"It would be perfect for a brick factory": Experts evaluate the logos of famous brands

In recent months, a number of well-known companies have updated their logos. We reached out to experts from the HSE School of Art and Design: Svetlana Sebyakina, Grigory Khromov, Igor Gurovich, and Evgeny Kashirin, to get their opinions on the significance of these changes for brands and their perception in the marketplace. Experts discussed not only the visual aspects, but also the strategic reasons behind the redesign.

The art director at the Design Laboratory plays a key role in shaping the visual identity and conceptual direction of projects. Responsible for strategic design leadership, team coordination, and client interaction, the art director's primary goal is to create unique and engaging designs that meet client expectations and current trends. Key aspects of the job include creativity, attention to detail, and the ability to adapt to changes in the design industry. The art director also ensures high quality standards and inspires the team to achieve new heights in the field of design.

Program director and teacher at the School of Design in Nizhny Novgorod, as well as creative director of the branding agency Depot and founder of the Khrom studio. His experience in design and branding allows him to develop innovative approaches and create unique projects that contribute to the growth and popularity of brands. His teaching activities are aimed at training new specialists in the field of design, which contributes to the development of creative potential in students and increases their competitiveness in the market.

Academic Director of the School of Design in Yerevan and founder of the design bureau Ostengruppe He has extensive experience in design and education. His work focuses on developing creative solutions and shaping the next generation of designers. As a director, he actively implements modern teaching methods and promotes the integration of theory and practice, enabling students to acquire the necessary skills for a successful career in design. The design bureau Ostengruppe, founded by him, is known for its innovative projects and high quality of orders, which makes it one of the leaders in the field of design in the region.

Teacher in the direction "Communication Design" at the HSE School of Art and Design, and I am also the co-founder and creative director of Poool Studio. In my work, I teach students the fundamentals of communication design, including visual identity, graphic design, and branding strategy. My experience in the creative industry allows me to share relevant knowledge and practical skills, which contributes to the development of design professionals. Poool Studio, which I founded, focuses on developing innovative and effective design solutions for various clients, which contributes to the development of contemporary design and its integration into business processes.

Tinkoff

February 2024 has become an important month with many significant events and changes. At this time of year, people begin to feel the approach of spring, which inspires new beginnings and positive changes. February also marks various holidays and events that attract public attention.

The month is known for its cold weather, but this doesn't stop many from enjoying winter sports and outdoor activities. Furthermore, February is a good time to plan future events and goals for the coming months.

This month is also important for business, as many companies take stock of the first two months of the new year and plan their strategies for the future. Overall, February 2024 offers many opportunities for personal and professional growth, inspiring new achievements and accomplishments.

Image: press service Tinkoff

Grigory Khromov: The rebranding, associated with the change in positioning, reflects the loss of its status as a "name" brand. The bank is no longer a brewer's startup and is no longer associated with the Tinkov name, whose processes were overseen by specific individuals. Thus, just as the legal status removed the founder from the company, the logo has lost the family crest. These changes are a logical step in the development of the brand, focused on new market realities and consumer preferences.

The design is executed to a high standard. It maintains continuity with previous versions while keeping up with modern trends. The composition is free of unnecessary small details, making it more concise. The black color has been replaced with a dark gray, giving the logo a more neutral look and harmonizing with the overall style.

Svetlana Sebyakina notes that the new visual style has eliminated elements of imperialism, leading to increased egalitarianism. The logo has become more accessible and relatable. Retaining the familiar and warm yellow color has helped maintain the brand's identity. The shield, which serves as the bank's primary symbol and represents protection and security, has become more visible, enhancing brand trust.

Evgeny Kashirin notes that the rebranding is a logical step, although it does not align with modern design trends. Minimalism, precision, and simplicity of form were fashionable several years ago, but large companies are often less flexible and do not follow changes in graphic design. The Tinkoff app icon hasn't been updated yet, and it's worth noting that the coat of arms looks impressive on a large flag rather than in a compact format.

Ushatava

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February is often associated with winter holidays like Valentine's Day, and this time can be a great opportunity to strengthen relationships and create fond memories. Furthermore, February is the time when many begin to think about spring, planning new beginnings and goals for the year.

Alexey Rybin, as the author, emphasizes the importance of this month, as it can become the starting point for positive changes. Don't miss the chance to evaluate your achievements and outline plans for the future. February 2024 could be a time of change and inspiration.

Image: Ushatava

Grigory Khromov: A full description of the rebranding and the case could not be found in this work. I can express my opinion based on a "before-after" comparison. The result is truly impressive. The new logo has acquired charisma and spirit. However, there are some comments regarding the typography. The first part of the word "USH" appears significantly narrower than the second part "ATAVA", which creates an imbalance. This nuance was not taken into account, and therefore it can be assumed that a standard font was used, rather than custom lettering, which is certainly a drawback.

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The Ushatava brand has updated its logo. The new design reflects the company's modern approach and commitment to innovation. The updated logo emphasizes the uniqueness of the brand and its commitment to quality. The design has become more relevant and appealing to the target audience, which will allow Ushatava to strengthen its market position and attract new customers.

Svetlana Sebyakina expresses her disappointment with the change in the brand's visual style. In her opinion, the previous wordmark fully reflected the concept of the collections and the overall style of the fashion brand. The loss of the acute accent, a diacritical mark that was an important element of the brand's identity, saddens her. She feels a loss of emotional connection with the brand. The new wordmark and communication style appear outdated, which further adds to her dissatisfaction.

Evgeny Kashirin emphasizes that the logo's uniqueness stems from the different dynamics of the two parts of the word. Unlike banks, fashion companies have greater design freedom, allowing them to experiment with such logos. This makes their visual identity more memorable and original, which is an important aspect in the fashion world.

Watching rebranding processes is awe-inspiring. It resembles the birth of a new star, which becomes a source of life for new planets and, perhaps, their inhabitants. Each brand occupies a unique place in the market and has its own "gravity" that attracts its target audience. However, over time, this attraction can weaken. Rebranding is precisely to restore a brand's strength and update its market position. This allows not only to attract attention to the product but also to strengthen ties with existing customers and expand the customer base. Rebranding is an important step that helps brands adapt to changes in consumer preferences and the competitive environment.

Svetlana Sebyakina is a professional expert in her field. She has significant experience and deep knowledge, which allows her to effectively solve problems and find optimal solutions. Svetlana actively shares her knowledge and experience, inspiring others to achieve success. Her work is characterized by a high degree of responsibility and professionalism. Thanks to her experience and skills, Svetlana Sebyakina is a valuable specialist who can make a significant contribution to the development of projects and teams.

M.Video

December 2023 is an important period for the LINII project. During this time, we summarize the year, analyze achievements, and set new goals. We strive to provide our users with up-to-date information and high-quality services. In December, we plan to launch new features that will improve interaction with our service. We are also happy to share useful materials and news from the world of technology and innovation that will be of interest to our users. Stay tuned for updates and stay with us throughout December.

Image: "M.Video"

Grigory Khromov notes that the rebranding was executed to a high standard, meeting all modern requirements. The process of simplifying, improving, and enhancing the logo's expressiveness allowed for the elimination of unnecessary elements. Interestingly, if you ask a random passerby to draw the M.Video logo, they'll likely draw a red cursive "M" and might not be able to recall any further details. This underscores the effectiveness of the new design, which has become more memorable and understandable to a wider audience.

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The LINII agency has developed a new logo for M.Video. The updated logo design reflects the brand's modern approach to business and its commitment to innovation in the retail industry. The new logo will highlight M.Video's uniqueness in the market and create a positive image for the company among customers. The logo was developed with current design trends and consumer preferences in mind, allowing M.Video to strengthen its position and attract a new audience.

Svetlana Sebyakina: A transparent and honest approach to rebranding from a leader in its retail segment. Continuity and renewal became the foundation of the new image. The letter "M" in the logo has become a central element, deserving high praise. This new, modern, and confident letter, while maintaining a connection to the past, serves as a key communication element of the brand. Everything revolves around it. It attracts attention, it is a symbol of our brand, a star. I am confident that this element will serve for a long time, strengthening customer loyalty to the brand. Evgeny Kashirin notes that working with large companies is often associated with certain difficulties. This is due to the fact that such organizations have many people responsible for the approval process, and top managers strive to avoid significant changes, as this could create risks for the business. As a result, the LINII team was able to find a successful compromise between preserving the brand's heritage and striving for a modern look. The logo has truly become more fresh, and the letter "M" has acquired a sinewy and modern form. While there haven't been any dramatic changes, this is a common occurrence for rebranding large companies, where a balance between tradition and new trends is crucial.

Haval

February 2024 will be an important month for many events. This is the time when the winter holidays come to an end, and new opportunities and achievements await us. In February, nature gradually begins to prepare for spring, and many begin planning their activities and projects for the coming months.

February is also a month when many people reflect on their goals and objectives for the year. It's an excellent time to review past accomplishments and adjust plans for the future. In business, February can be a period of intensified marketing strategies and increased attention to consumer trends.

Be sure to pay attention to important events in February 2024, including international holidays and sporting events that could impact your life and business. This month offers many opportunities for personal and professional growth.

Image: Haval

Grigory Khromov: I have mixed feelings about the new redesign. While it's an improvement over the previous version, the same flaws remain. Previously, the logo was a symbol of outright ugliness, but now it resembles the logo of a budget Chinese car brand. This begs the question: why use thin lines that disappear in smaller sizes? If the press release emphasizes dynamism and technological advancement, why does the new logo look clumsy and archaic, as if designed for a brick factory?

Svetlana Sebyakina notes that the updated logo, having eliminated the tilt that previously symbolized speed, is an important step in creating a positive reputation for a loyal audience. The new design emphasizes the brand's strength, reliability, and dedication to its customers and their values.

Evgeny Kashirin expresses the opinion that the logo doesn't fully align with the target audience. The stencil-style graphic elements evoke associations with heavy industry, creating the impression that this is a brand that produces construction equipment. Furthermore, the logo's plastic form clashes with the shapes featured on the car's exterior and interior. This discrepancy can negatively impact brand perception and its appeal to consumers.

In modern design, two trends can be distinguished: creative development and tuning. In an environment of rapid progress, many marketers create voluminous texts that often go unnoticed. This is perceived as a storm in a teacup. Some aspects of design improve, while others deteriorate. It's positive that companies are adapting to change, but these transformations often require detailed analysis. It's important to understand that changes in design and marketing are not just trends, but a necessity dictated by the times.

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If you are looking for an expert in the field of [specify], Igor Gurovich is the person to turn to. His experience and recommendations can significantly impact your success.

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"It would be perfect for a brick factory": Experts evaluate the logos of famous brands

Contents:

Tinkoff

Ushatava

M.Video

Haval