2016 was a big year for logo redesigns with many companies changing their visual identity to something new and more visually exciting. Being such a signficant part of company’s brand, it generally requires all collateral to then be changed, too. So, redesigning a logo can be difficult in order to balance traditional elements of the company with an evolution or new direction that the company is trying to portray.
These company’s had mixed reviews, with some copping far more criticism than others. I’d love to know your thoughts on which you believe are successful or not!
Mastercard
Generally, the Mastercard logo redesign was positively recieved. The change in logotype, switching from an italicized, drop shadowed sans-serif look, has allowed them to fit more in-line with current trends. With the use of FF Mark now incorporated in the logo, the round, overlapping circles now have a complimentry typeface using the same geometric features. It would be interesting to see if they could have used an uppercase “M” to help balance with the lowercase “d” for some added symmetry. The thing I love most about the new logo is how brandable it is.
Kodak
Kodak‘s previous logo was considered a big change for the company at the time, where they went to a logotype only logo, removing the camera-shutter icon. The new logo has so many traits of the brands previous logos, that it almost feels like they’ve acknowledged that what they had previously, was so iconic. They have modernised the logo, with a modern typeface, but retained the flat two-colour look that they’ve always had. The new logo has been recieved very well, and an often frowned-upon stacked type aesthetic seems to work.
Changing from it’s retro camera logo to a multi-colour gradient was a big change for the photo-sharing mobile app. Instagram retained the view finder, but created a more vibrant, modern logo. Initially the new icon was received very poorly, with a lot of people disliking it. However, I feel that as more time passes, the majority of those would be changing their views. I feel as though it was a positive change, but I would have liked to have seen the light ‘flash’ gradient reversed. The only reason I believe the light source is at the bottom is for balance.
Deliveroo
A substantial change compared to the other updated logos in this list, Deliveroo retained their corporate colours, but totally changed everything about their type and symbol. From uppercase to lowercase and a full bodied kangaroo to a head, they’ve opted for a bolder more simple identity. It’s important to note the use of the logo, often seen on bike couriers, their logo needs to be quickly identified and simple. So, a ‘clip art’ type look, I feel, works for them. The quirky looking kangaroo aims a more specific, younger target audience.
Premier League
The Englush Premier League have always had a soccer ball in their symbol and a very royal looking logo overall. This redesign removes the ball (and the lions body) to create a more modern and dare I say trendy looking logo. This really comes out especially in it’s application during a match. And, the way it’s used is very different to other sports around the world, so it is trendsetting for a sporting logo. Created by the agency who did AirBnb’s latest logo, it does have some evolution with a proud, forward facing.. face. One thing to note is the colour palette which has a feeling of being a strange choice, changing from royal to something a bit more dispirited.
Uber
Quite a radical change for ride sharing company Uber, they’ve gone with something stylistically very different. Gone goes the professional and somewhat high-end looking logo to something a lot more geometric and introducing more colour. Uber has described their logo as inspired by the “bit” and the “atom” which are both the foundation of technology and the universe. The good thing about the redesign is that it does take away from that black car, private ride-sharing feeling to something a bit more broad and general.
That wraps up some of the significant brand changes of 2016. Other notable entries were Taco Bell, Dell, Qantas, Subway and Pandora.
