Recently, some major companies have undergone identity redesigns. I believe brands need to refresh themselves once in a while because they can get stale but an identity redesign should happen if there’s a good reason to do it. Refinement in a brand’s messaging, increasing its audience market, repositioning in a new market are good motivators to redesign a company logo. But what’s going on with some companies today makes one wonder what their motivation is.
In the past day, eBay released their new logo. Gone is the bouncy, playful lettering with the bright, primary colors and in its place a sterile sans-serif with bright, primary colors. I certainly hope they didn’t spend a fortune on a design that reeks of a first-year design student. What possessed them to go in this direction is beyond me…how does it move them forward, how does it set them apart? Several weeks ago, Microsoft released their new logo. Again, a look with sterile sans-serif using a straight on window icon. At least the old icon had some personality to it being curved. This seems right out of their clip art archives.
Lifetime channel revealed their new look I believe about 6 months ago. Gone was their personable hand lettering and in came this weird, alien like glyph that had me wondering what did this say about the channel now? Was it trying to move in on SyFy’s audience or become the hot new property at Comic-Con? Looking at all these new identities, I wonder if the philosophies of Paul Rand have been forgotten. These marks are not very inspiring, far from unique and in my opinion give no greater power to their brands.
USA Today revealed their new look this week. It’s a radical departure from their long-established world globe look. It took me a day to sit on it but when looking at how they planned the usage with different divisions, the logo really grew on me. It’s a pretty smart identity and I think a good direction moving forward. Simple in its approach but pretty elegant in tone. This is a mark I find interesting and counteracts the mediocrity that floods the corporate landscape. Not sure why so many companies are opting for the cheap route in developing their identity systems and really not investing in their visual structure. It makes better sense, give a stronger visual system and gets their audience engaged more. I really hope this is not a trend that’s here to stay. Otherwise we’ll have to look at some rather boring ass logos.