Google Chrome, what have you done?!
I went to install Google Chrome onto my new Laptop, to find that they have created a new logo to represent the super-fast internet browser. The trend in logo design at the moment seems to be “less is more”, which is shown in the new Starbucks logo, where they have taken out any text andd bounding box to just leave the iconic siren, the xerox logo, where they have seemed to make a homage to the Xbox logo but with a bit more style and class and the new adidas logo which will be explained later. To be honest I am not a fan. This short blog will go through four different logo re-ramps which have either worked or not worked…for me.
Google Chrome (new on right)
On the right is the new Google Chrome redesign. As you can see they have erased the three dimensional look from the logo and have instead cleaned the logo up by flattening and simplifying the shapes. Which one do you prefer though? For me the old logo design represents the internet browser, as well as the name, a lot more clearly the the new one, with the new logo iradicating any illusion of movement that the 3D one evokes. The old logo looks like a futuristic icon, that says “Look I am here, bringing you a faster internet browser than you thought possible”… with the new one saying to me “Protect your colour clothes with new colour protect detergent”…. probabaly not what Google wanted to create with the redesign. No doubt it will grow on me, but for now OLD LOGO > NEW LOGO.
Pepsi (new on right)
These logos have been up for debate over the last twelve months, since the lauch of the new Pepsi logo. From the powerful sleek, simple design that they had before, almost the opposite has been done, with the logo looking like a fat man is bending over and his tee-shirt has risen up. The new logo looks like Pepsi inserted a warped mirror image of the Nike swoosh. The swoosh and similar symbols have become increasingly popular as part of company and product logos over the past number of years. I suppose the swoosh often gives an appearance of sportiness, but Pepsi failed in that regard. Anyway, it will always be Coke for me…especcially now, as the cans look like they are the Lidl’s own Cola.
Now for some positive logo design….
Starbucks (new on right)
Starbucks has caused a stir thoghout the world of logo reinvention. They have refined the logo that we can all recognise, to just display the siren as a simple vector in a lighter green, than before, removed the bounding box and the worrds “Starbucks” and “Coffee” which could imply that they are destined to expand the company in other directions. For me the old logo will always be recognised, but the company has become so huge, and the imagery so well known, do you need the logotype, or is it just a waste of ink? They last revamped their logo last in 1992, where the logo was overly complicated and very old fashioned, even for 1992, they improved the logo then and I still believe that their new logo is a massive improvement. This is a positive case of the “less is more” logo reinvention era that seems to be everywhere.
Xerox (new of right)
The Xerox logo is very different from the others shown. The others have tweaked what they already have (or destroyed it in some cases) whilst the new Xerox logo has been completely reinvented, creating a moder, up to date, fresh logo which delivers the brand promise that Xerox wish. They have changed the Uppercase logo type for a sleek sans serif lowercase logo type which, as well as the new logo, evoke a sense of movement which relates more than their original serif, blocky, ugly ‘X’ that they have used for decades. The Xeroc new symbol is a 3 dimensional looking sphere with lines travelling across the sphere making an x, which represents the way Xerox works closely with their customers. Its a very simple redesign but it has completely changed the face of the company, in a very stylish way. Well done Xerox.
Many companys reinvent their logo. Whether you are Pepsi, Chrome or even Gap (which we keep unmentioned as it was an embarassing waste of a designers time) or you have managed to revitalise Starbucks, Xerox and Adidas (which you should check out btw, very interesting indeed) remember you need to stick to who you are and what you want to represent, otherwise a logo could never work if you havent got that properly decided.
Much designer love, Design Nine.