The 2018 Logo Redesign Roundup

Logos are important. It’s what sticks to the back of your head and the first thing you see when thinking about a brand. Look around you right now, there are at least 10 logos looking right back at you, trying to grab your attention.

For decades people have been spending big money on logos trying to get the right look, the right representation of their brand some with more success than others. Here’s a list of some the latest logo changes thus far.


1. Formula 1

Ive been a big fan of the Formula One as well as the MotoGP ever since I was a kid sleeping in my Formula 1 car-shaped bed. I was very excited to hear the news of the new logo and I’ve got to say, it ain’t half bad.

It was a long time coming. The logo they had prior to this one was made in 1994 and while it wasn’t all bad, the new one is great.

But it’s not all good news. With the release of the new logo came a lot of controversy from the online community and soon after news of litigation came about.
US-based company 3M – which also manufactures Post-It notes – is now alleging that the F1 logo infringes on their copyright, given the similarity to the branding on the company’s range of flight compression tights from its sub-brand Futuro. Read more on this issue here.


2. American Express

Their new logo looks great and sure to turn a lot of heads and is part of part a new global brand platform — called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It.” — that also includes an advertising campaign by mcgarrybowen.com.

Today, American Express unveiled a new global brand platform and marketing campaign that reflects how people live and work today, called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It.” The campaign celebrates the new reality that life and business are increasingly interconnected, and the unique role American Express can have in supporting people today. – Amex pres release.


3. Slate

The American news outlet has unveiled their third logo since launch, giving their 2013 logo a nice breath of fresh air.

“Other outlets may have ‘pivoted to video,’ but at Slate, we’re investing more in both written and audio work. I guess you could say we’re ‘pivoting to words,’” stated editor in chief Julia Turner.

Besides having a brand new logo they also announced this year a new website and typeface.


4. Crackle

Sony Crackle is a United States-based subsidiary of Sony Pictures Entertainment which provides ad-supported video entertainment content in the form of streaming media. It’s the company that created Jerry Seinfeld’s: Comedians in cars, drinking coffee where Jerry picks up comedians and famous celebrities and drive around in his amazing cars.

Eric Berger, GM for Crackle said that one of the reasons behind the rebranding is “to lean into the power of what Sony stands for”.


5. Dashbird.io

Dashbird.io is an AWS Lambda performance monitoring tool that allows companies to leverage the potential of the serverless technology while keeping track of their spending, errors, and alerts. This is the second logo used by Dashbird in a relatively short period of time.


6. The Guardian

The British newspaper The Guardian and its magazine The Observer saw a masthead redesign on January 12. It’s the first change since 2005 and sheds light on the direction of the paper’s readership. In a redesign of its masthead to tabloid format, the new look is meant to draw in younger, millennial readers. It also brings a fresh new look for a sophisticated paper that has an older readership, as well. The logo change comes with capitalizing the paper’s name, changing the brand colors from a darker blue to a lighter one and an overall more playful look to their print front page.

Show Comments

Submit a Comment

Your email address will not be published. Required fields are marked *