New Logos On The Block
via idsgn.org
Take a peek at a few new logos and rebrands launched during the tail end of 09. Some more inspiring than others, but nonetheless something fresh from the branding block.
I have to hand it to Kayak, for their incredible rebrand and logo. Plaid, the agency responsible for the strategy behind the new look, has created a display flap/Grand Central Station theme that Kayak will tease and play off over time.
Kayak Rebrand
Youtube & Google, “1bn Served Daily”
It’s been three years since Google bought YouTube. This week the new ‘1bn served’ tag and icon were unveiled in celebration of the anniversary.
XL
YouTube also launched YouTubeXL. Not a spankin’ new headline, but it’s quiet release flew under the radar. Purposeful or not, optimized YouTube on TV sounds dangerously addictive. Hulu is bad enough.
Nickelodeon Rebrand
Coming from a 90’s kid, this feels like the end of an era. Nickelodeon made news of the rebrand earlier this year and has recently started rolling out the new look. Part of their motive was to bring all elements of the network together: NickJr., Nick@Nite, Teen Nick and Nick Toons.
Nick@Nite’s transition has been more subtle, but it too has received the new brand skin, as well as the other sub brands.
Then
via retrojunk.com
Now
Hilton
Still getting acquainted with Holiday Inn’s rebrand, we now have Hilton’s new look:
Hertz
Hertz decided they needed a bit of a facelift and ditched the massive drop shadow and oblique text, opting for a simpler, more straightforward look.
Cadillac
Caddie’s been targeting both gamers and ladies for the past few years. Guess they decided this depth also called for a more web 2.0 logo.
What do you think? Did these big brands move in a direction that compliments or hurts?
Perhaps we’ll get a few more rebrands in before the end of the year, stay tuned.
Lisa Kribs is a digital brand strategist + music enthusiast by day + DJ by night. Lisa’s been playing “Stairway to Heaven” since 5th grade. She is also Co-Editor of Fuel Your Branding. Connect with Lisa on Twitter.
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I think that they are all pretty solid improvements, except for maybe the Hertz one. While I’m not a big fan of the monster drop shadow, I’m used to it. There’s nothing identifiable about the new one to me.
There is certainly something to be said about the original Hertz. Seeing that distinct yellow, heavy shadow and intense yellow from the opposite end of the airport was always reassuring!
Not really feeling the youtube one…. Nor the Hilton. Not really sure what its supposed to even be. Kayak and Nick are awesome. I like Kayak a lot.
Youtube wasn’t exciting at all, the play on mcdonalds is cheeky though. You like Nick’s? I like it but I guess there’s something about the “splat” that takes me back. :)
Interesting collection. The Hilton redesign is a non-starter for me. It exudes no personality, a rather lame attempt. The non-firendly icon looks like an axe head from medieavel days gone by. The font choice is an Obama-Gothic cop out.
The Hertz logo they should have just left as is. Sure it looks dated, but it’s instantly recognizable just like Dunkin Donuts.
The Kayak logo is the best redesign here, kudos to them for thinking fresh + different. After all, isn’t that why you redesign your logo.
I agree with you on Hilton – it’s seems less inviting, and that for a hotel can’t be good.
Hertz and Kayak whipped up some surprisingly great rebrands. Hilton Worldwide, however, is a giant head tilt.
Hertz – what are your thoughts on the rebrand, I’m curious. :)
I like the Hertz. Rarely is it a bad idea to clean it up. But I don’t particularly dislike the old one, either. Big fan of the new Nick logo. Not a big fan of the youtube.
That’s a good point, perhaps Hertz did need a little modernizing…
The YouTube change is not a re-brand. They’re just having some fun Google-style. Would you consider it a re-brand every time Google changes their logo on their search engine because it’s Spiderman’s birthday?
I kind of like the new Hilton look. I’m guessing they’re shooting for a more classy audience, since they are, more or less, a “chain” hotel.
PupilsWithScruples, we did not indicate that youtube’s logo treatment was a rebrand.
And, it would seem that Hilton isn’t repositioning towards a diff. target audience, since they are known for marketing towards upper class, so I’m not sure what the logo accomplishes – for me, it looks more like a casino, or an outlet mall logo.
I am a fan of the entire Nickelodeon network’s brand redesign. The use of the “nick” with the accompanying identifier (”@nite”, “jr”, etc) keeps the brand consistent across all of it’s channels. It uses a very friendly, rounded type that keeps it’s roots in childhood and fun.
The splat reminds me of the days of “You Can’t Do That on Televison” when someone would say “I don’t know” and get slimed. I like that they did keep the tradition of sliming celebrities at the Teen Choice Awards and have slimed characters from the shows on adverts.
As for the Cadillac logo, seems the same plus a little rendering and drop shadows.