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73 Comments
- jackhole, on 10/12/2007, -2/+19@ saroth
Think again.
http://www.enquirer.com/editions/2002/07/08/tem_arrow_in_fedex_logo.html
The FedEx logo with its little arrow is a logo design professionals cream themselves over. - t0dd, on 10/12/2007, -6/+22My fav logo is still FedEx's because of the arrow thats made from the E & x.
http://www.fashionunited.it/gfx/news2004/fedex_logo.jpg
Right Keith? - Konquest, on 10/12/2007, -4/+20Errrr.... Click on the links?
- inactive, on 10/12/2007, -2/+9Nice going! You completely changed how I look at the FedEx logo.
- MedHead, on 10/12/2007, -2/+8Actually, it's "mP".
- isemism, on 10/12/2007, -2/+8All they have to redesign is the price (23.99 /mo W...T....F....?)
- armbar, on 10/12/2007, -2/+7I'm probably most excited about the Intel redesign. I've always thought the dropped "e" was really stupid looking, and the new design is much cleaner, although a little bit 1998 with the oval swoosh.
- gambl0r, on 10/12/2007, -1/+6why isn't anyone reading the actual article, and clicking the companies? This is EXACTLY WHAT IS SHOWN.
- david76, on 10/12/2007, -0/+4@cadavreexquis
Do you have _ANY_ idea how much work goes into redesigning a corporate website? It's not like the design firm has some 14 yr old kid redesigning it and "delivering a PSD file."
Let's see, there's branding, marketing, content strategy, design, information architecture, copy writing (and no, I don't mean copyrighting, I mean writing copy as in text), oh, and don't forget legal (financial services content, for example, has to be vetted by lawyers). In some cases the process of just developing the right content can take months because you have to work with multiple service lines in a company.
And don't forget that all of this goes through multiple rounds of revision.
Redesigning a corporate site isn't exactly the same thing as redesigning your personal homepage. So there's a bit more involved than "delivering a PSD." - SoCalDissident, on 10/12/2007, -14/+18I can't help but wonder how much money these companies spend (waste?) on making what are, for the most part, relatively minor changes. Does a new Intel logo make me, you, or any company more or less likely to but something from Intel? Nope!
I thought the best logo I've seen in awhile was the A-style logo that was EVERYWHERE during the MotoGP race at Assen. I don't even pay attention to most logos, but this one was sure hard to miss, and caused plenty of discussion between people who didn't even know what A-Style was 3 months ago.
http://admin.expovisie.nl/uploadedfiles/2219.jpg - tittayz, on 10/12/2007, -2/+5i'm honestly not impressed by any of these logos
- EricPeters, on 10/12/2007, -1/+4Whoa, I never noticed that. Now every time I look at the logo I won't be able to not see the arrow.
- jaems, on 10/12/2007, -1/+4@SoCalDissident
It really depends on the corporation. I remember the CBC had a logo redesign a number of years ago that cost a million or so, and people went beserk over it, specifically because the changes looked relatively minor.
It's more than just a logo redesign. It's about creating a new style and identity for the company itself. Hundreds of people involved within this process, months and months are involved within revisions. Sometimes, hundreds of iterations of developed, dozens are chosen, until finally one emerges.
A lot of politics are involved. Even though the creatives might have a very different image in mind, if the clients have a very conservative mindset, they will be the ones restricting the evolution. In other cases, some logos have so much recognition, that only a few tweaks here and there are necessary to bring it back to the 21st century (e.g. the AT&T logo).
I'm certainly no expert, but I don't think any designer has the mindset that the logo equates to an instant four hundred million dollar extra revenue. Instead, it's part of a redesign of the company as a whole, or redefining/improvement of their image. When it comes down to it though, if the company falls flat on it heels in its actual business, no logo or wicked design can save them. - Linkage155, on 10/12/2007, -1/+3Getting dugg to death, and the crappy thing about duggmirror is that it only captures the main article page, instead it should monitor what most people click on and also cache those :P
Anyways, back to subject, very nice list. Good to see large companies re-making the logo we see everyday. - manofaction, on 10/12/2007, -1/+3Also notice the two wheels connected by an axle between the "ed" in FedEx. This was intended to give a subconscious feeling of movement in tandem with the more obvious arrow.
The close placement of the letters makes was intentional and by design. - MedHead, on 10/12/2007, -1/+3I remember a lot of bad reviews of the new Kodak logo here in the comments on digg.
- nazsco, on 10/12/2007, -0/+1dugg.
- Harmless, on 10/12/2007, -0/+1Neat. I have never notice that before.
- detrate, on 10/12/2007, -3/+4I would have liked it better if you didn't have to click to see the old one :-
- flag564, on 10/12/2007, -3/+4I will admit that the Intel logo and product IDs are really nice.
Kodak could be better. It still reminds me too much of the old film camera company. - atozand1to10, on 10/12/2007, -2/+3Reliance was way better before. imo
- flag564, on 10/12/2007, -2/+3When you click on the logos, they take you to a page showing the previous ones.
- pocketwookie, on 10/12/2007, -2/+3I love to see these redesigns. Even if most of them just annoy me.
Honestly, the only one that really impresses me is the sistema brand. Really thought out well and great execution.
The Phoenix and Manpower logos are nice. Great improvements. The old logos were so low rent.
Some of the others, like Kodak, I don't know why they bothered. When you've got a brand as recognized as theirs, I don't know why you'd want to muck it up with something like "a more contemporary design, a streamlined rounded look and distinctive letters." The wordmark looks like it was put together from a downloaded shareware font.
and Intel... sigh... swooshes are such a design crutch. Rather disappointing. I do think they've done a better job with their television marketing, though. - david76, on 10/12/2007, -0/+1@bioret
I'm going to guess you're not much of a designer. - gamerscalling, on 10/12/2007, -1/+2The minor changes every so often help keep the logo fresh. The changes may be minor, but the thought that goes into them is great. They have to keep the feel of the company, maybe an update to what message they want to convey, and keep up with the times. If you look at the original apple computer logo you can see what was stylish to the current apple, but with steps inbetween.
- orelse, on 10/12/2007, -1/+2The article is not entirely correct. This comment is about the Russian Sistema Telekom rebranding. The article calls it a "particularly clear and dramatic one. Appropriately it's an egg, a friendly symbol of birth and potential. (And in Russia, I'm told, eggs can also connote leadership. Think Fabergé.)". This is 100% pure grade A BS.
There are two large nearly equal cell operators in Russia - Sistema's MTS and Beeline. Beeline went through rebranding last year:
http://www.beeline.ru/index.wbp (in Russian, but the new brand is all over it - the yellow-black things)
The rebranding was successful. That put pressure on MTS to follow. So Sistema hired the same (!) ad agency that did redesign for Beeline. The agency had to outdo itself with the new job. Apparently no one speaks Russian there so they came up with the eggs. "And in Russia, I'm told, eggs can also connote leadership". He was told a lie. In Russia when you say "yaitsa" (eggs) the first thing that comes to mind is the same thing as "balls" in English. And Russian language doesn't have anything like "he has the balls". Yaitsa is just (a) testicles and (b) bird eggs. Now those "MTS testicles" are a target of jokes.
I bet a $1 that MTS will have to do another rebranding in a year or two. - defectDS, on 10/12/2007, -2/+3@bioret
HA! Hardly!
Before: http://www.nvrc.org/MediaLibrary/AOL%20LOGO.jpg
After: http://www.net4now.com/uploaded_images/preview_images/aol_logo_new.gif - caliform, on 10/12/2007, -1/+2Dugg, thanks for sharing this with us.
- therernospoons, on 10/12/2007, -2/+2Looks like no one on here: http://digg.com/offbeat_news/The_two_worst_company_logos_ever
made the list. - argplywood, on 10/12/2007, -0/+0The best logo in sernak.com high point plywood logo.Thank you very much to www.argplywood.com
- lunarworks, on 10/12/2007, -0/+0The AOL logo redesign was a failure, IMHO.
There's few things more stable than a pyramid, but they went and put it on an angle, making the logo look very unstable. When I first saw it, it made me feel the company's about to crash.
I assume they wanted to make it look like it was "going forward", but that would have only worked if there were no prior logo to compare it to. - lunarworks, on 10/12/2007, -0/+0That logo is just for the specific website.
Visa, on the other hand, got a logo makeover recently. - inactive, on 10/12/2007, -4/+4Yet another best of 2006 list before 2006 is 2/3 over....
- inactive, on 10/12/2007, -1/+1ya that's pretty bad. USF got a new bull type logo that is pretty cool. Just has horns.
- inactive, on 10/12/2007, -2/+2redisign? all they did was turn the stupid triangle thing to the right 90 degrees.
- argplywood, on 10/12/2007, -0/+0Thanks for page rank 5 www.sernak.com
- assbach, on 10/12/2007, -0/+0never seen that arrow before. thanks for the hint
- PaulieCoconuts, on 10/12/2007, -2/+2What? No AOL ?
They had a slick new redesign in the past year. - crazyman, on 10/12/2007, -2/+2I cannot believe no one mentioned the new Sprite logo. Sure it's not the biggest company. But I was really impressed how they changed the design of the actual marketing of the soda.
- drew12689, on 10/12/2007, -2/+1old....very old. stop duplicating stories
- spinningobo, on 10/12/2007, -2/+1Yeah, that's a cool one. I always thoguht the petco logo was pretty nifty too. Is the dog or the cat in front?
http://www.sandiegobusiness.org/images/activedit/PETCO%20logo%20grp_resized.jpg - zephc, on 10/12/2007, -2/+1I love the marketing/advertising BS lingo. And by 'love' i mean make me die a little inside.
- bsuto, on 10/12/2007, -2/+1I'm glad to see that the new logo for MasterCard worldwide isn't up on this list. The middle circle complicates a classic and iconic design.
- justinjacobs, on 10/12/2007, -2/+1Nothing like a squish, a skew, and a turning around to make a logo seem fresh.
- caliform, on 10/12/2007, -2/+1@cadavreexquis:
No. Big Ad or Media agencies don't ask a million or similar for a PSD. Nor for a front page. If you believe it works this way, you haven't done your homework or used your head, because no big Board is going to take a PSD file for anything. When a big agency (any agency, for that matter) develops a logo for a company, or redesigns one, more has to be redesigned, like letterheads, clothes, corporate decoration, etc. This, amongst things (because there is FAR more) is a 'corporate identity', and is, probably, the "1 Million $ PSD" you describe. I think your comment is a bit short-sighted. - argplywood, on 10/12/2007, -1/+0Did you see ronaldinho darling ?
- huhnteufel, on 10/12/2007, -1/+0I found this funny, reading about the AT&T article in the 2005 section:
""The globe is the brand, and it says what we want to say, but let's have a change event and while we're at it, let's make it friendlier. I don't want to hear 'Death Star' any more."
Their new logo reminds me even more of the Death Star now then it did. Maybe I'm just jaded by what's in the News with AT&T.... - sanza, on 10/12/2007, -3/+2@caliform
Your comment to tittayz (who politely posted his/her opinion) certainly 'created an identity' for yourself. You may think that tittayz is full of sh_t, but it's YOU who are childishly slinging it all about. - DubbleA, on 10/12/2007, -6/+4They missed one! The new Vontage Logo.
- caliform, on 10/12/2007, -3/+1Yes, sanza, if you consider adding something to the discussion childishly slinging useless information, then go ahead and judge me. I have expirience with the matter on hand, and the comment made wasn't only sense- and useless, it also didn't show any respect or reason for the actual time and work that went into these identities. I would advise you, as I will myself, not to bother responding to these comments, because they aren't what it is about here.
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