In recent years, it can be seen from the brand upgrade and replacement of the new logo that flattening, rounding, and minimalist stylization have gradually become the new forms of expression favored by the brand.
Whether it is packaging design, new logo replacement for fine-tuning design operations, or promotional poster design, all make the whole picture extremely simple and blank, giving the viewer a clear and clear visual perception, it is easy to remember its visual sense in a short period of time.
For example, the recent "iQiyi" and "Hello Travel" on Weibo's hot search for the logo have been changed.
First of all, iQiyi's replacement of the new logo has aroused heated discussion. On April 22, iQIYI released a new brand logo on the occasion of its 12th anniversary, which once launched, aroused the attention and discussion of many netizens, claiming that "after the change, I feel that there is no recognition before", "there is no upper and lower two bars, is it a collapse?" "The new logo looks more and more like an iQOO phone"... A series of ridicule/spit comments made the Weibo topic #iQiyi change logo # quickly became the top.1 position in the Weibo topic hot search list that day.
So far, the topic has been read 410 million times and discussed 34,000 times. It can be seen that iQIYI's replacement of the new logo has become a hot topic of discussion among many netizens, whether it is a spit or a support sound, which has gained high-frequency traffic and volume for iQIYI.
It can be seen from the detailed short film launched by this brand upgrade that iQIYI has adopted details such as removing borders, brightening brand colors, and changing corners to rounded corners, so that iQIYI's new logo looks youthful and energetic in visual perception. And in each detail of the processing of the copy of why the brand is so that users can more fully understand the new concept of brand upgrade.
The "breaking through boundaries, new green upgrades, turning squares into circles, open and stretching, comfortable and concise, craftsman spirit" mentioned in the video can be seen that the brand will be innovative in the future, warm and concise, youthful vitality... A humanistic side, aimed at hundreds of millions of users who support the brand.
Secondly, Hello changed the logo, did not spend a penny on the hot search. On April 25, the Hello brand officially announced the newly upgraded brand logo logo logo, and said that the new logo design and concept, there is no million design, nor is it a lonely change, it is the brand design team to do it itself.
Hello official micro screenshot
In this regard, it triggered heated discussion and discussion among netizens, and some netizens commented that "Hello said that a penny was not spent, and no external well-known designers were invited." This feels like spending millions of dollars to change the logo brand before taunting", and some netizens commented that "this haro new logo is really good-looking", "I didn't expect this way to be hot searched", "Hello new logo is like a very good know logo" and so on.
No matter how the brand gets the attention of netizens and the hot search on Weibo, it can be seen from it that brand replacement logo has become one of the indispensable ways to roll out the circle in the current environment. If there is a case of the previous fire to replace the brand logo out of the circle, it will be used by the brand to spit and ridicule, become the brand upgrade quickly by the netizens attention point, conduct extensive discussion for the brand to replace the new image, harvest some traffic.
According to the detailed explanation of the new logo design concept of the Hello brand, the brand removed the word "travel", replaced the graphic "H" with the word "Hello", and made subtle adjustments in color, making it look much younger.
The new logo Hello text, the part of the "mouth" represents "open mouth smile", which means to convey the affinity and friendly side of the brand, and the brand color "blue" means to convey the sense of science and technology, which is integrated with the affinity of the open smile, representing the brand technology to change life, and the affinity enters the user's heart.
From the two major brands of iQiyi and Hello Travel, which have successively replaced the logo, it can be seen that the brand upgrade is only a phenomenon-based performance of the current era. It can be understood to be changing with the changing times.
The choice of a new minimalist image for mass consumers is due to a slight bias towards the personality beauty pursued by a new generation of young consumers in the new era, but it is not entirely. Minimalist style expression, just to let consumers more clearly, simply and directly understand the brand. Colorful people are dazzling and not oriented, simple atmosphere, youth fashion is more likely to highlight the brand's sense of the times.
In recent years, there are many brands that have adopted the "complexity into simplicity" approach to replace the new logo. Why do many brands upgrade their logos in a minimalist form to make the brand image look consistent with the aesthetic personality of new consumers in the new era? What is the purpose of the brand in doing this?
Minimalist style design, is the expression of expression and the attitude of life
When you think of minimalist style, the first thing that comes to mind is MUJI. In terms of products and publicity styles, the brand adopts the characteristics of "none" is "have", "less" is "more", deletes complexity and simplicity, pursues connotation, and highlights the quality has become the initial specific impression of mass consumers on MUJI. This feature is more significant, commented by netizens Muji style, is a sexual frigid style, it seems that the air pressure is low, in fact, as long as you look at the essence through the appearance, you will understand the design concept and life attitude that the brand wants to express.
Whether it is product design or brand logo, the use of minimalist forms is ostensibly a change in the needs of consumers in the current era; in fact, the brand wants to convey the brand concept and express a positive attitude towards the present and the future.
For example, in April last year, Xiaomi asked well-known designers to spend millions of design fees to design a new logo that seems to be just a simple fine-tuning, which triggered heated discussion among netizens, commenting that "it is not worth it for Xiaomi", "millions of design fees are spent unjustly" and so on.
On the surface, Xiaomi's new and old logos are indeed only angular and rounded corners, but, in depth, the state of rounded corners presented by the new logo is more in line with the characteristics of digital technology mobile phone products. According to Xiaomi's new logo, "the more advanced technology is, the closer it is to the form of life.".
The brand replaced the logo in order to run to the next leg of the road
When the forms of artistic works become diverse and have a personal color, design commercial works also subtly integrate the designer's design style and the brand's desire to express its attitude towards the present and the future of life.
The seemingly minimalist style design works retain the designer's personal emotional color on the one hand; on the other hand, they express the direction and goal of the brand's next journey.
For example, the new logo of Xiaomi rounded corners expresses the evolution of the sense of technology in the future. At the same time, it is also a new journey that needs to be stepped into in the next section of the road. For example, Lei Jun wrote on Weibo: "New Decade, New Image", with a new look as what the brand needs to do in the next decade and lay the foundation. It can be seen that brand upgrading is not only to conform to the trend of the times, but also to enhance brand connotation and social identity/status at each stage.
In addition, DingTalk recently solicited new brand logos from the whole network and invited the majority of netizens to participate together, also in order to update the brand connotation and the next stage of the next stage on the occasion of the seventh anniversary of its establishment.
Brand upgrade "minimalism" involution?
Judging from the form presented by the brand replacement logo in recent years, most of them have adopted the form of deletion and simplification. Whether it is the image of Jingdong dog head becoming rounded, the image of the Meituan takeaway kangaroo becoming rounded and cute, Youku removing the central part of the circle retention, or the Xiaomi angle becoming rounded can observe the surface change of the product from the perspective of the viewer.
Taobao, Mengniu, Burger King, and DingTalk have adopted slight adjustments to convey the brand's new language. With simple adjustments to cope with the changes in aesthetic personality of the times, removing redundant parts makes the brand more easily remembered/known by mass consumers.
Back to the replacement of the new logo of iQiyi and Hello Travel, the two major brand upgrades have slightly similar points of controversy. It is ridiculed by netizens as very similar to other brand logos, which confirms from the side that minimalism is favored by brands, and can attract the attention of the majority of netizens, harvesting traffic and exposure for the brand. In this way, why not be identified by some people as a "minimalist form" inner volume?
Write at the end:
On the basis of the unchanging iconic symbol, the brand subtraction or fine-tuning can show that the brand has a positive and better quality and more comprehensive service to the user's heart.