Changing times need new designs. The look and feel of the brands we interact with and see on billboards and posters every day almost define how ‘in the future’ we feel we’re living.
Designers get better every year in capturing and defining what the audience’s definition of style is at that moment; in capturing the moods and concerns of people through lettering, colour palettes and themes.
Organizations are forever trying to stay on top of their competition and stay relevant by looking as appealing to their target audience as possible. Some have neglected their aesthetics for so long that the only resort is a major overhaul. While others are just too cool for school and need a new look every season.
Here’s a list of design-wise, some of the biggest rebrands of 2017.
BADOO
Badoo takes the helm amongst social networks around the world that help users make new connections, with a user base of 350 million (For comparison, Tinder has somewhere between 50 and 100 million monthly users).
Old Logo Sourced from User Logos
New Logo Sourced from Under Consideration
The previously chaotic logo with many different colours has been swapped for the newer, simpler one. The circular elements of the lettering form a nice rhythm and the new colour scheme of purple and orange is a step up in terms of being bold and striking.
It seems a lot of apps are resorting to eye-popping colours now (think Instagram and Spotify). In redesigning its brand, Badoo has adopted a simple orange heart as its mascot, with variations making appearances throughout the app and advertisements.
OXYGEN MEDIA
Oxygen Media is an American TV channel owned by NBCUniversal. For 17 years, Oxygen has been a lifestyle and entertainment channel targeted towards women. It re branded this year to the rather odd format of a “crime destination brand for women”, with the ‘for women’ part being somewhat of a stickler.
Old look Sourced from Hollywood Reporter
New look Sourced from Newscast Studio
The grungy redesign for Oxygen fits in very well with its new theme. Black type on a yellow background flashed across the screen evokes the motif of the ‘do not cross’ tapes you see in crime scenes. Like Badoo earlier, we see more usage of duotones in popping colours, as they work well towards capturing audiences attentions in an increasingly crowded market.
Oxygen Crime Rebrand from Trollbäck + Company on Vimeo.
JUVENTUS F. C.
No football enthusiast needs an introduction to the striped jersey of club Juventus, of Turin, Italy. The second oldest Italian football team, Juventus has recently seen a lot of success, surpassing even that of AC Milan.
Aggressively pushing forward its century old legacy, Juventus recently unveiled its new shield and a new brand coupled with a steroid fueled advertising campaign. Not only did Juve come up with a beautiful minimalist logo that is nothing like the shields of other football clubs, but it also launched itself as a brand that aims to provide premium entertainment and retail experiences off the field to fans.
Old Logo Sourced from SB Nation
New Logo Sourced from Creative Review
Custom Typeface Sourced from Logo Designer
Both the new logo and the typeface keep feature the motif of the black and white stripes.
Juve Merch Sourced from Brandemia
NATURAL DA TERRA
A grocery store chain in Sao Paulo, Brazil with the promise of fresh organic produce, Natural de Terra was acquired by Hortifruti – a competing chain, two years ago. After operating as Natural de Terra – Hortifruti for two years, they rebranded in 2017 in order to project a consistent brand image.
The logo redesign is decidedly an upgrade from the previous cluttered, rather forgettable, and has a more ‘premium’ feel to it. The current branding for Natural da Terra uses earthy tones of brown and deep green. The bar on top of the logo symbolizes the ground with leaves sprouting from it, and an alternate condensed logo is a single N with the bar and the sprout on top of it.
Old Logo Sourced from Vimeo
New Logo Sourced from Under Consideration
The changes extend to the interiors of the store too. They have also been redone in line with the new branding.
Old Store Sourced from O Negócio do Varejo
A secondary typeface has been introduced for the look, but it is also a sans serif and not very distinguishable from the primary font. It doesn’t work well with the logo in creating a natural feel and looks very corporate instead.
New Branding On Their Packaging Sourced from FutureBrand
SANKÉO
Yes, we’re talking about an inter-city bus transport system. But hear us out, Sankéo is one of the most beautiful rebrands this year.
Is that a bus or a pretty maiden? Sourced from Hey Design
Old Logo Sourced from WikiWand
New Logo Sourced from Hey Design
The Compagnie de Transports Perpignan Méditerranée is a bus and train service that serves the Perpignan Méditerranée Métropole commune in France. ‘Sankéo’ is Catalan slang for ‘Sang et Or’, or blood and gold – the colours of the Catalonian flag.
The illustrations are meant to resemble the facets a garnet stone Sourced from Hey Design
The designs utilize low polygon illustrations of birds, animals and objects. The stripes accentuate the colours and bring the figures closer to resembling the facets of a garnet stone, common to the area.
Sankéo Merch Sourced from Behance
Do you think these re-designs are fresh enough to stay relevant for a few years to come? Are they in keeping with the top design trends of 2017 well enough? Have you come across any other mind-boggling rebrands this year (apart from YouTube)? Flex those fingers and fill up that comment section.
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This article was written by Mickey Thibault. If you want to contact him for feedback, send him an e-mail.
