Logo Redesign

A Happy Spin on a Sad Logo

By: bfmadmin
On: June 11, 2015
In: Branding
Views: 972
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If you follow this blog, you should know by now that I always keep my eye out for interesting logo redesigns. We’re in luck this month because IHOP just rolled out their first logo redesign in 20 years!

I’m sure most of you are familiar with their previous logo. However, I wonder how many of you felt that it was kind of a downer.

Studio Tilt, the firm who was tasked with redesigning this iconic brand, found in their research that many people felt the old logo looked like a frown. For obvious reasons, this message was not the one IHOP wanted to portray to their customers. In fact, IHOP VP of Marketing Kirk Thompson said, “Our guests have told us for many years that coming to IHOP, and in many cases just thinking about our world famous pancakes, makes them smile.” With this as inspiration, Studio Tilt decided to us the smile as the main icon for the logo redesign.

The new logo takes the letters outside of the old blue box and utilizes the “o” and “p” as eyes and a nose to complete the happy face.

Although the new logo accomplishes the company’s goal of portraying their “commitment to smiles,” there are many critics out there who feel the logo missed its mark.

Is the ark overdone?

Does it remind you of tampons, rather than pancakes?

Does it look like a clown? You decide.

Kristen Oaxaca, Senior Graphic Designer
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A Logo Redesign Fit For a Queen (Literally)

By: bfmadmin
On: February 4, 2015
In: Branding, Design
Views: 1007
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King Edward VII’s Hosptial in London recently began rolling out its new logo. The Hospital, which is the hospital of choice for Her Majesty The Queen as well as many of the other members of the royal family (ech emmm Prince William and Kate Middleton), wanted a fresh logo because “the old logo was tired, was difficult to use and really didn’t reflect the Hospital’s reputation.” (logo-designer.co) The old logo consisted of King Edward VII’s cipher in an oval badge.

Offthetopofmyhead was chosen for the logo redesign. Their job was to keep the Hospital’s heritage and traditional values while reflecting the evolution of the hospital and its state-of-the-art facilities. Offthetopofmyhead’s founder and creative director explained, “King Edward VII’s cipher has been the hospital’s logo for around 100 years. It’s a massively valuable asset because no one else can use it and its graphic individuality distinguishes it from all its competitors.”

The new logo for the Hospital keeps the equity of the old brand and gives it a fresh, new look. The oval has been removed, the emblem itself has been redrawn and modernized (as well as colorized), and a custom, more modern san serif font has been created for the Hospital’s name.

Kristen Oaxaca, Senior Graphic Designer
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Pizza Hut Makes a Saucy Move

By: bfmadmin
On: November 17, 2014
In: Design
Views: 1292
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As sales drop and rivals pull ahead, Pizza Hut rolls out a new logo and revamps their identity. Pizza Hut recently hired Deutsch LA to help them in their quest to rebrand. They examined the brand’s previous logos and, although their new logo seems a bit flat compared to those in the past, one familiar object is still present–the roof.

“We’ve got a lot of equity in that roof,” Drinkwater, Pizza Hut’s VP of national marketing, says.

The font will also stay consistent with Pizza Hut’s previous logo, but the color will disappear and the logo will simply be reversed out of a red “saucy” circle.

MY REACTION: I think Pizza Hut just lost its pizzaz. The new logo looks flat and reminds me of the Sauce logo… another pizza place. I’m interested to see how they use this new logo and if the rebrand actually works, but as of now… I’m not a believer.

Kristen Oaxaca, Graphic Designer
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PayPal Gets a New Look

By: bfmadmin
On: April 30, 2014
In: Design
Views: 3338
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PayPal rolled out its new identity and marketing campaign today with the help of Yves Béhar and his Fuseproject team. In its 15 year history, PayPal had only had two different logos. When evaluating PayPal’s current logo and people’s perceptions, Fuseproject found that PayPal ranked high in trust but not so high in innovation. So, as they move toward their future of being more mobile, tech and people friendly, PayPal decided to launch a new identity.

Rather than overhauling the entire look, the Fuseproject team decided to keep much of the brand recognition intact. The result of the makeover was a bolder wordmark with a more modern font, a stranger monogram, more vibrant blues and an angled graphic that reinforces the idea of innovation.

When describing their design, Fuseproject said, “We focused on two key themes for design: connection and forwardness. For connection, we designed a new monogram with an overlapping double P and transparent effect to emphasize human connection. For forwardness, we strengthened the italics that have always been a part of the PayPal logo — harking back to the brand’s heritage, and affirming a forward thinking spirit.”

For more about this brand redesign as well as a video of the creative process, see fuseproject.com

Kristen Oaxaca, Graphic Designer
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A Happy Spin on a Sad Logo

A Logo Redesign Fit For a Queen (Literally)

Pizza Hut Makes a Saucy Move

PayPal Gets a New Look

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