"A bit overdone": Experts evaluate the logos of famous brands

Contents:

• Bentley
• Shutterstock
• Ural Airlines

In recent months, several large companies have updated their logos. We engaged experts from the HSE School of Art and Design to analyze and comment on these cases. Discussing changes in brand visual identity is important, as logos play a key role in consumer perceptions of a company. By analyzing logo redesign trends, we can identify the factors that influence design choices and how changes reflect business strategy.

Curator of the Bachelor's degree program in Communication Design at the HSE School of Design in St. Petersburg. Senior brand designer at Endy agency, with significant experience and knowledge in the field of visual communications and brand development.

Curator of the Branding specialization at the HSE School of Design. Professional graphic designer with experience in branding and identity. I specialize in creating design solutions for exhibition projects and multi-page publications. My work is aimed at creating a unique visual image and effective communication of brands, which contributes to their successful promotion in the market.

Program Director and teacher at the School of Design in Nizhny Novgorod, as well as the creative director of the branding agency Brand Hub, has extensive experience in the field design and branding. His professional activities include developing strategies for successful brand promotion, as well as teaching students modern approaches to design. With deep knowledge of the market and current trends, he effectively combines theoretical knowledge with practical skills, providing high-quality education and creating unique brands.

Bentley

Elena Pantyukhina reports that the Bentley company Bentley has updated its emblem for the first time in 23 years for a new concept car. The new emblem design is more modern and simplified, which will significantly simplify its production process. The updated symbology underscores Bentley's commitment to innovation and modern technology in the automotive industry.

A single-color version of the logo has emerged, a fundamental requirement for all logos. We create marks that can be easily reproduced on a variety of media, whether it's printed, applied to receipts, embossed on designer cardboard, or single-color silkscreened on merch. Seeing brands returning to this fundamental design principle feels inevitable. Single-color logos provide versatility and recognizability, making them ideal for a variety of marketing materials and platforms.

The automotive industry is seeing a trend toward logo simplification. However, as we know, details matter. Many car enthusiasts value their cars precisely for the thoughtfulness and attention to detail in each logo element. They will likely have to adapt to modern changes or seek out older models that still retain detailed brand emblems. Such logos not only reflect the brand's individuality but also evoke nostalgia in fans of classic design. Ivan Vetrov notes that Bentley has updated its logo, replacing the bulky old wings with light and stylish, sweeping ray-shaped wings. The new logo is more modern, concise, and meaningful. The geometric shapes look appealing in both color and minimalist black-and-white versions. This redesign is in line with the latest trends in the automotive industry, demonstrating Bentley's commitment to keeping up with modern design standards. The updated logo emphasizes the brand's elegance and dynamism, which will undoubtedly enhance its appeal to customers. Grigory Khromov notes that excellent work was done during the rebranding process. It is clear that the project was developed not by graphic designers, but by industrial specialists. This is neither an advantage nor a disadvantage, but rather a characteristic of the approach. The project, designed by Bentley's in-house studio, is characterized by logic, an engineering approach, and minimalism, emphasizing its uniqueness and functionality.

The logo has become simpler, more abstract, and more versatile. It can now be easily applied to various surfaces and used in various methods, such as stamping and engraving. This approach to rebranding for a tech company meets the modern requirements of 2025, emphasizing the brand's adaptability and functionality.

We would like to analyze the changes to the brand's identity system, positioning, and tone. The logo alone does not fully appreciate the depth of the rethinking. Currently, it looks more like a technical update than a full-fledged redesign that could significantly change the brand's perception. It is important to consider how new elements of visual identity affect the overall perception and interaction with the target audience.

Shutterstock

Elena Pantyukhina announces a significant update to the Shutterstock logo, which has remained unchanged for 13 years. In connection with the merger with Getty Images, the company unveiled a new identity, which had previously been absent. This update highlights Shutterstock's new development vectors and its commitment to modern visual standards. The new logo and identity reflect a fresh approach to branding and customer communications, which may positively impact the company's recognition and image in a competitive environment.

In the updated logo, the font has become more compact, improving legibility. The letters R and O have taken on more natural shapes, contributing to improved perception. The key element is the graphic extension of the letter O, which serves as the foundation for the brand's identity.

We've encountered similar graphics many times, and they're not particularly unique: the signature font wasn't developed specifically for this brand, and the photo style isn't particularly distinctive. However, is this worthwhile for a stock photo service? It seems the creators of the update capitalized on the brand's strengths—its associations with stock and formulaic imagery—and cleverly incorporated these elements into the new style.

Ivan Vetrov notes that the new font has become simpler and more confident, which is in line with modern design trends. The old style was clearly outdated and reminiscent of the 2000s. The Shutterstock logo hints that the company is keeping up with the times. This emphasizes that Shutterstock is now not only a photo bank but also an image generation service, expanding its functionality and market relevance.

Grigory Khromov: It's important to note that a clear style has emerged that combines a clear metaphor of reflection and adaptability. This design direction underscores the company's development strategy, emphasizing the integration of artificial intelligence technologies. This approach contributes to a more intuitive user interface and improves customer engagement.

Brand recognition has remained high thanks to the distinctive tt ligature with sharp descenders, which directly references the old logo. The color palette has become pleasant and varied, while maintaining consistency, which matches the platform's wide range of content. Unlike in the past, when the brand lacked a clear visual system, everything has now fallen into place, strengthening its identity and appealing to users.

Ural Airlines

Elena Pantyukhina notes that the soft rebranding of Ural Airlines has brought the necessary dynamism to the logo. Lowered horizontal strokes and improved placement of the descriptor make it more noticeable, which visually enhances the feeling of stability and confidence in the company. These changes help strengthen the image of Ural Airlines in the air travel market, emphasizing their professionalism and reliability.

The designers restored the corporate graphic symbol, which became the basis of the new identity. The use of icons, thin lines, and a tabular layout creates a sense of consistent quality of the air carrier's services. This visual identity emphasizes the company's reliability and professionalism, which is especially important for customers choosing air travel. The updated design helps strengthen the brand and build trust among passengers.

The in-flight menu looks enticing, but the question arises about its stability: is it consistent enough to warrant printing large runs of individual lids with the names of dishes? Let's test this in practice.

When viewing the Russian Railways PDF ticket and the updated URAL brand, a similarity appears between them. The color palette, layout, lines, and icons appear very similar, indicating a lack of uniqueness on the airline's part. Perhaps the restyling turned out to be too soft, and in the future we will see more pronounced changes in the advertising campaign, which will help create an individual style and distinguish the brand from competitors.

Ivan Vetrov reports that Ural Airlines has begun developing a comprehensive graphic A language based on a modern, clean style. The new design, inspired by airline ticket typography, is attractive and contemporary. This is particularly noticeable in the merchandise, which has become popular among a younger audience. This approach strengthens the company's image and makes it more appealing to customers.

The company logo has undergone minor changes, receiving a subtle, professional styling that adds confidence to its appearance. The updated version brings back the icon used in 2006, which now serves more as an artifact of the company's history than a mandatory style element. These changes emphasize the continuity of the brand and its evolution, which is important for building trust among customers and partners.

Grigory Khromov: I believe that the new Ural Airlines logo did not live up to expectations. The short-stemmed R looks out of place and cartoonish, while the U-shaped horseshoe has become rounded, making it less visually stable. As a result, the overall logo design has lost its strength and expressiveness.

The brand identity is successful and harmonious. It is systematic, clear, and reliable. The subtle brutality perfectly reflects the company's ties to the Urals. Removing excessive decoration is a strong decision, as it allows the logo to focus on the essence without visual noise. However, it might be worth adding a little friendliness and emotion to the style to make it more appealing to a wider audience.

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