Now that we are entering the third month of 2016, it’s a good time to look back with fresh eyes and evaluate the success or failure of some of the biggest rebrands of 2015.
Rebranding is a huge step for a business, especially if they have been around for a long time. There are always possible risks and advantages where rebranding is concerned. Do you keep your rebrand similar enough to your existing branding to be easily recognisable or do you throw it to the wind and trust in your brand name to maintain ties with your clients?
When it comes to creating a rebrand, it’s important to nurture the perception of the new brand in the eyes of the consumer. It’s imperative that you foster all the positive emotions that are currently associated with the brand and leave behind any negative perceptions.
The new Verizon logo is an excellent example of one of last year’s biggest design trends – flat design. The original Verizon logo was a mess of diagonal and horizontal lines, italics and motion, with no clear path for the eyes, which makes the new one pretty simple by comparison.
Not unexpectedly, the reactions to the new Verizon logo were underwhelming but gave an average thumbs up to the simple but obvious improvements.
Who hasn’t been waiting for this day? It’s doubtful any rebrand in history has received as much attention as Google’s recent logo update. Again, we see the flat, simplistic approach remaining strong.
In another expected outcry, much of the world was divided by Google’s rebrand. While you can’t ignore the obvious step forward, the definite lack of attention to typography and originality stops the hearts of typographers and designers everywhere. So – is this a logo that will endure like its original? Probably not.
As most of us know from personal experience, every time Facebook changes anything, the public outcry of exasperation, anger and enthusiasm is a force to be reckoned with. So when Facebook updated their logo in July of 2015 they played it safe with small changes, which went unnoticed by 90% of the 1.5 billion Facebook users. In a similar manner to Google, it seems Facebook went forward on their rebrand journey under orders to remove any personality from their brand. The new 2015 logo is in my opinion – plain. It lacks any of the eccentricity of the previous logo.
Unsurprisingly, most of the attention the Facebook rebrand received was purely in an effort to make people notice the change.
Apparently flat design isn’t going anywhere, especially when it’s used right. The new Spotify logo was created from sound testing and experimentation, it approaches their branding from a very practical angle. The single color, flat design allows the logo to be easily digested, applied over complex graphics and encourages for a bold and exciting color scheme.
Spotify’s 2015 rebrand shocked people all over the world, with furious and confused tweets being hurled at the music streaming service.
I wonder how many people have noticed the rebrand? Internet Explorer, hated by all people who know the grass is greener on the other side, was left behind last year and replaced with its newer and shinier counterpart. That logo though? Well, we have to assume that Microsoft didn’t want to confuse the millions of users whose only practical understanding of accessing the internet is double-clicking the ‘e’ icon from their desktops.
The logo was largely accepted without too much fuss but there are always a few feathers ruffled.