Logo redesign

Mad cover of today

Mad Magazin cover nowadays.

Mad Mgazine logo before

Before

Mad Magazine logo after

After

The Satire Magazine at least knows how to work their new logo, while the HSBC bank doesn’t. HSBC simply toggled their logotype from serif-type to non-serif type and made the aesthetically unpleasant logo both bigger and less shiny by darkening its red. We have had a good number of worst case scenarios when it comes to costly reinstatements of premier corporate identity elements.
It seems they are done without purpose, but to follow the tendency of flat design, introduced by Apples head designer Jonathan Ive. Apple’s purpose was to simplify and make Apple’s screen design more efficient.
Large company’s logo display is meant for out of home. You see their logos displayed on banners at sports stadiums, at their company locations and just anywhere with public transportation systems, on posters and billboards. Logos go to where the people go.

HSBC logo before

Before

HSBC logo after

After

Okay, so there are also some big company’s resisting the aesthetic tendency of flat design and keep to their lovely world renown logo designs.

BMW, Mercedes, VW.

BMW, Mercedes, VW.

The purpose free, mindless switch from serif type to non-serif type comes at a cost. You may lose character and your company’s individuality. Think of the Washington Post or The New York Times in non-serif.