Logo Talks

I have observe the news of logos and brands around the world and i see a lot of companies make a changes in their logos and brands in the last few months.

Unequivocally, The companies spent a lot of millions to create a new brand and logo but the big question why they did ? In last few days ago, I was trying to research about and ask some designers about that .

Below you will find an information about some companies which changed their logos and opinions of some designers.

Hilton

Hilton Hotels has changed its logo and name from “The Hilton Family” to “Hilton Worldwide“to reflect the company’s rich heritage and current status as a global hotels group company also its strategic goal of continuing to grow internationally going forward.

“Our new identity is reflective of a refreshed company vision, mission, values and key strategic priorities, and in some ways signifies that this is a new beginning for our company,” Chris Nassetta says.

With the addition of the word “worldwide,” the new logo unites all members of the organization across all parts of the globe with one shared vision for success. The platinum and gold stylized H evokes quality, stature and the richness of Hilton’s heritage. The two halves are reflective, which are a reminder of the company’s storied past and vibrant future, and the open curves are welcoming, symbolizing the world of travel by suggesting the round edges of the globe, the arch of a bridge and posts of a bed. Source

New logo was created by : Landor

Typeface : Gotham

City of Melbourne

Melbourne city – Australia – also has been changed its logo. Read the whole story of Melbourne city with interview with Raja Sandhu

Lord Mayor Robert Doyle announces the new identity:

“The ‘M’ design will become an icon for Melbourne, synonymous with the modern, vibrant, cool city Melbourne is today and will continue to be in the future.

“The new identity will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long term identification and align with best practice around the world.”

“The new brand is strong and leading edge and will be instantly recognised as belonging to the City of Melbourne.”

— Press Release (source)

Pepsi Logo

Pepsi’s company has change its logo from time to time. From 1898 to 2009 Pepsi had been evolved its logo  more than 10 times. (About Pepsi’s logos)

The new design was created by Arnell Group . The new Pepsi logo will be front and center in Pepsi Co’s three-year, $1.2-billion campaign that will overhaul all its beverage brands. Pepsi will over top the cultural levee with this re-designed logo process.

Dr Who

Doctor Who is a British science fiction television programme produced by the BBC. The BBC has unveiled about the new logo of Doctor Who which was created by Red Bee Media.

The logo features the letters D and W molded together to form the shape of the Tardis with a futuristic flashing police light on top. The type and the tardis have a strong metallic feel in blue and dark purple tones.

The 11th logo for the 11th Doctor – those grand old words, Doctor Who, suddenly looking newer than ever. And, look at that, something really new – an insignia! DW in TARDIS form! Simple and beautiful, and most important of all, a completely irresistible doodle. I apologise to school notebooks everywhere, because in 2010 that’s what they’re going to be wearing. Via: Steven Moffat, the new Lead Writer and Executive Producer

The new logo is the eleventh Dr Who logo in the 47 years. Below you can see some of the previous logos for Dr Who

I make a small interview with Maggie Macnab and Robert L. Peters and I have asked them about the idea of re-design for companies, also if the company should change its brand from time to time.

Maggie Macnab said :

A core value should never have to be changed, only expanded upon. If the logo and the brand don’t reflect the values a company holds dear, perhaps there is no heart to go to for that information. Oh wait, that’s right: money is the core value of most companies. As the corporate mantra is SELL SELL SELL I think they should change their brand as often as necessary to keep profits up.?

Robert L. Peters said :

I’m really not a fan of unnecessary identity re-designs and arbitrary facelifts. If a firm’s graphic identity is well designed and still projects its corporate persona and/or offer effectively to its desired audiences, it’s often better to leave it alone (or perhaps focus on further entrenchment of cohesive standards for consistent application, including in emerging media) rather than undergoing a re-design. Hard-earned recognition, equity, and established customer goodwill are very easily eroded through arbitrary change (regardless of how “cool” a re-brand may seem to the new marketing guy wishing to make his mark). Arbitrary and unnecessary brand/identity updates also result in millions of dollars of waste and thousands of tons of greenhouse emissions each year (e.g. signage programs, fleet graphics, etc.) The old maxim still holds true: “If it ain’t broke, don’t fix it!”