"The logo has lost its uniqueness": Experts evaluate the logos of famous brands

Contents:

• Yandex Go
• Tikkurila
• Mozilla

In recent months, several well-known companies have updated their logos. We asked experts from the HSE School of Design to analyze and comment on these cases. The discussion includes not only visual changes, but also the strategic decisions behind the redesign and the impact on brand perception.

Head of the HSE School of Design in St. Petersburg, as well as coordinator of regional campuses and the international program of the School of Design. A professional graphic designer, founder and editor-in-chief of Projector magazine, which covers current issues in design and art. English: Has extensive experience in graphic design and education, and is actively involved in the development of design in the region.

The Art Director at the Design Laboratory is responsible for strategic leadership and creative control of projects. His main task is to form a visual identity and design concept, as well as manage a team of designers. An art director ensures high-quality design solutions, monitors current design trends, and adapts them to client needs. They play a key role in developing unique and effective solutions that help differentiate a brand in the marketplace. An important aspect of the art director's work is communication with clients and other project participants, which allows for the creation of a harmonious and holistic visual representation.

A teacher at the School of Design in Nizhny Novgorod and an experienced graphic designer specializing in the creation Visual solutions. With deep knowledge and practical experience in design, he teaches students the modern methods and technologies necessary for a successful career in this dynamic field. His classes focus on developing creative thinking and graphic design skills, enabling graduates to confidently enter the world of design.

"Yandex Go"

Application redesign Yandex Go is professionally and tastefully designed. The previous version focused exclusively on taxis, but with the expansion of the app's services, it became necessary to update the visual elements. The new design better reflects the diversity of services and improves the user experience, making the app more appealing to users. It's now more than just a taxi app, but a full-fledged transportation platform, covering a wide range of services—from courier delivery to scooter rentals. I actively use the Go app almost every day. As a designer and a representative of the target audience, I can confidently say that this solution is really convenient and effective.

I really like the dynamics of the brand's development, as in Both visually and temporally. It boldly embraces change. We recently saw a new solution for Yandex Go, and now an even more modern, fresh, and dynamic solution has been introduced. This approach allows the brand to remain relevant and attract user attention, which is crucial in a rapidly changing market.

The color combination of black and yellow, on which the brand is consistently built, effectively contributes to increased recognition and customer loyalty. The day before, I noticed a row of stickers on a taxi, topped by the new Go logo. It looked impressive and harmonious, reminiscent of a sticker pack on a laptop or the design of a backpack or bag. This approach creates a visual dialogue through icons, which strengthens the connection with the target audience and promotes brand memorability.

Dynamic and The lightweight logo, which stands out against the Yandex Taxi background, is a bold statement with its italicized font that draws attention. "Yandex Go" evokes movement, evident in both the name and the visual design. Despite this, it evokes nostalgia for the old, static Yandex Taxi identity, which had a strong design system. The new approach to branding emphasizes activity and modernity, which corresponds to the needs of users in mobile services.

Tikkurila

Tikkurila has updated its logo, removing some of the elements that gave it a premium feel. However, the brand's continuity remains. Not knowing Finnish, I decided to use an online translator. According to Yandex.Translate, the word Tikkurila has no Russian translation, while Tikkivala can be interpreted as "I swear by stitch." Overall, from a design perspective, I have nothing more to say about the rebranding.

The Tikkurila crown inspired more trust, despite the use of Round's grotesque in the old logo, which stylistically could be perceived as a contradiction to the crown. This combination of elements created a unique visual image that was memorable to consumers and evoked associations with product quality.

The new solution observes harmony between the rigidity of the symbol and the typography, which is a positive feature. However, there are some complaints about the logo itself—it appears somewhat rough and intrusive. Although the meanings are clearly conveyed and easy to perceive, the excessive number of elements evokes associations with aggression, which can be a deterrent to interaction with the brand.

The logo has lost its uniqueness, and its "sunrays" have become similar to elements of other logos. Simplifying a design isn't always a good solution, as can be seen in the current logo. It will be interesting to see how the packaging design system will develop; at the moment, the only recognizable element is the red base, reminiscent of the bookmark on paint buckets. We will be monitoring further changes.

Mozilla

A logo change for Mozilla, a company that provides online services, may not be as significant as updates to the interface system of its services. These interface changes play a key role in improving the user experience and enhancing functionality, which directly impacts customer satisfaction. Therefore, a focus on interface updates is more important for a company striving for innovation and improvement of its services.

In this project, a key aspect is the new corporate fonts, which ensure good legibility even at small sizes. The turn to pixel art aesthetics is becoming a current trend, reflecting modern design preferences. However, it is worth noting that the new logo can no longer be entered from the keyboard, as was the case with the previous version: moz://a, which may limit its accessibility and recognition.

This An effective solution that reaches a wide communications audience. A find that combines the letter M, the flag, and the Tyrannosaurus Rex (Mozilla's mascot). An elegant and unobtrusive visual aggregation in the keyword. The previous logo looks outdated due to the use of the http:// protocol element, which is practically no longer used. The new approach meets modern requirements and emphasizes the brand's relevance.

I want to highlight the typographic changes - the new semi-slab serif font looks modern and attractive. Overall, I like it all, but I will continue to use Google Chrome. And don't forget about Google's legendary Dinosaur Game. Sorry, Mozilla Rex. The question remains: what is the brand's strength?

The design is clearly aimed at millennials, evoking nostalgic feelings. The mention of the company is immediately associated with Firefox, which emphasizes the connection with the past. The identity is rich in detail and many references, which makes it unique. You can see a flag, the letter M, a dinosaur, a text cursor, and a green color reminiscent of the text in The Matrix, as well as pixelated elements. I may not have uncovered all the hidden meanings yet. This visual language offers interesting opportunities for analysis and interpretation.

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Previous logo analyses provide valuable information about design and branding. Every logo serves not only as a visual symbol of a company but also reflects its values ​​and philosophy. It is important to understand how design elements such as color, shape, and font influence brand perception. By examining past logos, you can identify successful strategies and mistakes to avoid. Such analysis helps companies create more effective and memorable logos that strengthen their market position.

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