When a logo is used for a number of years, the brand awareness that is amassed can prove a valuable tool in the marketing arsenal of large corporations. With that in mind, logo re-designs often implement subtle changes to refresh the look whilst considering customer recognition. The following are some brands that got themselves a fresh look in 2010.
Airtel, India’s telecommunication giant launched its new logo in November, 2010 to mixed reviews.
Argos, the largest general-goods retailer in the United Kingdom, redesigned its logo in the very first month of 2010. Though its previous logo displayed a faint hint of a smile, this redesign makes the smile a lot more evident. Another big (online) retailer to feature a smile in its logo is Amazon. Interestingly, both Airtel and Argos are red in colour and designed by Brand Union.
Bausch & Lomb
“Our new corporate identity reflects the ongoing evolution of Bausch + Lomb… around the world,” said Gerald M. Ostrov, the company’s chairman and chief executive officer. The use of transparency in the redesign denotes two integral factors of the company’s product line – Vision & Liquid. Even the conversion of ampersand to a transparent medical symbol plus, is a good move, suggesting that they are open to various medical collaborations.
Big Ten Conference
It has been one of the most featured logos of all times to showcase the classic use of negative space in Logo Design. And it just got better!
“An embedded numeral 10 in the word BIG, which allows fans to see BIG and 10 in a single word. Memorable and distinctive, the new logo evolved from the previous logo’s use of negative space and is built on the conference’s iconic name,” explained Michael Gericke of Pentagram, the design firm which has worked on the new Big Ten identity.
2010 probably saw the maximum destination brand redesigns, trying to boost tourism and refresh a destination’s overall image. Australia Unlimited, the new logo has been designed by Re, a small group of brand designers in Sydney. See the Boomerangs? They form a creative illustration of the Australian map with the island state, Tasmania, as the lower bit of right boomerang. They also happen to form arrows in opposite directions, symbolizing growth and expansion.
Brand Hong Kong
Destination Hong Kong revises its brand after nine years. If you look closely, this revision has almost retained the same dragon. The modifications – thicker nose and staring eye, are more on the downside. On the other hand, addition of tassels has made the identity more dynamic and inviting.
Greet the second biggest coffee retail chain of U.S. states, Caribou Coffee and its new logo. One thing that must hit you instantly is that this logo is so not a Starbucks logo, Caribou’s biggest competitor. This should work as a big asset in establishing a unique stand for the brand.
Yes, another destination re-branded! Textured strokes in a refreshing color palette define the beauty of Egypt’s new logo. Another thing worth noticing is the representation of “t” as the famous Ankh symbol.
A company that user tests every tint of a colour before putting it into use, finally redesigns its logo! And the redesign includes decreased (almost negligible) shadow, subtle version of bevel and that is it. Apparently, this is a part of the Google’s big redesign of the overall experience. The next big redesign is rumoured to remove the shadow and bevel completely.
Even the companies working with green materials and clean tech space, refreshed their brand image in 2010. India’s leading manufacturer of paper honeycomb, eco-friendly packaging and construction materials, Honecore, unveiled a new identity.
The idea must have been to chuck the compact disc and highlight the musical note in the Apple iTunes Logo. As a concept, it definitely works.
The three year old start-up, Lending Club, redesigned its logo in the first quarter of 2010. It is definitely a welcome change and way above its previous logo. The simple concept of lending the square to form the “i” works very well.
Library of Congress
The new logo of the Library of Congress seems to have most of the attributes of an effective American logo. It amalgamates an open book with American Flag’s stripes to form a simple yes memorable mark. Chermayeff & Geismar deserves to be lauded for designing such an outstanding mark in 2010.
MD Anderson Cancer Center
One of the leading cancer research and treatment facilities in the world, The University of Texas MD Anderson Cancer Center, named after Houston cotton merchant Monroe D. Anderson, introduced a new identity this year. It aims to visualize the center’s mission, to eliminate cancer in Texas, the nation and the world. The usage of a strike-through is definitely a brave move.
2010 saw a good share of bold logo redesigns. Myspace’s new logo is probably the boldest of them all. Just like Gap, iTunes and Airtel, the logo of Myspace met with some extreme reactions.
In another bold move in September this year, PricewaterhouseCoopers announced that they would be changing its name to PwC and unveiled an identity that moves beyond just a word mark. Designed by the London office of Wolff Olins, the new icon of PwC, possibly represents the various verticals the company has to offer.
With over 10 million documents published so far, the three year old Scribd gets itself a new identity.
Seattle’s Best Coffee
Designed by Seattle ad agency Creature, Seattle’s Best Coffee unveiled its new logo in May, 2010. It was certainly a good time to redesign SBC’s brand image as it was trying to push its distribution with various partnerships with Burger King, Subway etc. In regards to the re-branding, the new logo looks far more approachable and affordable, which seems to be a sensible approach. Moreover, this colour palette for an American Coffee roaster, is a welcome change.
The much talked or rather blogged about logo of Skittles is redesigned by Miles Newlyn in association with the design agency, Dragon Rouge. Apparently, the concept of a colourful “tongue” is a creative translation of Skittle’s slogan, “Taste the rainbow.”
The self-proclaimed “world’s leading provider of web-based survey solutions,” Survey Monkey, got itself a new monkey (logo) this year. The new logo seems very professional as opposed to the old one. Even the new icon is effective enough, forming the letter “M”.
A famous name in Hollywood, Technicolor, which created the eponymous colour film processes in the early 1920s, adopted a new logo in 2010.
Launched in 2004, Ubuntu is one of the most popular open source operating system. Inspired by the idea of “Light,” Ubuntu changed its identity in April, 2010.
Ever heard of Richard Branson? Or the airline launched in 1984, under his Virgin empire?
“We’re a dynamic and innovative British company and our new livery will really make us stand out from the crowd, both in the sky and on the ground at airports all over the world,” announced Steve Ridgway, Chief Executive of Virgin Atlantic. Its new identity is as British as an airline identity could get. The best feature of the redesign is the fin stating Virgin.
Water for People
With nearly twenty years in operation, Water for People “helps people in developing countries improve quality of life by supporting the development of locally sustainable drinking water resources, sanitation facilities, and hygiene education programs.” The new logo, designed by Duffy & Partners, was introduced in March, 2010.
Wikipedia launched a new logo and a new design in second quarter on 2010. The redesign, or rather, the improvements in the design are too subtle to be noticed in a glance. Nevertheless, this improvement has definitely helped in better rendering of the logo. As of now, Google and Wikipedia are competing for the best “subtle” logo redesign of the year.
Canada’s largest job search web site, Workopolis, launched a redesigned logo, coupled with a tagline “Time to Shine.” This redesign is rather clear-cut. The only not-so-good thing about the old logo was its type. And that is exactly what the redesign seems to have improved on.
Canada’s Yellow Pages has redesigned its logo to reflect its focus on both, printed and online versions.
YMCA introduced a new identity designed by Siegel+Gale. The Y’s new visual system reflects our true identity: a caring, people-oriented organization that is devoted to the cause of strengthening communities. The move to round edges conveys a softer approach to things. One wishes the execution of the stem of “Y” as an arrow was as good as the concept itself. The new identity definitely aims to focus more on Y and not YMCA.
Another destination, Singapore gets a new identity and a fresh campaign “Your Singapore” that replaces the previous “Uniquely Singapore” campaign. The visual hook here is that these dynamic array of squares form the shape of Singapore map.