In the last few years, the simplification of logos has become common for brands, even for giants like google, skype and pepsi. These companies embraced the concept of "Less is more", as an attempt to modernize their image, make it younger and approachable, and reach new consumers.
| Evolution of Google Chrome's logo |
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| Evolution of Skype's logo |
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| Evolution of Pepsi's logo |
On the article published by Lab Brand in 2012, we learn the reasons why some of these companies changed their old logos for more simple, clean designs.
Microsoft:
With the release of Windows 8, Microsoft took the advantage and also updated the company logo. The window dropped its characteristic waves and now has lighter, softer colors. The new design resembles the interface of the new OS, and gives microsoft the freedom of incorporating the logo in Office 2013, which contributes to the construction of a consistent brand identity.
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| Evolution of Microsoft's logo |
USA Today:
Although it's the second most popular newspaper in the US, the old logo could be seen as old fashioned and boring, which was not i accordance with their multi-platform approach. Therefore, the brand decided to innovate, transforming the global icon in a simple circle, and increasing color contrast. This logo can be applied to the different sections of the newspaper's website, contributing to their modernization and attracting young readers.
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| Evolution of USA Today's logo |
Remarks:
Changing a logo is a dangerous step, specially for small companies. A logo transmits trust and conveys the values, the image of the brand. Consumers memorize the logos, recognize them, and therefore they transmit a familiar feeling. By changing a known design, it may become harder for these consumers to identify the brand as well as before. Some of the companies above were criticized by both clients and the media, because the new logos lack the essence, the charisma of the originals. Instead of fulfilling the original purpose of giving the brand a modern, adult, contemporary look, they just became boring.
We're living in an era of ultra-clean brand design. With the right execution, brands may come up with a versatile logo to be used in a variety of applications. But if the conversation goes wrong, the plan of modernizing can easily backfire.
Inês Sá
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