"Brand Identity Is Blurring": Experts Evaluate This Year's Major Redesigns

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In 2024, a significant number of large companies updated their logos, which became a noticeable trend in design. Every month, experts from the HSE School of Design shared their comments on these changes. December was a special time, as we decided to ask them not only to evaluate the latest logo designs but also to highlight both the best and worst logos of the year. As a result, the experts' opinions were sometimes diametrically opposed, highlighting the diversity of views on contemporary design trends. These discussions help to better understand how logos influence the perception of brands and their success in the marketplace.

Designer and teacher at the HSE School of Design, with extensive experience in design and education. Specializing in modern teaching methods and creating unique design solutions, she combines theoretical knowledge with practical skills, helping students develop creative thinking and professional design competencies.

This year has seen many positive developments, and while it's difficult to single out any one highlight, it's safe to say that much has been accomplished.

One example is the Yandex Education case, developed by Shchuki. This project isn't exactly a redesign in the traditional sense, as the new brand replaced Yandex Academy.

It's a striking example of an aesthetically pleasing concept and well-thought-out identity. This solution is a rare example of effective, meaningful, and scalable design in the field of educational services.

One of the unsuccessful examples is the case of the Setters agency. The problem lies not only in the similarity with other brands and their logos, but also in the lack of a unique image. Another important aspect is the ineffective system for scaling this image. Brand uniqueness and clarity are key factors for successful market promotion, and without them, the agency faces difficulties attracting and retaining clients.

The concepts embedded in the rebranding, such as magnetism, focus, and attraction, were not successfully implemented. Without these concepts, the parentheses technique appears derivative and unoriginal, especially for one of the country's most renowned creative agencies. An effective rebranding should reflect the company's uniqueness and creativity, creating a memorable image. The need to integrate deep meanings into a visual identity becomes especially relevant in a competitive marketplace.

Program director and teacher at the Nizhny Novgorod School of Design, as well as creative director of the Depot branding agency and founder of the Khrom studio. An experienced professional in design and branding, he is actively involved in training students and developing creative projects.

Jaguar is a brand that has successfully transformed itself from a prim English car manufacturer for aristocrats into a modern symbol of luxury and speed. This evolution demonstrates the company's bold and timeless approach, allowing it to remain relevant in the face of modern trends. Jaguar combines elegant design with high performance, making it the ideal choice for connoisseurs of style and performance.

The image change is not simply a refresh of the exterior, but a profound rethinking of the values ​​that make the brand relevant to a new generation. This approach emphasizes the importance of adapting to modern demands while preserving the company's uniqueness and heritage. It's important for a brand to remain relevant, given changes in consumer preferences and cultural trends.

Evaluating localized rebrands often proves impractical, as most of them do not stand out either positively or negatively. These transformations occur under external pressure and focus on integration into the local context. It is important to understand that such changes are not always innovative, but may be necessary to adapt the brand to the requirements of a specific market.

Curator of the Bachelor's degree program in Communication Design at the HSE School of Design in St. Petersburg. She also works as a senior brand designer at the Endy agency. Her professional experience includes developing and implementing successful branding strategies, as well as teaching students modern approaches to communication design.

The best redesign of 2024 for me is undoubtedly Sports. When it comes to sporting events, where every second counts, it's crucial that the design reflects dynamism and style. The new branding approach creates a more intimate connection with users, offering a simple and clear name—simply sports. Unlike the cold and corporate sports.ru, the new image fosters better brand perception and creates a more friendly atmosphere, which is especially relevant for a sports audience.

The primary digital green color has become a memorable element, associated with fields, green cards, and broadcasts. The massive quotation marks harmoniously combine with the text, forming a unique C-shape. This anchor element seamlessly transitions into the responsive background, creating a cohesive visual effect. The composition is completed by a font from the TypeType studio, which adds style and modernity.

Wildberries' solution turned out to be unsuccessful. The use of lowercase writing did improve visual perception: the letters became more varied and legible from a distance. However, serious questions remain regarding the legibility of the lowercase letter «d». Further refinement is needed to ensure maximum legibility and brand perception.

The graphics lack unique techniques and a unified color scheme. The purple color, achieved using a gradient, will resemble Ozon's color palette, which combines pink and blue hues, from a distance.

The brand currently uses a free font from the Google Fonts library. Released last year, this font has gained popularity among users. Unbounded features distinctive diagonal broken edges, making it easily recognizable. However, the use of this font by many companies leads to a dilution of the brand's identity. It is important to remember that a unique font style plays a key role in shaping a company's image and recognition.

An independent graphic and type designer, as well as a curator at the HSE School of Design, with extensive experience in creating unique visual content. I specialize in the development of typography and graphic solutions that help brands effectively stand out in the market. My work includes both the practical application of design skills and the training of new design specialists.

The Mozilla rebrand, carried out by JKR with the participation of Studio Drama, caught my attention. They developed a unique font family that successfully combines elements of heritage and modernity. While the metaphor of pixels reminiscent of the early internet may seem superficial, it is the fonts that create a distinctive and memorable brand character.

Evaluating someone else's work is always difficult, as not all decisions may be obvious, especially when we are not familiar with the full context. However, the rebranding of the Jaguar automobile brand is one of the most discussed events of this year. This is not only due to the stark contrast between the old and new logos, but also to a sense of desperation at having to compete with the huge number of Chinese cars flooding the market. Jaguar's rebrand highlights the challenges traditional brands face in maintaining their identity and relevance in the face of increasing competition.

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