The risks are high, and the margin for error is thin.
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We form deep, emotional ties withlogos.
The shock of change has the power to trigger a disproportionate reaction regardless of a redesigns quality.
Sometimes, a new logo is an obvious step in the wrong direction.
Maybe its lacking character or misrepresents the mood of the brand.
It cost how much?
Theyre enduring tokens of trust and quality that embody brand values in a single expression of visual clarity.
Expensive logos arent impartially judged for design quality.
Theyre weighed against their extravagant price tags and almost always found wanting.
What can we learn?
Logos are a long play.
They require time to create, time to implement, time to be trustedand time aint cheap.
Many dont realize that design is an investment.
No, but case after case has proven that it powers profits.
Heres the progression:
Kinda looks like theyre…
Chess is a game of purpose.
It has a way of permeating ones mind and becoming a lens through which to view life.
But is it…sensual?
As well see, thats open to interpretation.
Primary visualsare comprised of complex arrangements of interwoven shapes and patterns.
Typography is clean and sophisticated.
The system is flexible and full of character.
Its everything one would expect from an Avante-Garde identity for an international event.
The campaign certainly grabbed attention, but did it go too far?
These are the people that carry a brand through thick and thin.
Dont be scared to prod customers in new stylistic directions, but do so with intentionality and strategic vision.
Barring oneexception, the modern games have never seen a host-citylogomake it to the medal stand of public approval.
Designing an identity for the Olympics is an epic challenge.
Big, multinational events are a difficult design ask.
Err on the safe side?Generic!
Dare to go bold?Rubbish!
Ask the public for creative input?Cop out!
Olympic identities are more than a logo.
Theyre visual systems built for numerous touchpoints.
The system is the hero.
The logo is a facet of its powers.
Whenever possible, present logos within the context of a system.
AI aint all that
Neural networks.
No, were talking highly advanced tech developed by some of the worlds most intelligent people.
Theres bound to be a disconnect when people see said logo and realizeits still a logo.
Humans arent giving up image creation.
When we do, well need to learn how to intelligently define constraints and curate the output.
Then, well need to communicate AIs role.
No matter how ubiquitous the tech becomes, people will want to know Is it real?
Or is it AI?
and wed better have a more enlightening answer than Uh, both.
Learn from logo redesigns, even bad ones
Maybe bad logo redesigns arent that bad after all.
We dont like patience.
It makes us cautious, risk-averse, and bland.
Before long, we arrive at some goofy trend that everyone copies until it becomes absolutely unbearable.
Are we being shortsighted?
Why did the designer choose those shapes?
Why did they use that typeface?
Why did the logo need to be redesigned in the first place?
And perhaps, Why do I dislike it so much?
Theres more to learn than personal taste and public opinion can teach.
Logo redesigns that stir controversy or inspire ridicule are treasure troves of professional wisdom.
