Back to logo basics

Rupert Murdoch did it. So did Hooters (although it took 30 years). American Airlines waited 45 years, but Nivea was clearly the most patient remaining “status quo and idle” — since 1925!

Polishing an existing logo rather than rebranding entirely is a mega trend. Ernst & Young, Dow Jones, Facebook, Saab, Vitamin Shoppe, Lucky Cigarettes, VH1, Proctor & Gamble and the Miami Dolphins are just a few who have undergone some recent face work.  

As hotel chains decide if the timing is right to ride this trend wave, take note that graphically, we’re seeing the recent brighter designs going back to the basics with a “simple is more” philosophy. Colors are often flat while shapes appear as though they were borrowed from Geometrics 101. Even “stars” are making a comeback. (Do I dare imply a tip of the hat to the hospitality industry?)

Although you may have a corporate office tending to logo projects, graphically, there are some underlying tips from this trend that can be applied to your own marketing needs at the property level. Let’s take a look at a few of the changes:

Saab, the Swedish automotive company, killed the iconic “griffin” that’s been around since 1949.

After switching parent companies like a game of hot potato and ultimately going bankrupt, the new parent company, NEVS, opted out of buying the rights to use the griffin in its automotive division while Saab planes and trucks, which aren’t owned by NEVS, will still use the mythical beast!

The Harvard University Press’ old logo used to use a lot of pomp and circumstance, while the new version is fairly minimalistic.

It’s a series of lines. (Although the white space in-between does somewhat form an “H.”)

Pay special attention to the new Motorola Mobility Logo for 2013. 

It’s excellent representation of maintaining the “simple is more” trend while incorporating the popular color wheel from parent company Google. Recent words from the web make it clear that most are pleasantly pleased with the chic and simple design change.

Another worthy mention is the 2018 Olympics logo, and although it’s busier than I would have anticipated, it incorporates and emphasizes a back-to-basics color scheme of flat tones with simple geometric shapes.

Finally, “it’s about time hat’s-off shout-out” to Rupert Murdoch for keeping his company named “20th Century Fox” through May 2013 and finally taking the path of entering the 21st Century effective this past June!  

Now it’s your turn! Are there any newly refreshed logos that recently have caught your eye?