The ‘Brand New’ Page on the Under Consideration website reviews logo rebranding and showcases “before” and “after” examples. The name of the page is a clever pun, which highlights “brand” logos in a “new” way. For examples below, you can also click on the images to read the detailed reviews of each logo redesign.
I am pleasantly surprised to see how many SMB, education institutions and professional services firms go through logo changes. It’s encouraging to see companies value their brands and are willing to spend money for timely logo makeovers.
After extensive viewing of “before” and “after” logos, I’ve found three common trends for modernizing logos:
Bolder and Brighter Colors
Color makes logos pop.
With over 2000 colors defined in the Pantone color matching and GOE systems, Pantone color schemes include everything from metallic to neon and pastels. Some metallic and neon colors are bold and bright which can help your logo break through the clutter. See the examples below:
Simplify with Minimal Tagline
I also notice the minimalist element in updated logos: less words or even no tagline.
Traditionally, we see logos with taglines or words to describe the businesses. It may seem counter-intuitive not to have a tagline to reinforce the nature of the business. With the instant search of text and images on our smartphones, people can easily discover what your business is. Taglines may not be as important as they used to be. Here are a couple of examples:
Some companies just forgo a logo completely and focus on the name of the company!
Straight forward! I love UCONN’s, Why Foundation’s and Quirky’s new designs. Without logos, designers focus on the font styles and sizes. UCONN is formidable, while the Why Foundation makes you ponder the acronym “W?F” and the Quirky logo is simply quirky.
So, how do you scale your logos around the world? Most brands don’t change their logos or translate the texts of logos. They keep their logos as they are, but they translate company names for local languages.
It’s interesting to see the different creative approaches for logo updates. Some go for dramatic changes, while others go with slight modifications. The key thing is to understand what you want to communicate with your audience.
Note: Thanks Sarah Aagesen, a graphic designer and a good friend, for sharing this site with me.
(OK, for a little fun: The best of the worst logo designs)