"The 'mothball' feeling hasn't gone away": Experts evaluate the logos of famous brands

Contents:

• CSKA
• "585 Gold"
• Lamoda

In recent months, a number of large companies have updated their logos. We reached out to experts from the HSE School of Art and Design for their comments on these interesting cases. Refreshing a logo is an important step in a branding strategy, as it not only reflects a company's modern style but also helps strengthen its image in the marketplace. Experts discussed how changes in logo design can affect brand perception and its connection with the target audience.

Teacher of the course "Design Technologies" at the HSE School of Design in St. Petersburg. Experienced network engineer and graphic designer with deep knowledge of design and technology. Specializes in teaching students modern design methods and tools, as well as integrating network technologies into the design process.

Curator of the Communication Design and Art Direction programs at the HSE School of Design, He also holds a PhD in art history and is the art director at Havas Creative Group Russia. His deep knowledge and experience in design and visual communication allows him to effectively combine the theoretical aspects of art with practical skills in managing creative projects. Specializes in developing students' creative potential and introducing modern trends into the educational process.

Curator of the bachelor's program "Communication Design" at the HSE School of Design in St. Petersburg. Expertise in 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 integrating innovative solutions into design and developing creative strategies for brands.

CSKA

Danila Petrov: CSKA and handball remain quite distant for me. Nevertheless, my overall impression of the club's identity is positive: it looks modern and relevant. However, the symbol with a hand and a ball, in my opinion, is vaguely associated with handball. Otherwise, the work has the spirit of CSKA.

In 2017, Juventus unveiled a new logo that represented a true revolution in its sporting identity. Instead of the traditional crest with a shield and crown, a minimalist logo was introduced, consisting of the letter J, formed by two black lines, and the club's name. This bold decision reflected Juventus's desire to expand beyond football and transform the club into a lifestyle brand encompassing not only sport but also areas such as fashion, gastronomy, design, and music. This approach allowed Juventus to strengthen its market position and attract a new audience interested in the club's wide range of cultural and social initiatives.

The new identity of the CSKA handball club represents less of a revolution than a stylistic upgrade. It's a kind of customization, which, in my opinion, is a compromise solution that aims to please everyone. The update added new symbols and modernized old ones, but it lacks the boldness that could set the club in a new direction. This approach could prevent the club from standing out from its competitors and attracting more attention from fans. It is important that the club's identity not only reflects its history, but also opens up new horizons for its future.

Mikael Askerov: The studio approached the task with meticulous care, preserving the key elements - the star, corporate colors and historical form. The new identity demonstrates a systematic approach and respect for heritage, making it relevant and appealing to the target audience.

The typography in the new design is more modern, but the use of letters with varying slants reduces legibility, especially on flags and moving media. The logo's outline appears too contrasting, leading to visual noise and image fragmentation on screens. Furthermore, the shield is overloaded with details, such as hockey sticks and the date, making the composition appear heavy, especially in smaller formats. This can negatively impact brand perception and recognition.

The rebranding of CSKA significantly strengthened its image, but some solutions may reduce functionality and require refinement. The focus should be on improving elements that do not fully meet modern requirements and audience expectations. Optimizing these aspects will help make the club's image more appealing and effective.

585 Gold

Danila Petrov notes that the brand's new logo looks modern and attractive. However, he expresses dissatisfaction with the logo's integration into the store interiors, which, in his opinion, retains an outdated appearance. Petrov believes that a lack of boldness in the design prevented the creation of a modern and attractive space for customers.

The app has an unusual appearance, but it is an improvement over the previous version. In general, there seems to be a clash between traditional design approaches and efforts to make the brand more attractive and competitive in the market.

Tatyana Dunaeva notes that the 585 Gold brand has a fascinating history. After the company's split, two brands with similar visual identities existed on the market for a long time, making it difficult for consumers to distinguish between them. In this context, updating the visual image is a natural and necessary step to increase brand awareness and improve brand perception. An updated identity will help 585 Gold stand out from the competition and attract the attention of its target audience.

The new brand style has given it a modern and youthful look, and the redesign of the bright red and yellow color scheme has helped to eliminate associations with a hard discounter. However, the logo looks rather ordinary: more careful elaboration of the letterforms, careful kerning, and a more thoughtful solution to the star are needed.

Mikael Askerov: The main text turned out to be too thin. For jewelry retail, clarity of presentation and a sense of value are critically important. In this case, the text loses its expressiveness and significance, which can negatively affect the perception of the brand and its products. A clearer, more compelling message is needed to highlight the uniqueness of the jewelry and attract the attention of potential customers.

A star or sparkle in a logo can be a powerful design element that can attract attention and enhance brand recognition. However, in its current design, this accent doesn't fully realize its potential, appearing more like a decorative element than a meaningful symbol. It's important to consider its functionality and semantic meaning to ensure it truly enhances the brand's identity and effectively engages with the target audience.

A color scheme based on dark tones combined with red can evoke a heavy, even depressing mood. For a brand associated with gifts and joy, as well as the emotional value of jewelry, this combination is questionable. Instead of creating a festive atmosphere, it can convey a stern and reserved tone, which is inconsistent with the brand's core values. Choosing the right color scheme is key to creating a positive image and attracting customers.

The new identity has the potential to create an expressive symbol, but the current logo lacks legibility and emotional appeal. The brand lacks the warmth and shine that golden hues should convey. The design needs to be refined to make the logo more appealing and easy to perceive, thereby fostering positive perceptions and brand associations.

Lamoda

Danila Petrov: The first impression raises the question, "Why?" A bright and recognizable element associated with the brand was removed from the logo, seemingly for the sake of a simple update. The new, thinner font failed to add personality, and the logo became faceless. As a result, the changes did not achieve the desired effect. While the overall branding looks a little more premium, it doesn't compensate for the loss of character.

There's a rule: if something works, don't change it. However, it seems that the desire to imitate Farfetch has become too strong.

Tatyana Dunaeva notes that the Lamoda restyling is a natural step for the brand. Lamoda is already firmly associated with fashion in the minds of its audience, which eliminates the need for additional emphasis on this connection. The brand is adapting to modern trends while maintaining its identity and strengthening its market position. This update will help attract new target audiences and maintain existing customers' interest in Lamoda products and services.

Consolidating the name into a single word and eliminating the use of italicized font lends the brand a sense of restraint and expertise, consistent with the company's strategy of distancing itself from the mass market. This decision emphasizes the uniqueness and individuality of the product, strengthening its market positioning and attracting a target audience seeking quality and originality.

The loss of the unique elements that gave the logo its individuality is regrettable. The plump, distinctive letterforms with so-called "ink traps" lent the logo a lively, warm feel, making it more memorable. By losing these details, the logo became more formal, but also lost some of its "humanity" and originality. It is important to maintain a balance between modern trends and unique features so that the logo remains recognizable and attractive to the audience.

Mikael Askerov notes that significant progress has been made during the rebranding process: the design has become neater, cleaner, and more harmonious. The shapes and proportions have been aligned, and the logo has gained clarity and confidence. The typography has become more elegant, and the lines have become more refined. The identity now has a more premium feel. It's an excellent example of precise and appropriate brand evolution, demonstrating its development and commitment to excellence.

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Previous logo analyses demonstrate the importance of visual brand identity. An effective logo can not only attract attention but also convey the essence of the company. It's important to consider the color palette, fonts, and symbolism, which can significantly influence perception. Every element of the logo should be thoughtfully designed and aligned with the brand's philosophy. By analyzing logos, we can identify key trends and best practices that will help create a unique and memorable visual image.

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