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Logo Design

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The fast food giant’s redesign proves you can jump on the latest design trends without losing the soul of your company

The “Home of the Whopper” just had its first major redesign in 20 years, and it somehow manages to both effortlessly play to customer nostalgia while embracing new digital-first design trends. On January 7, Burger King announced that it had made sweeping changes to its brand, from its logo and packaging to its menus, merchandise, and decor, right down to its social media, leaving not a single burger unflipped. It plans to launch this updated imagery worldwide over the next few years.

The company is seeking a more natural, old-fashioned look, with minimal noise and colors like red, brown, and…


Logology

The new look has already been compared to Goodwill, Photoshop and an elephant

The new General Motors logo in front of a silhouette of a car.
The new General Motors logo in front of a silhouette of a car.

Normally, when a blue-blooded titan of American industry overhauls its iconic logo for the first time in 57 years, as General Motors did on Friday as it announced its new focus on electric vehicles, it creates quite a stir. But it seemed by the end of last week that Americans had little outrage left to expend on matters of graphic design and branding. Sure, there was the usual Twitter snark, but in the unsettling twilight of the current presidency, jokes equating logo redesigns with war crimes just hit differently.

Nevertheless, there were the typical rote reactions to any new logo…


Logology

A new wave of company logos all include the same three-letter word

A collage of logos including Humboldt, JC Penney, Kangol Vintage, The Shave, Coors Light, and more.
A collage of logos including Humboldt, JC Penney, Kangol Vintage, The Shave, Coors Light, and more.

Does your local craft brewery’s logo helpfully inform you that the business was “Est. 2019”? Is the sign outside the trendy coffee shop down the street proud to declare it was “Est. 2016”? Logos declaring the year that a company was founded are gaining rapid popularity. In particular, businesses like these seeking to adopt a hipster aesthetic appear to append an “Est.” to their logos just as often as they use crossed objects or mustaches in their trademarks. Why the sudden popularity of this visual quirk?

In recent years, “Est.” has made quite a comeback, appearing in trademarks at a…


Logology

How a shift toward logo modernization in the 1960s ushered in an era of rubber-stamp designs

Outlines of various bank logos such as Chase Bank, Bank of America, etc.
Outlines of various bank logos such as Chase Bank, Bank of America, etc.

When a new logo is unveiled these days, we know what to expect. An announcement on the company website and social media, peppered with the usual branding buzzwords: “iconic,” “bold,” “unique.” Perhaps an inspirational video that concludes with a dramatic reveal of the logo, like Airbnb’s Bélo symbol. Maybe even a diagram that shows how the mark conforms to the golden ratio, like this one for Apple. All done seemingly not so much in the hope of provoking a positive reception, but rather heading off an online backlash.

Until around the second half of the 20th century, the thought that…

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Pop business for the intelligent reader. A publication from Medium.

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