As 2020 is approaching, many people and many companies have taken on a new look in dressing up and decoration to bring people different perceptions and experiences. Many logos have also changed to be more in line with the trend. They are aimed to attract more audiences, bring a better experience, and be suitable for more occasions.
In this article, I will show you some logos’ change history and the trends and impacts of this change.
1.Logo Change History
The original bright red logo helped Netflix stand out from the likes of Blockbuster and Hulu. However, the typographic style and bold black outlining reminds one too much of old Hollywood posters to properly represent Netflix’s growing model of streaming TV shows.
Although the distinctive red background helped it stand out, the lettering was more difficult to read. As a good logo concept is designed around researched findings, it makes sense Netflix reconsidered the bold black outlining given how consumers today view their product.
The resulting new logo is simple, versatile and distinct. It’s not so far removed from the original logo but it’s easier to remember and appreciate.
The original logo is a kind of linear wordmark and long ago. The founders realized that their company’s original name, Air Bed and Breakfast, was too long. It looks “more like a sentence than a startup name.”
So the three co-founders of Airbnb tried to boil down their company’s core mission. They decided to focus on “belonging,” the idea that through their service, a traveler can feel at home anywhere.
As a result, the new logo itself is a combination of four simple symbols: a head to represent people, a location icon to represent place, a heart for love and then an A for Airbnb. After redesigning the logo, it gives people a sense of belonging and feel warm like home.
The former logo, a retro brown and cream camera with a rainbow stripe that harked back to the iconic Polaroid cameras, was instantly recognizable but has been radically changed.
Instagram says it started off trying to “modernize” the original mark. So the team turned their attention to the app’s rainbow, which became bolder and brighter, compared with the previous design, in order to convey “more warmth and energy.” Finally, the camera icon, or glyph, was redesigned until they settled on one “that still suggests a camera, but also sets the groundwork for years to come.”
The new Instagram logo is a more modern app icon that strikes a balance between recognition and versatility which conforms to the trend of flattening.
2.Trends and Impacts
After reading these three logos, you can find the change trend is “flattening”. From the flat design in the IOS7 system introduced by Apple in 2013 to the present, the popularity of graphic flat design has never faded.
①Flat logos are minimal, simple, more aesthetic, clean and uncluttered. And a simpler and crispier logo always conveys the best about the brand and thus attracts more customers.
②Easier to load on mobile phone and internet browsers: More than 60% of the population of internet users today is on mobile phones and thus a major cause of logos shifting towards flatness has been the ease which they can be loaded on mobile phones as they scale more.
③As flat logos are easier to load, they reduce loading time and thus making the user experience better.
In fact, redesigning a logo is a very risky thing. It’s like a double-edged sword. If you redesign a logo like Airbnb which adds more humanistic thinking and more consideration of user experience and inner feelings, it may be a good and successful redesign. If you are redesigning just to follow the trend, it is very likely that you will design worse than before or even lose some users.