Every day, somewhere around the world, a designer is working hard to design or redesign a corporate identity of a current of future brand. Many companies have redesigned their logo to refresh or change their image by focusing on the use of flat design.
Some of the companies are so famous that their fans digitize logo on their t-shirt out of their sheer love.
As aesthetics souls, we are always on the lookout of the most successful visual identity changes by industry spanning trends and styles.
1. Apple – The Success of Flat Design
Cricket World Cup’s logo confirmed the reign of flat design. This style of design uses simple shapes, flattens the lines and plays mainly on typography. This main line of conduct is the search for simplicity among companies in their communication strategy.
Thus, since the release of the iOS7 Apple, skeumorphism (style of design using ornament, decoration, details around an original object) dear to Steve Jobs has gradually disappeared in favor of the minimalist approach to flat design in virtually every facet of the brand.
The current logo design of Apple has favored the work on sharp lines with very little detail, applying literally the famous saying “less is better”. They promote this logo whenever they get a chance. You will notice Apple employees proudly wearing customized blue t-shirt of the while apple logo, professionally done by embroidery digitizers.
2. Google – The Birth of Tech 2.0 Sector
Google is recognized as one of the best Tech 2.0 brand identity. With regard to their much talked about logo-metamorphism, the change seems to have given way to some understanding of simplicity. Some have found that it responds perfectly to the “keep it simple” trend of the moment.
For startups, the use of graphic design is often not a priority. In fact, this kind of investment generally only happens after a certain stage of progress and therefore of success – when they have more data, time and funds to make the best decisions regarding their visual identity.
As some of the above logos show, the pale blue color, often used by startups (like IBM), was finally abandoned because it was considered too young – in favor of more dynamic colors like red, green and or deeper, more mature blues. Scripted font like sans were finally replaced by Sans-Serif, or Google-Sarif, f I may put it that way.
For a sector that prides itself on pushing industry standards further and further, it seems to be slowly falling into line. It will be interesting to see its graphical evolution in the years to come.
3. Netflix – The Return of the Logotype
Netflix stood out in the entertainment industry.
In the same way that flat design has projected minimalism into the spotlight this year, the logo has also had its moment of glory. The icons and complicated shapes have given way to simple and elegant graphic treatments. While some companies have only made minor changes to their logo, others have used the logo to give new life to their visual identity.
It is important to note that the search for simplicity is far from easy in a logo. The resultant synthesis effort brings a lot of complexity to the graphic design. The logo of the world’s most famous company CocaCola is another perfect example.
Coke’s book keeper Frank M Robinson, was the man who came up with not only the brand name but its cursive script typeface. He was able to embed stylish font in their logo, which became the heritage of the brand since then. The result is very intelligent since it combines the modernity of design with unique historical foundations.
4. FedEx and Southwest – Arrival of Floral Colors and Negative Space
Have you noticed the “forward-moving” arrow between E and x in Fedex logo? It was not accidental. Linder Leader and Lander Associates, deliberately tried place the right-facing arrow to communicate speed and precision of the world famous brand.
Southwest has set aside the plane for a multicolored heart to showcase their strengths and values that are expressed by what they call “a heartbeat in unison”. Soutwest, is a heartthrob airline for Americans since 1971. They happen to be #1 low-cost option with authentic fun beautifully weaved in everything they do.
They dropped the airplane icon to better illustrate their diversification into other sectors such as the automotive and hospitality industries.
From a practical point of view, the redesign of logo does not stop there. It involves many changes for each of these brands: a renewal of the dressing planes, airport counters, new tickets, a redesign of the website around the logo, the mobile application … and much more! Redesigning a brand identity – especially in the airline industry – is not an easy task.
5. McDonald – “Go Global Act Local” design Strategy
The big “M” – the golden aches, is the most recognized brand logo of the world. Nobody though that a 1940’s famous barbecue brand would turn out to be synonymous with Food and Drink with fun.
The McDonald logo represent its architecture that is as much loved by their fans as their food. The Brand stakeholder realized that and incorporate this brand identity in almost all their outlets worldwide.
The brand logo, however, went through multiple changes to reflect the local culture while maintaining their international persona. McDonald’s logo designers added shadows, new slogans, and also played other marketing collateral.
6. StarBucks – Unorthodox Symbols meshed Artwork
Does a mermaid have anything to do with a hot coffee? Yes, it has. Starbucks proved that by coming up with a strange looking siren (now covered with her hairs for a decent look) with her two tails pointing upward.
Yes, it might not make sense to you in logical terms. But it surely does to 500 customers daily. The brand resonates well to millions of fans around the world although there is not Starbucks written in the logo. The current artwork is the brainchild of Terry Heckler who took the inspiration of iconic two-tailed mermaid from the marine books.
This entire decade was rich in design. Many large companies took the opportunity to come up with brand identity through slight changes in their logo for some and more marked changes for others wanted to show an evolution in their development.
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