I guess being in the design industry, I tend to look at details more closely than the average person. I’m very responsive to packaging design, typography, colours & layout. Design is a big factor to my purchasing decisions only second to quality of course. It seems like the movement is towards stronger, bolder & cleaner lines using fonts that are less traditional and more modern. A lot of the changes have been moving from serif fonts to sans serif fonts. You’re probably wondering what serifs are?

In typography, serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols. A typeface that has serifs is called a serif typeface (or serifed typeface). A typeface without serifs is called sans-serif, from the French sans, meaning “without”. Some typography sources refer to sans-serif typefaces as “grotesque” (in German “grotesk”) or “Gothic,” and serif types as “Roman.”-Wikipedia

I’m sure many of you haven’t noticed but lately there have been many major company logo revamps… some of them for the better and some of them I’m not so sure about. Here are a few examples of branding revamps in the last few years. (Left-Originals | Right-Revamps)

I’m not really a big fan of Bell’s new logo. I fell like it doesn’t relate to the company and looks a little too casual for a telecommunications company. You can’t really tell what the company is about just be looking at their logo.

I think the new logo is much cheerier and represents the product more accurately than the old logo. The old logo looks like branding for crayons.

I actually really liked Emily Carr’s original logo because it was structured and had a very educational feel. The new logo is a little to loose and looks like packaging branding for a line of soaps and candles.

I love Fido’s new logo… it’s simpler, it’s cute and no longer retro like their old logo. I hated the colours of the old logo, they were drab and just plain ugly.

Jack in the Box’s new logo is very modern and I love the 3D treatment. Although the old logo was also good…. this revamp breathed new life to their branding and the company.

There’s not much difference between the old one and the new except a few elements were changed or moved on the new logo. I love that they integrated the colour burst/flower thingy into the “K” of Kraft and the new shade of blue is lighter. I think it was a good idea to change the marker felt font for the words “make today delicious” cause it didn’t really flow properly with the main font.

Here’s a good example of a great revamp of a logo. The old logo was very dated with the typewriter-ish font and the orange dots. While the new logo is clean and definitely raises up the image of the company even if we know the shoes are crap. I personally would have dropped the word “source”… it just sounds tacky. It’s like putting the word “place” for a restaurant.

Now this logo revamp is very controversial because if you look at it, there really isn’t much change. Get this… there’s a 25-page design brief (right-click to save) when they were pitching the new logo. It’s actually kind of ridiculous. They talk about energy fields of the logo, they also claim that the logo is the “emoticon of the new generation” showing that it portrays different emotions as seen here. It all sounds crazy right? But the crazier thing is that Pepsi bought it for several hundred million dollars. Talk about a rip off!


Last but not least, we have the new Walmart logo. What do you think? I kinda like the little sunny burst they added. It gives them a more defined symbol that people can identify with and the new logo appears less military looking which is what I initially felt with the original.

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