The new logos of the big brands. Casuality or trend?

In recent years the rebranding and logo changes of the big brands have followed a fairly similar trajectory. The changes have generally been to come up with a simpler, cleaner image, with fewer details. Easy to recognize and without excessive information.

Let’s look at some examples:

Pringles’ logo

In December 2020, after 20 years without changes to their logo, Pringles simplified their pet, removing color and light, giving greater importance to facial expression. The bow tie is reduced and typography is simplified by removing shadows.

Kia’s logo

Korean brand KIA announced its change of logo in a big way, with a fireworks festival that has broken a guiness record. Despite the grandeur of its presentation, the logo itself has also been simplified. Its predecessor was already quite simple, but the new logo is left bare without the oval that contained it. It seems harder to read, but when seen on their cars, it reads much more clearly. In addition, once you have seen the video that the brand has prepared about its rebranding, it ends up being quite convincing.

Mastercard’s logo

In the case of MasterCard, again, the previous logo which was already simple is further simplified. The name and the isotype (or symbol) are separated so that, in this way, the isotype can also exist on its own. This will help us recognize the brand even in applications where we have to reduce the logo to a minimum size. In addition, the isotype, composed of two overlapping circles, is also simplified by eliminating the lines that generated some noise.

Correo’ Logo

The rebranding that Correos carried out in 2019 was very controversial because of its high cost, being a public entity. Inexperienced voices criticized that despite the big cost, the logo barely changed. In another Blog we will discuss this, but what we are dealing with now is that the logo was again simplified. Seemingly minimal changes such as removing the circles from the base of the crown and simplifying the arches brought much simplicity to the logo.

Less is more

In the world of design, it is often said that «less is more». I don’t know if this always works, although I guess it’s according to tastes. But what’s important is that we put things in the context in which they’re going to be consumed. Because a logo can be great on a screen or on blank paper, but where are we going to see that logo? In the case of big brands, we will see them on thousands of sites along with many other elements.

That’s why this simplification of brand logos is probably not a coincidence but a trend. In fact, right now I can’t find any rebranding that has gone to something more complex, with more detail, or with more elements.

This trend occurs as a result of the oversaturation of brands and information in general. Because after spending a few minutes on any social network, watching TV or strolling down some shopping street, what our brain really perceives is something like this:

That is, a jumble of information that we are not able to assimilate.

So, if you’re thinking of creating a brand or rebranding, simplify.

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