Can you spot the difference in that image?
The incredibly recognisable Facebook logo just underwent a makeover.
— Sven Grothe (@svengrothe) July 1, 2015
Using the same, classic blue and white with a lowercase ‘f’, the font of the Facebook logo is not what it used to be.
Once upon a time, the Facebook logo used the ‘Klavika” typeface.
This new and improved version has a ‘custom typeface’ that they designed in-house.
The key difference between the old version and the new is the letter ‘a’. Out with the double-storey, in with a single-storey ‘a.’
The b has lost weight too; it’s stem now visible from the counter. (Yes, I’m showing off my typeface knowledge.)
“Now that we are established, we set out to modernize the logo to make it feel more friendly and approachable. While we explored many directions, ultimately we decided that we only needed an update, and not a full redesign.”
Such a small change would perhaps fly under the radar for many lesser brands but, when you’re the largest social network in the Western world, any amendment is a big deal. The thin blue line loss of 2013, for example.
In recent weeks, music streaming service Spotify opted for an equally low-key change to their brand logo.
Anyone who updated the app on their phone recently will tell you that the dark, non-intrusive green shade of the logo and lesser icons in-app has been replaced by a much more lively (for lack of a better word) shade of lime green.
The new logo lost the gradient that gave the old logo depth. Spotify stated that the new colour gives the brand more “pop” than its previous “broccoli green” shade.
Personally, I find it difficult to look at the new one for very long without my vision going blurry.
In mid-2014, the television and movie streaming service replaced their popular white-on-red logo with an inverted version that also lost it’s 3D effect black border and drop shadow.
The growing holiday rental tech firm Airbnb introduced the world to its new branding, the Bêlo, in mid-2014. (Is there something about that time of year giving brands itchy feet?)
The stylised letter ‘A’ drew all kinds of reactions, many of them negative.
Initially, people were concerned that the design borrowed heavily from Automation Anywhere’s logo (which has since altered to differentiate itself from Airbnb).
Though this proved to be unfounded – the two firms reaching an agreement before the new Bêlo’s launch – others were quick to point out that the logo was reminiscent of all manner of unsavoury images.
One of the best known examples of a logo fiasco is the GAP brand.
in 2010, the fashion retailer performed a spectacular U-turn when their rebrand attempt drew criticism from just about everyone.
The traditional, uppercase, serif font over a blue square held a lot of heritage. Abandoning it for the contemporary take on the three letters and blue square felt like a betrayal to their brand equity.
They soon learned their lesson, albeit a costly one.
Over To You
What do you think? Tell us which rebrands you think work well, and which ones you hate!