Contemporary branding
Failed re-brands
The university of California
The new logo that was designed by an in-house team was primarily introduced as the details of the old design didn’t work digitally. The updated seal is sleek and minimalistic but the new logo was badly received by students and alumni as the minimalistic logo is a big departure from the old grand-looking logo. Critics have compared it to a washing machine logo or a generic health ad.
Successful re-brands
Co-op
Identity by studio North
The co-op has returned to its classic logotype of the 60’s. where possible, the design of the new shop fascias will reflect the local encironment, and be built from appropriate materials such as wood. In older generations the logo evokes nostalgic memories of local food shops, whilst to younger generations it suggests a modern brand of the future.
“They did something different and brave and gave people a reason to believe in something. In two years of working on this project, we’ve been trying to get back to that.”
Kodak
Identity by Work + Order
Kodak has returned to its 1970’s logo in hope of returning the brand to its former self. In 1976 Kodak accounted for 90% of all film sales. It pioneered trans[parent photographic paper and introduced photography to the masses with it one dollar Brownie camera. But in 2012, Kodak filed for bankrupsy. However the company is now making a comeback with the return of the 70’s logo along with the reinvention of the legendary Super 8 camera and the release of a camera phone.
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