"They Made It Worse, Not Better": Experts Evaluate Famous Brand Logos

Content:

• Yandex Delivery
• Gerber
• Lipton

In recent months, several large companies have updated their logos. We engaged experts from the HSE School of Art and Design to analyze and comment on these changes. Updating a logo is an important step for brands, potentially impacting their perception and market positioning. Experts shared their opinions on design trends and how new logos reflect companies' strategies and values.

Teacher of typography and the discipline "Communication Design" at the School of Design of the National Research University Higher School of Economics, located in Nizhny Novgorod. Specializes in teaching students the fundamentals of typography and modern communication design, including theory and practice. Has experience in graphic design and typography, which allows him to effectively transfer knowledge and skills to future specialists in this field.

Lecturer in the direction of "Communication Design" at the School of Design of the National Research University Higher School of Economics. Leading specialist of the HSE Poster Lab unit at the HSE Design Laboratory. A professional graphic designer with experience in creating visual communications.

Teacher in the specialization "Communication Design" at the HSE School of Design. An experienced designer and artist, she actively participates in Russian and international design festivals, as well as contemporary art exhibitions. She specializes in creating visual communications, combining artistic vision with contemporary design trends.

"Yandex Delivery"

Elena Roytenberg: The new Yandex Delivery logo represents a shift from visual overload to a minimalist aesthetic. The previous ribbon with numerous icons has been replaced by a box with a single symbol. The bracket and arrows create a friendly image reminiscent of a smiley face. The shifted composition creates a sense of movement: the box isn't just standing there, but is already on its way. Although dynamism isn't the main theme, movement is still noticeable. The logo looks neat and well-thought-out, emphasizing the professionalism and reliability of Yandex Delivery.

Yuri Gulitov: It's worse than before. The elements look small and illegible. If you reduce the logo size, the circle will become illegible. Why add an emoji to the packaging and then place it inside a circle? I would suggest using a single icon between the words, without unnecessary frames and shapes. This sign raises questions: in my opinion, it resembles eyes that are trying to bulge out of the forehead.

Yaroslav Subbotin: The brand now has a new face. It's fun and lively. Using a face in the logo is an effective technique that instantly evokes emotion and is memorable. It looks like it's familiar with your online history.

Gerber

Elena Roytenberg believes that the Gerber brand rebranding was unsuccessful. The attempt to combine the famous portrait of a baby with an emphasis on the letter G led to visual confusion. The image of a child peeking out from behind the letter creates a sense of uncertainty and doubt about what is happening. This change could negatively impact brand perception and its recognition.

The logic of the decision is obvious: the G should increase memorability, and preserving the face ensures continuity. However, taken together, these elements do not work: the composition loses integrity, and the visual hierarchy is disrupted. This is especially noticeable when the logo is juxtaposed with the full Gerber name, where the first letter begins to conflict with itself. When reduced in size, the face loses its integrity and disintegrates into spots. A balance must be found between recognition and maintaining identity to avoid disruption of the visual structure and ensure a harmonious brand perception.

Yuri Gulitov: This is an unsuccessful decision. One shape overlaps the other, making the child almost invisible. The letter attracts too much attention and looks like a yoke around the neck. It's also worth noting that the letter G is repeated twice: in the logo and in the wordmark below it.

The previous version's color scheme was varied, though not entirely harmonious. The current version is dominated by blue, which is more associated with milk or ice cream. This cool hue is not entirely appropriate for a wide range of products, including fruit and vegetable purees. Optimizing color schemes can significantly improve brand perception and attract customers' attention to the variety of products offered.

Yaroslav Subbotin: They removed the background and left the child, seating him in the letter, like in a high chair. Now he's wearing it, and the decision is receiving positive reviews.

Lipton

Yuri Gulitov notes that the designers have successfully streamlined the logo. The letters are now capitalized, making the Lipton name larger and more noticeable. However, it's worth noting that the addition of the year to the nameplate has shifted the name, which is now positioned slightly above the center.

I don't quite understand why they removed the sun, as it symbolizes the place where tea is grown. Instead, they added the wind, a circle, and a trail of aroma. Positioning must be clear so as not to confuse the buyer. A clear presentation of the product is important for creating the right image and attracting the target audience.

Elena Roytenberg notes that Lipton has always been associated with bright colors: sunny yellow, highlights, and contrast. The new brand rebranding demonstrates safety and thoughtfulness, achieving a predictable result. Perhaps the main goal of this change was to emphasize that Lipton is adapting to modern trends, becoming more global and technologically advanced. This approach allows the brand to remain relevant in the market and attract the attention of consumers seeking quality and innovation. Communication has become more simplified and straightforward, eliminating elements that previously evoked emotional associations and impressions of the product. The inclusion of a tea leaf next to the logo has become essential for product identification, as without it, it has become more difficult to understand that it is tea. Lipton is still tea, but communication now takes place through an interface. The brand has evolved, but the joy of recognition and emotional connection with the product have disappeared.

Yaroslav Subbotin notes that The tag plays a crucial role in product perception. It's so attractive that even the well-known brand "Lipton" looks more presentable in the hand. It's interesting how careful attention to detail can dramatically change a customer's attitude toward a product. Even if the content remains unchanged, a high-quality tag inspires greater respect and trust in the product.

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The previous logo analyses provide a unique opportunity to gain a deeper understanding of brand visual identity. Logos are an important element of marketing and help shape a company's first impression. Every logo incorporates elements that reflect a brand's philosophy and values. Let's consider how various design aspects, such as color palette, fonts, and shapes, influence the perception of a logo. Understanding these elements will help you create more effective and memorable logos that will attract the attention of your target audience. In addition, the analysis of logos allows us to identify trends and changes in design, which can be useful for future developments in this area.

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