Successful companies change their logos from time to time. Why? Why change something in a company where profits seem to be growing and there are more than enough customers? Why do big companies like to change everything without changing much? What does this mean for users and the industry as a whole?
Even in the last century, the concept of redesign did not have such popularity as it does today. It was believed that once a logo and corporate identity were created, it was once and for all.
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Any change or update was hindered by the fear of losing recognition, and, consequently, the client. This risk has not disappeared even today, but it does not stop companies from transforming their brands.
According to marketers, a redesign should be done every five to ten years. This concept should not be confused with rebranding, which involves changing not only the external image but also the internal policy of the company, its philosophy. Rebranding is a more radical and thorough approach to transforming the company.
The redesign involves changing the logo and corporate identity. This concept may also include the creation of a corporate website, TV advertising, etc. The redesign includes the choice of the main font, colors, graphics correction, and may come down to making the image more elegant, concise, or dynamic.
The redesign is a very delicate and interesting process. The main task of the designer is to bring a new spin on the company’s image while maintaining the maximum number of connecting threads between the old and new images.
The need for redesign does not arise from scratch. There are many reasons for change.
New development level. Upon reaching a certain level of development, status, the scale of activity, the company simply grows out of the image that was created at the initial stage.
Modernization. Modernization is a natural stage in the life of a company, as it allows it to reach a new level. Any identity will require updating sooner or later.
This is inevitable in a constantly changing world, when new styles, trends, and technology appear. Over time, even the most successful logo, which once looked stylish and modern, will seem outdated.
Internal changes. These changes primarily focus on expansion, merger, or acquisition. When there is a change in the management of the company, there is a need for a new visual image that will reflect the renewed company.
Complete brand update. Sometimes holding on to the old image just doesn’t make sense. It may be not only that the identity is outdated. Sometimes, only a new spectacular image and a powerful advertising campaign become the only chance to save the brand.
YouTube is the most popular video hosting platform, as well as the second most popular and visited website on the planet.
It was created in 2005. A year later Google bought it for 1 billion and 650 million dollars and it was the best decision. To date, the YouTube audience has over 2 billion people. It is available in over 80 languages, so its audience reach is unique.
For YouTube, it was also a time for a redesign, mainly due to modernization and new development level. It was expressed in a more modern, “clean” design of the logo along with changes in the other interface details and navigation. A new YouTube logo looks very different from what the audience saw before. Yet, it is still recognizable and has a more polished and modern look.
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When they started the redesign, the team faced the challenge of connecting multiple products with very different audiences and uses. After all, what started in 2005 as a unique website built for desktop internet users now exists on phones, tablets, game consoles, and, yes, TVs. Moreover, YouTube is no longer a single brand. It branched out into many services: YouTube Kids, Gaming, Red, TV, and Music. The logo design team achieved an excellent result.