The ANTIDESIGN

When working with any kind of iconography change isn't just an inevitability, it's an expectation. The evolution of a corporate logo is under certain constraints that make its alteration quite a delicate and complex process. Logos have been in use for thousands of years, and they have become a regular and welcomed part of our society.

A good logo is ready for change, but the task of actually altering an iconic symbol is still daunting. Iconography has to do with the balance between the timeless quality of symbols and the transformation that they undergo. A successful change takes into consideration the ultimate purpose of the original logo, which involves being easily recognized, remembered, and distinguished. So what drives a company to start from scratch after already putting time and effort into marketing, branding and labeling their logo?

As in any style-dependent field, the art of logos is an ephemeral one. Trends transform, technology advances, and, in true iconographic fashion, logos are ready to keep the pace. Companies and consumers alike are enticed by modern or ‘cutting-edge’ styles, and sometimes it feels worth the enormous risk of brand for a simple update.
Gap recently attempted a logo change with disastrous results. The release of their new logo caused an uproar in online social communities virtually the instant it was uploaded. The company was quick to retract the redesign.

After successfully branding a company with years or work currently riding on the look of one symbol, that symbol simply must be respected for what it is, an icon. It is easy to refer to language to better understand the importance of a logo. The logo holds a meaning like a word or a letter, and it is crucial that people are able to read and understand that meaning. However poorly executed, the Gap logo does show an obvious attempt to keep the classic blue square in the design, but the essence of the symbol is utterly lost.

- image from NBegovich on Reddit - A great logo is recognizable in any form

A great example of an ideal logo is surprisingly found in D.C. Comics' Batman symbol. This icon has undergone countless variations as it transcends both time and medium, yet the bat symbol has stayed ever recognizable. This success is partly in thanks to the consistency of its redesign. This logo has been fluid for years, changing on a regular basis as it spreads from comic to cartoon to fan-art to film.

As consumers, we have a developed sense of comfort with logos and their evolution. There are certainly boundaries that limit what would be an accepted alteration, but a huge variety of unique logos have been successfully created and updated within those constraints.

• Ancient Roman Philosophy - a look at some history behind logos
• Logoworks - tidy list of tips for quality logo creation
• Huffington Post - another article on the Gap logo change