A logo is one of the simplest and most important ways to communicate a brand to the world. This means it has to be eye-catching, appealing to your customers and well aligned with everything you want your brand to stand for. And while some logos stand the test of time, many require periodic updates to adapt to the times or realign with an evolving brand.
This week, I’ve been reading about the connection between a logo design and brand identity. I think you’ll find these articles and blog posts helpful.
7 Great Tips for Redesigning a Logo, by Sean Sutterberg via Business 2 Community: “Think of your logo as your company’s face. Just like a real person’s face, logos can change to reflect what’s going on inside. Maybe your company is marketing to a new demographic, adding a product line, or re-evaluating its priorities. Or, if you’ve been using the same logo for a long time, maybe you’re just ready for something different. Any of those situations may call for a logo redesign. Once you decide to update your logo, you’ll need to learn how to do it correctly. It sounds easy—after all, it’s not like you’re starting from scratch. But redesigning a logo involves a lot more than just picking a new color scheme or font. So, how should you start? By looking at the old design. Determine what worked well and what your customers liked about it. By recycling the best elements, you’ll help your customers feel more connected to the new design. Change can be scary, so be sensitive to your customers’ feelings as you alter the familiar logo.”
Logitech to Focus on Design, Starting With a Brand New Logo, by Tim Schiesser via TechSpot: “Logitech has decided that it’s sick of their old, outdated brand, today launching a new look for the company that will supposedly place ‘design at the core’ of its products, while building on its ‘hertiage as a technology company’….Logitech is also launching a new label for “select products in existing categories”, simply called “Logi”. It’s not quite clear what products will feature the Logi brand, though the company says we should expect some ‘twists and a few surprises’ in new product categories. The company also says that vibrant colors and simple designs will be a feature of their in-store displays and product packaging…”
Spotify Says It Changed Its Green Logo for Branding Purposes, and Millennials, by Lauretta Charlton via Vulture: “Vulture reached out to Spotify for a comment about the backlash today, and a rep sent us two links: The first is a recent blog post from designer Tobias van Schneider, who writes that the update is part of the bigger brand refresh Spotify announced earlier this year at SXSW. He calls the old green a ‘dreary’ ‘broccoli’ that was ‘desperate for an upgrade.’ The second is a Fast Company interview from earlier this year with Alexandra Tanguay, Spotify’s global brand director. Tanguay says the original green was chosen by founder Daniel Ek seven years ago because no one was using that particular shade at the time, and that the ‘slightly new’ green is meant to look modern and fresh and, you know, ‘pop,’ just like millennials!”
How Good is Your Logo?, by Dave Schools via The Next Web: “Distinctive means unique and different from everything else. It stands out among the crowd and isn’t easily confused with others. In our example, the Bing logo uses a youthful, common blue color — 80 percent of all logos are blue. The typography suggests openness and breadth — good for a search engine, but it is plain and flat which is not going to work if they want to stand out as a competitor of Google. Because there’s no artwork to supplement the wordmark, a LOT of pressure is put on just the words to convey meaning. But nothing is unique about the lettering. Yes, the wide letters use lots of white space, but the letters seem smushed together, especially around the base of the ‘i’. The loop of the ‘g’ is cut off suddenly, which feels cold and incomplete.”
12 of the Best College Logo Designs (And Why They’re So Great), by Lindsay Kolowich via Hubspot: “Clemson’s tiger paw logo is another one of the most widely recognized collegiate logos in the United States. Although it seems timeless, it actually wasn’t introduced until 1970 — the end of a rebranding campaign that began when the school began admitting women and minorities into their programs in 1950. The logo itself represents a tiger’s paw print, rough edges and all. An actual tiger was chosen as the subject for the logo, and the print comes from a cast that was made for the design. In fact, do you see the slight indentation at the bottom of the paw print? According to Clemson’s official website, that comes from ‘a scar that the tiger who had been chosen as the subject for the logo had received before the cast was made.’ The genuine paw print makes for a cool design.”
Designers Critique Jeb Bush’s New Logo, And They Kinda Like It!?, by John Brownlee via Fast Company: “We asked three designers what they thought. Surprisingly, given the design world’s tendency to skew left — and the right’s tendency to produce some truly awful logos — pretty much everyone we showed it to liked it, with a few caveats. … Even more noticeable than the typeface in the logo is the huge exclamation point at the end. Moving Brands co-founder and chief creative officer Jim Bull says he’s not sure it works. ‘Historically, exclamation points have been used by many famous brands to represent their story and character; Yahoo!, BigLots!, ChipsAhoy!, E!, and Zappos!, for example. They are all striving for an openness, friendly, for-everyone feel and conversation with their consumers,’ Bull says, ‘But are these the traits that we look for in a presidential candidate? Is the American public looking for its next president to be a friend or a leader?’”
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