The brand is known for always playing around with their typeface, either with their Google Doodles or by actually changing the logo. No other brand changed their logo as much as Google has. Other brands like to stick to one decision, but Google likes to experiment.
Round-up: interesting, aesthetically unified and a ‘user’ friendly style.
Lesson: a logo can keep transforming — no harm in trying to perfect it.
We’ve changed a lot over the last 17 years, and today we’re changing things up again… g.co/evolve
Posted by Google on Tuesday, September 1, 2015
As sport-lovers and brand-devotees would know, Reebok specializes in athletic apparel and footwear. The company manipulated their logo to create relations with other people interested in sports, rather than only the influential athletes. The red motif is timeless, vibrant and smart. In its statement, Reebok told the media, “it is not a logo but a symbol — of change”, and of “lifestyle”. While sport brands aim to add forms that suggest speed and activity in their logo, Reebok has done the opposite, it’s static.
Round-up: compact motif and nothing speedy yet attractive.
Lesson: a logo doesn’t need to be literal, it can be open to meanings.
A digital terrestrial TV service, found in 2002, in United Kingdom. Their press release stated, ” The Freeview logo and visual identity have been refreshed to reflect the platform’s evolving service and will be introduced across Freeview’s product portfolio and brand marketing.” The logo is interesting and is not bound within a shape. The subtle black to grey linear gradient on the typeface gives a matt metallic feel. Moreover, the vibrant multi-colored gradient zigzag stroke pops out. Who said gradient is out of the game?
Round-up: shape and text gradient is not over-powering.
Lesson: gradients are still interesting if used wisely.
Trainline.com has been changed to simply Trainline and has also given itself a new identity. It is a British online ticket selling portal. The shortened name makes it easier to play around with text and create a striking and modern logo. They have used no illustration and have only worked with the text — the stylizing of small “t” is interestingly entertaining. The use of a single color is attractive. Some brands either add a lot to their brand or nothing at all. Trainline balanced things by cleverly using typeface to stand out.
Round-up: simple yet welcoming.
Lesson: a slight tweak to typeface can be attractive.