Zara, Toyota, Avon - updated visual identity based on the example of global companies. Business rebranding iDevelopment Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine from the digital marketing agency FINE

Zara, Toyota, Avon - updated visual identity based on the example of global companies. Business rebranding iDevelopment Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine from the digital marketing agency FINE

 

Surprisingly, unexpectedly, incomprehensibly - a brief description of the changed Zara logo, the brand implemented this innovation in an unusual way.

New designs appeared on the company's website and social media profiles, but there was no official publication of the changes. However, this innovation was quickly noticed and caused a real storm of emotions, not only among ordinary users and customers, but also in the world of the visual industry.

The direction the brand has chosen is really puzzling, as the shape inherent in the updated logo does not give it any special charm or obvious readability compared to its predecessor. 

Some say the rebranding is the result of an effort to make the brand more luxurious. If such a result was in the plans, then the decision to redesign the identity makes sense, but does the presented design really reflect this idea more than the previous logo? Many critics disagreed on this issue.

The authors of the changes - the Baron & Baron agency - focused on narrowing the entire structure of the logo, and significant at that. The lack of space between the letters and their intersection is the first thing that caught the eye of the audience and became the reason for dissatisfied discussions. However, the font used in the title has also changed. In the new version, the letters have become more contrasting and have serifs. Does the new logo look better, fresher and more modern? Many users have doubts about this. Visiting the site of the performers of the new logo, it is difficult to get rid of thoughts about their similarity in style, which is why it is difficult to call the new Zara logo unique.

 Not only Zara, but Avon has shared the new logo design with the world. The simple, thin and neat logo has been replaced by a much more massive pattern, referring to previous examples used by the brand in the forties and seventies of the last century. The world famous American cosmetics brand, focused primarily on women, has been operating since 1886, which, perhaps, few people know about. Undoubtedly, one of the elements that distinguishes this company on the market is the way it sells its products, previously through consultants, and now also in online stores and in their own boutiques. This feature, combined with the quality of the products, sets Avon apart in the market. When it comes to visual issues, the brand has used a very simple but not very original sign since 1980.

Now Avon has introduced changes that, on the one hand, should refresh the face of the company, and on the other, address the earlier periods and history of their previous logos. There is some similarity with the 1947 sign, and above all with the 1970 sign. However, the new logo is not a copy of them.

Shortly after the presentation, a large number of enthusiastic reviews about this new product appeared. A simple minimalist black and white logo that fits perfectly into the industry in which it operates, has more character than the previous design, but still very versatile and original - this is how users appreciated the new Avon logo design.

 The third interesting rebranding was presented by Toyota. The update repeats the recently fashionable trend of minimalism and flattening of signs. The Japanese group has echoed the trends of its competitors, which have recently gotten rid of the characteristic convex shape. Not only the logo was changed, but also the style, slogan, colors and the entire visual language of the brand. Red is not a novelty for this company, it was previously present in the logo, but previously it lost its visibility due to a disadvantageous position.

 Toyota's rebranding led to changes that are quite expressive, but a certain integrity inherent in the new logo affects the fact that recipients do not feel disoriented and most of them will quickly get used to the updated version of the brand.

Toyota's new visual identity is a big change. So far, he is evaluated in different ways, but the majority still speaks of him positively. It is a simple, aesthetic and pleasing design. While not very original and not very distinctive, it is worth remembering that Toyota is not a local company, but a giant brand, recognized worldwide, so this inconvenience it can easily deal with. Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine