Out with the old Should simplistic design get its time to shine?

Robin Linares

Everywhere you go, you can see logos: in the grocery store aisle, opening an internet browser, or even on someone’s shoes. Many of these logos are instantly recognizable, like McDonald’s golden arches. Still, like most things, logos change with the times, which can have a variety of reactions from consumers.

Before looking at the changes, one must look back at what makes a good logo effective.

According to Hocheol Yang, an Assistant Professor at California Polytechnic State University San Luis Obispo for graphic communications, brands use logos to help put their best foot, or rather, face, forward.

“One way to consider it is thinking of those logos as their brand’s face. Not just a face of a robot or their material, but as a human’s face because people have a tendency to associate those (brands) to human life behavior,” Yang said. “So I think it is helpful when they think of those logo designs as part of a living entity as part of their business.”

According to a 2002 report, “Creating effective logos: Insights from Theory and Practice,” logos are essential for brand recognition. Visual cues stimulate recognition faster than verbal cues like slogans, especially when such visual cues have been a staple for the entirety of the brand’s history, like Nike’s swoosh logo.

In that vein, nostalgia can play a significant role in the popularity and recognition of certain brand logos. Older versions often stand out when compared to newer versions for a few reasons.

“I feel like, in general, (older logos are) more detailed. And I liked that about them,” said Jessie Rizvi, a junior. “I guess I have a bias to like the old ones because it’s nostalgic and what’s familiar to me.”

Before recent redesigns, older logos often had a more detailed look and took advantage of shading for a more 3D effect.

“3D logos boomed and were more favorable like 10 years ago. They were designed in a time when it was more natural to see those 3D designs,” Yang said. “So at the time, designers tried to make them more realistic, and they made all the designs and graphics, including logos and more, stand out more around the time.”

Some enjoyed these aspects of design since they enjoyed that attention was paid to the details of the logo.

“People put more effort into it rather than a silly little drawing,” said Lotus Tang, a senior. “I guess they were more thought out, (and more) shiny.”

Additionally, as Rizvi explained, older, more 3D designs seemed more inviting than their modern counterparts.

“There's the lack of nostalgia and familiarity, whereas the (older) one is kind of a comfort. It's my comfort icon,” Rizvi said.

Ultimately, for long standing brand notoriety, particularly for brands who don’t necessarily care about updating their branding for the latest trends, the newest design trends may not be enough to make such a drastic change.

“Ford Mustang has (had a) long heritage, a people will remember that with that name. So, products that have those types of heritage may want to appeal to people who have those old memories, and they want to keep their heritage in their design,” Yang said.