Slack re-brand designed by Pentagram Studio is a great example of mixed feelings a new logo can induce.

But does it really matter long term? When Airbnb jettisoned its dot-commy lobster logo in 2014 in favour of the “Bélo” symbol, people on Twitter said it looked like a vagina.

“If no one hates it, no one is likely to love it, either.” Said Bonnie Siegler, founder of graphic design studio Eight and a Half. When we see something new, our brains are programmed to see or find information, we already are familiar with. So what does a good logo look like? Or let me re-phrase, is the new Slack logo a bad move? In my opinion, absolutely not. Here is why and I will explain it by presenting another recent case study/re-brand.

Mastercard

Again, with a help of fantastic Pentagram studio, Mastercard decided to do something very interesting, drop the name from the logo. Here is what Michel Beirut said: “As the consumer and commerce landscape continues to evolve, the Mastercard Symbol represents Mastercard better than one word ever could, and the flexible modern design will allow it to work seamlessly across the digital landscape.”

A GOOD LOGO SHOULD BE 2 things:

1. Recognizable

Or rather, easy to remember.
This does not have to happen in the 1st weeks of its existence. It takes years for us to familiarize ourselves with brands and recognize their marks/branding.

2. Functional

It is crucial for a logo to be functional, especially in a digital age. It has to fit in 30x30px square, adapt to background color or look good in print.

Simplicity when it comes to any logo is a must, less is more and it is an obvious practice. A fruit, a swoosh, yellow M and rectangle....

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Dorian Nedzewicz

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