Choosing to change your company logo, particularly when you’re already an established brand or organization, can be an expensive, time-consuming and risky decision. That said, if the decision pays off, your company will be refreshed under a design that reflects the modern world, resonates with your current (newer) audience, and ultimately, positions your brand as innovative and forward-thinking.
We’ve scoured the internet for the best and biggest logo redesigns of 2017 -- and what a year it was! Across several industries, 2017 saw logo designs revamp companies and organizations, which had been around for the better part of a decade, in some cases.
Take a look at the following logos, and share which designs are your favorite in the comments below. Plus, do you think the new logos reflect the companies or brands in a better light than the older designs?
Calvin Klein has a new logo (the bottom logo in the image above), which has been tweaked and redefined by graphic designer Peter Saville. The fashion label decided to opt for an uppercase logotype and reduced smaller kerning gap between letters. However, the black color and sans-serif font style remain the same.
The logo aims to “return to the spirit of the original” logo which was launched when the company hit the market in 1968. what's interesting is that Calvin Klein didn't tease the release -- they simply unveiled it on Instagram with minimal fanfare, letting the design speak for itself.
2. Formula One
Formula One, the motorsport brand, has replaced it’s iconic 'flying one' logo (on the left), which has been the sport's trademark since 1993, with a slick, streamlined version. The new logo (on the right), is set to officially launch at the beginning of the 2018 season, is representative of speed and efficiency. The singular use of the iconic red serves as a candid reminder to F1 fans that although the design has changed, this is still the beloved Formula One.
The logo takes its inspiration from the low-profile shape of the modern F1 car, as well as the concept of two cars racing around a bend to cross the finish line first. It is an incredibly bold and simple design, but it reflects a need to be mobile and digitally led. The redesign allows the company to be much more flexible and versatile with their wider rebrand going forward.
F1's logo redesign, which was created by Wieden + Kennedy, was met with mostly negative fan reviews initially, although we'll see if consumers come around in the end, as they did with Juventus F.C.
3. Huffington Post
The Huffington Post’s rise to become one of the most read publications online is a fascinating story in itself. With that, came the need to rebrand and refocus their attention on what matters to them as a publication. HuffPost’s new editorial mission is to “provide a platform that presents news in an inclusive and expansive manner.”
In short, the aim was to switch from the “internet’s newspaper” to the “people’s platform,” and the new logo (bottom) puts the focus on this objective. The bold font style in tandem with the brighter green, allows the brand theme to echo across the internet via the new logo.
Interestingly, the social icon for HuffPost collapses the name down to a green square, which forms an abstract forward slash “H.”
Only two years after its last rebrand, the online publishing platform Medium got rid of its green “M” and revealed a new wordmark logo (on the bottom) resembling a classier look and feel. The redesigned logo was based on Noe Display Bold, and it seems to maintain an appropriate balance between modern and traditional styles.
Strong, sharp serifs are an effective addition to the design and the contrast between the white and black helps sell the Medium brand as a more defined online publication.
Ubisoft released an updated version (on the right) of its iconic swirl symbol with a flatter, colorless option. It’s the first change in the French publisher’s logo since 2003 when the iconic swirl design was originally introduced as a three-dimensional royal blue design. The new swirl marks a new era for Ubisoft, one with an increased focus on live and digital games. Ubisoft themselves described the revised logo as “minimalist, modern and monochromatic.”
While the new logo may be devoid of color and depth, there’s no shortage of life about it. The flat design, a style that has been popular in the last year, does a good job of emphasizing the brand name and the aura of ‘focus.’
Fanta, the soft drinks brand, has switched it’s rounded logotype for an angular one, with the aim of leaning towards the more “fun” and “vibrant” side of life. The design inverts the colors so that the logotype is now white and the background is blue. The circular border and leaf emblem remains, but you’ll notice the brighter shades of blue, orange and green have been added.
It would seem that the new visual language, resembling what looks like paper-cut letters and shapes, is geared towards the younger audience, and aims to leverage social media as a tool for attracting new consumers.
Audi released a new logo (bottom) and opted for flat design, once again a common option for 2017. The introduction of an all-black color scheme and the removal of its wordmark showcases the desire for a minimalistic update to their brand. However, the iconic four-ring design remains as the leading symbol for the globally renowned car manufacturer.
Overall, it’s an incredibly simple, yet timeless, and easy on the eyes design. In many ways, it reflects perfectly on their range of vehicles, which ooze class and simplicity from the outside.
YouTube changed its logo for the first time in over a decade, and it’s understandably big news! The new logo (right) emphasizes the iconic play button and removes the red box from around the word “tube.” Over the years, the play button has become a UI element that is front and center on every single video watched, and thus, it’s understandable why it has been added to the logo. In many ways, the play button acts as a brand ambassador for the wider brand.
YouTube stated the new logo was “designed for our multi-screen world,” and it is certainly a cleaner version of the YouTube wordmark and icon. The flexibility of the design comes into play on a mobile device, where the brightened up icon acts as an abbreviated logo.
9. Juventus FC
In one of the most public and talked about redesigns of the year, Juventus -- known as the “Old Lady” -- shifted their focus towards a drastically modern design. The new logo (on the right), was launched during an event entitled “Black and white and more”, representative of the club embracing its potential as more than a football club, but also an identity brand.
Juventus aims to appeal to the football fan while also resonate with entertainment enthusiasts who aren’t quite as familiar with football as a sport. The updated logo is a bold change, but the team’s defining black-and-white stripes remain untouched. It’s a simple design centered around sharp lines and using a popular black and white minimalistic combination.
Plus, it seems Juventus F.C. has inspired a new wave of soccer logos. Don't believe us? Just take a look at F.C. Colentina aka the former Juventus Bucuresti.
With Tinder reaching near ubiquity as a dating app, the company decided it was time to update its famous wordmark and introduce a new flame-only logo. Icons are a big deal if you’re an app-based business, and this new logo is representative of this fact with the flame taking center stage throughout their updated brand.
The logo update follows an overhaul of the dating network’s app, both of which have seen the company introduce a cleaner, more aesthetically pleased option. The gradient background colors add a warm, friendly feel to the updated design, with the shape of the flame adding even more “heat.”
What logo redesigns captured your eye in 2017? Share below!
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