Sometimes rebranding and developing a new logo design does not have to mean drastic changes. In many cases, only a few small modifications are necessary in order to develop a newly relevant brand. The logo design for on demand book publisher Blurb is a good example of this concept.
The old logo features a rectangle that has been modified to look like an open book. The blue is clear and calming, like the color of a summer sky. The white lettering is friendly and lower case. In fact, if we had to critique any element of this logo, it would be the font. The letters are too thin and don’t seem to fit together well. We like the way that the angle at the top of the letters matches that of the angle in the book image, but this font simply does not feel right.
Some other logo designer must have felt the same way, because the font is precisely what has been changed in this logo design, along with the spacing of the letters. The letters are rounded and more modern, with no angular or point elements. They are gentler and more approachable, in keeping with the calming blue color.
We could be wrong, but it seems that something has slightly changed with the book shape as well. The angle seems a little different, although this may just be an optical illusion created by a very different font. Either way, this is a job well done. It maintains the core identity but makes relevant and aesthetically pleasing updates that were badly needed.
Blurb is a self-publishing company founded in 2005, but it is a little different from other similar businesses. In many cases, self-published books are of generally lower quality than their traditionally published counterparts. Blurb offers extremely high quality publishing services that are appropriate for a coffee table book or other graphic-heavy tomes. It offers premium paper and traditional binding, and it does so at an affordable cost. Blurb is an excellent option for artists and designers looking to put their portfolio in a permanent, attractive form. It can also be used to create lovely mementos of weddings and other events.
This rebranding comes with a marketing campaign, one that includes ads that the SF Egotist has called the prettiest since Gutenberg. The website banners and other media use the same artsy style. So far the business model has been successful, with 1.5 million customers.
If your logo design feels just a little “off”, rebranding may be an option. As we have seen in several modified logo designs this week, it is certainly possible to keep the good elements of a brand while replacing the less attractive ones. In order to succeed in a competitive world, every business needs a visual identity and professionally designed logo that is not just good, but perfect. If you aren’t sure whether your logo meets those high standards, talk to a professional logo designer.