The dynamic market makes new demands, so brands need to change their strategy and image in the eyes of the audience. The new trend in the logo world is retro rebranding. The world’s leading companies are returning to previous versions of corporate identity. We publish a translation of the DigitalArts article “Why logos are going retro”.
The agency responsible for Kodak’s retro rebranding, the designer who helped Coca-Cola return to its roots, and other experts talk about why brands choose old logos over modern designs, and list cases where it’s helpful and when it’s not.
To adapt to the volatile consumer tastes and modern realities, brands have to adapt and change their logo. Sometimes, a brand can lose its distinctive character because of too much change. Companies that have been in the market for a long time may gain more from returning to a classic style than from moving away from it. This year, we noticed a new trend emerging among big companies like Kodak, Co-op and NatWest. When it came time to update, they decided to redesign a logo from the past rather than create a new logo.
Historical logos can associate a brand with nostalgia, experience and knowledge of the past, which will separate it from younger competitors. Parallel to this trend is the increasing number of authentic, hand-crafted logos from the 1960s and 1970s. In a world where consumers are offered a myriad of digital designer logos, this is a fresh trend.
We wanted to find out what designers thought of the nostalgia-inspired rebranding and how it’s perceived by today’s consumers.
Rebrand the logo: retro style
This year, Kodak brought back its first official symbol, created by designer Peter J. Oestreich in 1971. It had been in use for more than 35 years.
Design duo Work-Order modified the 1971 symbol and laid the Kodak lettering horizontally, using a reference to film perforations and street signage. Work-Order also decided to recapture the power of the red, yellow and black used on Kodak’s packaging and marketing materials from the 20th century.
Work-Order partner Keira Alexandra says this is due to the integrity and purity associated with the brand’s long history.
“I won’t say it’s about nostalgia. Rather, it’s about going back to the roots and foundations of the company, showing a commitment to its mission. If the company is strong and has a valuable legacy, capitalize on that.”
Kodak marketing director Steven Overman emphasized on the Work-Order website that “the 1971 logo redesign was not a return of the company’s old identity, it wasn’t going anywhere.”
“It makes sense to keep one of the most famous logos at the helm of the company‘s corporate identity and image” he states.
But is it really just “logical”? Or is it a strategy, a return to values, in a market where decades-old brands must contend with an influx of startups?
Co-founder of branding agency Vault49, John Glasgow, says it’s a growing trend that applies not only to companies, but also to fashion, music, sports and culture.
“This is especially true for brands that have a long, rich history, like Bacardi. They look back at their valuable heritage and re-enact early ideas, logos, fonts and brand features.”
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In 2014, agency Heredesign used Bacardi’s bat logo (used from the 1890s to early 1900) to inspire the existing design. The studio claims they wanted to rebrand Bacardi based on the company’s history.
“It’s also an opportunity for brands to capitalize on their strengths, to differentiate themselves from competitors and startups that don’t have 25, 50 or 100 years of experience in perfecting their brand, product, service,” says John.
Design luminary Bruce Duckworth, who has led Turner Duckworth and D&AD for 24 years, says that when a brand’s history is forgotten or revisited, it’s best to look to its unwavering roots.
“Brands are always looking for ways to stand out and become relevant to consumers. If their story and experience is added to their legend and identity, it’s worth reminding customers of that.”
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Bruce was working on rebranding Coca-Cola when he decided to capitalize on the trend.
“The brand had lost its characteristics and was no longer being noticed. The success of the work done was that the changes were not about the company’s past, but were based on the unmistakable characteristics of the brand. It was a redesign for the future that is successful in today’s world, and users loved it,” he states.
“It got younger users interested, and for older customers, the brand looked fresh and was welcomed like an old friend.”
Will a retro-trend logo rebranding do any good?
We can’t say this trend is brand new. An early example of this is BMW Mini’s relaunch of the iconic 1960 Austin Mini. BMW sold the Rover Group in 2000 while retaining ownership of the Mini, and in 2001 it decided to promote its own take on what a modern Mini should look like. The car’s design combines old and new elements.
“This is the key to success. Based on romance and nostalgia from the past, the new design incorporates all the benefits of the modern world. The best of both worlds,” says Bruce, who has always adored Mini’s work.
But this only works if the original design resembles a classic design and is faithful to it – like NatWest’s.
This year the British bank returned to the 1969 logo design, which was based on three connected cubes and represented three banks joined together in NatWest. Despite at least 4 redesigns in the 47 years of the bank’s existence, the three elements remain a classic feature of the brand logo.
The return to the 3D cube look was a conscious attempt to have a sign that would be understood in a digital-identical way. Modern bright colors and animated elements were an attempt to associate the new design with modern banks rather than traditional ones.
Futurebrand, the agency that rebranded NatWest, noted in its news blog that NatWest was braver than conservative high-street companies.
Whether your company needs a rebranding, you can find out in our material.
Does it work?
John argues that the element of nostalgia is most effective for a brand that has a gap between the company’s past and the present.
“This can be implemented through color, shape or how a classic logo is adapted and implemented into an existing branding system,” he says.
“I think Generation Z is receptive to that and appreciates brands that have history, experience and represent themselves in today’s world.”
He argues that communication through brand heritage is valued today – users are more receptive to an identity that looks clear and truthful than a message hidden under floors of detail.
People prefer modern technical logos to the craftsmanship behind the symbols of the past. Vault49 focuses on ideals more than the creation process, which sets their company apart from others.
“Brands understand that their users want to be part of an open and honest dialog, not see artificial effects and other distracting gimmicks,” says John.
“In the process of simplification, brands are getting rid of the puffy and garish 3D effects on their logos and trying to look cleaner. I predicted that more and more brands will go through the same process to keep up with the growing trends.”
This can be right for several reasons, Bruce argues. “Design only works when it fits with the brand. Simply redesigning an old logo without a good reason won’t be effective.”
If you’ re undecided whether to rebrand, our article will give you important reasons to do so.
Logo redesign: simplicity
Parallel to the trend of historical logos, a trend is developing that dictates the simplicity of the logo.
Recent rebrandings of leading companies such as Deliveroo, Subway, Instagram and Mastercard have replaced skevomorphism (a design technique that embodies the shapes of other objects with atypical materials or methods) with vector logos.
“I believe users are looking for brands that are easy to understand and simplify their lives. Skevomorphism can look artificial, and people are looking for accessible truth,” says Bruce.
Bruce argues that there is often an opposing reaction to the trend, with the resurgence of kraft playing against the digital work of recent years. “Handmade is proof of a person’s ability, and that’s a trend we’ve been seeing lately.”
One of the newest rebrandings based on a return to the classics is Co-op.
Co-op has returned to the simple ‘cloverleaf’ logo design from 1968. Head of design Ben Terrett said that “thereturn to the previous logo was simple and memorable, there was nothing unusual about this decision”. The reaction was positive, as people faithfully remembered the four simple letters and the traits they symbolized (the clover).
While 2016 wasn’t the first year that brands decided to revisit old logos and give them a fresh look, it’s clearly a trend that’s aimed at the heart of a modern audience that values truth and simplicity. In a society trained to criticize advertising and its message, craftsmanship and expertise resonate.
“If you have it (all of the above – translator’s note), why not use it?”, says John.
It is necessary to order a logo redesign at the right moment. You should not wait until your company is no longer perceived by the audience. Contact KOLORO agency and we will help you rethink your experience and translate it into a logo!
