Written by Edwin Jenkins
Over the last year or so, there’s been an interesting trend that some brands are undergoing. So, what’s the trend? Some companies and brands have decided to change their entire identities. Not what they produce or sell, or how they do business, but what makes them stand out from the crowd—their logo.
Some logos undergo a slight freshening up, while others are totally overhauled. A freshening up could be a change of color, a tweak to an icon or a font, or a repositioning of a font or icon combination. And total overhaul, of course is just that—blowing it up and starting fresh. Some redesigns are well received, while others have been met with outcries by consumers to go back to the way it was.
This is where I wonder if companies or brands lose their identity, so to speak. The trend seems to be streamlining logos, for easier and quicker reads. The new “in” font style seems to be anything sans serif. And, I get it. At least to some degree, with mobile devices and more and more people obtaining information digitally that they have to work across all platforms of media.
But what’s the cost to the brand? When do they just blend into the crowd? Are they losing what they have strived to create—brand recognition and consumer loyalty? Just a thought.
Some examples: old on left, new on the right.
