"I was pleased with the strange font choice": Experts evaluate the logos of famous brands

Contents:

• Walmart
• HeadHunter
• Profi.ru
• Moskovskaya medicine

Walmart

Roman Belyakov: Weight gain and roundness have become a common problem in the United States. The authors probably wanted to create a friendlier image, which is typical of many modern companies. Otherwise, with a serious expression and the use of preservatives in bread, it's difficult to count on successful sales.

Tally Kelmi notes that brands targeting the mass market have only a few moments to convey their message to the consumer. They primarily influence the eye through the use of bright colors. Then, attention is drawn to shapes, and then to graphic images or text messages. The more mass-market and accessible the brand, the brighter its color palette, the simpler the associations with shapes, the shorter the slogans, and the clearer the visual imagery. Effective visual communication allows brands to quickly gain the trust and attention of their target audience.

The simple natural blue color combined with the image of the sun evokes the idea that the brand offers warm and friendly solutions. The visual materials also use images of smiling people, which emphasizes the positive perception of the brand. This example demonstrates high-quality execution and a well-thought-out visualization technique.

Natalia Shendrik notes that the company's logo is based on the cap of founder Sam Walton. Although I was unable to discern historical elements in the new design, I like the idea of ​​embedding a deep legend within the image. This approach allows the designers to draw on the legacy of the chain's founder and enlist his support in creating a symbol.

The sparkle symbol has undergone a change, becoming cleaner and more concise. This update will allow for better digital development and provide a more attractive appearance on screen. Although we see only a fragment of the presentation, the main focus of the rebranding is not only on the logo but also on in-store navigation and accompanying illustrations. Their brightness is increased even with a slight increase in the intensity of the blue color, which makes the visuals more expressive and memorable.

The large retailer strives to avoid a sudden shock for its customers, so the rebranding is being carried out as a smooth and careful stage of evolution.

HeadHunter

Roman Belyakov: My students were impressed by the glowing logo and jokingly asked how to place it correctly. Young people are always surprising! I, in turn, was struck by the career ladder, which reminded me of programs like "The Great Race," where there are no conventional steps.

Tally Kelmi notes that the new decision raises many questions. The concept of "signal" and the use of red are intuitively perceived as negative. This contradicts the meaning of a "green light" or "green corridor," which are particularly important for determining career paths. It is important to consider how such changes may impact perceptions and decision-making in the professional sphere.

According to Chinese culture, red symbolizes good luck and prosperity, making it an important element in the country's traditions. In the context of upcoming trends for 2024-2025, the activation of Asian culture, including the use of red, could have a significant impact on the Russian market. It is important to understand the extent to which Russian consumers are prepared to adapt to these new cultural codes. The adoption of red in the Russian market may depend on the level of awareness and interest in Chinese culture among Russians, as well as the marketing strategies used to implement this trend.

The red "button" solution has already been used by M.Video, and Alfa-Bank has also actively worked with it. However, it would be interesting to get a new perspective on brand image formation. Fresh ideas and creative approaches can significantly improve a company's image and attract consumer attention. It is important to consider current trends and consumer preferences to create a unique and memorable brand.

Natalia Shendrik notes the contrast between the approaches of Walmart and HH in font design. Walmart focuses on brevity and simplicity, while HH is creating a new, more complex and artistic font for its identity. The new font is more complex compared to Proxima Nova, which the company previously used. This transition reflects HH's desire for uniqueness and expressiveness in visual communication.

This text emphasizes emotion and friendliness rather than technological versatility. I like this font style; it's a pleasure to look at. Light accents were added to the logo and advertising campaign, creating an engaging photo style. This approach helps create a positive brand image and generates interest among the audience.

"Profi.ru"

Roman Belyakov suggested changing the logo by adding a circle with an oval and writing the text in lowercase letters to create a more human image. Interestingly, rearranging the letters "r" and "o" in the name of their corporate color creates a funny play on words. The poster with the inscription “Everything will be clean” raises questions, especially due to the absence of the letter “ё”. If there really is a littered bus stop behind this poster, it will create an unexpected contrast and make viewers smile.

Tally Kelmi presents a visually simple yet striking solution. Red, due to its wavelength, is perceived first among other shades. The logo harmoniously integrates the image of a person, which emphasizes the presence of professional specialists. This designation makes it easy to identify the team responsible for completing specific tasks.

Natalia Shendrik: I actively use the Profi.ru platform and am glad that it has returned to its familiar name with the ending "ru". It is reminiscent of landscaped parks, where paths are laid in places determined by designers, but people prefer to walk where it is most convenient for them. It is nice to see that the desires of users and designers coincided in this project.

The font looks neat, and the color is pleasing to the eye. The use of semicircles in the advertising campaign creates a formal impression. There are many explanations for this technique, but its abstract nature allows everyone to interpret it in their own way. However, there is no desire to delve into these reflections.

Moscow Medicine

Roman Belyakov: I was impressed by the choice of an unusual font with letters of varying widths. It's not entirely clear why it's perceived as cheerful and diverse, but one can hope that it was intended to convey a certain message.

Tally Kelmi: The new design has become a link between the recognizable Moscow Metro logo, representing the letter "M," and the overall image of Moscow's transport service. This is a step in the right direction, as it creates a unified visual code for city services that is easily perceived by users. This approach improves identification and increases the ease of use of the Moscow transport system.

Natalya Shendrik: My clinic and Moscow transport are an integral part of Moscow medicine. It's nice to see that the extensive network of Moscow services is beginning to acquire a unified visual style. The previously existing logo had no connection to the city, which created certain difficulties. The challenge for the designer is to organize such a complex system and create a harmonious image that reflects the uniqueness and dynamism of the capital.

The drawing of the letter "M" raises certain doubts. It has a certain curvature and aggressiveness, which contrasts with the soft contour of the heart. The use of such a bold font also raises questions. It would be interesting to learn the story behind its creation. A large-scale complex deserves careful research and a detailed presentation.