When a new logo design is launched for a familiar brand, usually first reactions are overwhelmingly negative. And then once time has passed and the new design has entered daily use, it can be a different story.
So lets take a look back at the biggest brands to release a new logo in 2015. Now that you’ve got used to them, what do you really think of them?
01. GoogleGoogle has had a bottom-up rebrand, and it’s provoked plenty of opinion
It comes as no surprise that Google’s redesigned logo caused a stir when it launched in September. When you are the world’s most popular website, everything you do is going to be criticised by everyone.
The online giant’s new logo represents the biggest rebrand since 1999, when the search engine had nestled on the thin flowing letters that everyone now associates with internet giant.
Now with flat shapes and sharp colours, Google works better across a multitude of platforms, most notably the new ‘G’ logo which brings together all of the colourways. The company’s playful attitude is also hinted at in the cheeky slanting ‘e’.
At the same time Google revamped its logo, America’s largest telecommunications provider Verizon revamped their signature word mark design. But where Google’s simplicity was welcomed, Verizon seemed to take it too far.
The new logo was purposely designed to not be flashy or showy, which we think it isn’t. While ‘less is more’ is what every designer believes, the simple type and a timid red tick annoyed a lot.
However, if their aim was to become an easily adaptable, ubiquitous part of American life, Verizon have improved on their previous design.
With its gradient shading, irregular shape and highlighted ‘z’, the old Verizon logo seemed like it was trying to do too much at once. Perhaps its time they settled down with this more sensible design.
03. Hillary Clinton
Hillary Clinton declared she would run for US President. What was more surprising, was the logo she released with her announcement.
Created by Pentagram, the new design set social media frenzy, with commentors pointing to the logo’s similarity to both the WikiLeaks logo and a hospital sign; the irony of the arrow pointing to the right; and their even was some bad-taste jokes about the Twin Towers.
Lots of graphic designers joined in on the fun, coming up with their own designs for the Hillary logo.
At the start of the year came the latest update to the Facebook logo – a subtle tweak of its iconic typeface Klavika.
Users will be familiar with the social media platform rolling out new logo redesigns. This was the first time the company had changed its logo typeface since it launched as ‘Thefacebook’ way back in 2004.
The new typeface was a collaborative effort between Facebook’s own in-house design team and Process Type Foundry’s Eric Olson.
The obvious change to the font includes a single-deck a and a more organic stem on the letter ‘b’, while the important ‘f’ remains instantly recognisable.
05. Royal Albert Hall
The famous London performing arts centre had a communications overhaul at the start of the year, it was in a bid to appeal to a wider audience and the logo change was part of its new strategy.
The Royal Albert Hall worked with strategy consultancy firm BrandPie‘s charity arm and the purpose of the new logo was to emphasise the reputation as a world class venue.
The Hall’s distinctive silhouette is a main feature on the new logo which is designed for use across different media.
06. Daily Motion
One of the biggest video platforms on the world wide web, having over 300 million viewers on its player and 30 billion video views worldwide per month, Dailymotion came up with this new logo in March, it said goodbye to its icon and opted instead for a simple logotype. It was created by London-based agency venturethree.
Electrolux has been the leader in home and professional appliances since the 190o’s. At the start of the year it unveiled a brand new logo (above) with an original font that’s only unique to Electrolux.
The logo was designed by Prophet who are based in London, who worked in close partnership with the Electrolux marketing team on the project.
“We set out to create a visual identity that would enable Electrolux to tell its story to the world in an appealing way,” says Hector Pottie, Associate Partner and Creative Director from Prophet, London.
Lexmark, the well-known global manufacturer of laser printers, has unveiled a beautiful new logo (above) and branding.
When compared with Lexmark’s familiar red diamond motif (see below), the new green shutter logo was a huge change.
The new design, it says, captures the company’s continuing evolution.
Danny Molhoek who is Managing Director at Lexmark, explains that the previous diamond shaped logo was intended to evoke clarity and durability.
By using a shutter, the new design is intended to suggest opening and expanding possibilities. It was created by Moving Brands.
Italy’s airline received a new brand identity courtesy of Landor. The new logotype was given a more dynamic overhaul, keeping the green, red and white colours of the Italian flag, and a more prominent ‘A’ was created. It’s described as “a bold statement of the heights the airline is striving to reach and its enviable experience in the field of aviation”.
You can see this was inspired by Formula 1 racing cars, striations were added to the red triangular interior of the Alitalia ‘A’, creating a pinstripe effect designed to reflect exclusivity, attention to detail with a strong focus on design.
The aircraft fuselages are now painted in ivory to reflect of understated Italian style, reminiscent of both original and new Fiat colour ways, and progressively banded rearward to create an impression of movement, speed and progress.
10. YouTube kids
In February, YouTube launched a free app titled YouTube Kids for iOS and Android, described as “the first Google product built from the ground up with little ones in mind.”
Its logo was created by Hello Monday, who also designed the entire brand identity.
“The logo draws from the original aesthetics of YouTube, which is the parent brand,” they explained. “It’s fun, quirky and embodies the YouTube Kids brand.”
11. Andy Murray
Andy Murray now has an official logo. It was designed by Aesop to create a uniform visual identity across of the tennis player’s commercial ventures, from endorsed products to his own branded products.
The logo combines Murray’s initials with the number 77, to celebrate his Wimbledon victory on the 7th day of the 7th month, a full 77 years since a British player had won the contest. Very clever.
What a year it has been both in graphic and logo design, like all things it continues to evolve. Can’t wait to see what 2016 has in store!
In February Freeview, which is now the UK’s most watched digital TV service, underwent a major rebrand, it was led by creative agency DixonBaxi. The move is part of Freeview’s strategic drive to bring connected television to a mass UK audience.
The new logo retains the red heritage of the logo, but has been completely redesigned with added dimension – an angular form that suggests agility, choice and a sense of fun.