Jessica Hische Brings New Life to an Old Logo

The oscillation between brands wanting consistent weights and spacing within logos to look "cleaner", and wanting inconsistency to look "authentic", all of it happening on an almost subconscious level for everyone subjected to it, employs so many graphic designers. It's mind-boggling.

Lots of negative comments so far, but this is much preferable to having every brand trend towards plain san-serif wordmarks[0] that will be easier to use. Much closer to something like the evolution the Coke brand[1], which occasionally refreshes and modernizes, but retains the same character it had 100+ years ago.<p>[0]: <a href="https:&#x2F;&#x2F;velvetshark.com&#x2F;articles&#x2F;why-do-brands-change-their-logos-and-look-like-everyone-else" rel="nofollow">https:&#x2F;&#x2F;velvetshark.com&#x2F;articles&#x2F;why-do-brands-change-their-...</a> [1]: <a href="https:&#x2F;&#x2F;dwglogo.com&#x2F;wp-content&#x2F;uploads&#x2F;2016&#x2F;03&#x2F;coca-cola_logo_evolution.png" rel="nofollow">https:&#x2F;&#x2F;dwglogo.com&#x2F;wp-content&#x2F;uploads&#x2F;2016&#x2F;03&#x2F;coca-cola_log...</a>

The first thing I thought was &quot;Corporate needs you to find the difference between these two pictures&quot;

Aha, so the reason the &quot;refreshed&quot; logo looks damn near identical to the original is because the brief is not &quot;give us a new logo&quot; but &quot;give us the old logo but fixed so we can put it on our website, print it on paper, and vinyl cut it on the side of a van, and it won&#x27;t look wrong&quot; then.

Tech companies have really brought in an era of completely lifeless and inauthentic graphic design. I think we really are in in a sort of art dark-age right now, in general.

Basically better kerning and font weight changes, nothing too scary for the huge committees of empty suits to be presented to, meet over and approve

&quot;It can be a challenge for them to get executives on board with something that seems so subtle, but I do my best to provide them with the right language and tools to prove the value.&quot;<p>For larger firms, getting a conference room full of executives involved in design approvals - whether for logos or websites or packaging or whatever - is a huge waste of time and inserts all kinds of personal bias and counterproductive decisions. The result is often design by committee, or purely &quot;data driven&quot; designs that lead companies down the path of mediocrity and following yesterday&#x27;s trends.

I&#x27;m still angry about that Mailchimp logo.

This is the designer equivalent of rewriting working systems in Rust.

the logos could have been swapped the other way around and the article would have read in exactly the same way and made the same amount of sense.

Bucking the trend, I have a cool identifiable logo that I created on my own. Like Nike, I spent about $35 on it, done by some dude in Pakistan.<p>I bumped into a brand expert a few days ago and we changed business cards, he just was floored by my logo and said it was fantastic, and that he knows a good logo when he sees one.<p>So weird that so many people and companies have no imagination. All those &quot;logo&quot; changes done by Hische are so insipid. Nothing bold, nothing imaginative. But I guess she avoids conflict by making microscopic changes and she earns $40,000 per logo or whatever she charges, and that&#x27;s the <i>real</i> point of it.<p>And yes, I&#x27;m tooting my own horn, deal with it.

For a website called printmag you&#x27;d think they would have heard about contrast. #EEEEEE body on #FFFFFF is a shitty combination.

Wow I usually dislike design rework but the new logos look great. Except for RetailMeNot, the font was more funky before