Logos of Famous Brands: An Assessment of Mazda and Loco-Bank

Contents:

• A New Look at Mazda: Rebranding 2024
• Updating the Lokomotiv Identity: An Expert's View
• Serpukhov: A New Look at Branding City Symbols

A New Look for Mazda: Rebranding 2024

Natalia Burdenkova discusses the Mazda rebranding process, which has become a logical step in light of the global trend towards simplification and digitalization of visual identity. In recent years, a number of automotive brands, including Volkswagen and KIA, have successfully adapted to new market demands, and Mazda has also decided to update its image. The rebranding aims to create a more modern and attractive visual image, which will allow the company to better meet consumer expectations in the digital age.

The Mazda logo has undergone a transformation into a flat design, eliminating metallic textures and three-dimensional effects. This change facilitates better integration within the digital environment. This step is significant, as the modern brand identity includes not only the logo on the hood but also its perception in the online space. Flat design improves visual perception and adaptability of the logo across various digital platforms, which is especially important in the context of increasing competition and digitalization.

Andy Martin emphasizes that the changes to the logo are due to market demands and adaptation to the digital environment. The 105th anniversary was an excellent opportunity to update the company's visual style. However, according to the expert, the degree of simplification of the new logo may be excessive. The previous 1997 version, featuring wings, was more expressive and memorable. The logo update must take into account not only modern trends but also the value of the brand's historical identity. Ekaterina Kovaleva notes that the Mazda logo update does not include significant changes, as happened with Jaguar. Throughout its history, the brand has repeatedly changed its emblem, and this time the main focus is on optimizing the logo for modern device screens, which ensures better readability. This update emphasizes Mazda's commitment to modern technology and design, while maintaining its identity. Ivan Vetrov notes that the new Mazda logo is fully in line with modern design trends thanks to its flat shape. The changes to the wing design give the logo a more rigorous and rigid appearance, reflecting current trends in vehicle design. The new font chosen for the logo distinguishes Mazda from other automotive brands, adding sophistication and elegance to the image.

The new Mazda logo attracts attention thanks to its improved legibility, making it more understandable for European consumers. This update will likely be implemented alongside the classic logo, maintaining a balance between innovation and brand tradition. The updated design emphasizes Mazda's commitment to meeting modern market demands and customer preferences, while ensuring recognition and staying true to its roots.

Learn what experts think about the key 2024 redesigns that could blur its identity brand.

Updating the identity of "Loko": the view of experts

Loco-Bank's updated corporate identity has sparked heated debate among design experts. Natalia Burdenkova emphasizes that the changes to the visual identity are driven by the need to align with current trends. However, she believes the new image is more reminiscent of a desire to follow fashion than an attempt to develop a unique visual language that would distinguish the bank from competitors. This approach could diminish brand recognition and individuality, which is important for building long-term customer relationships.

According to Burdenkova, the logo exhibits a discrepancy, as the graphic elements and typography are inconsistent with each other. This creates the impression that the corporate identity elements function together, but their interaction appears unnatural. As a result, a holistic perception of the new style has not yet been formed. To achieve a more harmonious design, it's necessary to rethink the combination of graphics and typography, ensuring their organic interaction.

Andy Martin notes that the bank's new identity appears formal and universal, which contributes to its transformation into a fintech company. Despite the high-quality and clean design, it evokes associations with a formulaic approach. Martin emphasizes that a lack of deep understanding of key concepts, such as rebranding and visual communication, is becoming evident. This can negatively impact brand perception and its ability to stand out in a competitive environment.

Martin emphasizes that visual language is incapable of conveying meaning and values. He argues that simply depicting objects against a background cannot serve as proof that something relates to modernity and technology. If a design requires text for explanation, this indicates its ineffectiveness. It's important for visual elements to speak for themselves, creating a clear and understandable message without additional words.

Ekaterina Kovaleva notes that there is a trend toward simplifying names and logos in the banking sector. This trend could have been initiated by the Sber ecosystem update. However, following fashion trends isn't always effective. Simplifying brands can fail to meet customer expectations and reduce brand recognition. It's important to find a balance between modern trends and uniqueness to maintain individuality and consumer trust.

Kovaleva emphasizes that the Loko case represents more than just a restyling, but a fundamentally new perspective on the bank. This fresh approach creates a dynamic and youthful atmosphere, echoing VK's image. However, the question arises: was this mimicry intended, and how effective is it in attracting a new audience?

A deeper analysis of the corporate identity reveals elements of chaos, which could negatively impact perceptions among potential clients. It is important to focus on refining the artistic principles associated with photo processing, as well as optimizing the use of 3D and 2D graphics. This will help create a more harmonious and professional brand image, which in turn will increase the trust and interest of the target audience.

Ivan Vetrov emphasizes that Loko has transformed into a multifunctional service, similar to such giants as Sber, Alfa, Yandex, and MTS. The system's new visual style is fresh and modern, with the letter "L" transformed into an upward-pointing arrow. This transformation emphasizes the company's commitment to innovation and improving the user experience, making Loko a competitive player in the market.

Vetrov expresses doubts about the logo's font, noting that it appears overloaded and clashes with the overall aesthetic of the style. He believes that a high-quality design for the Loko name would be sufficient to create a modern identity. This approach would make the logo more harmonious and memorable, while maintaining its relevance and attractiveness to the target audience.

Serpukhov: A New Look at the Branding of City Symbols

Serpukhov, one of the oldest cities in Russia, has inspired a new logo that highlights its rich historical heritage. Experts, including Natalia Burdenkova, emphasize that the new design harmoniously combines traditional elements and modern visual trends, opening up new perspectives for city branding. This logo not only reflects the uniqueness of Serpukhov but also promotes its recognition among other cities, which is an important step in developing the tourist appeal and image of the region.

The peacock, the city's symbol, has all the qualities to win the affection of locals and tourists. Its bright plumage and graceful movements attract attention, creating a unique atmosphere. If the peacock does not become a favorite of the public, it can be assumed that its pride prevents it from establishing a connection with others. Nevertheless, its presence adds a special touch to the city's cultural heritage, making it attractive to visitors.

Artemy Lebedev Studio, a recognized leader in creative design, has developed a unique identity that, according to experts, will be a key factor in attracting tourists to Serpukhov. An effective visual identity will help create a positive image of the city, highlighting its cultural and historical features. This, in turn, will contribute to increasing Serpukhov's tourist appeal and developing the local economy.

Andy Martin notes that while the bright colors may somewhat diminish the work's significance, overall it is executed with high quality and attention to detail. A key aspect is maintaining the identity's balance between decorative style and simplicity, especially when the symbol is reduced to an image of a bird's head. This emphasizes the importance of clarity and recognizability in design, which is crucial for successful brand identification.

Ekaterina Kovaleva emphasizes that the new branding incorporates elements of magic that can attract tourists. The harmonious combination of graphic elements and fonts in the logos creates a responsive identity that is ideal for souvenirs. This not only allows the company to stand out from the competition but also creates a unique image that will increase interest in the region and its attractions.

The use of photographs in the new style raises certain questions. Retouched images of people do not always correspond with the company's corporate style, which can negatively impact brand perception. Additionally, some architectural shots are lost in the brightly colored background, which reduces their visual appeal and can make it difficult to convey the message. It is important to find a balance between graphic design and photography to ensure a harmonious combination that will effectively represent the brand and attract the target audience.

Ivan Vetrov emphasizes that the designers managed to harmoniously combine the traditions of ancient Russian cities with modern trends. Their innovative approach to using traditional ornaments and the peacock image in their logo creates a unique visual identity for Serpukhov. This creates a vibrant and memorable image of a city that respects its historical heritage while looking to the future.