"I don't understand why they even rebranded": Experts evaluate the logos of famous brands

Contents:

• "Island"
• Lamborghini
• "Girlfriend"
• "Yandex Market"

In recent months, a number of major companies have updated their logos. We reached out to experts from the HSE School of Design to get their professional opinions on these changes. Updating a logo is an important step for brands, one that can significantly impact their image and perception in the marketplace. Experts will discuss how new visual solutions reflect strategic changes in company positioning and how they can influence consumer perception.

Head of the HSE School of Design in St. Petersburg, as well as the coordinator of regional campuses and an international program, he has significant experience in graphic design. A graphic designer, he is also the founder and editor-in-chief of the renowned magazine "Projector," which covers current trends in design and art. Thanks to his expertise and leadership qualities, he actively promotes the development of educational programs in the field of design, ensuring high-quality training and the integration of international standards.

Curator of the "Communication Design" and "Art Direction" directions in HSE School of Art and Design. She holds a PhD in art history and is the art director at Havas Creative Group Russia. Specializes in developing effective communication strategies and creative concepts in the field of design.

Lecturer in communication design at the HSE School of Design, and also the head of HSE POSTER LAB at the HSE Design Lab. I am a graphic designer with experience in visual communications. My work focuses on developing students' design skills and creating unique projects that help shape contemporary perceptions of graphic art.

"The Island"

Mitya Kharshak notes that "The Island" offers limitless opportunities for visual play with any round objects and evokes a joyful exclamation of "Oh!" This certainly attracts the attention of viewers. In my opinion, the rebranding of Ostrovok takes it to a new level in visual communications, imparting a unique and memorable tone, which is necessary for successful engagement with the audience.

Tatyana Dunaeva noted that the Ostrovok brand identity stands out for its brightness and optimism, made possible by a carefully selected color palette. The combination of bright green and deep blue hues evokes associations with travel and relaxation. A key aspect of the rebranding is the clarity of communication, reflected in the slogans "Oh!" and "Oh-moments!" This creates a unique, "copyrighted" identity, although it should be noted that such ideas are not new. A similar approach could be observed in the "Loooooood Salmon" communications campaign, but the messages of these campaigns are different, which makes their comparison not entirely fair.

Yuri Gulitov believes that continuity with the previous logo and style is important during the rebranding process. A complete change in design elements cannot be considered a rebranding. In this context, the Ostrovok project is a completely updated project with a new visual image, including the letter "O" with an exclamation mark. This project stands out for its clear concept, the right emotion, and integrity, which makes it interesting and attractive to the target audience.

Lamborghini

Mitya Kharshak notes that the changes in the graphics are minor, and talking about a new image is pointless. There was no update of meanings. The bull still looks like a vague silhouette, overloaded with graphic details and not in harmony with the shape of the shield.

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The Lamborghini brand has updated its logo for the first time in 20 years. This significant change underscores the company's commitment to innovation and modern design trends. The new logo retains its core elements, but at the same time takes on a fresh and contemporary look that reflects the spirit of the times and the brand's philosophy. The logo update demonstrates Lamborghini's intention to strengthen its position in the market and attract new customers, while remaining true to its traditions and heritage.

Tatyana Dunaeva notes that for companies with a long history, even small changes to a logo can be a significant step, reflecting a profound internal transformation of the brand. In particular, Lamborghini plans to electrify its model line, which prompted a simplification of the logo. This change emphasizes the company's focus on eco-friendliness and sustainable development. More noticeable changes to the brand's communication strategies can be expected in the near future, which will allow it to better convey its new values ​​to consumers.

Yuri Gulitov: Lamborghini's rebranding has become a successful example of image renewal. The company's logo has been modernized: the color has been changed to a cooler tone, the font has become more compact, excessive volume has been removed, and the image of the bull has been carefully refined. Although the changes are not numerous, it is a well-known brand, and they likely realize that drastic changes to the old logo could have negative consequences. The rebranding allowed us to preserve traditions while presenting Lamborghini in a more modern light.

"Girlfriend"

Mitya Kharshak believes that the typographic solution of the "Girlfriend" logo is unsuccessful. The descender of the lowercase "d" creates the impression of the beginning of a game, but is not supported by other lowercase letters, such as "r" and "u", which could have created a successful rhyme. The symbol in which the double loop looks like a letter (either "e" or "v") also raises questions. The human eye tends to interpret this element as an alphabetic letter, which creates confusion. Unlike the old logo, which, although ridiculous, possessed sincerity and appeal, the updated design lacks these qualities.

Tatyana Dunaeva notes that the company's rebranding made a positive impression. The new logo no longer evokes associations with a children's toy store and now clearly reflects the concept of "everyday beauty." The pastel color palette lends the brand a light and fresh feel. The communication layouts are much cleaner and no longer reminiscent of 1990s advertising. While the pattern-based corporate identity isn't an original design solution, it represents a universal approach for a wide audience, allowing for a focus on the product offering. The rebranding emphasizes the company's relevance and modernity, which contributes to its better perception in the market.

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The Podruzhka chain of stores has updated its logo and slogan. This change reflects the company's commitment to modern trends and improving its brand image. The new logo and slogan will help better convey the store's philosophy and attract the attention of customers. Updating the visual style is an important step towards strengthening our position in the market and improving customer interactions.

Yuri Gulitov: In the old logo, the spelling looked a little outdated, and the letter "u" had an element reminiscent of a bow or butterfly. In the new project, the color palette and font typeface have been chosen more precisely. Continuity is evident through the preservation of calligraphic motifs. The butterfly is now presented separately, and various associations can be drawn to it—from a hair tie to a curler and a curl. The logo has become simpler, brighter, and lighter, making it more appealing to the audience.

Yandex Market

Mitya Kharshak: This solution stands out for its brightness and visibility, allowing it to successfully compete in a highly saturated market. The logo has every potential to function effectively in visual communication, even without a text component. It seems that in the future, the logo will lose its significance in comparison with the sign, which will become a more important element of identity.

Tatyana Dunaeva: The rebranding of Yandex Market was aimed at increasing recognition among competitors and Separation from "Taxi" and "Food." At first glance, the goal has been achieved. However, questions arise about the integrity of the identity system. The use of the letter "M" and its transformation into a zigzag lightning bolt require further consideration. The typography also raises numerous questions. Although the style and communication can be refined, they currently appear insufficiently developed and lack a clear communication idea. Yuri Gulitov expresses bewilderment about the rebranding, noting that the ribbon on a yellow background was more logical and conceptually sound. Yellow was associated with the Yandex brand, delivery, and craft products, while the zigzag ribbon evoked associations with packaging tape and scotch tape. The new logo, which is a cursive "M," does not evoke the same positive emotions. The red color added to the new design is reminiscent of McDonald's and evokes associations with fast food. As a result, when all the logo elements are lined up in a row—the "I" in a circle, the slanted "M" in a circle, and the word "Market" with a slanted "M"—a stylistic inconsistency and rhythmic discrepancy are created.

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