In Four Words, Designer Sums Up The Evolution Of World’s Leading Tech Logos
By Mikelle Leow, 20 Feb 2018
Composite image by DesignTAXI. Old Google logo (top left) via Wikimedia Commons, new Google logo (top right) via Wikimedia Commons, old Spotify logo (bottom left) via Wikimedia Commons, new Spotify logo (bottom right) via Spotify Press
A witty tweet by designer James T. Edmondson from Oh No Type Co has been wildly shared among the creative crowd, thanks to his apt critique about how the logos of the world’s most popular tech companies have morphed over the years.
EVERYBODY FALL IN LINE! pic.twitter.com/B9JU5nvpMu— OH no Type Co (@OHnoTypeCo) February 13, 2018
While some might perceive the pared-back logomarks as an attempt to conform to today’s design trends, the post reveals a deeper truth about the role logos might play in branding.
Most evidently, the minimalizing of logos allows them to be more legible and scalable to various platforms in today’s ever-changing digital world. This indicates that your logo isn’t just a show of character anymore, but an ongoing effort to become more accessible to your target demographic.
There’s also no rush to “perfect” your visual identity from the start. As product designer Alex Muench points out, it takes awhile for consumers to adjust to your brand. With time, there will be “[no] need to visualize what the app is about anymore, [for example], the Spotify sound wave.”
Lastly, it might be risky to adapt your lettermark, especially when your target market has grown to like it, but preserving your brand colors will help retain the recognition that your company has collected over the years.
Learnings:— Alex Muench (@alexmuench) February 19, 2018
* They‘re all easier to read → more accessible
* It takes effort & time to adjust your brand to a new logo → No need to visualize what the app is about anymore: Spotify sound wave
* Keep your colors as a high recognition value except you have a strong reason pic.twitter.com/i6aWgXZkCy
Those original logos make a classic mistake: thinking they need to BE the personality of the company on their own. That’s not what logos are for. They should symbolize every experience people have with an organization, not try to actually be the experience.— ryannee (@ryannee) February 14, 2018
I'm not sure the issue. In a world of small icons and mobile sites, the newer logos look and read cleaner in the smaller format. Zoom out and you'll see what I mean.— Tyler Donnelly (@penxink) February 15, 2018
Do you feel like Google, Pinterest, Spotify, and Airbnb’s brands feel the same? Apart from having similar typefaces in their logos, the brands feel completely different. They make totally different products, have different personalities, different audiences, business models, etc.— ryannee (@ryannee) February 14, 2018
Logos are becoming less and less important. It's all about CI, CD and UX.— Trash Gordon (@lomotrashgordon) February 14, 2018
[via Subtraction.com, images via various sources]
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