13 Written ArticlesWebsite

Also known as Chykalophia, is a professional freelance designer in graphic and web design with 3 years of experience. Founder and Editor of Frespiration!, she recently won The Annual Design Awards 2010 for best product packaging design. Other than design, she loves playing with her mac, being photographed, watching movies and listening to alternative rock. Add her onFacebook Page, or Twitter.

27 Comments Best Comments First
  • Patt

    Tuesday, November 9th, 2010 22:56

    19

    The beauty of some of the logos that has been changed is that you hardly see it apart from each other, only when (like in this article) seeing next to each other you notice the difference, although some of the changes are huge.

    I believe that is the real power of the designer, making the changes without actually seeing it but really improve the logo and create a stronger brand. Thank for the reminder of under consideration, great resource!

    +2
  • Rachel Baker

    Tuesday, July 27th, 2010 14:49

    13

    For continuity and simplicity you cannot beat BMW, their logo has barely changed since inception and is key to recognition within their market. Proof that simplicity works… and no big re-brand costs… clever carstards!

    +1
  • Reed Botwright

    Tuesday, July 27th, 2010 09:46

    10

    Nice list! It’s interesting to see how big companies redefine themselves through rebranding. They keep what works and is recognizable, and spin it in a new direction. It would be interesting to look at a few cases where the branding went for a much more radical change, like Pepsi. We find that the best branding, especially established ones, are simple, recognizable, and evoke some emotion. The latter of which is the most difficult to accomplish.

    0
  • aditia

    Monday, July 26th, 2010 12:13

    1

    wow when I see mtv logo is not really big difference in logo, but it have to be a big impact in their business

    0
  • Jarkko Sibenberg

    Tuesday, July 27th, 2010 10:22

    11

    I really like the new KFC logo. I’ve stopped to admire it several times. The old one looks like a photo taken through a Photoshop filter, but the new one is detailed but still brilliantly simplified illustration. It’s also good to see more than just text and abstract shapes. Simplifying to the extreme is not always the best solution.

    Speaking of simplifying, the UPS one looks a bit old fashioned and heavy already. I wouldn’t be surprised if it got refreshed soon. Perhaps getting rid of the gradient and the outer shield shape…

    City of Melbourne logo instantly reminds me of MTV. Probably not intentional, but perhaps that way it’s appealing to a wider audience. It looks interesting though.

    Thanks for the post.

    0
    • Ari Suardiyanti

      Tuesday, July 27th, 2010 18:13

      14

      Agreed on the UPS, let’s see if they really going to slightly redesign it.

      0
  • praveensms

    Tuesday, July 27th, 2010 06:34

    9

    Nice article on logos….
    Good to see various examples of branded logos in the world. How they did it.

    0
  • Richie

    Monday, July 26th, 2010 20:55

    7

    Very good overview of the logo redesigns…. the effort is much appreciated … Also, i don’t think that’s the logo of Mail Chimp. Its the mascot rather … or so I think :D

    0
    • Ari Suardiyanti

      Tuesday, July 27th, 2010 18:16

      15

      I thought the same. But apparently back then it was. :)

      0
  • Jetfuel Creative

    Monday, July 26th, 2010 16:11

    2

    The current Sprint logo is actually one of my favorite’s.

    I love the motion, the energy, and the homage it pays to its predecessor.

    Thanks for the list!

    0
  • Johan de Jong

    Monday, July 26th, 2010 17:05

    3

    Here’s one of the worst logo redesigns ever; Philips.
    Nobody sees the different (unless you put them next to eachother) and it costed a very big bag of gold coins to use worldwide.

    See this article to see the difference: http://www.underconsideration.com/brandnew/archives/philips_gets_a_niptuck.php

    0
    • Ari Suardiyanti

      Tuesday, July 27th, 2010 18:18

      16

      Wow, just saw that. Well, at least they make the font slimmer :D

      0
  • Theo

    Monday, July 26th, 2010 19:19

    4

    All well done redesigns, only the three stripes on the colonel`s grill apron are very sporty and looking at the new Melbourne logo, well do not know why but the first thing that came to my mind was the Sydney Opera House.However, great article with very good explanations of the companies logo redesign.Thanks.

    0
  • Coolzrock

    Monday, July 26th, 2010 22:36

    6

    I was expecting Google here, but… Still a really great list. I like the “Melbourne” one. Feels like an aurora. Cool.

    0
  • Darren

    Monday, July 26th, 2010 15:29

    5

    I like seeing the old logos and how they evolve over the years, good job with the research on this one very interesting!

    0
  • Hui Kah

    Saturday, October 15th, 2011 01:18

    23

    magnificent submit, very informative. I ponder why the opposite specialists of this sector don’t understand this. You must proceed your writing. I’m sure, you have a huge readers’ base already!

    0
  • David

    Monday, November 7th, 2011 02:07

    24

    Funny thing is I see these logos all the time and did not even realize that they changed their logos, but after seeing them they needed changing, Fed ex really needed a change

    0
  • Grant Brooks

    Tuesday, November 15th, 2011 12:40

    25

    Out of the all above mentioned logos, i think the most dynamic changes have been from Apple Inc.! I think Google has not changed much anything in last few years!

    0
  • Jessy

    Thursday, March 8th, 2012 17:46

    27

    This article review is really great. It really inspiring me for my logo projects

    0
  • Craig

    Friday, December 30th, 2011 08:26

    26

    Job well done to show how logos evolve over the years. I was surprised to see FedEx old logo and how they improved that. Old logo for most of the companies are not good but for some, I like the older one than the new one. Good Job!!

    0
  • kal

    Thursday, July 21st, 2011 20:53

    22

    Red Ice Creations did a good video on symbolism and progression of Apple and Starbucks logos. You should check it out!

    0
  • ryan

    Tuesday, October 5th, 2010 18:22

    18

    1st things first Paul Rands version is the better one it is simple and elegant and does not fall into that “modern” trap of lets make logos look like they have lights shining on them woo!, look what I can do in illustrator, and photoshop.

    2nd why does the colonel have to have an apron on? just makes it cheesey and who in their right mind makes the connection between the slight angle implying quickness, I think the old logo yes dated looks great and feels more genuine then the thick outlinned stroked colonel hey yall look at me i make chiken thats why I have a apron on hick that is out there today.

    0
  • Kebing

    Thursday, August 12th, 2010 20:10

    17

    Firstly, I’m opposed to messing with anything Paul Rand did, you can’t find a History of Graphic Design book without his name peppered into it. Secondly, the article missed something important about Sprint — Because sprint is heavy in the cell phone market, the logo is made up of 5 bars referencing the cell phone reception bar symbol on your cell’s screen. Very Important to the logo, I don’t know why it was missed.

    0
  • Vincent Hadi Wijaya

    Saturday, December 25th, 2010 18:05

    20

    City of Melbourne’s logo is just awesome and unique.
    And for the Sprint’s logo, I prefer the old typeface. the new one looks too clumsy.

    Nice article by the way.
    Thank you. :D

    0
  • Stan

    Wednesday, June 8th, 2011 01:56

    21

    logo,s are representation of the business , companies change logo once they see they are getting more business and they want to improve it i saw discovery tv logo is now more simpler and better may be companies change logo,s because they want to make things simpler and better to understand

    0
  • george

    Monday, July 26th, 2010 22:55

    8

    Is there any place that I can submit my small businesses logo and get prototypes and if I use one I pay otherwise I don’t? Or any place that gives feedback on how to improve an old blurry logo.

    -1
    • Aimee

      Tuesday, July 27th, 2010 18:48

      12

      You can do something similar to that at crowdSPRING. Check them out.

      0
  • Jessy

    Thursday, March 8th, 2012 17:46

    27

    This article review is really great. It really inspiring me for my logo projects

    0
  • Craig

    Friday, December 30th, 2011 08:26

    26

    Job well done to show how logos evolve over the years. I was surprised to see FedEx old logo and how they improved that. Old logo for most of the companies are not good but for some, I like the older one than the new one. Good Job!!

    0
  • Grant Brooks

    Tuesday, November 15th, 2011 12:40

    25

    Out of the all above mentioned logos, i think the most dynamic changes have been from Apple Inc.! I think Google has not changed much anything in last few years!

    0
  • David

    Monday, November 7th, 2011 02:07

    24

    Funny thing is I see these logos all the time and did not even realize that they changed their logos, but after seeing them they needed changing, Fed ex really needed a change

    0
  • Hui Kah

    Saturday, October 15th, 2011 01:18

    23

    magnificent submit, very informative. I ponder why the opposite specialists of this sector don’t understand this. You must proceed your writing. I’m sure, you have a huge readers’ base already!

    0
  • kal

    Thursday, July 21st, 2011 20:53

    22

    Red Ice Creations did a good video on symbolism and progression of Apple and Starbucks logos. You should check it out!

    0
  • Stan

    Wednesday, June 8th, 2011 01:56

    21

    logo,s are representation of the business , companies change logo once they see they are getting more business and they want to improve it i saw discovery tv logo is now more simpler and better may be companies change logo,s because they want to make things simpler and better to understand

    0
  • Vincent Hadi Wijaya

    Saturday, December 25th, 2010 18:05

    20

    City of Melbourne’s logo is just awesome and unique.
    And for the Sprint’s logo, I prefer the old typeface. the new one looks too clumsy.

    Nice article by the way.
    Thank you. :D

    0
  • Patt

    Tuesday, November 9th, 2010 22:56

    19

    The beauty of some of the logos that has been changed is that you hardly see it apart from each other, only when (like in this article) seeing next to each other you notice the difference, although some of the changes are huge.

    I believe that is the real power of the designer, making the changes without actually seeing it but really improve the logo and create a stronger brand. Thank for the reminder of under consideration, great resource!

    +2
  • ryan

    Tuesday, October 5th, 2010 18:22

    18

    1st things first Paul Rands version is the better one it is simple and elegant and does not fall into that “modern” trap of lets make logos look like they have lights shining on them woo!, look what I can do in illustrator, and photoshop.

    2nd why does the colonel have to have an apron on? just makes it cheesey and who in their right mind makes the connection between the slight angle implying quickness, I think the old logo yes dated looks great and feels more genuine then the thick outlinned stroked colonel hey yall look at me i make chiken thats why I have a apron on hick that is out there today.

    0
  • Kebing

    Thursday, August 12th, 2010 20:10

    17

    Firstly, I’m opposed to messing with anything Paul Rand did, you can’t find a History of Graphic Design book without his name peppered into it. Secondly, the article missed something important about Sprint — Because sprint is heavy in the cell phone market, the logo is made up of 5 bars referencing the cell phone reception bar symbol on your cell’s screen. Very Important to the logo, I don’t know why it was missed.

    0
  • Rachel Baker

    Tuesday, July 27th, 2010 14:49

    13

    For continuity and simplicity you cannot beat BMW, their logo has barely changed since inception and is key to recognition within their market. Proof that simplicity works… and no big re-brand costs… clever carstards!

    +1
  • Jarkko Sibenberg

    Tuesday, July 27th, 2010 10:22

    11

    I really like the new KFC logo. I’ve stopped to admire it several times. The old one looks like a photo taken through a Photoshop filter, but the new one is detailed but still brilliantly simplified illustration. It’s also good to see more than just text and abstract shapes. Simplifying to the extreme is not always the best solution.

    Speaking of simplifying, the UPS one looks a bit old fashioned and heavy already. I wouldn’t be surprised if it got refreshed soon. Perhaps getting rid of the gradient and the outer shield shape…

    City of Melbourne logo instantly reminds me of MTV. Probably not intentional, but perhaps that way it’s appealing to a wider audience. It looks interesting though.

    Thanks for the post.

    0
    • Ari Suardiyanti

      Tuesday, July 27th, 2010 18:13

      14

      Agreed on the UPS, let’s see if they really going to slightly redesign it.

      0
  • Reed Botwright

    Tuesday, July 27th, 2010 09:46

    10

    Nice list! It’s interesting to see how big companies redefine themselves through rebranding. They keep what works and is recognizable, and spin it in a new direction. It would be interesting to look at a few cases where the branding went for a much more radical change, like Pepsi. We find that the best branding, especially established ones, are simple, recognizable, and evoke some emotion. The latter of which is the most difficult to accomplish.

    0
  • praveensms

    Tuesday, July 27th, 2010 06:34

    9

    Nice article on logos….
    Good to see various examples of branded logos in the world. How they did it.

    0
  • george

    Monday, July 26th, 2010 22:55

    8

    Is there any place that I can submit my small businesses logo and get prototypes and if I use one I pay otherwise I don’t? Or any place that gives feedback on how to improve an old blurry logo.

    -1
    • Aimee

      Tuesday, July 27th, 2010 18:48

      12

      You can do something similar to that at crowdSPRING. Check them out.

      0
  • Richie

    Monday, July 26th, 2010 20:55

    7

    Very good overview of the logo redesigns…. the effort is much appreciated … Also, i don’t think that’s the logo of Mail Chimp. Its the mascot rather … or so I think :D

    0
    • Ari Suardiyanti

      Tuesday, July 27th, 2010 18:16

      15

      I thought the same. But apparently back then it was. :)

      0
  • Coolzrock

    Monday, July 26th, 2010 22:36

    6

    I was expecting Google here, but… Still a really great list. I like the “Melbourne” one. Feels like an aurora. Cool.

    0
  • Darren

    Monday, July 26th, 2010 15:29

    5

    I like seeing the old logos and how they evolve over the years, good job with the research on this one very interesting!

    0
  • Theo

    Monday, July 26th, 2010 19:19

    4

    All well done redesigns, only the three stripes on the colonel`s grill apron are very sporty and looking at the new Melbourne logo, well do not know why but the first thing that came to my mind was the Sydney Opera House.However, great article with very good explanations of the companies logo redesign.Thanks.

    0
  • Johan de Jong

    Monday, July 26th, 2010 17:05

    3

    Here’s one of the worst logo redesigns ever; Philips.
    Nobody sees the different (unless you put them next to eachother) and it costed a very big bag of gold coins to use worldwide.

    See this article to see the difference: http://www.underconsideration.com/brandnew/archives/philips_gets_a_niptuck.php

    0
    • Ari Suardiyanti

      Tuesday, July 27th, 2010 18:18

      16

      Wow, just saw that. Well, at least they make the font slimmer :D

      0
  • Jetfuel Creative

    Monday, July 26th, 2010 16:11

    2

    The current Sprint logo is actually one of my favorite’s.

    I love the motion, the energy, and the homage it pays to its predecessor.

    Thanks for the list!

    0
  • aditia

    Monday, July 26th, 2010 12:13

    1

    wow when I see mtv logo is not really big difference in logo, but it have to be a big impact in their business

    0

Comments are closed.

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