Keeping up with some of the biggest brands and their new identities has designers’ heads spinning. Classic logos were put through the gauntlet for massive overhauls. I was super excited, as it’s a pleasure to see how these companies evolve and how they adapt their identities to better fit the ambitions. Everything seemed cool until I got on the designer forums and saw nothing but negativity. More importantly, negativity riddled in subjective critiques.
“I hate that color.”
“That’s so boring, I can’t believe they paid millions of dollars for that.”
“Blah blah, why can’t I get paid millions of dollars to do that, blah blah.”
“I don’t like it.”
We wrote an article not too long ago about how to gauge the effectiveness of a logo. Within that article, we discussed that subjective polling is a terrible process for developing effective identities. So, during these critiques, we will not be taking a stance based on personal preference. We will instead uncover why these organizations wanted a new identity and if the responsible agencies delivered a new identity that fulfilled the mission. Big league designers go into these projects with objective goals, so we must critique them with the understanding that they were solving a problem.
Normally, I’d take the side of any logo that utilizes gestalt principles to make the viewer part of the process. Allowing them to put the pieces together to understand that the “1” is generated by the space between the “F” and blur graphics is a surefire method of engagement. But, there are drawbacks to this logo that outweigh that experience. The full color logo is only effective on lighter backgrounds and it hasn’t aged well to fit digitally. Apart from that, the organization was also acquired by Liberty Media and needed to revamp the perceptions of the brand. Carey Chase of Liberty Media gave this statement regarding the new identity:
"What we wanted to do was provide a fresh energy to the sport and I think we have a lot of plans for the future, a lot of things we want to do and we thought the logo was a good way to emphasize the excitement, fresh energy and a new day to take the sport to a new place… That's respecting what the sport has been. We're not looking to change the sport, we're looking to provide a fresh innovation and energy to a great sport that we can enhance in a number of ways."
New leadership is change. The brand didn’t change as far as services or core competencies, it’s still a high-performance racing brand, but they needed to showcase adaptability.
Formula 1’s previous logo was 30 years old and while there are some logos that have stood the test of time, they did not believe that to be the case with their mark. This is a simple business decision, if you’re unable to move forward, your business dies. Embodying the rush of tomorrow was a core goal of the new identity.
When designing a new logo, it’s important to gauge all aspects of application. For example, a pen manufacturer needs a logo that maintains form at less than .25” in height. Formula 1’s logo was applied to their website, merchandise, signage, digital media, and several other environments. It even holds up as a favicon and works as a one color graphic. These are benefits the old logo could not achieve. When the new identity is looked at as a whole, it becomes clear that Formula 1 is striving to be on the forefront of professional racing.
By my records, yea. Without so many components, the new logo looks faster. Slanting forward as if to cross the finish before a competitor. Since it is so different from the previous version, F1’s new logo rekindled a vitality within the company and generated that “fresh energy.” Lastly, the new look is easier to work with from a design standpoint, capable of standing alone completely, big, small, on any background, and next to any other supporting graphics.
I never actually knew what Houzz did until they redesigned their logo and worked with one of my favorite designers. They have an office in San Diego, but I had always assumed they were a telemarketing conglomerate or some kind of sales company. Apparently, I wasn’t the only one either. One of the primary objectives that Houzz’s designer director, Tom Hacohen, had was to create a direct association with Houzz and homes.
“Our goal was to create a simplified and clean look that better represents our brand today as the only place where you can find everything to design or renovate your home, from inspiration to products to home professionals… We wanted our new logo to be warm and to clearly communicate home, while keeping the ‘h’ and the word ‘houzz’ recognizable.”
Effective logos are not complicated. In fact there is not a single, well known logo I know of that is more than two shapes and a solid color. Houzz’s old logo was derived from a technical, 3D “h.” Based off the requests that were made with the new logo, I would speculate that not enough viewers were able to make association with the letterform. Paula Scher did what designers do best, she distilled the intricate into something easily understood.
Depending on who you ask, the new logo may not be considered warm. But it is clear between the old logo and the new one which is warmer. By changing up the green to a lighter tint, simplifying the shape, and emboldening the typography, Houzz’s identity took on a friendlier appearance.
Hacohen used a key distinction in her description: home, not house. We associate different emotions with the word “home” than we would “house.” A house could be representative of safety, shelter from the elements, craftsmanship and other, tangible adjectives. But home is synonymous with life, joy, community, and family. Houzz is trying to preview the intrinsic benefits of their products and services rather than the products and services themselves.
Simplifying the logo to one shape made for easier application across multiple platforms, including an app icon, horizontal and vertical lockups, scalability, and multicolor use. Unfortunately the old logo was too complex to size down and the multitude of colors made it complicated to place among other graphics.
This is tough because I know there were time constraints and while this logo is all around better than the previous version, I do wonder if more could have been done. Specifically, I wonder how the concept of home could have been pushed. I agree that it does connote the idea of family and living in harmony, but I think there is room for diving deeper. That being said, this was a major step up from the previous, hard-to-decipher logo and is easier to work with.