Zhongxin Finance, May 6 (Reporter Wu Tao) Recently, companies such as Hello and Dingding have announced that they will change their logos.
Can a logo be changed to attract attention?
The key is that some logos, if you don't look closely, you can't see that they have been changed. What are the pictures of changing them?
Companies are changing their logos
Recently, companies have either changed their logos or are on the way to change their logos.
On April 25, Hello announced a brand upgrade, changing from Hello Travel to Hello, and released a new logo.
A comparison of the old and new logos of some companies.
On April 22, iQIYI also changed its logo, the change was relatively large, and the "small TV" disappeared. In its own words, it is: breaking through boundaries and turning squares into circles.
In early April, NetEase Yanxuan also announced an upgrade of its brand image and launched a new brand logo.
Although not much has changed at first glance, NetEase strictly claims that it has improved saturation and brightness, making it more modern and youthful.
On March 22, Dingding announced a brand upgrade and released a new logo and brand slogan.
It is reported that this is the first time that DingTalk has updated its logo since its establishment 7 years ago.
In appearance, "the wings have hardened".
In February, BYD Group announced a new logo, adjusting the lines of the round frame and font details, changing the original sharp corners of the glyphs into rounded corners, and at the same time, the overall shape is more rounded.
Comparison of the old and new logos of JD.com.
Last year, Xiaomi also changed its logo; JD.com also changed the "Jingdong Dog" during the 618 period, which changed from a side view to a front view, and the dog became fatter.
If you go back further, almost all major Internet companies have changed their logos. Baidu, Huawei, Taobao, Alipay, Suning...especially Apple, have changed their logos 6 times.
Change to "loneliness"? Even ridiculed as "fucked"
The reporter noticed that some companies changed their logos, as netizens said, "If you don't look carefully, you really can't find them."
For example, Xiaomi's new logo, which is said to have lasted three years, was completed by a famous Japanese designer and cost 2 million yuan. In the end, it seems to the outside world that it changed from "square" to "round".
After changing the logo, Xiaomi was ridiculed by the whole network, "Mr. Lei, you have been deceived" and "call the police".
Some "enthusiastic people" found that Xiaomi's new logo style can be easily completed by manually adding a line of code.
"That's it, give me 200,000, and I'll design it for you."
With Xiaomi's "sign from the previous car", when Dingding changed the logo this time, the relevant person in charge emphasized that the logo upgrade did not cost 1 cent, and Dingding collected inspiration from the public, and did not hire a well-known external designer.
Hello also said that the new logo is from a "designer who almost lost his head after 100 days of all night". There is no million designs, and it is not a lonely change. We made it ourselves.
Lei Jun talked about the change of Xiaomi logo in the live broadcast.
Screenshot of Lei Jun's live broadcast
In response to changing the logo, Xiaomi CEO Lei Jun responded in the follow-up live broadcast, "The whole network suggested that I call the police immediately, but for a mature brand, the logo can only be changed slightly."
But iQiyi doesn't believe in this "evil", and this time the logo has been changed.
Many netizens ridiculed, "Zhuangshan vivo, OPPO." "Iqiyi is going to sell mobile phones?" "When did OPPO become a video website?"
The reasons for changing the logo are similar, mainly depending on the business
The original logo works well, why should it be replaced?
The reporter noticed that in fact, almost every well-known company has a history of changing logos, usually because of business changes.
For example, Starbucks Coffee carried out logo and brand optimization in 2018, and removed coffee, mainly because the brand launched other desserts and bread services, not only limited to coffee.
Hello told Zhongxin Finance and Economics, "Hello slogan has changed from 'perfect every trip' to 'accompanying life every day', which is more indicative of the problem. It has transformed and upgraded from travel-oriented to life services. Hello travel Be hello."
NetEase strictly selects the new and old logo to compare.
Screenshot of Netease Yanxuan Weibo
Of course, there are also logos that are not changed due to major business changes.
Dingding’s replacement of the logo this time indicates that the change in the details of the pattern angle is to reflect the concept of “progress”.
Xiaomi, NetEase Yanxuan, and iQiyi all claimed that "the new logo looks younger."
BYD said that the new logo highlights BYD's "people-oriented" concept and its determination to use technology to solve social problems and create a better life for mankind.
Some designers have concluded that changing a company's logo is usually fine-tuning, either "thickening, thinning, taller, shorter, patterns changing to letters, letters to patterns", as for the meaning, it all depends on " play."
From round to square, the edges and corners are distinct; from square to round, it is natural.
In short, in most cases, changing the logo is like a girl's haircut, fiddling with a hairstyle for 2,000 yuan. At first glance, it is exactly the same as the original.
(Finish)