In 2017, why did companies rush to change their LOGOs?

Two days ago, YTO held a new logo launch conference in Shanghai, and the new brand image was officially announced.

The new logo interprets the concept of circle and connection in form and meaning. "Circle" as the main visual tone of the logo reflects the group's determination to integrate its industries and expand its global presence. At the same time, the tilt of the letters "YT" highlights people's speed and timeliness.

The colors are based on purple and orange-red, which is warm yet calm.

This upgrade of Yuantong's brand image can be said to be another milestone in its development history, and has also caused quite a stir in the industry.

However, there are also many people who are interested in saying: Why do corporate bosses always change their LOGOs? This move will add a lot of trouble, not only costing a lot of manpower, material resources and expenses, but also facing certain risks. Is it possible that "people are stupid and have too much money"?

So, why do you want to find fault for yourself?

Although these large companies are not short of money, they will not spend a lot of money on useless things. A LOGO is the "face" of a company. It not only shoulders the mission of a vase, but also shoulders the mission of conveying the company's philosophy to the outside world.

Take YTO as an example. The original single visual image system cannot express YTO’s corporate management and philosophy in a systematic and extended manner. In order to better expand its business and speed up its internationalization process, YTO needs a suitable brand. Vision, thereby establishing a brand strategy from industrial management to business management.

In the past 2017, many companies also changed their brand images. Let’s review them with Xiaoyi.

Tencent

Judging from Tencent’s new fonts, the entire “Tencent font” has undergone great changes. Not only have English and Chinese been adjusted accordingly, “T The words "Xun" and "Xun" have also changed significantly from the past. The new fonts will be used in all Chinese logo designs and various promotional titles of Tencent's brands, allowing Tencent to unify the brand concept and spirit globally and provide a consistent brand identification system.

Jingdong

Compared with the old LOGO design, Jingdong’s mascot Joy metal dog continues to be used, but the image is more cartoony and cute. In addition, Jingdong will The text "JD.COM" was removed and replaced with "JD.com" in red Chinese font. At the same time, the JD.com mascot was also changed to make the image design more concise and beautiful.

DaMai.com

From the new Logo, we can see that the color matching is more unified as a whole, which makes it closer to young people. The graphic represents "love and peace" ” gesture is memorable and is a common gesture at concerts. The reason why the English letter "D" is chosen as the main element of the LOGO is because the acronym of Damai.com pinyin is chosen.

Momo

The new LOGO uses the three primary colors of red, yellow and blue, transitioning from cold colors to warm colors, which means that through the connection of Momo, we move from unfamiliarity to familiarity. The multi-color design symbolizes the videoization of the product, which can help users better share and record their colorful lives and enjoy more video-based entertainment content. The notch design in the lower right corner of the new logo shows Momo’s attitude. As an open social platform, it will give users more room for imagination in the future.

No. 1 Haodian

The upgraded new LOGO of No. 1 Haodian has modified the text font, placed it in a horizontal position, and expressed the website address in capital letters to enhance the Overall recognition. The slogan has also been changed to "Global Supermarkets at Your Home".

OFO Little Yellow Car

The brand name was changed from "ofo*** Bikes" to "ofo Little Yellow Car". The main reason for changing the name is that in daily life, users are accustomed to calling ofo "little yellow car". This time, the word "little yellow car" is added to "ofo", which reflects that ofo respects users and integrates into User’s brand pursuit.

Tudou.com

Tudou's new LOGO has been upgraded while retaining the original brand elements. The graphic part has changed the original "tears from the corners of the eyes" into "kiss on the mouth" The new shape, the overall color tone continues to remain orange.

Cainiao

The new LOGO design of Cainiao cleverly combines the "A" and "I" in the spelling of Cainiao, visually looking like two rows from bottom to top. The design of the arrow is to reflect the intelligent adjustment driven by data as the core, so as to better adapt to the changing needs of the market.

Haidilao

The design of the new LOGO has drastically optimized the previous LOGO that represented the rising sun and waves. The new logo that replaced it is flatter and more embodies the element of interaction with customers. Such as the bubbles representing dialogue and the English "Hi", in which the letter "i" is cleverly replaced by a chili pepper, showing the bright red color and spicy characteristics of Sichuan hot pot.

Mr. Li

The upgraded brand LOGO of Mr. Li’s California Beef Noodles is more outstanding, highlighting the character’s characteristics through simple lines. In addition, according to the official introduction, the new The image of the LOGO is more conducive to the future of the enterprise.

SNOWflake

The new logo adds a hexagonal snowflake pattern within the word "花", integrating Chinese characters and natural snowflake petals to enhance the uniqueness of the Snowflake Beer logo. , and also makes Snow Beer’s brand more integrated with young people.

Daphne

The Chinese name "Daphne" and graphic elements have been completely removed from the newly upgraded brand identity. Only one line of extremely concise "DAPHNE" sans-serif English letters are left, which is more fashionable and futuristic, and releases the brand attributes with a novel and avant-garde young attitude.

YuNifang

YuNifang's new LOGO uses a large circle to highlight the brand characteristics, with Chinese red as the main color. The English letters UNIFON and Yunifang below are homophonic, implying traditional Chinese ingenuity. Spirit.

Han Hou

The new LOGO is more youthful in color, using bright green, and the text design is more concise and clear. In addition, the new slogan is also outstanding This is the "natural" characteristic of Korean queens.

Happy Camp

This year "Happy Camp" celebrates its 20th birthday, and the new LOGO for the 20th anniversary is also officially released.

Country Garden

This year, Country Garden celebrates its 25th anniversary and has launched a new LOGO. The new Phoenix LOGO is more concise and full, showing Country Garden’s strong and upward development trend.

Judging from the above companies that have upgraded their LOGOs, the reasons for changing their LOGOs in 2017 can be summarized as follows:

There have been major changes in brand concept, scale, and development direction. The old LOGO has been completely changed. Can't keep up

Affiliated sub-brands operate independently and need a new LOGO image

The LOGO is old and not "new" enough

With the changes of the times, consumption Consumers' tastes are also changing. At this time, if the company's logo does not change, it is likely to give consumers the illusion that you have not kept pace with the times, are lagging behind the times, and will be gradually eliminated.

Yidian Creative provides you with the most professional and cutting-edge LOGO design