"I feel awkward when I look at this work": Experts evaluate the logos of famous brands

Contents:

• "Coffee House"
• "Expedition"
• Sela
• "Read-city"

In recent months, a number of major companies have updated their logos, which has become a topic of discussion among experts. We asked specialists from the HSE School of Design for their comments to analyze these changes and their impact on branding. A logo update can significantly impact how a company is perceived, as the visual image is an important element of brand identity. Experts will share their opinions on the reasons for such updates and their significance for business.

Teacher of the course "Branding and Visual Communications" at the HSE School of Design, professional designer and independent art director. Has deep knowledge in the field of branding and visual communications, which allows him to effectively teach students modern methods and technologies in this area.

Curator of the "Communication Design" direction at the School of Design HSE University. Experienced graphic designer and art director at ODB, a visual design firm. My work focuses on developing effective communication strategies that help brands stand out in the marketplace. My goal is to combine creativity and functionality in each project, which allows us to achieve maximum impact on the target audience.

Teacher of typography and the direction "Communication Design" at the School of Design HSE University, located in Nizhny Novgorod. I specialize in teaching students the principles of typography and the fundamentals of effective visual communication within the framework of communication design. My goal is to help students develop the skills necessary to create high-quality and memorable designs that meet modern requirements.

Coffee House

On the one hand, the freshness of the design has become more noticeable. On the other hand, the slanted letter "o", the typographic strokes, and the repetition of words create the impression of a collection of random and popular decisions. These elements distract from the main idea and make it difficult to perceive. It is necessary to consider how to improve the harmony between style and content to emphasize the concept and make it clearer and more accessible to the audience.

The change in orange color effectively contributes to the transition from the perception of the cafe as an outdated establishment to a more modern business. However, the updated design still lacks a reflection of brand values. This, in my opinion, is the key aspect that the company should focus on first to achieve a successful image.

I like small formats because they often offer original ideas. However, what I see in the uninformative photographs from the case raises certain doubts. The branding block looks questionable: perhaps the glass in the logo and the word "coffee" in the name didn't create the desired impression, so they added a grain to the letter "O." In modern design, rigid, fixed structures in logos are no longer relevant. A modern logo should, above all, be variable, reflecting the dynamism of the visual system. In this case, we observe a multitude of disparate techniques and elements, which rather creates a style than a true brand identity.

The interior ambiance is impressive, and the design is eye-catching thanks to the clever choice of colors and fonts. Even with such a minimalist approach, effective communication could be achieved. However, a visual language that could convey the brand's core values ​​is missing. In its current form, I don't see a clear message other than "I've changed." The brand needs to more clearly communicate its idea and uniqueness to establish a deep connection with the audience.

I feel awkward looking at this work. The brand sought to become closer and more understandable to the modern generation, but it seems like an adult father is trying to communicate with his teenage son's friends using youth slang. This creates confusion and a feeling of unnaturalness in communication. The brand needs to find a balance between relevance and authenticity to establish a genuine connection with a younger audience.

Communication, graphic imagery, and color selection play a key role in the rebranding process. Removing the obscure little cup in a frame may visually rejuvenate the brand, but a successful rebranding requires a deeper approach. It's important to consider not only the appearance but also the content to create a harmonious and memorable impression. The right choice of design elements can significantly impact brand perception and its success in the market.

"Expedition"

The brand has lost its individuality and become lifeless, which is due to changes in typography. In situations where illustrations are absent, brand identity practically disappears. A more thorough development of style and communication strategies is necessary, since in its current form, consumers are unlikely to notice the positive changes described in the project. It is important to restore the brand's character so that it once again becomes attractive and memorable for the target audience.

In this case, it becomes clear that brand identity can be formed not so much on the basis of new ideas, but on a thorough analysis of the existing design. Although the old logo is recognizable, it looks somewhat outdated. The basis of this design is an archaic approach to brand structure. The new version of the logo has a significantly improved hierarchy of elements, which emphasizes the importance of the name and gives it more significance.

A successful placement of sunlight in the brand block was found, which appears clean and semantically distinct in the communication. The iconic image, presented in a separate illustrative series, reinforces the overall concept. In my opinion, this architecture offers greater potential for further communication development compared to the previous version.

The "Expedition" logo appears outdated. The tourism industry is rapidly evolving, offering new forms of active recreation, modern equipment, gear, and gadgets. These innovations allow travelers to organize their own trips at their own discretion. To remain competitive, it's necessary to update the visual style and adapt to modern traveler demands.

The logo looks as if it's been disassembled and reassembled, retaining only the essentials and freeing up space for imagination. It's reminiscent of a backpack we fill depending on the chosen trip. Experiences are guaranteed, and everything else is merely auxiliary elements to achieve them. There are some concerns about the logo's recognizability, but I suspect that, out of context and without additional style elements, its use will be limited, thereby avoiding identification issues. This design approach promotes better brand perception and memorability, emphasizing its uniqueness and functionality.

Sela

The updated logo has become more energetic, light, and confident. However, the rebranding process lost the Moms & Monsters descriptor, which perfectly distinguished the brand from other manufacturers of clothing for the whole family. It will be interesting to see how this style develops in the future.

Rebranding carried out by a company in-house is always interesting. However, many clients mistakenly believe that when contacting an agency, they are looking only for visual design. In fact, strategy and vision are key aspects. It is important to understand how to develop a visual system that will correctly reflect the brand. It is necessary to take into account that the basis for such a system is not only the design elements, but also the overall concept and identity. In this case, we see only a new logo, but the stated strategy and holistic system are absent. This emphasizes that a successful rebranding requires a comprehensive approach, and not just a change in appearance.

All changes to the logo are minor in nature and do not give the brand either greater style or a more mature image. The inclusion of a dot at the end of the logo, shaped like a circle, appears rather random. The letter S, shaped like a sign, suggests inspiration from the M.Video case rather than a carefully considered communication element. The style and approach to advertising communications appear more mature than the logo. This is more an attempt by adults to get closer to children than by children’s desire to look like stylish adults.

Green color has gained greater saturation, however, if you refer to Shigenobu Kobayashi’s book, which examines color models in commercial segments, you will find that this shade does not belong to this category. The replacement of the outdated descriptor does seem appropriate, but at the same time it maintains a connection with the transmission of the new color.

Sela has retained its uniqueness and strength in the name, which has a short and memorable structure. In the future, it would be interesting to see a more stylish and modern version of the logo that would emphasize the brand’s individuality.

The monsters have grown up, green, once young and spring-like, has become mature. Life inexorably moves towards its logical conclusion. The circle, as a symbol of unity and integrity, reflects concern for the planet, which is stated in the rationale for the new design. However, the new logo does not include a circle; instead, a dot is featured, which symbolizes completion.

You should pay attention to the captions of the questions. The solution with the letter L, in my opinion, is unsuccessful. Because it's aligned with the top edge rather than aligned with the rounded letters, the L appears out of proportion to the letters' size and height, which is jarring. The cropped ends, especially on the A, look untidy. This style is only suitable for hypermarkets offering very inexpensive clothing. To create a more harmonious and professional font design, it is worth considering the proportions and alignment of all letters, which will improve the perception of the text as a whole.

«Read-city»

The rebranding is a great example of how to update a logo while maintaining its recognizability. At first glance, the changes may not be noticeable to the average person, but the result is a more modern and harmonious style that works effectively in communications. This testifies to the professionalism and attention to detail in the redesign process.

I have been following the work of LINII for a long time and am impressed by the way they bring their vision to life in visual communication. Their approach to branding demonstrates high-quality and focused work. The communication is distinguished by a light atmosphere, as well as clarity and conciseness. There is nothing superfluous here - just you and the book. It is interesting to observe the graphic development of the symbol, especially in small formats, where a harmonious horizontal-vertical rhythm is created. However, in my opinion, on large media this technique may look overly simplified.

The bookshelf has been tidied up. The last two books, which were causing discomfort, have been removed, and the sign and sign have been tidied up. Perhaps now the shelf looks too sterile, almost like in a hospital, but it is worth remembering that you can’t always expect a warm atmosphere from a federal chain of bookstores.

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Be sure to check out additional materials:

• "I don't understand why they did the rebranding at all": experts evaluate the logos of famous brands
• "It would be perfect for a brick factory": experts evaluate the logos of famous brands
• What a logo owes us, or About the beauty of nails: a column by art director Stas Zhitsky about the logos of cool brands
• How to make a logo