Rebranding is a necessity for any company that wants to be relevant over a span of decades. Whether it is your business that is changing or your customer base, changing your logo design gives you a chance to continue to inspire and invite and Logo Redesign Need Not be Radical. These ten logo revisions represent some of the most interesting and effective that we saw in 2009.
1. AOL Logo Redesign
Once an industry giant, AOL is now losing business to an increasingly competitive and ever growing set of websites offering the same features. The old logo design played on the strength of the triangle along with an inclusive circle to give a message that users could be including in the vigor of the organization. The wording was bold in all caps. The new logo features the same writing, but with a less formal mix of upper and lower cases. A variety of images are used in the background, lending both versatility and a more modern feeling.
2. Nickelodeon Logo Redesign
A generation of us will recognize the familiar splat logo design that Nickelodeon used for more than a decade. The splat is messy and fun, while also referring to the network’s heavy use of slime in its shows. The upper case writing is formidable, but rounded to give a more friendly feeling. The new logo features the same hue of youthful orange in a slightly brighter tone, but with all lower case letters. The splat image is gone, leaving a bubbly text-only logo that is both friendly and more appropriate for the slime-free fare that now makes up the majority of the network’s programming.
3. International Center for Journalists Logo Redesign
The original logo design image for this organization featured several references to classic journalism and the organization’s mission. A globe was the main image, showing the international scope. A traditional ink pen was wrapped around the globe, to show that journalists are everywhere. However, the new modes of journalism left this logo feeling more and more irrelevant. The new logo is text-only, in bubbly letters in modern colors. The more youthful and friendlier image suggests a new perspective for the ICFJ.
4. France Logo Redesign
Does France need to rebrand? Apparently they thought so. The old logo design is simple, with the colors of the French flag forming a squared blue shape and an apparently hand painted red blob. This refers to both the tradition and the artistic renown of the nation. The image is skewed slightly to the side for a feeling of movement, which is offset by plain, angular writing. The new logo features a beautiful French woman and a gold star suggesting excellence. The writing is all lower case and appears to be handwritten, adding a friendly feeling. The new tagline, ‘Rendez-vous en France’, is sure to be inviting to tourists.
5. Jack in the Box Logo Redesign
The old logo was basic and recognizable, with the company name written in rounded writing inside a square with rounded edges. The friendly image suggested by all of these round shapes cannot be escaped. The new logo features a box, which refers both to the name and to the sense of tradition that square shapes imply. The writing is cursive and a little more modern and upscale than the old bubbly font. ‘In the box’ is written below in a thinner version of the old bubbly font, creating continuity. The new logo is powerful and certainly more modern, but the company already had a strong brand. What will the new logo design bring?
6. Cheer Logo Redesign
Black is simply not a good color choice for a company with such a cheerful name, so it was time for a change. In this case, the logo has been modified in just about every way imaginable. The former color palette of black with a rainbow background has been changed to a friendlier and cleaner blues and brights. The writing is still lower case, but in a more flowing font that is reminiscent of water. The wavy shapes above the wording imply movement, while a tagline below is another new addition. The new logo design is more modern and more communicative, making this a transition that is sure to be successful.
7. Sunny Delight Logo Redesign
The old Sunny Delight logo design was attractive, but not entirely representative of the brand. Pointy, all caps writing was very serious for a child-oriented brand. The image of blue water extinguishing an fruit-like sun may not have been appropriate considering the name. However, the new logo does away with these inconsistencies. The name is written in a child-friendly font that swirls to suggests liquid, while the new image includes citrus fruit in a stylized sea of refreshing blue.
8. Hilton Logo Redesign
The old Hilton logo design was a winner, but all good things must come to an end. The calming, relaxing blue color has been replaced by sophisticated black with metallic silver and gold accents, adding a luxury touch that may be more appropriate for this upscale brand. The writing has been thinned out and made plainer, with the serifs and wavy images removed for a more austere and modern look. Instead of an ‘H’ within an inclusive circle, the new logo image is sleek and symmetrical in metallic colors that suggest jewelry. In all, this logo is more fitting for the luxury image that Hilton tries to portray.
9. Frigidaire Logo Redesign
This company has used the same retro logo for so long that this logo change caught everyone by surprise. The fifties font has been replaced by a modern, all caps logo design. The stark black is now a muter gray with red accents to create interest. The new logo also uses the power of the triangle, nature’s strongest shape, to suggest the quality and strength of the brand’s products. With such a great new logo, no one will miss the old one.
10. Vistaprint Logo Redesign
The old Vistaprint logo featured giant rolls of paper, an image once associated heavily with the printing industry in general. However, with so much of the company’s printing done with digital technology, a change to forward-thinking waves is a great choice. The wording is almost identical, although the ‘p’ in print is now lower case, which is more appropriate as that is how most people will be typing the word into their internet browser to visit this web company. The writing is in a lighter, more friendly blue that will seem more inviting to customers. In all, this logo design has kept the more successful elements while replacing those that are irrelevant or inappropriate for the modern company and customer base.