"This is Petrosyan's 'rap'": Experts evaluate the logos of famous brands

Contents:

• Zen
• Cooper
• Wildberries
• Kari

In recent months, several major companies have updated their logos and even changed their names. We consulted with experts from the HSE School of Art and Design to analyze these cases. Changing a logo and name can significantly impact a brand's image and customer perception. Experts will discuss the reasons for such changes, their impact on the market, and how new visual solutions help companies adapt to modern requirements.

Curator of the HSE School of Design, art director and partner of the ESH group design studio, with significant experience in design and education. In his work, he actively promotes the development of students' creative potential, introducing modern approaches and methods into the educational process. As an art director, he is responsible for creating innovative design projects that help clients achieve their business goals. His expertise in design and project management makes him an indispensable member of the team, ensuring high quality and creative solutions.

Designer, art director and teacher at the HSE School of Design. With many years of experience in design, I create unique visual solutions and train future professionals. My work encompasses both practical work and theoretical teaching, allowing me to pass on knowledge and skills to new generations of designers. It is important not only to create high-quality design, but also to understand its impact on the audience, which is a key aspect in my teaching practice.

Lecturer in the specialty "Communication Design" at the HSE School of Design. An experienced designer and artist who actively participates in Russian and international design festivals and contemporary art exhibitions. She specializes in developing creative approaches to design and developing visual communication skills in students.

"Zen"

Acquired a new logo A vibrant character while maintaining its recognizability. At first glance, the changes may seem minor: a slightly modified logo, an updated font, and a new color palette. However, taken together, these elements reflect the brand's forward movement. The logo adapts to modern aesthetics and improves the user experience. The font has become fresher and more relevant, and the overall appearance of the logo is visually cleaner and denser, making it easier to use. A good decision. The font gains character, making it unique. It's nice to see that the logo begins with a lowercase letter and has a dense set. On mobile, the black bar may be a concern, but it's important to note that it disappears at the right time, improving the user experience.

Everything looks great here, But I was amused by the phrase "not just black, but the color of the infinite universe." From now on, I will also use this expression when talking about black. We also need to come up with an original name for not just white.

Cooper

The brand has transformed into a "neighborhood service that quickly comes to the rescue," which fully meets modern consumer demands. The new image has become less formal and more playful, which is reflected in both the name and visual elements. This change in style makes the brand more accessible and attractive to a wider audience, emphasizing its readiness to quickly respond and support customers in any situation.

The visual component of the logo with a retro touch creates a bold and relatable image, which effectively supports the brand's desire to position itself as "one of the guys." However, some questions arise regarding the technical development of the logo. Attention to detail is necessary to improve the overall perception and ensure high quality of execution. Logo optimization can contribute to a more successful brand perception and identity in the marketplace.

The idea of ​​using a hidden "k" in the icon is not innovative, but the resulting character fits harmoniously into the overall mood. This approach allows you to draw attention to the design and emphasize its uniqueness, creating a memorable visual image.

The rebranding of "Cooper" can be compared to a performance Petrosyan, when he was rapping in a bandana in the late 1990s. This is a prime example of how trying to follow modern trends can look out of place. Petrosyan is undoubtedly a talented comedian, and many things are forgiven. However, Cooper strives to be relevant and youthful, but it does so clumsily and ineptly. This company's rebranding raises questions about how successfully it adapts to current market trends.

The naming in this rebranding stands out for its originality and memorability. It evokes a multitude of associations, making it an effective promotional tool. The K-shaped icon appears logical and evokes positive emotions, although it may seem somewhat simple. However, the overall identity doesn't create a cohesive impression: it feels eclectic, and the design elements on the website and in advertising materials appear disjointed. This creates an analogy with a poorly designed interior or a disorganized marketplace, which could negatively impact brand perception. To achieve a more harmonious company image, it's worth focusing on unifying all visual components.

The logo raised many questions for both me and my colleagues, with whom we actively discussed it in the studio. Initially, our reaction was surprise: "What is this?" However, I later came to the conclusion that the creation of this logo was a deliberate and professional move. It's unclear whether the designer's goal was to provoke a negative reaction (which, of course, was successful), or this is simply another experiment with Cyrillic. When a design deviates from accepted norms and letters begin to lose their legibility, it invariably generates a wave of criticism, but also significant interest in the brand. In this context, love and hate can coexist.

Wildberries

The new version of the logo looks friendlier than the previous one. The use of lowercase letters instead of uppercase makes the logo less formal and gives it a lively and emotional feel. The unusual shape of the letter "D," which has elicited varied user reviews online, adds graphic uniqueness. This detail becomes a feature of the logo, a unique highlight that attracts attention and is memorable.

Changing the name to "Yagodki" will be a logical step to complete the rebranding process. This new name can attract attention and update the company's image, which is important for further development and customer attraction. Rebranding provides an opportunity to emphasize freshness and relevance, which can positively impact brand perception.

Previously, the logo was unremarkable, but now it has become more appealing thanks to high-quality font design. Lowercase letters attract attention and create a sense of intimacy, reminiscent of wild raspberries. However, so far, only the logo has been improved, and the need to refine other design elements remains relevant.

Kari

The updated logo clearly shows an effort to include multiple meanings, which has led to an overload of images. In my opinion, the previous version of the logo, in which the "comma-like" element of the Latin letter R already served as a bright accent, was more successful. Adding an additional symbol in the form of a marker on a map deprives the logo of harmony. In addition, there are technical shortcomings: in the new version, the text section appears too compressed, which impairs readability.

It's gotten better, but there are still aspects that need improvement. It's essential to eliminate the font on all small media, as the logo becomes difficult to read at reduced sizes. Effective logo readability is essential for increasing brand awareness and improving user experience.

Explaining a joke always evokes a strange feeling, and that's exactly what I experienced when I saw the new logo and the text about its update on the brand's official Telegram channel. This feeling seems to highlight how difficult it is to perceive change, especially when it concerns something familiar and customary. A logo, as a brand symbol, plays a vital role in its perception, and any update can evoke a range of emotions and reactions.

The Kari logo retains the awkward flirtation of the r and i, which is part of its unique style. But it has a new element—a sign that is more than just an abstraction. It is a marker on a map, symbolizing the brand's success. Kari is rapidly expanding, and each new marker on the map reflects its growth and achievements. This concept underscores the core value and essence of the company, which they decided to immortalize in a digital monument above the four letters. The Kari brand continues to strengthen its market position, demonstrating constant development and innovation.

I recommend successful brands actively expanding their market presence to consider integrating this symbol into their logos. This can highlight their innovative approach and commitment to growth, as well as attract the attention of their target audience.

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