For me it was kinda the inverse. I loved Frutiger Aero when it first came out, but it eventually got stale for me and I was so excited when Flat Design started to take over, because it was so colorful and palatable. But now, flat design feels like the worst thing on Earth. The good thing is, now I'm an adult and I can get together to start a business if I so please. And if I hire some graphic designers, I'll make sure they like Frutiger Aero!
I was the same way, As much as I love Windows 7 and iOS 6, iOS 7's new flat design was a breath of fresh air that made me fall in love with minimalism. Sadly I feel like it has overstayed it's welcome and I am afraid of this aesthetic being permanent. The sole exception of every company going for minimalism is Windows 10 & 11, since I really like the wallpapers of both.
I remember loving flat design when it came out, because it looked so clean and elegant, while the Frutiger aero and skeuomorphism designs looked tacky and ugly. To an extent, I still like the flat designs, even if it lacks the soul and artful direction that came with the previous design choices.
@GLVinhetas honestly, I’d like to see you elaborate more on your disagreement. You can’t get as complex with a flat design in comparison to the skeuomorphic designs, which were very playful and designed with detail. Flat designs today are designed to be efficient and effective above all else, turning it more corporate and less iconic. Flat designs are much more simple, and try to do the bare minimum when it comes to conveying the brands image. That’s what I mean when I say it lacks soul and artful direction
It's not just that it looks different, it's representative of the whole trend of civilization. It's the trend of dumbing things down and making things so minimalist and oversimplified to the end user that it doesn't even feel real or human anymore. When everything is changed like this it can make you feel like the whole world is against you. Nice video by the way, I hope you keep making them.
Yep. Branding/other things that insult your intelligence is a common trend that I see among many different mediums from companies, to branding, to design, to UI... Sometimes you just feel powerless, frustrated, and alone. That’s why I created this channel! To get my opinions across, hear and exchange others (comment section), and to let us know that we’re not alone!
the way the logos are designed seems to be nihilistic in nature. they want the people using their product to feel like crap when they use it because thats the agenda.
It feels like such a reminder of how corporate things are and how malicious and soulless the tech industry is, there’s no personality behind these minimalistic designs it just feels indicative of the soullessness of the modern tech industry
I miss Frutiger Aero. The world feels so flat from when it was 2010, it genuinely felt and looked brighter. I miss hearing my dad's stupid Android phone noises. I say we revert to the years 2004-2012, who's with me?
i and probably thousands of other people are but trying to make something be heard by a company is like screaming at a brick wall for it to move, or trying to guide a river with traffic signs. they just aren't gonna listen, and unless the people who's with you is in the billions, companies ain't gonna shit.
Minimalism can be a great aesthetic if executed well and for good reason. But, like anything that becomes a trend, it's oversaturation is bound to burn out the public and spawn cheap imitation.
I don't know if it quite fits, but the Japanese prefecture flags are great and they're pretty minimalist. Some have even likened them to corporate logos!
@@ThunderTheBlackShadowKitty I will agree, but I will also say that I am pretty sure that this is a rather subjective opinion. There are people out there that actually like minimalistic designs and logos, though that's not the case with me - it just screams cheap, like no thought or care went it to it, though again, that's just my opinion.
I once heard a lot of companies "update" their logos to the minimalist style not just because "it's what everyone is doing" but also because it makes them more easily readable and displayable on mobile devices, which are ubiquitous now.
In architectural styles, it's called "brutalist", and there's no excuse there to design a building to be "mobile friendly". Contrast "modern" with the magnificent sweeping architectures of the past and you'll see what I mean. "Tartaria" is a misnomer, but exploring that lost past leads to many many questions.
Their 2009 to 2013 logo was the best, in my opinion. Serif, shadows... just beautiful. Their current one (the ugliest they ever had, IMO) is there since September 2015 - I guess change is not important when they don't think it might be causing potential customers think their company is oudated...
Your videos are awesome! Well-researched, structured presentation of facts, and clear separation of author's opinion from the presented facts. Not to mention the simple yet hilarious graphics that accompany and enhance the narration without distracting from the content. High quality stuff. I appreciate the effort!
The practical reason for these redesigns is to make the logo scalable and readable on small phone screens. Companies want their logo to be just as recognizable when it's tiny in the corner of their mobile app as it is when it's big on the header of their website.
I feel the old logos had some work and dedication invested in them. I looked at them and said: that's cool, I couldn't have done it better. Now I look at current logos and think: c'mon, that looks like the default font with a few basic colors. I can do it in MS Paint...
Thank you so much for making a video on this phenomenon. One thing I especially hate about it is how websites all seem to be switching to these super basic, samey, mobile-centric interfaces. It's like they're afraid I'll poke my finger on a square profile picture, so they round it out instead, or that I'm too dumb to understand that a cog = settings so they represent settings menus with three nondescript bars instead. I've had similar thoughts to other commenters that it feels like companies are dumbing down branding and design as much as possible to try to appeal to my chimp impulses in a dehumanizing manner. It feels symptomatic of the acceleration of capitalism that a snack company doesn't even bother to give me something pleasant to look at while selling me delicious poison sludge. I don't think I can trick myself into liking these changes, but I appreciate that you at least attempt a positive outlook.
Something else worth mentioning is that even if a rebrand is negatively received, it still gets people talking about that brand which is only seen as a positive by the company. Remember, all publicity is good publicity.
Your channel is amazing! I'm so glad I found it! the videos are super engaging and very well formatted, and they hit just the right spot for the nerdy sentimentality stuff I'm into. I hope you blow up soon, this needs way more views. if you keep doing what you're doing, I think it's inevitable
Your channel reminds me so much of Solar Sands, and that's a good thing. Also I love your use of Rage Comic faces. Takes me back to the golden era of browsing /b/ in 2008.
Actually, in my country (Southeast Europe) Burger King restaurants still have the old logo. The new logo is on the cups and fries but they never bothered changing the signs here.
Two reasons: 1. They make their UIs and logos simpler so they can lower the cost of labor. Designing minimal logos/UIs require far less talented graphics designers, thus less money for the company. So they make these bland soulless logos and pass them off as a design trend. 2. Companies are terrified of innovation. Innovation involves taking a risk, which could make them lose money. Yet we've hit a roadblock in tech where most tech is doing the same thing it did 10 years ago, and we don't have a Steve Jobs-like figure to come up with something revolutionary. And even if we did, something like that takes years of change and uncertainty. So making things minimal is an easy way for a company to feel like it's progressing and improving their logos/apps/software.
Related to point 1, vector art and font icons (a technological abomination IMO) are very important to this when it comes to software. I believe they're key drivers of the simplification of logo design.
Is it just me that doesnt understand your first point? It's expesive hire graphic designers... so they hired graphic designers and invested in recreating, repackaging, rebranding and physically remaking a store's outfront big ass sign... so they could save money by not investign in graphic design?
That's very insightful, I've also had similar thoughts that innovation in tech has slowed down tremendously in the past decade or so. An example, you can put an SSD and a modern OS in basically any computer in the past 10 years and it will still be a completely functional modern machine, not missing out on much... In fact, I'm currently typing this comment on a 2010 macbook running windows 10. It's surprisingly very functional and reliable. (wow, this laptop is actually going on 13 years old. which solidifies my point) I also wonder what the iPhone would've been like today if Jobs was still here... or any other new tech that could've existed by this point
I love your channel so much. I am so glad i am not the only one who realizes we are just giving up character and depth in society by jumping on the minimalist purgatory bandwagon
That cycle literally me when my phone runs updates. I always push them off for so long that they'll randomly run it and ill.come back and EVERYTHING IS DIFFERENT!!
What if redesigns are just an effective way of advertising nowadays? Unlike a decade ago, people don't watch as much TV and so for big brands, one of the main ways they'd reach people has changed. Add into that a way to restate company values and culture and a redesign is a way of saying something about a design that people usually don't think or care about. I don't like the new Pringles logo, for example, but I'm definitely talking about Pringles more now than I ever did. Is it just an effective brand awareness strategy nowadays?
Yeah I was thinking about that! Weather brands make logos “controversial” on purpose so people start talking about them more = more exposure. I guess this video is free advertising for Pringle’s XD
I don't mind the Pringles change and I think some of these looked outdated. But the recent homogenization of Google's suite is painfully dull! And it makes it harder to notice an app at a glance
I never heard so much true get out of somebody's mouth, you got the words out of my mouth of why I miss so much my childhood, and to think that when I was 10-12 i always wanted to make my android and windows look modern and now all i do is downgrade my systems
I was working as a graphic designer for a while and really didn't like that the flat and simple shapes logos had became the norm. However. When expressing my dislike I was told it was a must to keep the amount of details low. Just to keep the logo easily identifiable on even the smallest of screens. ..And that they need to work just as well when being printed in only black & white. That all makes sense and it also kind of sucks.
I was about to say that the new Kraft logo was always like that in the UK and one I remember from the 90s. But then I looked it up...and the new logo is close to the original logo. The "old" logo as shown here is actually the "middle" logo.
Simplifying their logo can be easily marked up on our minds rather than taking whole textures, shines, reflections, 3d. our mind is more applicable taking the simple shapes and simple colors…
The modern Burger King logo is actually closer to the logo they used between 1969 and 2009. You should look at the logos NBA teams used between the 1990s and mid 2000s, they were very loud and cartoony, but then most switched to more professional, classic looking logos. You should look at the soccer jerseys that clubs used to wear in the 1990s, they were very colorful or experimental in their patterns but that ended in the 2000s.
I think it's important to recognize that the largest, most dominant brands have largely maintained their logos - and they're all quite minimal. Nike, Sony, Coca-Cola, McDonald's - they all use simple, 2 color branding with little to no depth or texture. That's part of what makes a logo timeless. Other brands seem to misinterpret what makes those logos good, and decide to go for plain logos, rather than minimal ones. Ultimately, minimal design isn't a bad thing, but using is improperly is. On top of all that, the more brutalist, over designed logos and packaging of the 90s and 00s turned a lot of young designers to minimalism seen in the 70s and 80s, because the busier, skeuomorphic "frutiger aero" designs conveyed the same out of touch corporate feelings during their childhood as over simplified minimalism does now.
I think minimalism on packaging is probably for cheaper production. In Social Studies class, when we learnt about production and managing and stuff like that, the teacher told us that the packaging is also included in the price, not just the contents. For example, the price of a bag of chips isn't just the potato chips, its also the bag itself. Since the regular design has more detail, extra colors for shadows and lighting, it's also included in the price. Which is why some products that look cheap and bland, are cheap, because of the simple and mildly detailed design. So when buying a product with a flat design, then it's cheaper.
I feel like I'm the only person on the internet that doesn't hate all the simplified logos. I never understood why people get so upset over it. These mini docs are great.
I have a theory that simplified logos are made so that people will talk about it and it would be free advertising. Kind of how people speculate that Starbucks misspells costumers names on purpose so that it would get talked about on social media making it free advertising.
Usually (not always, but most of the time) the rebrands come alongside internal change within the company, be it a new strategy, board of directors, loss of revenue. Etc. It doesn't make the new ones good, but it's an indicator of something changing at the HQ
I think we can all agree that the worst redesign of them all was adobe's dipshit decision to take the icons of all of their programs, y'know, the ones that were all color-coded to make it easy to remember which one was which, and make them *_all the same fucking color_*
Great synopsis! It's like comparing Gothic to Brutalist architecture. Holy camoly... there's so much that's been lost. I get sad when I look at photos or videos of "Tartaria" era building styles.
It’s definitely a downgrade because all these graphics are the same and have no unique aspect of it anymore. I would say the worst redesign ever is the instagram logo.
I loved ol' 2011-2014 app logos design, it was perfect for me. The sense of volume called the app to be opened, the little details were just icing on the cake. But now everything is so stale, bland and trying to be as perfect as possible. Harmless yet without personality, flat and boring. I just want that sense of 2D volume and little details back.
OBJECTION! At 5:18 the IE logo on the right is actually the OLD logo, from Internet Explorer 5f and the one on the left is the new(er) one, from Internet Explorer 7.
We have to talk about accessibilty here. Oversimplified logos, to the point where they use the same colors, are far more difficult to usefor autistic folks and people with other mental disabilities
before your frutiger aero video i didnt kno it had a name, i would just call it "aero" bc the windows 7 default skin was called aero lol. id be stoked to see a resurgence of aero
It's not entirely true that people don't like change. There's a lot of marketing research behind this stuff. Ever notice how grocery stores often seem to move sections around for seemingly no reason? They do it because it gives an impression of newness even if none of the products are actually different. People will come in and walk around just to explore, out of a sense that they might find something they've never encountered before. I think it's often the same with aesthetic rebranding. It makes people want to buy a soda or taco just to try it out, even if the logo is the only thing that's changed.
With me it’s not fully the case i love the old logos there just so much better, but some new ones are definitely a improvement however almost all new ones are just bad it’s not just nostalgia that speaks when i see the new logos i get a feeling: that it’s cheap, lazy and unimportant.
You said, "objectively" a lot of the logos are worse. I don't think anyone can be completely objective about a world that we live in. I personally love minimalism! It is so versatile and timeless! Honestly, I don't know what direction design can even go from here.
Please tell Banco do Brasil to change their logo. I can't stand it any longer. It is the exact idea of "ugly" made into a logo. Have them change it. It is unbearable. PLEASE.
:47 ...are you sure the old and new aren't swapped for Kraft foods? Because the one on the right looks like I remember it looking when I was a kid in the Stone Age, lol
Patreon is the saddest redesign. The old logo was so iconic. Now video-makers don't even put it in their endcards, they just write out 'Patreon'. One of the more dubious ones is Bandai Namco, who is one of the 2 games publishers where I will actually go on their site to see their catalogue/releases (the other is Paradox - again, very cohesive portfolio). I think BN's brand work is great in that regard and I've brushed shoulders with a couple of their employees in marketing - they seem like a great firm. Bandai Namco DID have a nondescript, awful logo from their merger in the early 2000s. They redesigned it recently and it's... also nondescript and boring, and it doesn't even carry the burnt orange splash you had when you loaded up Tekken. Disappointment all around. Regardless, very valid reality check at the end. 😄 Great video as always.
Going against the grain here, but I think the new KIA logo is one exception where its actually better than the old one because the new one suits the current design language of their cars
I’m honestly surprised people have such strong reactions to this stuff. I would have never noticed any of this without videos like this. Personally, I’ve never cared for brands or whatever. Also, I’ve always been a fan of minimalism in art. I like monochrome better than full color, I set up a black-and-white display on my tv for fun. Even most of the music I like is clear and minimal in nature (Marian Hill, or The Cure’s album Seventeen Seconds). To me, a lot - admittedly not all - of the new minimalistic branding feels sleek, uncluttered, and futuristic and maybe even a little abstract. The Firefox, Starbucks, and Internet Explorer logos are great examples of this. The old Starbucks logo just had a ton of crap going on and I never cared for it. The Firefox logo was just random but the new one is this cool abstract swirl of color evoking a fox encircling the earth. It suggests the idea without clobbering you over the head with it. That said, the obvious danger to minimalism and abstraction is loss of clarity. I think Google’s logos are a fantastic example of this. The old Gmail logo, of a stark red “M” over a white background to evoke the seams on an envelope, was genius. I always thought that logo was fantastic. Minimalistic, abstract, but extremely clear. The new Gmail logo, on the other hand, is minimalism and abstraction gone wrong. It’s hard to tell what I’m looking at. All the random colors intersections at weird points? It’s not clear. None of the Google logos make sense without a dedicated description. They traded clear and defined minimalism and abstraction with a loss of clarity.
It is funny to see how soulless the logos are becoming, but how hard these brands try to appear relatable on twitter. Isn’t their marketing strategy a bit contradicting? Burger King doesn‘t need the simplicity, instead the should focus on the humanism part, right? I mean they try to sell you their unhealthy burgers from cruelty farm, therefore seeming less corporate and more human is, and should be, the goal of their advertising, right? But the first thing everyone sees is their dull uglyass logo, and not their takes on twitter.
For me it was kinda the inverse. I loved Frutiger Aero when it first came out, but it eventually got stale for me and I was so excited when Flat Design started to take over, because it was so colorful and palatable. But now, flat design feels like the worst thing on Earth. The good thing is, now I'm an adult and I can get together to start a business if I so please. And if I hire some graphic designers, I'll make sure they like Frutiger Aero!
oh lord your business model aint gonna work very well if you ignore minimalism i can confirm that as a designer
I was the same way, As much as I love Windows 7 and iOS 6, iOS 7's new flat design was a breath of fresh air that made me fall in love with minimalism.
Sadly I feel like it has overstayed it's welcome and I am afraid of this aesthetic being permanent. The sole exception of every company going for minimalism is Windows 10 & 11, since I really like the wallpapers of both.
@GuilhermeLogos L
I remember loving flat design when it came out, because it looked so clean and elegant, while the Frutiger aero and skeuomorphism designs looked tacky and ugly. To an extent, I still like the flat designs, even if it lacks the soul and artful direction that came with the previous design choices.
@GLVinhetas honestly, I’d like to see you elaborate more on your disagreement. You can’t get as complex with a flat design in comparison to the skeuomorphic designs, which were very playful and designed with detail. Flat designs today are designed to be efficient and effective above all else, turning it more corporate and less iconic. Flat designs are much more simple, and try to do the bare minimum when it comes to conveying the brands image. That’s what I mean when I say it lacks soul and artful direction
It's not just that it looks different, it's representative of the whole trend of civilization. It's the trend of dumbing things down and making things so minimalist and oversimplified to the end user that it doesn't even feel real or human anymore. When everything is changed like this it can make you feel like the whole world is against you. Nice video by the way, I hope you keep making them.
Yep. Branding/other things that insult your intelligence is a common trend that I see among many different mediums from companies, to branding, to design, to UI... Sometimes you just feel powerless, frustrated, and alone. That’s why I created this channel! To get my opinions across, hear and exchange others (comment section), and to let us know that we’re not alone!
@@Undefined.100 That's nice. I just about 100% agree with you based on what you've said so far. I miss the 2000s a lot.
the way the logos are designed seems to be nihilistic in nature. they want the people using their product to feel like crap when they use it because thats the agenda.
It feels like such a reminder of how corporate things are and how malicious and soulless the tech industry is, there’s no personality behind these minimalistic designs it just feels indicative of the soullessness of the modern tech industry
This is exactly how i feel!! I am so sick of this constant dumbing down and minimalization of society!
I miss Frutiger Aero. The world feels so flat from when it was 2010, it genuinely felt and looked brighter. I miss hearing my dad's stupid Android phone noises. I say we revert to the years 2004-2012, who's with me?
i and probably thousands of other people are but trying to make something be heard by a company is like screaming at a brick wall for it to move, or trying to guide a river with traffic signs. they just aren't gonna listen, and unless the people who's with you is in the billions, companies ain't gonna shit.
I'm with you
Minimalism can be a great aesthetic if executed well and for good reason. But, like anything that becomes a trend, it's oversaturation is bound to burn out the public and spawn cheap imitation.
Do you have any good, modern examples of "good execution" of minimalism?
I don't know if it quite fits, but the Japanese prefecture flags are great and they're pretty minimalist. Some have even likened them to corporate logos!
No, it can't be a good aesthetic. It's TOO simplistic, there's no detail. Detail is required to make a good aesthetic.
@@ThunderTheBlackShadowKitty I will agree, but I will also say that I am pretty sure that this is a rather subjective opinion.
There are people out there that actually like minimalistic designs and logos, though that's not the case with me - it just screams cheap, like no thought or care went it to it, though again, that's just my opinion.
I once heard a lot of companies "update" their logos to the minimalist style not just because "it's what everyone is doing" but also because it makes them more easily readable and displayable on mobile devices, which are ubiquitous now.
In architectural styles, it's called "brutalist", and there's no excuse there to design a building to be "mobile friendly". Contrast "modern" with the magnificent sweeping architectures of the past and you'll see what I mean. "Tartaria" is a misnomer, but exploring that lost past leads to many many questions.
I hate the childish design nowadays. Old logos were great, really loved Google's old material design back in 2015/2014
Their 2009 to 2013 logo was the best, in my opinion. Serif, shadows... just beautiful.
Their current one (the ugliest they ever had, IMO) is there since September 2015 - I guess change is not important when they don't think it might be causing potential customers think their company is oudated...
Your videos are awesome! Well-researched, structured presentation of facts, and clear separation of author's opinion from the presented facts. Not to mention the simple yet hilarious graphics that accompany and enhance the narration without distracting from the content.
High quality stuff. I appreciate the effort!
Thank you!
Old chrome logo still looks crazy today! Can't wait for next video!
Honestly I really liked the Google redesigns. It's nice and consistent. And the Discord one as well. In fact I quite like them all to some extent.
The practical reason for these redesigns is to make the logo scalable and readable on small phone screens. Companies want their logo to be just as recognizable when it's tiny in the corner of their mobile app as it is when it's big on the header of their website.
I can not express how happy I am to have found this channel
I feel the old logos had some work and dedication invested in them. I looked at them and said: that's cool, I couldn't have done it better. Now I look at current logos and think: c'mon, that looks like the default font with a few basic colors. I can do it in MS Paint...
Thank you so much for making a video on this phenomenon. One thing I especially hate about it is how websites all seem to be switching to these super basic, samey, mobile-centric interfaces. It's like they're afraid I'll poke my finger on a square profile picture, so they round it out instead, or that I'm too dumb to understand that a cog = settings so they represent settings menus with three nondescript bars instead. I've had similar thoughts to other commenters that it feels like companies are dumbing down branding and design as much as possible to try to appeal to my chimp impulses in a dehumanizing manner. It feels symptomatic of the acceleration of capitalism that a snack company doesn't even bother to give me something pleasant to look at while selling me delicious poison sludge. I don't think I can trick myself into liking these changes, but I appreciate that you at least attempt a positive outlook.
Always nice to see a new video :D Excited to see what you cover next!
Thank you!! :)
Something else worth mentioning is that even if a rebrand is negatively received, it still gets people talking about that brand which is only seen as a positive by the company. Remember, all publicity is good publicity.
Your channel is amazing! I'm so glad I found it! the videos are super engaging and very well formatted, and they hit just the right spot for the nerdy sentimentality stuff I'm into. I hope you blow up soon, this needs way more views. if you keep doing what you're doing, I think it's inevitable
FUCK I EDITED TO CORRECT SOMETHING AND LOST THE HEART
A hybrid of flat design and hyper realistic graphics is the future I think.
so neumorphism
Bruh when that music played I thought it came from behind me
Your channel reminds me so much of Solar Sands, and that's a good thing.
Also I love your use of Rage Comic faces. Takes me back to the golden era of browsing /b/ in 2008.
I miss frutiger aero :/
ur such an underrated channel! proceeding to binge all videos lmao
Actually, in my country (Southeast Europe) Burger King restaurants still have the old logo. The new logo is on the cups and fries but they never bothered changing the signs here.
I remember the Zack and Cody Danimals ads... or was that the crush cups
Two reasons:
1. They make their UIs and logos simpler so they can lower the cost of labor. Designing minimal logos/UIs require far less talented graphics designers, thus less money for the company. So they make these bland soulless logos and pass them off as a design trend.
2. Companies are terrified of innovation. Innovation involves taking a risk, which could make them lose money. Yet we've hit a roadblock in tech where most tech is doing the same thing it did 10 years ago, and we don't have a Steve Jobs-like figure to come up with something revolutionary. And even if we did, something like that takes years of change and uncertainty. So making things minimal is an easy way for a company to feel like it's progressing and improving their logos/apps/software.
Related to point 1, vector art and font icons (a technological abomination IMO) are very important to this when it comes to software. I believe they're key drivers of the simplification of logo design.
Is it just me that doesnt understand your first point? It's expesive hire graphic designers... so they hired graphic designers and invested in recreating, repackaging, rebranding and physically remaking a store's outfront big ass sign... so they could save money by not investign in graphic design?
That's very insightful, I've also had similar thoughts that innovation in tech has slowed down tremendously in the past decade or so. An example, you can put an SSD and a modern OS in basically any computer in the past 10 years and it will still be a completely functional modern machine, not missing out on much...
In fact, I'm currently typing this comment on a 2010 macbook running windows 10. It's surprisingly very functional and reliable. (wow, this laptop is actually going on 13 years old. which solidifies my point)
I also wonder what the iPhone would've been like today if Jobs was still here... or any other new tech that could've existed by this point
the first one shows how capitalism ends the world
I can’t pinpoint why but this channel oozes soul, nice work
I love your channel so much. I am so glad i am not the only one who realizes we are just giving up character and depth in society by jumping on the minimalist purgatory bandwagon
I remember when they introduced the new Google logo back in 2015; it was the first time I actually hated a new logo
That cycle literally me when my phone runs updates. I always push them off for so long that they'll randomly run it and ill.come back and EVERYTHING IS DIFFERENT!!
This channel is really good. Keep up!
i love your videos. keep up the good work. happy new year
What if redesigns are just an effective way of advertising nowadays? Unlike a decade ago, people don't watch as much TV and so for big brands, one of the main ways they'd reach people has changed.
Add into that a way to restate company values and culture and a redesign is a way of saying something about a design that people usually don't think or care about.
I don't like the new Pringles logo, for example, but I'm definitely talking about Pringles more now than I ever did. Is it just an effective brand awareness strategy nowadays?
Yeah I was thinking about that! Weather brands make logos “controversial” on purpose so people start talking about them more = more exposure. I guess this video is free advertising for Pringle’s XD
The new Pringles logo is bald compared to the previous one.
I don't mind the Pringles change and I think some of these looked outdated. But the recent homogenization of Google's suite is painfully dull! And it makes it harder to notice an app at a glance
I never heard so much true get out of
somebody's mouth, you got the words out of my mouth of why I miss so much my childhood, and to think that when I was 10-12 i always wanted to make my android and windows look modern and now all i do is downgrade my systems
Instantly subbed love your channel
Hey just found your channel and it’s awesome 👏 I’m sure I’ll grow to be something big! Cheers from Mexico 🙌
Your vids are very fun and interesting to watch, keen for more stuff!
I was working as a graphic designer for a while and really didn't like that the flat and simple shapes logos had became the norm.
However. When expressing my dislike I was told it was a must to keep the amount of details low. Just to keep the logo easily identifiable on even the smallest of screens.
..And that they need to work just as well when being printed in only black & white. That all makes sense and it also kind of sucks.
So glad I found your channel! 🎉 Just the cuppa witty entertainment flavored with precise education I needed! You have one more sub my lady
🎩
I was about to say that the new Kraft logo was always like that in the UK and one I remember from the 90s. But then I looked it up...and the new logo is close to the original logo. The "old" logo as shown here is actually the "middle" logo.
Simplifying their logo can be easily marked up on our minds rather than taking whole textures, shines, reflections, 3d. our mind is more applicable taking the simple shapes and simple colors…
The modern Burger King logo is actually closer to the logo they used between 1969 and 2009. You should look at the logos NBA teams used between the 1990s and mid 2000s, they were very loud and cartoony, but then most switched to more professional, classic looking logos. You should look at the soccer jerseys that clubs used to wear in the 1990s, they were very colorful or experimental in their patterns but that ended in the 2000s.
I think it's important to recognize that the largest, most dominant brands have largely maintained their logos - and they're all quite minimal. Nike, Sony, Coca-Cola, McDonald's - they all use simple, 2 color branding with little to no depth or texture. That's part of what makes a logo timeless. Other brands seem to misinterpret what makes those logos good, and decide to go for plain logos, rather than minimal ones. Ultimately, minimal design isn't a bad thing, but using is improperly is.
On top of all that, the more brutalist, over designed logos and packaging of the 90s and 00s turned a lot of young designers to minimalism seen in the 70s and 80s, because the busier, skeuomorphic "frutiger aero" designs conveyed the same out of touch corporate feelings during their childhood as over simplified minimalism does now.
I think minimalism on packaging is probably for cheaper production. In Social Studies class, when we learnt about production and managing and stuff like that, the teacher told us that the packaging is also included in the price, not just the contents. For example, the price of a bag of chips isn't just the potato chips, its also the bag itself. Since the regular design has more detail, extra colors for shadows and lighting, it's also included in the price. Which is why some products that look cheap and bland, are cheap, because of the simple and mildly detailed design. So when buying a product with a flat design, then it's cheaper.
I've been noticing this trend since the early 2010s.
I feel like I'm the only person on the internet that doesn't hate all the simplified logos. I never understood why people get so upset over it.
These mini docs are great.
Bruh wtf how do u know whats in my head??! Lol
2:31 hairstyle reveal 🗿
I have a theory that simplified logos are made so that people will talk about it and it would be free advertising. Kind of how people speculate that Starbucks misspells costumers names on purpose so that it would get talked about on social media making it free advertising.
you are a very good writer
Real world graphic designers and marketing professionals understand this trend.
Usually (not always, but most of the time) the rebrands come alongside internal change within the company, be it a new strategy, board of directors, loss of revenue. Etc. It doesn't make the new ones good, but it's an indicator of something changing at the HQ
2:20 What icon should I click on?
That one with the red blue yellow colors in it
Lol I subscribed for the 2010s Nintendo video and I hit the bell for this video
I think we can all agree that the worst redesign of them all was adobe's dipshit decision to take the icons of all of their programs, y'know, the ones that were all color-coded to make it easy to remember which one was which, and make them *_all the same fucking color_*
Great synopsis! It's like comparing Gothic to Brutalist architecture. Holy camoly... there's so much that's been lost. I get sad when I look at photos or videos of "Tartaria" era building styles.
THEY SHAVED MR. PRINGLES!!!!!!
It’s definitely a downgrade because all these graphics are the same and have no unique aspect of it anymore. I would say the worst redesign ever is the instagram logo.
I loved ol' 2011-2014 app logos design, it was perfect for me. The sense of volume called the app to be opened, the little details were just icing on the cake.
But now everything is so stale, bland and trying to be as perfect as possible. Harmless yet without personality, flat and boring.
I just want that sense of 2D volume and little details back.
Ur vids rekindle the feeling of loneliness.
The big issue with the Google icons is they all look the same now
Suprisingly I've ended up liking some of these new logos.
people have almost no freedom in this 'world'
OBJECTION!
At 5:18 the IE logo on the right is actually the OLD logo, from Internet Explorer 5f and the one on the left is the new(er) one, from Internet Explorer 7.
We have to talk about accessibilty here. Oversimplified logos, to the point where they use the same colors, are far more difficult to usefor autistic folks and people with other mental disabilities
Love your vids 👍
Thanks! ;)
before your frutiger aero video i didnt kno it had a name, i would just call it "aero" bc the windows 7 default skin was called aero lol. id be stoked to see a resurgence of aero
That’s where the “aero” part of “frutiger aero” comes from, and frutiger is a font
Slacks logo is cuter rn the old one was kinda awkward dunno why
It's not entirely true that people don't like change. There's a lot of marketing research behind this stuff. Ever notice how grocery stores often seem to move sections around for seemingly no reason? They do it because it gives an impression of newness even if none of the products are actually different. People will come in and walk around just to explore, out of a sense that they might find something they've never encountered before. I think it's often the same with aesthetic rebranding. It makes people want to buy a soda or taco just to try it out, even if the logo is the only thing that's changed.
How is your voice so good
With me it’s not fully the case i love the old logos there just so much better, but some new ones are definitely a improvement however almost all new ones are just bad it’s not just nostalgia that speaks when i see the new logos i get a feeling: that it’s cheap, lazy and unimportant.
You said, "objectively" a lot of the logos are worse. I don't think anyone can be completely objective about a world that we live in.
I personally love minimalism! It is so versatile and timeless! Honestly, I don't know what direction design can even go from here.
Please tell Banco do Brasil to change their logo. I can't stand it any longer. It is the exact idea of "ugly" made into a logo. Have them change it. It is unbearable. PLEASE.
:47 ...are you sure the old and new aren't swapped for Kraft foods? Because the one on the right looks like I remember it looking when I was a kid in the Stone Age, lol
Patreon is the saddest redesign. The old logo was so iconic. Now video-makers don't even put it in their endcards, they just write out 'Patreon'.
One of the more dubious ones is Bandai Namco, who is one of the 2 games publishers where I will actually go on their site to see their catalogue/releases (the other is Paradox - again, very cohesive portfolio). I think BN's brand work is great in that regard and I've brushed shoulders with a couple of their employees in marketing - they seem like a great firm.
Bandai Namco DID have a nondescript, awful logo from their merger in the early 2000s. They redesigned it recently and it's... also nondescript and boring, and it doesn't even carry the burnt orange splash you had when you loaded up Tekken. Disappointment all around.
Regardless, very valid reality check at the end. 😄 Great video as always.
Love this!!
Going against the grain here, but I think the new KIA logo is one exception where its actually better than the old one because the new one suits the current design language of their cars
Yes, but for people who know cyrillic it looks like it says "KI" instead of KIA.
kia = KN
horrible
first time ive seen that logo i thought theres some new brand i missed out on
Flat design is dead. This is the era of "3D revival"
I really hope it is, but I think there is still a long way to it.
The video makes it sound like companies have never changed their logos before, they’ve always done it at least every decade
I’m honestly surprised people have such strong reactions to this stuff. I would have never noticed any of this without videos like this.
Personally, I’ve never cared for brands or whatever. Also, I’ve always been a fan of minimalism in art. I like monochrome better than full color, I set up a black-and-white display on my tv for fun. Even most of the music I like is clear and minimal in nature (Marian Hill, or The Cure’s album Seventeen Seconds).
To me, a lot - admittedly not all - of the new minimalistic branding feels sleek, uncluttered, and futuristic and maybe even a little abstract. The Firefox, Starbucks, and Internet Explorer logos are great examples of this. The old Starbucks logo just had a ton of crap going on and I never cared for it. The Firefox logo was just random but the new one is this cool abstract swirl of color evoking a fox encircling the earth. It suggests the idea without clobbering you over the head with it.
That said, the obvious danger to minimalism and abstraction is loss of clarity. I think Google’s logos are a fantastic example of this. The old Gmail logo, of a stark red “M” over a white background to evoke the seams on an envelope, was genius. I always thought that logo was fantastic. Minimalistic, abstract, but extremely clear. The new Gmail logo, on the other hand, is minimalism and abstraction gone wrong. It’s hard to tell what I’m looking at. All the random colors intersections at weird points? It’s not clear. None of the Google logos make sense without a dedicated description. They traded clear and defined minimalism and abstraction with a loss of clarity.
Is that your real voice or an AI talking? Curious
It is funny to see how soulless the logos are becoming, but how hard these brands try to appear relatable on twitter.
Isn’t their marketing strategy a bit contradicting? Burger King doesn‘t need the simplicity, instead the should focus on the humanism part, right? I mean they try to sell you their unhealthy burgers from cruelty farm, therefore seeming less corporate and more human is, and should be, the goal of their advertising, right? But the first thing everyone sees is their dull uglyass logo, and not their takes on twitter.
Bring back old logos 😡😡😡
Yes.
99 % of Everything is Fvk3dup These Days
Burger King and Volkswagen got at their pick
Current one are so lame and boring
Tbh I think the new Google logos are fine since now they're all the sane colour and are all more similar to the current Google logo.
🕴
Please get a man to do the narrating please
You flick between screens to quickly, its to distracting.
Gitgud
Your premise is pretty biased from the start. Objectively, there are solid reasons for change, not simply to piss others off.
These are described as "video essays," so yes, this is an exposition of only one (or a few) points of view.