Gallery: A Look Back at the Year's Freshest Logo Reboots
Google01google-new
__[Google’s new logo](https://www.wired.com/2015/09/googles-new-logo-trying-really-hard-look-friendly/)__ Google got a new logo, and Twitter practically imploded. So it goes, when you’re the most omnipresent tech company in the world. Thanks to the new logo’s single-weight sans serif typeface, it’s much more flexible than the older one. That’s a good thing: Google needs to be able to transform its brand at will as its quiver of products rapidly expands.
Jean Jullien02paris
__[Peace for Paris](https://www.wired.com/2015/11/jean-jullien-peace-for-paris/)__ The November 13 terrorist attacks on Paris shocked, saddened, and frightened the world. But by November 14, the world had a symbol for expressing solidarity with the City of Light: graphic designer Jean Jullien’s Peace for Paris logo. Jullien created the brushstroke emblem within minutes of learning of the attacks, he says, and the icon went viral over Instagram and Facebook within 24 hours. “In my opinion, the strongest images are the ones that don’t require any deep background in culture or art history to decipher,” Jullien told WIRED. “It needs to be instinctive.”
Hillary for America03hillary-clinton
__[Hillary Clinton’s campaign logo](https://www.wired.com/2015/04/everyone-went-nuts-hillary-clintons-new-logo/)__ Hillary Clinton announced her candidacy this year with a logo designed by Pentagram’s Michael Bierut. The icon, a heavy red-and-blue letter “H” paired with an arrow (you know, for progress) incited a maelstrom of opinions from armchair design critics. It wasn’t long before the real utility of the logo became apparent: because the letters are so blocky, it creates a frame for any image the campaign team wants to throw its weight behind. It’s a flexible, useful avatar.
Logitech04logitech-new
__[Logitech](https://www.wired.com/2015/07/new-logitech-logo-hey-dont-just-make-mice-anymore/)__ This year, Logitech, longtime maker of your computer mouse, became so much more. The company announced its expansion into other fun, colorful peripherals with a top-to-bottom rebranding that even came with a new name: Logi, (pronounced “lodge-ee”).
Logitech05logitech-old
The new logo, by DesignStudio, ditches the old Kidpix-looking graphics (seen here) for the cleaner, plumper, and more geometric one you just saw.
Alphabet06alphabet
__[Alphabet](https://www.wired.com/2015/08/alphabet-logo/)__ When Sergey Brin and Larry Page announced the launch of Alphabet, you could’ve said Google got a rebranding of the highest magnitude. But that wasn't accurate. Alphabet is its own beast, an entirely new entity made to contain Google *and* any company it created. And the company's logo reflects Alphabet's elevated status as a multinational conglomerate. Its simple, bright-red logo, for example, conveys a maturity that Google's playful, multicolored logotype does not.
FP7/DXB07cocacola
__[Coca-Cola’s no-logo logo](https://www.wired.com/2015/07/coca-colas-beautiful-new-logo-no-logo/)__ For a limited-edition run, FP7/DXB, McCann-Erickson’s agency branch in Dubai, did something bold and ditched the famous Coca-Cola script for this logoless version of the soda can. It was sold in Middle Eastern countries for the month of Ramadan, as part of Coca-Cola’s ongoing world peace-themed campaign. The message here? Don’t label other people.
IHOP08ihop-old
__[Ihop](https://www.wired.com/2015/06/20-years-frowns-ihops-logo-gets-happy/)__ For 20 years, IHOP’s logo looked like a frown.
IHOP09ihop-new
This year the pancake-making chain hired Studio Tilt to flip that frown upside down, in a new, friendlier-looking emblem. The overachieving designers even situated the new red swipe underneath the “O” and the “P,” creating a fully-formed smiley face.
Pentagram/Leafs by Snoop10snoop
__[Leafs by Snoop](https://www.wired.com/2015/11/snoop-doggs-pot-products-look-like-artisanal-chocolate/)__ Pot is in for a big change, and Pentagram’s Emily Oberman is helping usher it in. She did the packaging design for Snoop Dogg’s brand new line of cannabis goods, and took pains to avoid the typical design tropes that usually accompany marijuana. Gone are the days of pot clichés—the hemp, the chintzy, swirled blown glass pipes, the cartoon characters dancing around on packs of rolling papers. There’s now a chicer way to get high.
Gretel11Gretel-NETFLIX-poters
__[Netflix](http://gretelny.com/project/56/netflix-branding)__ Gretel’s new visual identity for Netflix revolves around the “stack,” which is best imagined as a stack of cards all printed with some element of the entertainment company’s brand, like a character from one of its series or part of the red logo. This imaginary stack can get reshuffled, or layered, in a number of ways, and still look as though it belongs to Netflix. As the company ramps up original programming, a flexible branding tool like this one will help it market itself across a range of platforms, media, and scales.
Collins1254fc90725dde22d8b4000aa2
__[Spotify](http://www.wearecollins.com/work/spotify/)__ Spotify’s brand-refresh is similar to Netflix’s, in that both companies need a visual identity that can wrap itself around content that’s always changing---in this case, musicians---while remaining recognizable. Spotify hired design studio Collins, who tweaked the shade of green used for the logo, but also created a set of geometric graphics that could be splashed over artist’s photos, making them all look coherent, as if they belong together under Spotify’s roof.
Spotify13spotify-old
Spotify's old logo was created by founder Daniel Ek. He used this color green because it wasn't often used by other companies.
Snohetta14norway
__[Norway’s National Parks](”http://snohetta.com/project/226-norways-national-parks")__Snøhetta is an architecture firm that occasionally dabbles in graphic design. The firm has revamped Norway’s banknotes, and this year created a visual identity for Norway’s park system, which includes 44 parks, visitor centers, and national villages and municipalities. The main motif is a three-sided rectangular graphic of a doorway. Transpose it atop any photograph of Norway’s outdoors, and it become a portal, beckoning to visitors.
NBA15bucks-old
__[Milwaukee Bucks](”http://doubledayandcartwright.com/work/milwaukeebucks")__ A couple years ago the owners of the Milwaukee Bucks decided they wanted to strip the brand of anything non-native to Milwaukee—colors, icons, everything.
Doubleday & Cartwright16bucks-new
They hired the design firm Doubleday & Cartwright to do the redesign, and got an homage to the city in return. The designers took inspiration from the city—”deep forest green to represent Wisconsin’s woodlands,” and “a contrasting cream in tribute to the iconic bricks that define the "Cream City's" architecture." And, as with the logo for the city's baseball team, there's a letter hidden in the iconography: The markings on the neck of the vintage-looking buck form the letter “M,” for Milwaukee.
