How are leading branding styles changing? What's new and exciting has emerged recently, and which trend has long since passed?
This article contains the most interesting and high-profile rebrands of 2020.
The year before last was marked by simplification - both in the form of the logos themselves and in typography. It can be said that this was the result of previous activities and trends that companies like Spotify, Logitech or Microsoft started.
Another distinguishing feature that has emerged in the visual identities of 2020 is the fascination with hand-drawn illustrations that make them appear more unique and original.
The first example of minimalism and simplification of signs and identification itself is a company that many of you don't need to represent — Uber. Previously used technical symbols (from 2016) have been replaced with a simple original font and a capital letter in the company name. This typography (Movefont) is also used in printed materials and applications.
Early 2020 also saw a major change in the identity of the popular survey creation service, Typeform. Behind this graphic revolution is DesignStudio, which has responded well to the needs of the company, showing it not just as a data organization, but as something more.
The new Typeform is no longer associated with a technology company at all. It seems to us light, based on irregular shapes and warm colors. An interesting feature of the new logo is its shape - it is not a definite permanent sign, but constantly changing and smoothly moving across the pages (several different forms appear in printed materials).
Undoubtedly an interesting and slightly contradicting modern change is the BlaBlaCar application, whose task is to mediate travel arrangements by car. As with Typefrom, the goal of the designers (StudioKoto) was to soften the company's image and make it visually more accessible and friendly. In addition to changing the logo, BlaBlaCar showed a new visual identification - video using flat illustrations and animation, and this method has recently become very popular. Quotes that symbolize communication between people while traveling are dominant in printed materials.
A change that certainly did not go unnoticed among the fans of this program is the new logo and visual identity of the popular Animal Planet TV channel. The agency Chermayeff & Geismar & Haviv took over this branding, which (judging by their portfolio) has extensive experience in cooperation with organizations related to media and television - they created projects for NBC, Showtime, National Geographic.
On the one hand, the new logo refers to the history of this TV channel (the elephant that accompanied the station until 2008), on the other, it is completely different from the previous image. The form and stylistic means used for identification are very modern. In its current form, the channel makes a definitely more friendly impression - it will be associated with children's educational programs. The color was also changed - green was replaced by blue. Unfortunately, many fans of this channel did not like the completely new appearance of the logo.
And in the end, one of the most beloved rebrands of 2020 was MailChimp, which was crafted for MailChimp by Collins, the agency responsible for Dropbox's rebranding last year or Spotify's identity changes.
As in previous cases, the creators decided to set the company apart from the crowd and set new trends that brands can follow.
MailChimp has always been associated with an informal nature and a free approach to providing information about its activities. With the new identification, this position has become even more pronounced, and there is no doubt that we are dealing with an accessible and convenient company.
Collins has achieved this effect using a variety of techniques and techniques. Most notable is the return of the monkey (the company's mascot) as the symbol accompanying the logo. Against the background of other, definitely more minimalistic branding - here the company stands out interestingly.
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