Logos express complex ideas and concepts with simplified illustrations and typefaces that communi-cate distinctively and effectively. They are one of the most difficult aspects of graphic design for this reason. Some logos are incredibly clever and effective while others are poorly made and fail to communicate.
Toronto Blue Jay’s
Another great classic sports logo has bit the dust. This new logo design misses the mark – removing the maple leaf and the red makes this logo less distinctive and boring.
Best Buy takes a step away from their large, chunky yellow price tag nd ultra bold typeface for a more modern, less in your face logo. The new design still features the signature yellow tag – but in a much more subtle way.
The original Starbucks logo sported a wood cut type illustration of a siren from Greek mythology. Today the current incarnation of the logo is much more streamlined and and memorable.
Paul Rand is probably rolling over in his grave over this redesign. UPS decided to re-brand themselves a few years ago (2003 to be exact). The new design feels much more modern and and clean. That being said I could do without the 3d effects. The logo was designed by New York-based FutureBrand.
Probably one Americas most well known logos – The NBC peacock logo is iconic. The simplistic and stylized illustration of the peacock with its head reversed out of one of the feathers is brilliant and distinctive.
The new Burger king logo takes a dynamic spin on a classic logo. This new design takes some cues from food packaging that features white highlights. The logo retains part of the color scheme and includes a new yellow and blue.
While some may not like the logo – It seems like a step in the right direction. The old lions logo seemed flat and boring. The new re-worked illustration has more definition and defines the arms, legs, mane and face.
The new Tropicana redesign has been almost universally rejected by designers and the customer base. This redesign was an attempt to make the brand appear simple and down to earth. In the end Tropicana went away from its signature iconic image: the orange with the straw in it – making it difficult for customers to spot the brand at the store.
Walmart updated their corporate logo last year, transforming its identity from a 70’s looking heavy typeface to a much friendlier sans serif. I’ don’t mind the typeface update, but the orange star burst says nothing. Much like Kraft’s random-swooshy-flower thing – this new symbol for Walmart says nothing. Its too generic and looks like stock art. Walmart was trying to renew their image, but IMO they failed horribly.
The Kraft re-branding is wrong in so many ways. It is slightly reminiscent of several non descript-random-swooshy pharmaceutical logos I have seen time and time again. While the original logo may have not been stellar, it was a staple for such a long time that the decision to re-brand seems like it was made on a whim. Perhaps a refresh would have been a better option rather than a complete re-branding. This project was designed by a combined effort of consumers, employees, and Nitro Group.
At first glance this logo looked vaguely familiar – distinctive X and a sphere. Looks sort of like the Xbox logo. I much preferred the older ‘pixilated’ version of the logo. It was so much more distinct.
When Sprint merged with Nextel a few years back they underwent massive re-branding campaign. Nextel’s attention getting black and yellow color scheme was merged with The Sprint name. The new symbol is based on sprints signature ‘pin drop’. The switch to a nice sans serif typeface also does wonders for making the logo look modern. This logo really shines when the symbol is set in motion.
KFC has a nice refresh of their logo – The colonel has taken off his suit coat and put on an apron – like he’s ready to serve you. This version of the logo is much friendlier and inviting. The new angled backdrop to the logo also adds a nice dynamic feel and implies quickness – this isn’t a sit down restaurant! The only thing I don’t enjoy about this redesign is the integration of the type into the symbol. It feels like the type should be more of a separate element rather than attempting to integrate it with the illustration.
I like the updated symbol of the ATT logo, but i don’t understand the lighter blue circles within the globe. Looking at all the circles makes me slightly dizzy. I also preferred the all caps typeface from the pervious version of the logo.
The lettering of this new logo has a nice swirly quality to it. I’m also enjoying the nice u-n ligature. While I enjoy the lettering the amount of swirls are completely overwhelming and cause my eye to move around the design way to much.
Chicago Olympic Bid
While I was sad to see the brilliant Chicago torch logo go, the new version of the logo is just as brilliant. The new logo features warm gradients that represent the sunset and cool gradients that represent lake michigan. The star is a design element that is borrowed from the city flag and represents a compass pointing in all directions radiating out to the world. Overall I think this is a great redesign full of rich symbolism.
Can you imagine designing a logo in just a few seconds (and 34 years of experience)? Paula Scher did just that in a client meeting with then named Travelers group insurance. The company was re-branding but wanted to maintain their distinctive umbrella symbol. This logo is simple and brilliant in the way it combines a simplified version of an umbrella and simplified type. Designed by Pentagram.
The BP logo redesign takes a boring, static shield with initials and transforms it into a bright, colorful clean flower. This logo is an attempt to move the company in a completely new direction (or just reflect that in the image). Designed by Landor.
The redesign of the Pyramid Breweries Logo is simple and distinctive. The new logo places more emphasis on the geometric pyramid symbol. The type in the new logo is also much easier to read. The new simplified logo communicates boldness and distinctiveness. The new logo is also accompanied by several new and bold label designs.