There are many benefits to rebranding your business, but can be seen as a daunting task to undertake. Yet the process can be a rewarding one, breathing new life into the company and can deliver significant commercial success.
Four big companies have taken the high profile decision to redesign their logo this year all for very different reasons and to different receptions. Lets take a look.
The Co-op one of the largest consumer co-operatives took the unusual step in going back to their logo of 1968. The change came about in an effort to rejuvenate the company after mismanagement by the former management of the Co-op.
The new logo is partly an effort to recapture the golden days of the company when it was the biggest supermarket in the country in the 1960s. As well as aiming to restore the company to better days the rebranding is hoped to breathe new life into the company. The old logo was extremely corporate and used the name Co-operative which is seldom used by its customers. The new clover leaf design is much more playful, welcoming and in keeping with the ethos the Co-op was built on.
This is a great redesign by the Co-op, the nostalgic let modern design moves away from the corporate face and focuses on the ethical side of the company.
The company responsible for the new logo design has kept the crowned lion, which is iconic symbol of the Premier League. The designers of the logo stated that their aim was “to create a bold and vibrant identity that includes a modern take on the lion icon.”
The logo might be a minor change from the old design but signifies the Premier League moving into a sponsorless future, akin to the NFL or NBA in America.
Instagram has replaced its classic retro brown and cream camera logo for a bright and colourful new design. The change was made in a whole scale redesign of the Instagram app, as the Instagram which was bought by Facebook in 2012 for a reported US$1 billion moves forward.
Instagram are following brands like Netflix and Microsoft in adopting the flat design for their logo, which over the last few years has become a trend in logo design. The flat design brings a fresh and minimal look to the logo as well as making the logo easily scalable, which is increasingly important in the age of mobile browsing.
The new Instagram logo has had a mixed reception among its user base but only time will tell whether this new design is iconic as the one it replaced.
One redesigned logo which didn’t go down so well on the internet was Uber’s new logo, which was met by widespread criticism. Many see the new design as less distinct than the old logo and does not transmit the identity of the company to its users. Uber argues the square represents the bit (as in the basic unit of information in computing) — a concept central to Uber’s business philosophy.
The principal function of a logo is to identify the brand, differentiate it from other brands, and create significant links in the minds of its customers. The new Uber icon fails these criteria. Unlike the original logo, the new logo is not instantly identifiable with Uber; it could as well be a logo of a computer or communication company.
If you are interested in a new logo design for your brand then please feel free to take a look at our logo design page