"Now it's not even embarrassing to use": Experts evaluate the logos of famous brands

Contents:

• Mail
• Tele2
• Pushkin Museum
• PayPal

In recent months, a number of major companies have updated their logos. We engaged experts from the HSE School of Art and Design to analyze and comment on these cases. A logo update is an important step for a brand, reflecting changes in a company's strategy, values, or commitment to modern trends. Experts shared their opinions on how new visual identities can influence brand perception and its position in the market.

Curator of the bachelor's program "Communication Design" at the HSE School of Design in St. Petersburg. He is an expert in branding and digital technologies. He owns the Creative Meta System company and the NFT project Motorium, and is also the founder of Creative Mind Bureau. Specializes in developing branding strategies and implementing innovative solutions in the digital sphere.

Curator of the HSE School of Design, as well as a partner and art director at the LOCO studio, manages educational programs and projects in design. His experience and knowledge contribute to the development of creative thinking in students and the development of relevant design skills. As part of his activities, the curator actively collaborates with industry professionals, which allows him to integrate modern trends into the educational process and create unique projects.

Lecturer in the direction of "Communication Design" at the HSE School of Design. A professional graphic artist and art director at PostGoodDesign, with experience in creating visual solutions and developing unique designs. Specializes in teaching students the fundamentals of communication design, including graphic visualization and the effective use of modern design tools.

Curator of the Branding specialization at the HSE School of Design. A professional graphic designer with experience in branding and identity. He specializes in exhibition projects and multi-page publications. He has deep knowledge of visual communication and strives to create unique and memorable brands.

He is a curator of the Communication Design bachelor's program at the HSE School of Design in St. Petersburg. He has deep knowledge of branding and digital technologies. He is the owner of Creative Meta System and the NFT project Motorium, as well as the founder of Creative Mind Bureau. He specializes in creating effective communication strategies and implementing innovative solutions in design projects.

He is a curator at the HSE School of Design and a partner and art director of LOCO studio. He has extensive experience in design and education. Thanks to his deep knowledge and practical experience, he actively contributes to the development of the creative potential of students and design professionals. Our school offers unique programs that help develop the skills and competencies necessary for a successful career in design.

She teaches communication design at the HSE School of Design. She is a graphic artist and the artistic director of the PostGoodDesign design studio. She has extensive experience in design and pedagogy, which allows her to effectively teach students the basics of visual communication and modern design practices.

Mail

Ivan Vetrov notes that the logo has undergone minor changes—it has become cleaner and more modern. Adjusting the kerning in the word "mail" and eliminating the orange and blue color combination have made it more appealing. Significant changes have affected the style, communication, and interfaces: they have become lighter, more modern, and more technologically advanced, which corresponds to the brand's new positioning as a digital multiservice. Now, using this brand evokes only positive emotions.

Artem Petrovsky emphasizes that the current project is no longer RU, and this is reflected in decisions regarding design system development. We're seeing a recurrence of scenarios typical of other companies that have gone through similar stages of developing their ecosystems. We expect the emergence of new solutions that will impress with both functionality and visual appeal. However, at the moment the project looks like another task-oriented update, which makes it less interesting.

Mikael Askerov: High-quality work that meets the needs of the corporate ecosystem's development. A relevant change in color scheme, as well as a well-chosen complementary color, is also key. Creating icons for services is a task that requires significant effort. Using a mascot in branding is a logical step. An example of an effective mascot is the Euroset dog, for which standards were developed to ensure easy brand recognition. However, in my opinion, the linear supergraphics system requires some improvement, as its use in the logo block seems questionable.

Tele2

Ivan Vetrov notes that the rebranding decision is a logical step to create an independent image and distance itself from the Swedish brand. Current business trends require a more comprehensive approach than that previously proposed using the Tele name. The new design is cleaner, clearer, and more accurate, reflecting current trends. The logo features a concise, highly abstract, and digital design, which meets modern requirements. The monogram symbol looks stylish and confident, in contrast to the outdated and sometimes intrusive style of previous years. The new visual style truly deserves high praise.

Andrey Kulagin noted that the logo has become more refined from a design standpoint, but he felt that the stylistic changes had lost some of its dynamism.

A new gameplay mechanic has been introduced—a red starting point that guides the player through the labyrinth to solve the assigned tasks. The substitution of a capital letter for a lowercase one not only creates a ligature but also serves as a marker indicating the company's history and traditions. This decision emphasizes the uniqueness of the brand and contributes to a better perception of the gaming experience.

Artem Petrovsky: The rebranding is due to The refusal to renew the license to use the original name led to the natural emergence of a new brand. I appreciate how visually successful the transition was. The new media effectively reflects the core communications and imagery of the previous Tele2.

Modern, vibrant colors, a laconic and effective logo, and familiar imagery create a positive impression of t2. It is expected that it will offer bold and innovative communications solutions in the near future. Users will not require additional familiarization with the updated brand, as it retains its roots and recognition.

Mikael Askerov notes that a logical localization of international brands is currently underway, one of which is Tele 2. Last year, our agency completed 12 rebranding projects, and this process continues. The rebranding was successful. In general, the international telecommunications market is trending toward single-word brands, such as O2 in the UK. Black, as a visual identity element, allows telecom operators to easily stand out in the market. Users can easily recognize the brand by its color scheme, without having to look at the logo or brand identity. The image of a gray-haired man, as well as the partial use of slogans and key messages, help maintain brand continuity. This is an important aspect, as it fosters consumer trust and maintains company recognition in a highly competitive environment.

The logo block is designed cohesively, with high-quality typography and an attractive complementary color in a square. The existing key visual works well in outdoor advertising. However, the web version, presented on the msk.t2.ru website, appears unfinished. The mixed colors and blocks create the impression of a hasty rebranding that should encompass all brand communication channels. It is important to ensure consistency of visual style across all platforms to create a clear and recognizable company image.

Pushkin Museum

Ivan Vetrov notes that the previous symbol representing the museum's façade could not adequately reflect all the meanings and associations associated with such a significant institution. The new symbol, designed as a monogram, is more versatile and easier to remember. Although this solution is not revolutionary in the field of museum branding, it was executed with a high degree of care and quality. This applies to both additional style elements and the design of information carriers. Everything is done traditionally, without reference to current trends, emphasizing the quality and credibility inherent in a museum with a rich history.

Andrey Kulagin notes the high quality of the work, emphasizing not only the significance of the symbol itself but also the holistic visual style. As a regular museum visitor, he appreciates and keeps all the handouts, experiencing joy and satisfaction from what he sees. This approach to design and attention to detail creates a unique atmosphere that attracts and inspires visitors.

Artem Petrovsky: The project embodies the concept of "applied art," which Vova Lifanov actively promotes. I'm impressed that the new format manages to maintain a balance between art and ordinary consumer standards. In my eyes, the Pushkin Museum was somewhat lost among other museums and galleries, and it needed visual support. The new style is not particularly flashy, but, in my opinion, expressive; The museum remains a place dedicated to art.

Read also:

Identity is not just a stylish visual image for the client. It is a complex set of elements that forms a unique image of the company and creates a positive impression on the target audience. A well-designed brand identity helps differentiate a brand from competitors, strengthen its market position, and increase brand awareness. It's important for the identity to reflect the company's values ​​and mission, creating a harmonious and memorable experience. Thus, identity is a key element of strategic branding, influencing customer perception and loyalty. Vladimir Lifanov shares his thoughts on branding and customer interaction, emphasizing that design is an art form. He discusses the importance of creating a unique brand that stands out from the competition and emphasizes how high-quality design can influence consumer perceptions of a company. According to Lifanov, successful collaboration with clients is based on understanding their needs and expectations, which enables the creation of effective solutions that facilitate business development. He asserts that design is not limited to visual aesthetics alone, but includes a deep understanding of functionality and emotional appeal. Branding and design, in his opinion, should work in tandem to achieve maximum impact and form a strong connection with the target audience.

Mikael Askerov: Commenting on the work of colleagues is always interesting. In this project, I was impressed by the media, such as the stylish tickets and museum posters. I especially appreciate the excellent use of color and typography.

The Musée d'Orsay in Paris is a perfect example of a museum sign. Its identity demonstrates respect for history, combining antique elements with modern grotesques, effectively solving the problems of navigation within the museum. This approach creates a harmonious interplay between history and modernity, providing visitors with convenience and aesthetic pleasure.

PayPal

Ivan Vetrov: A logical restyling, which is unlikely to be noticed by the average user, reflects the modern trend towards minimalism and an emphasis on typography in Identity. Effective and simple solutions appear impressive thanks to the impeccable execution, thanks to the work of Pentagram Studio. One of the most significant changes is the separation of the logo from the typeface of the name. This decision allows the focus to be on the words and typography, making communication more open, honest, and concrete. This approach helps improve brand perception and identity in the modern digital space.

Andrey Kulagin demonstrates a practical approach to solving problems, Focusing on current trends. The scheduled update will be carried out taking into account modern requirements and standards. In five years, we expect a new update, which will also delight with excellent results.

Artem Petrovsky emphasizes that with each stage of development, technology becomes simpler and faster. The new identity reflects changes in life and communication, where familiar patterns and scenarios are used. A significant achievement was the creation of a custom font, which, although distinguished by a calm style, does not have pronounced characteristic features. This emphasizes the trend towards minimalism and versatility in design, which is important for the modern perception of brands.

Simplifying forms and adapting typography are key steps in the process of globalization. These actions are aimed at achieving new business goals, as simple visual solutions significantly simplify interaction with users. Effective design based on minimalism promotes better perception of information and improves usability. This approach allows companies to be more flexible and adaptive in the international market.

Mikael Askerov: This is incredibly impressive! I adhere to the slogan: "In simplicity lies beauty." This principle emphasizes the importance of simplicity in design and life, allowing us to see true beauty in everyday things. Simplicity creates harmony and makes perception clearer.

PayPal's rebranding reflects a new communications strategy, emphasizing clarity and dynamism. By removing the italic typeface, the brand has chosen clear colors and a modular logo block system, allowing for the effective use of a photographic style in its communications. The design was developed by Pentagram Studio, renowned for its high professionalism and creative approach. PayPal's rebranding emphasizes modernity and innovation, strengthening its position in the financial technology market.

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Past logo analysis:

• "This is Petrosyan's 'rap'": experts evaluate the logos of famous brands Rebranding and redesign of Zen, Cooper, Wildberries, Kari.
• "I feel awkward when I look at this work": experts evaluate the logos of famous brands
• "I don't understand why they even did the rebranding": experts evaluate the logos of famous brands
• "It would be perfect for a brick factory": experts evaluate the logos of famous brands

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