“Retro” is the New “New” in Logos
In a world where consumers become more and more demanding and picky, where companies struggle every day to attract new clients or simply maintain their share of customers and sales, businesses are forced to adapt and change.
They need to adjust strategies, visions, ideas, as well as, often, their logos.
Too much change can however sometimes do more damage than good, so brands with long history can benefit from looking back to their origins and “reusing” their old logos could be the best thing to do!
Some history about the new trends in Logo design:
Recently we saw several examples of such usage of old logos by some major companies, such as Kodak or Bacardi, for example. Last year Kodak chose to go back to its 1971 logo which was used for over 35 years and only did some minor changes to it in order to remind us that the iconic identity of Kodak has not been lost, but has rather been there all along those years. And the 2015 Bacardi logo was inspired by the bat logos of the 1890s and 1900s. Also going back over the years a typical example is Coca-Cola when it chose its Classic design in 2007. Longstanding companies can use their logos to suggest experience, reliability or authenticity to separate themselves from their younger competitors. This seems to be a growing trend not only in brands but in music, sports, fashion and culture. A really good example is the evolution of Microsoft Windows logo. In their latest versions a.k.a. Windows 8 and Windows 10 their logo looks more like the from 1992 than the later made logos. Here is an infographic:
On the other hand retro looking, vintage logos with a flavor of the 1960s or 1970s can be used as symbols for difference, for standing out and uniqueness in a digital era of patterns, moulds and shapes. Back to Basics or How Less is More In addition to the trend of companies going back to their roots through retro logos, logo simplicity is something we see more of these days. Consumers seem to prefer less complicated and simple logos, logos that are easy to remember. Such simplification can be seen in the new logos of Mastercard, Subway and Instagram where skeuomorphism is replaced with vector-based logos. Although this may not be the first time brands turn to past historical logos for a new fresh look, this trend still has a nice notch of authenticity and difference which just may be what consumers need today.
What do you think? (And do you have any beer left?!)∞