![]() The colon and double-forward slash present in every web address takes center stage in a simple slab-serif wordmark. Mozilla wins the award for the most effortlessly authentic logo redesign of 2017. Hopefully, the changes will help the company convey its message of natural wellness and throwback quality. A chunky serif wordmark is just one element of the company’s new folk art-inspired branding.Ĭhobani abandoned its cold Art Deco font and hyper-realistic imagery for a curvier font and a hand-painted graphic style. Now, the company is refreshing its entire visual identity to regain a sense of distinction. The stylized “F” resembles a racetrack, and the sleek, simple design mirrors the iconic sport.Ĭhobani carved a new niche in the yogurt market, and then got swamped with competitors. The 23-year-old logo showed an excellent use of movement and white space, and fans aren’t happy about losing it.įortunately, the new mark has its merits and is likely to grow on people. Like many veteran brands, the Formula One Group had to retire a logo that clashed with digital media. While the fiery Planeswalker symbol will be familiar to players, the overdone logo loses a bit of the magic and authenticity people love. The company aimed to bring its long-standing fantasy brand into the digital age with a new symbol and metallic wordmark. With its gradient colors, the “mythic orange” logo of 2015 was fun and mystical like the brand. Yes, you sort of expect a playfully garish logo for the iconic card game Magic the Gathering. No one can argue that an update was necessary, but the new logo does little to establish an identity. The logomark is supposed to represent “hands raised,” demonstrating the brand’s commitment to student success. The new logo incorporates slab serif and sans serif fonts alongside a negative space letter “P” inside of a letter “U.” The old tree and globe design captured the university’s 127-year heritage, but contained too many ideas. Post University made a host of big changes at once, starting with a new color scheme. Calvin Klein aims to exemplify “bold, progressive ideals,” so it’s no surprise the brand went with a heavier font that makes an impact. A negative space plane and its flight path cut through the word “Ontario.” The logo also trades a serif for a sans serif font, and the entire design is more clean and contemporary.Ĭalvin Klein is one of several fashion brands that revealed a new all-caps logo this year. The updated Ontario Airport logo probably went unnoticed outside of California, but it’s a good example of clever design. And the shape of a home reminds you Renovate America is about helping families build a future. The boxed heart and red stripes perfectly convey the American flag. Unlike the former wordmark, the new pictorial logo tells a clear story. Yet, the elementary shapes get the job done. The home improvement financing company’s new logo couldn’t be more basic in terms of graphics. The simple blue prisms are easy to print, and you still know you’re looking at an open box. The end result is a clean, flat logo that still gets the brand message across. That’s why the company transformed its literal box icon into an abstract design. True to the minimalist trend, E3 ditched a 3D logo for a flat design with nuanced cropping.ĭropbox wants to be a core element of creative workflows, not just a place to store stuff. Pro gamers are a critical audience, so it was essential for the Electronic Entertainment Expo to get its new logo just right. The lowercase logotype and color-blocked icon fit the current trend toward modern, simplistic designs.Īnd now that app icons dominate social media, eharmony is hoping the multicolor heart becomes synonymous with successful online dating. Take a look at good and bad logo redesigns of 2017 to learn the dos and don’ts of updating your brand.Īfter years of using a basic wordmark, eharmony unveiled a new heart symbol to strengthen the brand identity. While there are a few rare gems, like the Nike swoosh, most enduring brands will deal with a redesign at some point. At other times, industry changes force brands to rethink how they fit into the market. Sometimes, an old logo no longer reflects the values of a brand that has steadily evolved over the years. Companies have various reasons for retiring a logo and going back to the drawing board.
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