Successful Logo Redesign

Alan Moore, the author of  uber-graphic novels such as V for Vendetta and Watchmen, says that good writing is about luring readers into alleys and then giving them a sound thrashing — a strong, memorable experience.

 

Experiencing great design make us feel the same way. It lures you in and then delights you by combining the familiar and the unfamiliar. Part of a new device or experience draws on symbols and actions you are familiar with, and then offers a whole new way of using or experiencing it.

 

Consider some instances of logo redesign. While they may not be as spectacular as a graphic novel or the latest iPhone, well-designed logos express the same basic principles. Modern logos tend to be simpler than their predecessors, easy to read. And sometimes, more subtle.

 

Pepsi Co’s 7UP logo is an excellent example of such redesign. The drink has always stood for ease, clarity and cool. And a high feeling (‘up’) that comes from the sweet fizziness. While for a long time, this had been conveyed through a display of bubbles in the logo, the redesign (in 2014) has managed to pull it all off using just the typeface.

 

The simple, wavy lines of the new 7 in the logotype convey the fluidity of the product. And the diagonal upward direction gives you that feeling of ‘up’, beating the need to show bubbles. The logo retains the traditional green and red colors, ensuring continuity. In short, the logo redesign captures most of the 7 tips given by Vladimir Gendelman in his piece on logo redesign on Companyfolders.com

 

 

These are:

  1. Isolate your old logo’s best qualities
  2. Look to your brand’s past for new ideas
  3. Strive for simplicity
  4. Focus on the colors that matter most
  5. Embrace new trends, but hold onto classic traditions
  6. Optimize readability
  7. Use hidden meanings to add interest

 

Note: Despite loving Gendelman’s criteria, we don’t quite agree with his list of logo redesign fails. Ignoring some people’s fixation with Airbnb’s icon, the logotype and color do a brilliant job of beating the predecessor.