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It is a difficult task for big, well-established brands to makes changes to their visual identity. Users of their products have their habits, and change is rarely welcome by them, thus large corporations have to be extra careful when redesigning their logo. The logos that were chosen for this article have sometimes been heavily criticized when released, despite being great rebranding, proving further that even a great redesign might not be good enough for the brand’s users. The DC Comics is a typical example of a logo redesign that wasn’t well accepted.

1. DC Comics

The previous logo was starting to look a bit old and out of fashion. The new logo represents the a capital D that peels off to reveal a C. The peel artifact is often used, but in DC Comics’ case it works well as it refers to the turning of a page. DC Comics is written under with a simple sans-serif font.

I could understand the anger of readers when looking at the simple version of the logo, they argued that the logo lacked something superhero-ish, but this critic can be put aside once you see the variations of the logo. Those variations subtly reveal some hint referring to a hero or his superpower.

1-dc-comics-2.jpgImage from BrandNew

2. The Twitter Icon

2-twitter.jpgImage from BrandNew

Twitter made a strong move to further establish their brand with their recent rebranding, they decided to be radical and removed the word “Twitter” from the logo. It works well as nobody seems to be missing that word, or even noticed that it disappeared.

The new icon was reworked using geometric shapes, making the bird look more dynamic and less cartoonish. The blue was made a bit stronger for better contrast, emphasizing the bird’s new posture even more.

3. Dulux

3-dulux.jpgImage from BrandNew

The international paint has been selling color to the world since 1931, but its logo was oddly lacking color. Design Bridge, the studio behind the new identity, made up for this and added a colorful icon to the logo, giving a better feel of the company’s core business.

The font of the logo has also been changed, a typeface was even created specially for the brand. The wordmark was developed by Rob Clark, a sans-serif with nice terminals and smoot edges. It also moves away from the slanted type, giving the whole logo a more stable look and feel.

4. Windows 8

4-windows-8.jpgImage from BrandNew

For its operating system’s newest version, Microsoft changed its Windows logo and turned it into a… Window! The logo looks more pure and flat, with less colors. It was designed by Pentagram and adapts to Microsoft’s metro design system.

Like for the DC Comics logo, the Windows 8 new identity is not impressive by itself, but really comes to life when it is in context or animated.

5. San Francisco Design Week

5-san-francisco-design-week.jpgImage from BrandNew

Probably the redesign with the biggest improvement in this list. San Francisco Design Week went from using strange colors and ugly gradients to a minimalist, well layed out black and white logo.

The new logo was designed by Manual Creative, a design studio from San Francisco. They approached the project by avoiding cliches about San Francisco, and focusing on creating a strong brand using only typography.

6. Quaker

6-quaker.jpgImage from BrandNew

The Quaker logo is a visual that you never really seriously paid attention to, but that is part of your life. If you don’t see it often on your breakfast table, it was well presented in your supermarket.

The PepsiCo group, who now owns Quaker Oats, progressively released two logos to use on different products. The old logo will still be used on products that will not have their packaging updated. I’m not so sure about the idea of having two different identities, but graphically the redesigns are good.

The integration of the Quaker guy is much better in both case, and a typographic effort was made to give the brand a much more professional look.

6-quaker-2.jpgImage from BrandNew


7-hotels-com.jpgImage from BrandNew

It’s good to see brands getting out of the box, that’s what just did. The flat, not so creative old logo turned into a much better new logo with a multi-layer “H” that emphasizes the many choices you can find on the website.

Let’s be clear, I don’t find the new logo amazing, but I do think it belongs in this list for being a great improvement from the previous logo. The biggest defaults of the new logo are probably the strange ligatures created between the “t” and “e”, and between the “c” and “o”. Otherwise, the new symbol, a big multi-layers “H”, works very well with a good choice of colors.

8. Brooklyn Nets

8-brooklyn-nets.jpgImage from BrandNew

The Nets logo redesign was supervised by someone who is not famous for his design skills: the rapper Jay-Z. It gets a retro look and feel, and I’m one of the few designers that find it awesome.

Of course, there are several graphical imperfections in it, like the way the type is distorted and poorly kerned. Nevertheless, it changes from those horrible funky animals and 3D type with 200 gradientsin it. It’s clean and refreshing to see such a cool logo. Most important, the new logo feels brooklynish, and that’s the most important.

Last thing, once you see the logo and its adaptations on t-shirts, you can only love it.

8-brooklyn-nets-2.jpgImage from BrandNew

9. Mohawk

9-mohawk.jpgImage from BrandNew

Mohawk is not as famous as many of the brands mentioned in the present article, but many graphic designers reading will know this American paper manufacturer.

The new wordmark uses the font “Chalet”, created by House Industries, and goes all lowercase. The new symbol, a multicolored “M” that consists of 5 dots connected to each other by colorful lines, allows for playful applications on all printed material for the company.

10. Centraal Museum

10-centraal-museum.jpgImage from BrandNew

The Centraal Museum, based in Utrecht in the Netherlands, recently redesigned its logo. It was not too hard to create a better logo than the old one, five “c” and a boring font.

The new logo is much better, and ultra minimalist. It consists of the name of the museum in capital letters, connected to a big black dot by a thin line. It’s a powerful new identity, using only a dot and occasional lines to connect it to other elements, using the dot as a central hub for the museum’s branding.