Oftentimes brands look for ways to refresh their brand identity. Whether the goal is to make themselves more relevant or perhaps to better align with a new direction their brand wishes to move in, sometimes a new look and feel is key. While a new logo isn't the only way to accomplish this new brand identity for your company, many times this new design for the symbol that represents your brand is one of the core elements of a rebranding. In a recent post, our talented team of designers highlighted some of their favorite logo redesigns to help readers better understand what goes into something like that and the deeper meaning that these symbols have for each respective brand. Today, our design gurus have done it once again and shared some more logo redesigns that have caught their eye across various industries. Take a look below to see which logos have captured our interest:
After using the same logo for more than 20 years, last year the popular restaurant chain, IHOP, decided it was time for a change. While the old logo was a classic, in a lot of ways it was outdated and didn't exactly provide the look and feel of a company that was catering to the needs of the modern consumer.
The new logo looks much cleaner, lighter, and modern in terms of its design. The 'O' and 'P' in the logo have been transformed into a smiley face, and in a lot of ways this is key in keeping the brand friendly and appealing. While the new elements make the logo far more timely and up-to-date, the refurbished look and feel still maintains the classic elements that the brand was built on. In a lot of ways IHOP is a legacy to the industry and is truly a restaurant for families to share good times and good food - the latest logo design truly evokes that. Irina Likhashkina, Art Director at Blue Fountain Media
Marriott is arguably one of the top hotel chains on a global level. With hotels and resorts across the world, it's no surprise that the hotel is a top choice destination for a wide-reaching audience. As the old Marriott logo began to feel outdated, it was time for a new representation of the brand, and thus time for a logo redesign.
The new logo is a nice improvement and a smart choice for the brand. The new design with the "M" shown more prominently elevates it to more of an icon status, while still maintaining elegance with the use of simple typography. Since the look of the "M" is already a fairly recognizable symbol, the added emphasis on it is a nice touch. For a brand that has a lot of collateral to provide customers with (i.e room keys at hotel locations), the "M" can easily standalone if need be. Additionally, the mix of different colors for the icon and the typography that goes with it offers a cleaner feel because in a lot of ways the old logo contained almost too much red. Irina Likhashkina, Art Director at Blue Fountain Media
Instagram is one of the top social media platforms right now, so the recent rebranding caused a bit of an uproar when it was released. In general, people don't like change, so when the platform launched its rebranding, which of course included a new logo, a lot of users weren't fans simply because of the negative connotation that is so often associated with a rebrand.
With that being said, the new logo is a step in the right direction for Instagram. The redesign was set to represent the growth and wide array of opportunities that the Instagram community holds within it-from tools like Boomerang and Layout, the social platform is a lot more than it was when it first started out roughly 5 years ago. The new design is so simple but incredibly effective, and best of all, it's still completely recognizable in comparison to the older logo, so people definitely know what it is when they see it appear on their phone. The only potentially problematic element of the icon is the gradient, and that it is likely to get easily lost amongst all the other apps on a user's tablet or smartphone. Stephanie Stahn, Senior Web Designer at Blue Fountain Media
Uber is another brand that underwent a massive rebranding as of recently. As mentioned above, customers don't always like change, so when this launch occurred, there were definitely some negative reviews circulating the news.
The new logo is not very recognizable and a far shift from the previous logo the brand had become so popular with. It's safe to say that a lot of users, especially ones that aren't as familiar with the company, might have even had a difficult time finding the app, or even grasping what they were looking at when they first see the logo. The new look for Uber is conceptualized around the whole new business philosophy that Uber is following which focuses more on lifestyle rather than a simple car service. The logo seeks to represent the 5 pillars that best describe Uber: grounded, populist, inspiring, highly evolved, and elevated. Ultimately, the new design itself is great, it's visually strong and compelling, but for a brand with such a strong existing following, it isn't the best move in terms of branding. Stephanie Stahn, Senior Web Designer at Blue Fountain Media
Logo Redesigns To Refurbish Brand Identity
From our favorite logo redesigns to some that missed the mark a little, these organizations aimed for a new look and feel for their brands without losing the confidence of their existing customer base. Are there any logo designs that have recently caught your attention? Share them with us in the comments below.