Experts evaluate the logos of famous brands: Moskovskiye Novosti, Start, and Level.Travel

Contents:

• "Moscow News"
• Start
• Level.Travel

In recent months, several well-known companies have updated their logos. We engaged experts from the HSE School of Art and Design to analyze these cases and their impact on brand perception. Updating a logo is an important step that can reflect changes in a company's strategy, values, or target audience. Comments from experts will help understand how innovations in visual identity can affect the image and competitiveness of brands.

Head of the Master's program "Communication Design" at the HSE School of Design with a basic level of training. Professional designer, active participant in Russian poster art exhibitions. Specializes in the development of visual communications and graphic design, as well as teaching students modern methods and approaches in the field of design.

Teacher of the course "Design Technologies" at the HSE School of Design in St. Petersburg. Has experience in the field of network technologies and graphic design. Specializes in integrating modern design solutions with technical aspects of network infrastructure.

Curator of the Communication Design program at the HSE School of Design in St. Petersburg. An experienced font and graphic designer, founder of the Fedor Abroskin Typefaces studio, which specializes in the development of unique fonts. In her work, she combines a creative approach and a deep understanding of design principles, which allows her to create effective visual solutions for various projects.

Curator of the Branding specialization in the field of Communication Design and Branding at the HSE School of Design. Founder and creative director of the Ampersand.fm agency, as well as a mentor in the Skolkovo project. A branding expert with extensive experience in creating effective communication strategies and visual identities for companies.

Moscow News

Evgenia Lomakina: When redesigning a news publication, we often see not a complete rethinking, but the creation of a coherent and attractive image. This is a completely logical approach that allows us to preserve the identity of the publication while adapting to modern trends. This approach helps strengthen the connection with the audience and increase their engagement.

The strokes in all the letters, including the capital textured "M", began to combine harmoniously, which led to the appearance of recognizable elements in the font. These changes make the font more memorable. Although not all the decisions within this wordmark are close to me, I must admit that significant progress has been made.

The story turned out to be restrained and elegant, and the letter C, with its attractive shape, will become a bright and memorable design element.

Danila Petrov thanks the creators for improving the logo, which has become significantly cleaner and more attractive. Increasing the size of the logo relative to the handle has had a positive impact on perception. The new color looks great: it is fresh and modern, creating a connection with the history of Moskovskiye Novosti. These changes contribute to an improved visual perception of the brand and emphasize its relevance in the digital age.

In my opinion, the choice of font for the handle is unfortunate. At a large size, it looks attractive, but when moved away from the logo, it becomes too noisy. The font itself is interesting, but it does not harmonize with the logo. To create a unified visual style, it is important that the font and logo complement each other rather than clash. It is recommended to consider alternative font options that will better combine with design elements, while ensuring readability and style.

Fyodor Abroskin notes that the new logo has become more strict and contrasting. However, the sign has increased in size, which created a feeling of lack of space - the font part looks as if it has "stuck" To the logo. It's important to achieve greater harmony and consistency between the graphic element and the text portion of the logo to enhance brand perception.

Choosing a font for a logo is an important aspect of design that requires special attention. Analyzing previous versions of logos, one can see that they always reflected the spirit of the times and conveyed a specific message. However, the new version of the logo, unfortunately, does not meet these standards. It is unable to convey the same depth and significance to the viewer as its predecessors. It is important to consider that the font should not only attract attention, but also be relevant in order to effectively interact with the target audience.

Tally Kelmi: An example of a successful rebranding aimed at preserving and enhancing the brand's visual capital. The rebranding was an important step for the company, allowing it to update its image and attract the attention of its target audience. Effective changes to the visual identity helped strengthen the brand's position in the market and increase its competitiveness.

The new font evokes associations with history and cultural heritage. Perhaps it would have been appropriate to research fonts found on old Moscow streets and draw inspiration from architectural monuments. This would have emphasized the press's connection with the urban environment, its history, and its residents. Using historical fonts can improve the perception of the text and enhance its cultural significance, making the content more attractive and memorable for readers.

Start

Evgeniya Lomakina expresses bewilderment over the new variation of the Start redesign. The press release mentions the implementation of quality filters, but the information is presented so vaguely that it seems as if the concept was developed after the logo was created. Furthermore, this approach appears unoriginal and not entirely in line with modern requirements.

There are several drawbacks to the Start online cinema. Since the platform is actively used on mobile devices, users often encounter display issues, such as distorted first letters of titles. Also, within the framework of working with the concept, there is no clear system, which complicates the perception of the material.

Danila Petrov notes that the Start company aims to become A universal service aimed at audiences of various age groups. An important step in this direction is getting rid of stereotypes associated with local Russian TV series and films. This is a truly positive change, as the previous logo no longer aligned with the company's ambitious goals. The new visual style will help attract a wider audience and improve brand perception in the market.

Designers are actively implementing the trend for bold logos, which, in my opinion, could quickly become outdated, despite the fact that this approach gives logos a modern look. However, the use of refractions is more often perceived as a hindrance to perception than a sign of quality and professionalism. In addition, the absence of vertical stripes makes the logo less expressive and loses its visual strength.

Overall, the changes did not lead to negative consequences, but they did create unnecessary associations that most likely had a negative impact on the perception of the Start brand.

Fedor Abroskin notes that the new Start logo is wider and more compact, and looks fresher compared to the previous version. However, in his opinion, this work lacks a deep understanding of character and image. It seems to have been developed superficially, relying on references, without a solid foundation. Furthermore, he believes that more careful attention to detail could have been given to the letter S: there are subtle elements that should either be removed or made more expressive. Also, the interaction of the logo with the ribbed background could have been more precise.

Tally Kelmi is an example of a project that uses trends as a basis for forming its corporate style. This approach raises concerns, as trends can quickly become outdated, and the brand's visual identity risks becoming irrelevant. It's important to consider that relying on short-term trends can impact brand longevity and recognition. Therefore, when creating a corporate identity, it's important to seek a balance between modern trends and timeless values ​​to ensure sustained consumer interest and maintain market relevance.

When working with trends, it's important to be able to analyze their life cycle and anticipate their development potential. Otherwise, identity development should be based on a sustainable brand platform to minimize risks to the company's image.

Level.Travel

Evgeniya Lomakina notes that the design update was a successful step. First and foremost, it helped eliminate the standard and intrusive image of tour operators, which is associated with blue sea flowers and sunshine. The brand now stands out from the crowd of similar offerings, which contributes to better perception and memorability among competitors.

The versatility and distinctive grotesque style provide flexibility in the correct use of the new visual language. The mascot is charming, but the three-dimensional elements appear somewhat crude. Some improvements will likely be made as work progresses.

Danila Petrov: The solution is unsuccessful for several reasons. The shade of green is too bright and has a digital character, which creates disharmony on the site. Excessive amounts of this color distract users. The typography appears overloaded and difficult to read. Furthermore, 3D icons are losing their relevance, and in this case, they've been flattened, which also clashes with modern design trends.

The seagull mascot is an interesting choice, and the orange color symbolizes freshness and reflects the company's philosophy. The new logo and typeface represent a significant improvement over the original design. This update not only improves the brand's visual identity but also helps it be remembered among the target audience.

Fyodor Abroskin noted that Level.Travel has undergone significant changes. The service now presents a modern product, rather than resembling a 1990s tour operator. The updated interface and improved functionality make it more user-friendly, providing them with all the necessary tools for planning and booking trips.

The logo evokes positive emotions thanks to the absence of traditional optical compensation. Its uniqueness adds interest and makes the design attractive and memorable. This combination of simplicity and originality creates a striking visual image that is easy to perceive and attracts attention.

Tally Kelmi argues that brand characters act as mediators between business objectives and consumers. These personas, like hired employees, are created to earn customer trust, establish effective interactions, and promote the brand in the market. When observing such a rebranding, we can immediately identify the target audience. The term "level" in this context can be perceived as sarcasm. If this was truly intended, then this approach to rebranding can be considered successful. Learn more interesting things about design by subscribing to our Telegram channel. We share relevant news, useful tips, and inspiring ideas in the field of design. Join our community and stay up to date with the latest trends!

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