You may or may not have noticed, but throughout the last year big brands have been making logo changes.
A logo change is a big leap for a company, and if done well, it can bring new life to the brand and increase sales.
However, if the redesign is executed badly, it can be incredibly damaging. Here we take a look at some for this year’s success stories, as well as past logo redesigns that didn’t quite work.
2015’s Logo Successes
This year, Google changed its serif-font logo for the first time in 16-years. Now, it wasn’t an earth-shattering change; Google kept the primary colours and simply changed the font to product-sans (a font they created in house), giving it an overall softer more playful feel. They introduced the logo via their search engine homepage, where a doodler erased the old logo, and scribbled down the new. Response to the new logo was generally positive, but obviously you can’t please everyone. Personally, we love the new fresh and modern feel of the logo.
For years, Spotify has been synonymous with its green and black colour scheme. So, when they decided to update this and their logo, it really brought a new life to the brand and company. The Spotify logo itself only changed from the original colour combination of white, earth-green and black, to an all-over neon shade of green. However, the brand as a whole has experienced a transformation, with the introduction of all sorts of colours and shades, including purple, pink, yellow, red and blue.
Spotify have explained that the change in colour was done to freshen up the brand and make it stand out. Designer, Tobias van Schneider, discusses the method behind the change in his blog post, and states that “the dreary brand palette was desperate for an upgrade,” and that the “the new green has a little more ‘pop’.” We couldn’t agree more.
Another hit is Sonos, whose logo was redesigned earlier this year. Although it was a success, it didn’t go exactly how the company’s design team had originally expected.
Made up of long orange, yellow and red shaded lines, it wasn’t the colours that made the logo go viral, but the accidental optical illusion that occurred when people scrolled up and down on the logo’s image. The original design was meant to symbolise the idea of amplification, but as more and more people shared the revelation of movement across various social platforms, it was soon interpreted as something else entirely. Fortunately for Sonos, people loved it. The company’s design team even went on to describe it as a ‘happy accident’.
In 2014, Airbnb changed from their blue and white, bubble-like font logo to something that garnered quite a lot of criticism from both the public and the industry. Everyone seemed to have their opinion on what it looked like, with some saying it resembled a triangular paperclip, and others (quite crudely) comparing it to a part of the human anatomy. Airbnb were quick to defend their new logo, and explained that, “it’s a symbol for people who want to welcome into their home new experiences, new cultures and new conversations.”
In 2011, Starbucks decided to keep their topless mermaid, but remove the ‘Starbucks Coffee’ lettering from the logo. It was a huge step, and was interpreted by many as a bold but reckless move, implying that they believed they had enough brand recognition to remove anything to do with coffee from their logo. They were heavily criticised by industry professionals and fans of the brand after the redesign, but the furore has since died down.
Looking to refresh your brand? As you can see, it’s imperative that companies get their branding and logos spot on everytime. Nobody is safe, and so many brands get it wrong time and time again.