Why change the logo?

- Because of the restructure (Alphabet). Unlikely as that move is aimed at investors who will not be swayed one way or the other by a new typeface.

- Is it because the world is now more mobile than desktop. This trend is hardly news.

- The wider applications of the brand (see examples here). Again nothing new for a company the size of Google. The ‘G’ icon and animations are things that could have been done without any change to the logo.

The logo didn’t need changing and we’ve lost one of the world’s most familiar marques to something rather bland.

google-new & old


Brand Panic – Tokyo 2020 Olympic Games Logo Scrapped

The new logo was only unveiled at the end of July but has become tangled in a plagiarism row. It’s claimed that it copies the logo of the Théâtre de Liège in Belgium – which was started in 2011. I’m sure its possible to find a logo somewhere in the world similar to the Théâtre de Liège marque which pre-dates 2011 – after all: the rectangle, circle and ‘triangle’ are hardly new to the world of design. Judge for yourself.

The London 2012 logo was lambasted when it launched – accusations of copying Lisa Simpson’s head, punk album covers and “my kids could do better”. But they stuck with it and delivered the wider identity down to every detail. Perhaps Japan need to fight their corner…

Read more in the Japan Times.

Tokyo 2020 Logo

Brand New Zealand

New Zealand have shortlisted 4 finalists from over ten thousand entries for their new national flag. The result will be decided by a referendum later this year. I think to work effectively it needs a simple, uncomplicated approach – which all these achieve. They could start to develop a brand language from this. For example more detailed versions of the fern or the Koru could be created for use on currency. More detail here. The Koru is growing on me….

New Zealand Flag Finalists

How to avoid 12,000 unlikes – Loughborough University

What’s wrong with this logo.

Answer: nothing.

Old Loughborough Uni Logo




What’s wrong with this logo.

Answer: nothing – it’s simply irrelevant.

New logo

New Loughborough Uni Logo






Loughborough University have launched a new logo and their students – past and present are not happy.

So here’s a summary of how not to completely mess up an identity project:

1. A logo is not a brand – not even close.

2. An identity can be improved in many ways without ever touching the logo.

3. Speak to the people who matter before you design anything – usually the people buying your product or service.

4. If your brand has history don’t throw it away – lever off it. The old logo is based on the arms granted to the former technical college in 1920 when it evolved into a University.

5. A change of  logo should signify a wider change in the organisation – it’s a line in the sand.

6. A logo is a small part of a much wider identity – but it’s the most emotive element.

We’ve worked on 500 year old brands, new start ups, charities – and universities. So we know these rules work.