一些最知名的品牌進(jìn)行重塑設(shè)計(jì)，我們的工作就是找出原因。哪些要素發(fā)生了變化？什么保持不變？我們將要看一看2021一些最好的標(biāo)志重新設(shè)計(jì)，并希望提取一些內(nèi)在奧秘的，你可以用來(lái)給自己的標(biāo)志一些優(yōu)化工作。

Check out the 2022 logo redesigns here!

1/

Meta (formerly Facebook)

有史以來(lái)最好的品牌重塑？也許不是。強(qiáng)大的絕對(duì)地Meta的新品牌標(biāo)識(shí)標(biāo)志著我們社會(huì)格局的結(jié)構(gòu)性轉(zhuǎn)變。新的無(wú)限符號(hào)是對(duì)舊Facebook文本的改進(jìn)，但真正吸引我們眼球的是新名稱。

2/
Burger King

到目前為止，漢堡王是2021最令人難忘的標(biāo)志重新設(shè)計(jì)之一，它以一個(gè)巨大的重新品牌開始了這一年。正如我們?cè)谧钚碌臉?biāo)志設(shè)計(jì)趨勢(shì)報(bào)告中所述，極簡(jiǎn)主義和懷舊主義在標(biāo)志設(shè)計(jì)領(lǐng)域的受歡迎程度正在飆升。新的漢堡王標(biāo)志就是這兩者的一個(gè)很好的例子。

 二十年后，這家快餐業(yè)巨頭已經(jīng)放棄了其多色標(biāo)志，回歸了最基本的風(fēng)格。創(chuàng)意機(jī)構(gòu)瓊斯·諾爾斯·里奇（Jones Knowles Ritchie）在2021更新了一款上世紀(jì)90年代的老款設(shè)計(jì)，使該品牌“不那么人工合成，更真實(shí)、更美味”

小貼士：色彩是賦予品牌即時(shí)個(gè)性的最基本、最有效的方式之一。仔細(xì)考慮你的標(biāo)志顏色，你要找的字符就會(huì)閃耀出來(lái)。

3/
Pfizer

在最近的關(guān)注浪潮中，這家大型制藥公司最近推出了一個(gè)新的標(biāo)志和符號(hào)，它超越了舊的膠囊設(shè)計(jì)。2021新的正面空間標(biāo)志具有以前缺失的活力，而熟悉的字體元素保留了該品牌在未來(lái)十年的遺產(chǎn)。

4/

Planters

Planters標(biāo)志更新是一個(gè)很好的例子，說(shuō)明了如何建立一個(gè)已經(jīng)識(shí)別的標(biāo)志的現(xiàn)有元素。新的Planters標(biāo)志既不失原版的本質(zhì)，又堅(jiān)固、有趣、自信。字體頂部添加了實(shí)線，使字體更加醒目，2019年標(biāo)志中選擇的深藍(lán)色很好地補(bǔ)充了這一選擇。

5/
GM

通用汽車加入了許多其他汽車制造商的行列，他們正在剝離自己的品牌，以迎來(lái)一個(gè)新的電子和數(shù)字時(shí)代。通用汽車新的小寫標(biāo)志更扁平、更時(shí)尚、更流線型，據(jù)說(shuō)代表了“零排放未來(lái)的清潔天空”和“Ultium電池平臺(tái)的能量”。

6/
 CIA

你再也不必像一個(gè)十歲的孩子那樣花錢用剪貼畫來(lái)制作你的商標(biāo)了。相反，你看起來(lái)就像是威廉斯堡地下室的一個(gè)地下科技之夜。這是一個(gè)完美的正面！

7/

 Peugeot

這家法國(guó)汽車制造商是唯一選擇完全重新設(shè)計(jì)其標(biāo)志設(shè)計(jì)的汽車品牌之一，而不是簡(jiǎn)單地將其剝離為原始元素。標(biāo)致英國(guó)公司的醫(yī)學(xué)博士朱莉·大衛(wèi)表示，標(biāo)志體現(xiàn)了“活在當(dāng)下”的新理念。

它確實(shí)更具運(yùn)動(dòng)性，但它更好嗎？在數(shù)字應(yīng)用方面，我們是這樣認(rèn)為的。然而，時(shí)間會(huì)告訴我們，新的方向是否會(huì)支持舊的標(biāo)志性獅子徽章。

8/

Renault

雷諾新車標(biāo)簡(jiǎn)潔的幾何設(shè)計(jì)風(fēng)格增添了舊車標(biāo)所缺乏的運(yùn)動(dòng)感——雙線象征著汽車車輪在道路上行駛。線條的簡(jiǎn)單運(yùn)用創(chuàng)造了深度，給這個(gè)現(xiàn)代標(biāo)志一種微妙但有效的連續(xù)性和方向。

小貼士：思考如何在徽標(biāo)中創(chuàng)建深度和移動(dòng)，即使它是平的。在正反兩方面都要聰明，用線的有趣用法四處游玩。

9/

 Sweetgreen

 一個(gè)和它所代表的食物一樣新鮮的標(biāo)志。Sweetgreen對(duì)健康、美味快餐的關(guān)注在其新品牌標(biāo)識(shí)中得到了完美體現(xiàn)。顏色更亮，字體更清晰，這是一個(gè)很好的品牌更新示例，不必太過(guò)火就能產(chǎn)生影響。

10/

Discord

 另一個(gè)偉大的品牌更新，不需要搖搖欲墜就能產(chǎn)生重大影響。該平臺(tái)新徽標(biāo)的主要變化是字體，從一個(gè)強(qiáng)有力的全大寫字母變成了一個(gè)更起泡的小寫字母。

提示：想想你的字體大小寫和粗細(xì)。重量意味著堅(jiān)固、沖擊力和力量。根據(jù)字體的風(fēng)格，它也可以表示友好和溫暖。字體大小寫和粗細(xì)經(jīng)常配合使用。你想要一個(gè)看起來(lái)結(jié)實(shí)而強(qiáng)大的品牌嗎？精益求精？又快又笨？這真的可以幫助你從人性的角度來(lái)思考你的標(biāo)志字體！

11/

Paramount

另一款現(xiàn)代數(shù)字復(fù)古標(biāo)志。這是什么意思？基本上，許多大公司都在更新他們的標(biāo)志，使其既現(xiàn)代又復(fù)古。隨著對(duì)構(gòu)建流媒體平臺(tái)的新關(guān)注，派拉蒙的新徽標(biāo)既更加平坦又更加流線型，同時(shí)又充滿懷舊和冒險(xiǎn)精神。很酷吧？

12/
Magnum

英國(guó)機(jī)構(gòu)Sunhouse為冰淇淋之王Magnum設(shè)計(jì)了一個(gè)性感美味的新標(biāo)志。據(jù)該機(jī)構(gòu)稱，新的品牌定位旨在成為一種“解放的快樂(lè)力量”（冷靜下來(lái)）。撇開夸張不談，新的標(biāo)志更好。作為舊版本的倒置版本，新Magnum徽標(biāo)就像一枚金色郵票。

它更干凈，更豐富，我們特別喜歡微妙的紋理效果！

13/
Wise (formerly TransferWise)

它離簡(jiǎn)單、低費(fèi)用的匯款平臺(tái)還有很長(zhǎng)一段路要走�，F(xiàn)在，懷斯有了一個(gè)新的標(biāo)志和品牌，以跟上其作為金融科技領(lǐng)域領(lǐng)導(dǎo)者的角色。新徽標(biāo)更短、更時(shí)髦、視覺(jué)上更輕松–完美地代表了他們的平臺(tái)！

14/

 Coconut Bliss

The new logo and packaging for Coconut Bliss is a huge improvement. With a modern, simple take on the old design, 2021’s updated logo is more fun and friendly. We really love how elements of the previous font have been reimagined, like the shape of the logo container and the swirly, cursive lettering.

15/

National Gallery of Art

‘Of the nation. For the people.’ This is the guiding statement for the logo redesign of one of America’s most renowned galleries. With help from the design studio Pentagram, the National has adopted a cleaner, more direct brand that focuses on inclusivity, vibrancy, and expression.

Tip: Use simple, bold colors alongside clear, legible text. You’d be amazed how much power you can create from such a straightforward pairing.

16/

Volvo

This fall, two major things happened for The Swedish car giant. First, they went public. Second, they updated their brand and logo. With a minimalist take on their old iron mark, the new logo is a beautiful addition to the digital retro trend we’ve seen everywhere this year.

17/

Campbell’s

After the pandemic made us housebound and completely obsessed with soup, Campbell’s stirred up their logo and label designs. The new Campbell’s logo has wider kerning and more space to breathe, with a smaller trademark. The end result?  A flexible logo that we’ll be seeing a lot more of in the impending Omicron lockdown! Can’t wait!

18/

CIBC

With a rollout that quite literally happened overnight, CIBC’s new brand identity took us by surprise. While the 2021 logo redesign has lost some of its predecessor’s clunky charm, the wider brand identity update looks pretty sweet overall.

Tip: Sometimes following logo design trends is important. But don’t sacrifice individuality in your logo just for the sake of it. Think of cool ways you can show some character without going overboard.

19/

Papa Johns

 After a rocky couple of years from a PR perspective, pizza chain Papa Johns is updating their image. While not everyone likes the new logo, we do. Losing the apostrophe helps distance the company from its former CEO, even if it is grammatically dumb. From a design perspective, the brighter sans serif and removal of the old border and subtitle make this a fresher logo all-round.

20/
MEC

Working with Vancouver creative agency Hulse & Durrell, MEC brought their brand back to its roots – with a 2021 logo update that’s both simple and a clear statement of what the company is all about.

21/

 Hotjar

Hotjar helps companies better understand how users behave online, and they just unveiled a sweet new logo and brand. Conceptually, the logomark mimics two cursor lines in the shape of an ‘h’. It’s a great example of a logo that hints at what the company does using minimal visual info.

22/

abc

A lot of legacy media brands have followed the same pattern as car companies lately, opting for flatter, modernized logos to usher in a new era of digitization. As abc’s 2021 logo redesign suggests, you don’t always need to reinvent the wheel to make a big impact.

23/

Upwork

 Upwork’s 2021 logo redesign shows you that a refresh doesn’t have to rock the boat to pack a punch. The unified green of the text shows Upwork’s ambition to turn their brand name into a verb, positioning them in the same vein as Google or Uber. The new logo also just…looks better.

24/

Jotform

 The pencil in Jotform’s old logo was an important piece of their visual identity. They were wise to keep this symbol and certain design elements (like the angle) as they navigated their rebrand.

The takeaway? You don’t have to toss everything out when redesigning your logo. It’s okay to take existing brand equity and just revitalize it.

25/

 Oxford University Press

Joining swathes of other brands looking to become more digital-forward, the legendary Oxford University Press has changed its logo for the first time in over 30 years. Ditching the serif font is a good idea in some contexts, but we can’t help but feel the new logo has lost some of its old collegiate status. At any rate, this is an important new direction for a globally influential brand.

26/

Udemy

 在重塑品牌時(shí)，Udemy將他們的標(biāo)志描述為“一個(gè)指向北方的標(biāo)志”。無(wú)論你是尋求還是分享，知識(shí)都是令人振奮的。我們的標(biāo)志用箭頭捕捉到了這種向上的運(yùn)動(dòng)，這是增長(zhǎng)的普遍象征�！蔽覀冏约赫f(shuō)得再好不過(guò)了！