Let’s take a look back though December and find out what big businesses had logo redesigns! Whether you’re a business owner or logo designer, there’s something we can learn from why they chose to redesign.
December is usually a slower month for new logo designs, with everyone occupied about the holidays. That didn’t slow down these businesses though. Here are five big business redesigns that happened at the end of last year that you should be aware of. I’ll also cover why it should be important to you, ya know, a little something we can glean from it.
New Logo Designs
Intuit Mint
As a small business I’m sure you’re aware of Intuit. This software company has recently re-vamped their Intuit Mint design. The logo, layout, and navigation all got an overhaul. Keeping track of bills and budgeting has never looked so good! (Source)
Why is this so cool? It’s a mature upgrade from their previous, more illustrated logo. The leaf icon is simplified, but still interesting with the two bar highlights on the right side. The straight lines and lack of detail on the leaf fit in with the modern mold of being clean and smooth. I instinctively miss the dot of the “i” in “mint,” but I realize it’s an attempt to drive home the simplicity of the design as a whole.
Do you use Intuit Mint? Did you catch the update when it happened last month? Does it enhance your “user experience” at all? I’ve used Intuit QuickBooks in the past, just curious on some feedback to how Intuit Mint works.
Cazadores
Cazadores is the tequila branch of Bacardi. They have dominated the Mexican market. In an effort to branch out further internationally, they worked with Duffy & Partners in Minneapolis, Minnesota. “We refreshed the rugged sensibility of Cazadores including its iconic deer symbol, and simultaneously revived and leveraged the interest of craft and provenance to satisfy the quest of authenticity for a world-wide audience.” – duffy.com.
This is a complete branding package gone RIGHT! Where do I start? A lot of work went into this – it’s more than just a logo update. There’s two great iconography graphics on the packaging, the packaging and bottle themselves, a new color palette, imagery, and typography set. The literal whole package. The chiseled letters are beautiful, and I am in love with how the spikes at the center line up with the color bar imagery on the packaging.
I’m personally not a drinker, I don’t think I’m the target audience, but just based on how it looks – Cazadores new identity definitely grabs my attention.
The Water Trust
From the design firm Prophet, we were introduced to The Water Trust’s new logo last month. The Water Trust works in developing countries to educate about water hygiene. They also empower people to gain access to consistent fresh water supplies. (Source)
Why is this worth noting? When you’re dealing with water, blue is the go-to color. This design makes use of two different blues, a navy and a light blue. The highlight is how the “A” and “U” line up to form an elongated water drop. The drop itself seems a little tall, but is is spread across two lines of text. Looking at the typography alone, the letters are short without crossing the line. I really like how the words are stacked and staggered, though.
Ever since the water drop underneath the “W” came along, designers have been working hard to create a beautiful water drop logo that garners equal attention. I think this one comes the closest I’ve seen in originality and cleverness.
Hippodrome
The Hippodrome is a theatre and gallery for a variety of arts and cinema. Working with 160over90, they introduced their newest logo in twenty years. Hippodrome is a greek word meaning “horse””race,” the place where many people would arrive to see chariot races. Located in Gainsville, Florida, the are host to plays, galleries, movies, and anything art-related. (Source)
And you should care because…? This new logo design is bursting with flavor and symbolism! Did you notice the horse has six legs? This represents the six founders, their six pillars, and their mission “to alter the norm and incite questions and discussion.” Does the word cutting through the horse’s body bother you? It’s supposed to arouse your imagination to fill in the blank. Plus those colors! The rich purple and light mint green work beautifully together.
I think this is a great example of taking risks and having an interesting logo for it. Make sure the special, unique part of your logo has meaning, like the six legs of this horse. This design is fulfilled with purpose, history, and heritage.
London Luton Airport
London Luton Airport was desperately needing to stand out from among the many transportation hubs surrounding London. They partnered with ICO design to create a more visually interesting and brightly colorful brand identity. (Source)
Why is this important? It’s a bold identity that ascends to the top of the crowd. There’s two powerful design elements at play – the “LLA” blocks, and the adventurous color palette. No wings. No planes. No runway or watchtower. It’s bit of a risk losing associating elements like that, but it pays off in this identity.
I’ll admit, this isn’t one of my favorite re-designs from last year, but it is better than what they had. The execution to the stationary and airport itself is very well done.
I hope you’ve enjoyed taking a look at these new logo designs from December with me. I would love to hear your thoughts about. Leave me a message in the comments section and tell me what you like or dislike about these new logo designs.