Due to another (in my opinion) horrible logo redesign, I decided to give some major companies out there a heads up. First I will talk about the mistake Seattle’s Best Coffee made.
I’m all for updating your brand, but Seattle’s best had something great going on before they updated. I can say that I understand why they updated, and I even see what they tried to accomplish, but the design before was so much better. It was much more unique and brandable. It says it’s the best coffee because the logo looks like a badge of approval. The red and gold colors can still be considered fresh and vibrant. The design as a whole looks warming and friendly, sort of like a nice cup of coffee makes you feel. Let’s face it, the original logo just has a more complete feel.
Now thinking about that, I’m not 100% opposed to the new logo either. I understand that they want the brand to be recognized from 3,000 points to 30,000+ points of interest, but I don’t think this was the best way to do it. These days, over simplification will cause you to be lost in the crowd of fad designs done by crowdsourcing the world over. A better approach would have maybe been to take some good elements from the original and use them in a simplified way. I can’t really say for sure, but there are always better ways to solve a problem.
In my opinion, there are some pretty cool logos out there that have been doing their job just fine, so there shouldn’t be a need to change them any time soon. Here are some logos I think should stay just the way they are for a while.
Ahhh Nike. A most famous and recognizable logo. This swoosh is so popular that if Nike ever changed it, they would probably see sales plummet like that little hiker guy from The Price Is Right when he reaches the end of the mountain. Nike was once Blue Ribbon Sports, and almost nobody can remember what that logo looked like. Not even the first Nike swoosh in 1971 is easily found (do a search for it it to see it). Back when Nike was just getting off the ground with the new name, and new logo was needed. Carolyn Davidson was a graphic design student at Portland State University, and did freelance work for Phil Knight. She created the first Nike swoosh for a mere $2 an hour, and her final pay was $35 which was a bit more back then.
I am a big fan of Apple anything. The sleek designs and efficiency of all their products makes me glad to be born in the 80’s. Enough about me though. The apple logo itself represents the company perfectly. It’s just plain simple and easy to understand. There isn’t anything overly complicated about it, and it makes you think, “Well duh. It’s so simple, why didn’t I think of that?” And that’s exactly how the product line is. It’s not complicated, and you think, “Well duh. This is so simple, why doesn’t everyone do this?” The original logo started out with a very elaborate design of Newton under the apple tree, and ended with Rob Janoff’s apple design. You can read about his journey on the design here: http://creativebits.org/interview/interview_rob_janoff_designer_apple_logo
KFC stop while you’re ahead! This colonel looks a little less wrinkled, and I fear he may start getting younger. He needs to just stay right there. The style of this logo is nice and well done. The colors are fresh and go very well with the overall theme KFC has had for quite some time. The colonel is friendly looking for the most part, and he looks like a colonel that’s for sure. I recall one time reading that they wanted to change the character, and they even held an opinion poll for it. I guess it didn’t work out. Don’t change the logo anymore KFC.
McDonald’s is possibly the most recognizable brand in the world. I have seen very subtle changes in the way the design is presented, but never really saw changes in the famous arches. Ever since McDonald’s first came to be, they have used the arches for the M, and it is indeed very easy to spot a McDonald’s anywhere you go. The main fear of the change here would be that they keep the M, but then try and make it more “modern” and trendy. What would the appeal be in that? The McDonald’s M is so carved in stone, that if you made it solid black and type any word with an M, anyone would say, “isn’t that the McDonald’s M?”
Truly a classic logo. Coca-Cola has had the same logo since 1885. I hope they never make the same mistake as Pepsi. This is a great logo because it has made the brand so recognizable for any time of year, no matter what language it’s in. Just perfect.
Unlike their Seattle’s Best logo, Starbucks should not change their logo again. The logo was changed 2 times before. It went from a naked siren, to the full green logo, to the cropped green logo that you see now. There’s a nice story on the logo history here: http://www.deadprogrammer.com/starbucks-logo-mermaid if you’d like to read about it. I think this logo is unique, and to remain that way, it needs to stay the way it is.
NBC has a nice simple peacock, and this is where it should stop. I saw that they had a more complex one in the past, but this was an improvement, especially for TV. My biggest fear is that they go with just the letters NBC or come up with a fancy new peacock.
This logo is just great, and I have seen many people copy this concept. The a-z plus a smile makes a great combo. You could even take it as an arrow. Just nice logo work. Don’t ever change it.
These are just some of my favorites, but I’m sure there are a ton the we’d all like to see stay the same. So many logos now have been changed to the point where it’s so iffy. I mean 1 more change may make the whole thing look off and terrible. They may not realize it now, but a logo means a lot to an already established company. If they change it for the worse, they could lose their fans.