Category: Logo Design

ABC Retreats To Simpler Days With Modern Remake Of Designer Paul Rand’s Logo

Old logo (left) VS new logo (right). Images via Wikimedia Commons and ​​ABC

Scrubbing off the varnish from its branding to depart from a sea of shiny distractions, ABC has debuted a flat redesigned logo reminiscent of the one created by Paul Rand in 1962.

Although the refresh had been leaked months ahead, Variety reports that the design officially appeared on-air at the Bachelorette finale on August 9. The network tasked branding agency Trollbäck+Company to complete the revamp, and is currently working with its divisions and subsidiaries to phase into the new logo.

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A post shared by The Bachelorette (@bacheloretteabc)

The ABC logo has undergone several polishes over the years, but the latest version sees its return to the matte look that appears as simple as A, B, C. Design enthusiasts will likely recognize the ode to Paul Rand’s original work, though a few refinements have been made to support mobile screens of all sizes.

Somebody give me this logo’s mattifying makeup routine

— Summer Ray (@SummerRay) September 11, 2021

Paul Rand’s ABC logo (1962)

Image via Wikimedia Commons

Old logo (left) VS new logo (right). Images via Wikimedia Commons and ​​ABC

The facelift features typographic modifications to the ‘dot’, which is what the circular emblem is officially called. The counters (the spaces) in the lowercase letters are now rounder, turning into near-perfect circles. According to Variety, these circles will be incorporated into the company’s animation system.

Perhaps more obvious is the additional legroom between the characters and the globe for legibility purposes. As you’ve been told, a little social distancing would do you good.

Across the board, ABC will adopt the “timeless, unique and bold” Heldane and GT America as its primary typefaces.

“We felt it was time to evolve the overall look of the network to make it more vibrant, modern and fresh,” Shannon Ryan, president of content marketing at Hulu and ABC parent Disney General Entertainment, told the news outlet. Ryan described that the revamp “visually represents our strategy and our diverse slate of programming.”

new abc logo

— Kian (@kianworld) May 22, 2021

[via >Variety, images via various sources]

Kia’s Revamped Logo Still Has People Wondering What Company This Is Meant To Be

Image via Kia

When car manufacturer Kia revealed its logo redesign at the beginning of this year, it probably didn’t expect it to cause the hubbub that it has on social media.

Despite it having been more than half a year since the logo was changed and has begun to make an appearance on newer cars on the road, people are still highly confused over it. Users are still pointing out that they have no idea what the typography is trying to spell.

Its “rhythmical, unbroken line” is supposed to spell out “Kia,” of course, but the most common misinterpretation sees the audience reading it as “KM” or “KN.”

“It took me forever to realize it said kia and wasn’t a new russian car called kи,” one Twitter user has lamented.

Another person posted a photo of a car bearing the new logo, asking if it was a fake “or actually legit,” since he’d presumably never seen it before. This isn’t a singular occurrence; a user had also taken to Reddit asking if anyone had ever heard of this mysterious “car company” called KM Cars.

Can anybody tell me if this is a fake car logo or actually legit? If real, what car company does the badge belong to?

— Tom Frederick (@tfredmuggs) August 11, 2021

The mystery of the KM Cars – submitted by @MiiAutomaton

— Unexplained Occurrences 🏳️‍🌈🏳️‍⚧️ (@TalesOfBeyond) August 3, 2021

And someone has also pointed out that it looks a little too reminiscent of the band Nine Inch Nails’ logo, with the “ia” part of “Kia” looking like a backwards N. This one is hard to unsee.

No way I’m the only person who saw this when the new KIA logo hit.

— Flood! (@meaghanflood) August 11, 2021

The new Kia logo looks like “K backwards N.”

— Drew Sykes ❄️ (@drewsykes) August 12, 2021

Though the misinterpretations were most probably unintentional, the logo still has people talking even after a period following its release.

Spent ages watching the cricket wondering who KN were, and why they were sponsoring the Oval.

— James (@snudge27) August 14, 2021

“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, explains Ho Sung Song, Kia’s President and CEO, in the logo redesign announcement. Perhaps it could be argued that the new logo has become an icon in its own right, even if it’s due to a collective humorous confusion.

[via Creative Bloq, image via Kia]

The Muppets Studio Has Grown Up, And It Shows In Its Stately New Logo

Image via The Muppets Studio

At the end of July, The Muppets Studio revealed its brand new logo on Twitter, a retro look that ties strongly back to the brand’s heritage. In a world where logos and typefaces strive to be sleeker and cleaner than ever before, this one definitely stands out.

The studio was formed in 2004 after Disney acquired The Muppets from its previous owners, The Jim Henson Company. The last logo was an intentionally wonky, playful typeface in a shade of green that can be endearingly attributed to one of the show’s stars, Kermit the Frog.

The old Muppets Studio logo. Image via Wikimedia Commons

However, the studio’s previous logo didn’t “really represent” where the studio was headed, Muppets Studio VP, Leigh Slaughter, tells ToughPigs. Now, the new black-and-gold offering “represents the early heyday of the Muppets and harkens back to a time when the nostalgia for the Muppets is very strong.”

It features “instantly recognizable” lettering reminiscent of the intro to the 1970s Muppet Show series. And the gold used is similar to the gilded interior of the Muppets’ theatre, too. “We took it a bit further by changing a few of the letters and elements so that it’s got a bit of a modern touch, as well,” Slaughter explains. “It’s part a nod to our past and part a nod to our future.”

Not a fan of the gold and black? There are more versions of the logo to come, too. Just like how the Disney logo changes in front of different films, The Muppets Studio’s logo has the potential to do so as well.

Usually, new logos mean new things are on the horizon for the brand. The Muppets Studio is no exception to this, teasing its upcoming Disney+ project, Muppets Haunted Mansion, which is coming this fall.

Curtains up on our shiny new logo for The Muppets Studio! Keep an eye out for it on new projects like Muppets Haunted Mansion this fall on Disney+.

— The Muppets (@TheMuppets) July 31, 2021

[via Creative Bloq, image via The Muppets Studio]

Clorox Redesigns Corporate Logo To Remind That It’s Not All About Wipes

Image via John Mantell /

From Burt’s Bees lip balms to Glad food wraps, The Clorox Company is so much more than cleaning products. And yet, disinfecting wipes are mostly what customers—and, by extension, investors—think of when the name comes up.

The association is so strong, there was a shortage of Clorox wipes when COVID-19 kicked in and sparked a stockpiling frenzy, Fortune reports. The pandemic saw a spike in sales, but as business eventually slowed down, the weaker performance of Clorox’s other brands became glaringly apparent.

To shake off this one-dimensional view and hopefully boost sales between its other subsidiaries, The Clorox Company has dusted off the ‘diamond’ in its corporate logo, an iconic shape in the branding for Clorox cleaning products.

The previous corporate logo, whose diamond emblem often brings Clorox cleaning products to mind. Images via The Clorox Company and Tada Images /

The new wordmark is a simplified version with a rounded typeface and an angular ‘C,’ reminiscent of a camera’s aperture.

The new corporate logo. Image via The Clorox Company

“That takes us away from just the diamond, which very much represents the Clorox brand and feels like it is more inclusive of our entire company,” said Clorox’s chief marketing and strategy officer Stacy Grier in a statement obtained by Forbes.

Some might argue that too much Clorox product was used to water the logo down, but the logomark needs to be versatile to represent the brand’s entire portfolio, and that’s not easy to do.

Our purpose — to champion people to be well and thrive every single day — has never been more clear. We wanted our corporate logo to reflect that. Launched today, our new corporate brand reflects who we are, what we stand for and what we aspire to be.

— The Clorox Company (@CloroxCo) July 12, 2021

[via Fortune, images via various sources]

Hotel Chain Travelodge’s Logo Baffles With View People Never Noticed, Until Now

Image via Alex Yeung /

“Today years old” seems to be the most common answer to the following question: “How old were you when you realized the Travelodge logo is people sleeping under a duvet?”

Whether it’s creative genius or just baffling design, British hotel chain Travelodge has recently had its logo gone viral on TikTok, with this short video zooming into the logo of one of its hotels, which appears to be located in Bournemouth, located in the Dorset region of Southwest England.

It seems that the most common interpretation of the branding was that it depicts blue hills against a red sunset. In fact, if you remove the subtle eye detail on the left, it could definitely pass off as that. But it turns out to also be a closeup of a person, a pillow, and the covers pulled up.

With its double meaning, the graphic can be classed as an optical illusion. It’s unclear if Travelodge meant for it to be seen both ways, or if it realized that people interpreted it differently and decided to just roll with the punches.

People may never unsee the sleeping person, or be able to pass by their local Travelodge without noticing again. At least things are a little clearer now.


#howoldwereyouwhenyoufounditout #howoldwereyouwhen #fyp #fyo #logo #hotel #uk #travelodge #dorset #bournemouth

♬ original sound – Marcel

[via Alex Yeung /]

BBC Defends Logo Refresh Reported To Cost ‘Tens Of Thousands Of Pounds’

Old logo (above) VS new logo (below). Images via BBC and BBC Select

The BBC has been dealt with Big, Brutal Contempt due to a subtle logo change that it quietly rolled out this year. In hindsight, it was a good thing that the network had kept mum about the change, because internet users have hawked in and are complaining about taxpayers’ money being “wasted” over a nearly identical version.

The fresh branding, a refresh rather than a redesign, features a smaller font and wider kerning between even initial.

The Sun alleged that the new design system cost “tens of thousands of pounds,” while Talkradio presenter Mike Graham cited an estimate of £50,000 (US$69,000).

The reports caused an uproar on social media, with users expressing that they felt ripped off. “[I’d have done] that for them and it would have cost them a KitKat,” one person wrote.

The BBC is now stepping in to justify the change, whose cost it argues is not “significant.”

“We are simply using our own font – which we own the intellectual rights to – to tidy up the blocks when we update content or BBC products,” a spokesperson for the broadcaster tells

The typeface in question is BBC Reith, named after John Reith, and it replaces the existing use of Gill Sans.

In line with the BBC’s reasoning, Twitter users familiar with branding design explained that swapping to an in-house typeface would be beneficial in the long run, since the BBC would no longer have to pay for licensing fees to use Gill Sans.

The change had flown over most heads for some months, having been used by streaming service BBC Select since February. The BBC will officially adopt the new logo on television screens in the fall.

Sigh. The BBC logo change is so they no longer have to pay rights for the old font – the Reith font was designed in-house for just this reason – it will save money in the long run.

— Chris Merriman (@ChrisTheDJ) July 5, 2021

[via NME, and Creative Bloq, images via various sources]

The North Face Vows To Phase Out Logo Allegedly Stolen From Street Artist

The Futurelight symbol, still online at the time of publication. Screenshot via The North Face

Outdoor fashion brand The North Face has said it will be phasing out a logo that street artist Futura alleges was stolen from him.

The artist had sued the brand earlier this year, saying it used his signature stylized atomic element for a logo on a line of waterproof outwear released in 2019.

The line, Futurelight, also shares a name similar to Futura’s own, sparking speculation that the artist had collaborated with the brand on the launch.

In an Instagram post, Futura said he hadn’t known about Futurelight till he started “receiving hundreds of DMs from numerous individuals asking about the new collaboration.”

He alleged that upon reaching out to The North Face, the brand refused to cooperate, hiding behind lawyers and effectively telling him to “get lost.”

According to Artnet News, the company has since denied allegations that it stole the logo’s design, saying it was conceived by its internal creative team and was inspired by the brand’s geodesic dome tent logo instead.

In an online post titled ‘Our Deep Respect For Artists’, The North Face wrote it was certain “there has been no infringement in this case, we are committed to supporting creative artists and their communities.”

“As a sign of that commitment and a sincere gesture of goodwill, we will begin to phase out and discontinue the use of the Futurelight circular nanospinning logo design out of deep respect for Futura and his work. Any resemblance to Futura’s signature atomic element design was entirely coincidental and not part of our internal design team’s inspiration,” the brand said.

Take a look at the artist’s impassioned post and his work below.

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A post shared by FUTURADOSMIL (@futuradosmil)

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A post shared by FUTURADOSMIL (@futuradosmil)

[via Artnet News, images via various sources]

Sony’s PS1 Logo Is Actually 3D, And The View From Other Angles Is Just Bizarre

Image via Anthony McLaughlin /

Seeing as how the classic PlayStation logo is stamped all over in the same front view, even retro video game collectors might not be aware that it is, in fact, a 3D model.

Yes, contrary to what most believe, the PS1 logo isn’t a flat design—and thanks to modern technology, you can now view it in more directions than one. Emma Bonne, author of webcomic Witchfighter Nova, recently discovered the original logo and decided to recreate it in 3D creation tool Unreal Engine.

The rear view of the branding, as it turns out, is pretty surreal, almost like if you were to glance at Mickey Mouse from the top. Bonne describes it as a “cursed forbidden” image.

Taking this perception to extremes, game developer Lilymeister located the original PS1 screen and gave it a full 180-degree spin. You could place a drink on the second half of the lettermark, for sure.


— 🪄✨ Lilymeister: Off Hiatus & Tired🏳️‍⚧️ BLM ACAB (@b0tster) June 30, 2021

[via Screen Rant, cover image via Anthony McLaughlin /]

LA Unveils Striking Logo Capturing Its Personality, Designed By Shepard Fairey

[Click here to view the video in this article]

Image via Los Angeles Tourism & Convention Board

Designed in collaboration with Shepard Fairey’s Studio Number One and House Industries, the Los Angeles Tourism Board has unveiled a striking new logo inspired by key characteristics of the city.

Los Angeles’ new logo draws from Art Deco, hand-painted signage, and Mexican restaurant script. Its gradient colors are meant to show the city’s diversity, but also pay homage to its well-known sunsets.

The previous emblem was also a scripted font, so this one doesn’t stray too far from the already-established aesthetics, since this is the first rebrand the Los Angeles Tourism board has carried out in a decade.

Other reference points include California-based artist Ed Ruscha’s painted gradients, as well as the countless airbrushed custom cars which flock the city’s streets.

As lockdown restrictions begin to lift and cities are welcoming tourism again, the logo comes at an apt time for the city to roll out its new Los Angeles Tourism & Convention Board]

The Queen Is Seeking Young Artists To Design An Emblem For Platinum Jubilee

Image via Zoran Karapancev /

Buckingham Palace has launched a competition for young artists to play a part in the Queen’s Platinum Jubilee celebrations next year.

It’s now calling for original submissions of a design that will “symbolize the very first Platinum Jubilee, marking the Queen’s 70 years as Sovereign.”

The event is open to creatives aged 13 to 25, and as per Yahoo News UK, will be judged by a panel of famed graphic designers, visual artists, and design professionals.

This lineup will include Margaret Calvert OBE, Lubna Chowdary, Kerry Curtis, Yinka Ilori MBE, Gabriella Marcella, and Paul Thompson, chaired by Victoria & Albert Museum director Tristram Hunt.

The winner will be asked to join many of the events over the celebration weekend in 2022, and will even be invited to the Platinum Party at the Palace, a BBC concert being held in the Buckingham Palace. Plus, their design will be used prominently across the televised events, street parties, and even the Platinum Jubilee’s official merchandise.

Entries will first be narrowed to a longlist of 100 designs, followed by a shortlist of the Top 10, from which the winner will be chosen. All entries selected for the Top 10 will also be invited to join the celebrations, with their designs going on display at the Victoria & Albert Museum.

Submissions will be open through July 16. For more information, check out the link here.

[via Yahoo News UK, cover image via Zoran Karapancev /]

Calendly’s $1.5M Logo Designed By Pentagram Runs Aflush With Toilet Jokes

Image via Pentagram / Calendly

For the uninitiated, Calendly is one of the leading cloud-based scheduling platforms on the market. It offers over 10 million monthly active users a fuss-free way to manage their calendars, integrating other platforms such as Google Calendar, Microsoft Outlook, Slack, and Zoom.

However, the company’s new brand identity, created by design studio Pentagram, has received less-than-great reviews about the logo design.

According to Creative Bloq, it’s been rumored that Calendly spent US$1.5 million on the rebranding effort, only to have its logo resemble the bird’s-eye view of a toilet seat.

The new logo features a rounded hexagon shape inside a hollow ‘C’. While Pentagram said the new branding “introduces a new brand mark and logotype that are an evolution of previous versions, with a stronger and more modern presence,” it seems most users on Twitter have taken it in the opposite direction, instead.

Take a closer loo-k at the updated logo below.

Image via Pentagram / Calendly

hold on.. calendly spent $1.5M on a new logo that looks like a bird’s-eye view of a toilet?

lmao, fire whoever made that decision yesterday.

— Jay 🚀 (@MisterJHuffman) June 14, 2021

This is Calendly's new logo. I am logging off.

— Gay Rich Tia (@breedaddy_mp3) June 11, 2021

Calendly's new logo cost $1.5m

— Daniel Pikl (@danielpikl) June 14, 2021

[via Creative Bloq, images via Pentagram / Calendly]

Colgate Transforms The Universal Smile Into Its Fresh New Sonic Logo

[Click here to view the video in this article]

Image via MassiveMusic

Colgate is surely all smiles with its new menthol-fresh logo that you can actually hear.

To bring those pearly whites from ear to ear, Colgate tapped creative music agency MassiveMusic London and New York to create a full sonic brand identity that reflects the brand’s assurance of “Optimism in Action” across more than 200 markets.

Happiness isn’t easily measured, especially among millions of customers, so the agency’s London wing turned to sound experts to design a sonic brand that is “culturally and regionally agnostic” anywhere in the world.

Specialists, including ethnomusicologist Joseph Jordania, agreed that certain types of humming are universally recognized as “a human expression of wellbeing.” That was an aha moment for MassiveMusic, which decided to make the happy human hum Colgate’s sonic logo.

The two-second logo consists of a blend of male and female tones, with the optimistic D Major as the overarching key. For a real and natural feel, the sound is paired in sync with Colgate’s smile visual animation.

Apart from the sound, MassiveMusic created a full “sonic architecture” for the logo to harmonize with customers worldwide. “For an overarching approach to the Colgate brand sound, our research pointed us in the direction of musical ingredients such as strong beats, thrills, bright sounds and surprising moments,” MassiveMusic explains. “We also made sure the core sonic DNA was adaptive and flexible enough, to be able to work in many different styles and music genres, but always unmistakably Colgate.”

Hear it for yourself at the two-minute mark in the video below.

[via Ad Age and Mobile Marketing Magazine, video and cover image via MassiveMusic]

How Famous Brands Would Appear If They’d Stuck With Their First Logos

Images by Thomas J. Stevens and featured with permission

Without that red and yellow monogram, how else would you know to stop for a quick bite?

Whenever a brand revamps its logo, there’ll always be that one detractor who criticizes it without logic. However, evolution is essential, and these concepts by branding specialist Thomas J. Stevens prove it.

Imagining how products and packaging of world-renowned companies would have appeared if they had never mustered the courage to rebrand, Stevens visualizes items from these brands with their very first logos. Laid out in this manner, the original brandings are glaringly outdated—illegible and unfit for modern displays to the point of looking scratchy.

Stevens stresses that the elements that make modern-day rebrands so successful are that they’re memorable, versatile, simplistic and scalable. There’s no way Apple could have designed those MacBooks with light-up logos if it had retained the elaborate illustration of Isaac Newton. Neither would the Starbucks siren call out your name with an obscured face.

The branding expert reckons these mockups could help out creatives who have had trouble convincing their clients to redesign their brand identities. Stevens also dishes out cool branding advice on his Instagram, which you should check out here.

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A post shared by Thomas J. Stevens | Branding (@tjscreates)

Images by Thomas J. Stevens and featured with permission

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A post shared by Thomas J. Stevens | Branding (@tjscreates)

Image by Thomas J. Stevens and featured with permission

[via Creative Bloq, images by Thomas J. Stevens and featured with permission]

Warner Bros. & Discovery’s New Logo Brings Microsoft WordArt Wartime Flashbacks

Image via Warner Bros. Discovery / PR Newswire

This week, Discovery, Inc. announced a new global entertainment company that will combine WarnerMedia and Discovery assets: Warner Bros. Discovery. With this name, the duo hopes to “honor, celebrate, and elevate the world’s most-storied creative studio in the world” alongside Discovery’s “high-quality, global nonfiction storytelling heritage.”

However, according to Variety, its logo design for the new joint venture has drawn flak from users online. Observers claimed that the logo looked “amateurish,” likening the wordmark to something students used to create on Microsoft’s WordArt for school presentations.

Many Twitter users replied to the unveiling of the logo with the infamous “graphic design is my passion” meme, with others asking if it “was a joke.”

However, the design released this week isn’t the final design. Discovery called it an “initial word mark,” hinting that the logo could be revamped in the near future.

With the ire the branding has drawn on social media, it won’t be surprising if the final logo design looks completely different.

Take a look at some of social media’s most humorous takes below.

— Walt’s Frozen Head ❄️ (@WaltsFrzenHead) June 1, 2021

Clippy helped me make something similar on WordArt.

— Invest and Hold (@investandhold) June 1, 2021

— Wesley Miller (@getwired) June 1, 2021

They really just picked from Word Art didn't they.

— Margot Wood *preorder FRESH!* (@margotwood) June 1, 2021

it looks like you're making a logo, would you like some help?

— Liam J. Holland 🥸 (@LiamJHolland) June 1, 2021

— Jeff Fecke (@jkfecke) June 2, 2021

"But what shall we call it," pondered the greatest minds in entertainment and business ever assembled…

— James Willems (@JamesWillems) June 1, 2021

How to make the new Warner Bros. Discovery logo starter pack

— Daily Power⚡️Rangers 💚#RitaStan #Pride2021🏳️‍🌈 (@DailyPowrRangrs) June 1, 2021

[via Variety, cover image via Warner Bros. Discovery / PR Newswire]