This was loads of fun, Ben! Thanks for having me on, and to anyone who checks out my channel, a new video is dropping before the end of the year. Really getting into my Lemmino-style release schedule!
I love how whenever X is mentioned in any news article it's always followed by '(formerly Twitter)', we've just all collectively agreed we're never calling it X and it shall always remain as Twitter
@@anarchycastro no no you dont get it, destroying all brand recognition, courting the far-right, allowing users to impersonate any brand or influential public figure for weeks, doing open antisemitism, and making 2FA login security a paid-only feature is actually a genius business plan!
The Pepsi logo isn't just vaguely reminiscent of _some_ arbitrary oil company -- it's very reminiscent of the *actual* Amoco logo, down to the same color scheme used in the same general areas of the logos
Yup. Though, to be fair to Pepsi, their use of that arrangement starting in 1950 predates Amoco's use of it by four years. (Shape-wise, I think it's closer to the Gulf logo from 1964, but there are lots of logos in that general style.)
Just think this is funny. I found pesi cans from the 1996 “amoco knoxville nationals” on eBay Yeah they go together pretty well definitely looks like can of oil
You're so right about the J&J rebrand losing the heritage. Especially when the word itself is fairly generic - and sounds like a law firm - the ubiquity of the typeface and its brand recognition was SO established that it's possibly the worst decision to make.
I also wonder how a logo like this is pitched to a 374,000,000,000$ company. I imagine there's some media company pitching this logo with some bullshirt reasoning behind it and charging 18 million for it, when in reality it was some bloke on the toilet doing it in 5 minutes on his phone and calling it a day.
it's more that the media/design team sets a budget for the brand, the budget is approved, they do research and create a defense of the redesign... Sometimes it's really terrible. Sometimes it's really good! @@MartijnPennings
that explanation of the J&J rebranding is really over the top, someone was drinking the juice really hard! no normal person would look at that and see humanity
I don’t know why I find these kinds of discussions so engrossing, I have zero knowledge of the field, but immense interest. And Linus is indeed UA-cam’s greatest design communicator. Great stuff!
Before I even heard about the rebranding, Japanese twitter was sharing memes of the x being the twitter bird's butthole. I consider this this to be the most accurate explanation.
Twitter becoming X is is like if Kleenex changed their name to “poo emoji” or of Disney changed their name to “The Big D”. Like, how hard would it have been to just have “X holdings” and keep all the twitter name and branding!
How hard would it have been in a corporate sense, or how hard would it have been for Elon's ego to admit there was something worthwhile already there that he couldn't improve? Because I think it's the latter point that was the difficulty there.
@@cpt_nordbartalphabet would be the equivalent of “x holdings” here; google is still a thing but now it’s under a holding company along with many other subsidiaries. elon’s x rebrand is equivalent to changing the name of all google products to stuff like alphabet search, alphabet pixel phone, alphabet sheets etc. absolutely pointless. and for x it’s even worse bc they really only have one product
@@BrooksMoses I don't think it's about improving anything, he just wanted the users in my opinions. Elon has a good understanding of social engineering and renaming to X made and still makes people talk about the platform.
The Patreon logo is the absolute worst I've ever seen. Not only does it not say 'Patreon' to me it looks like a mistake, like the image didn't load right, or worse, some weird nft someone is trying to scam you with.
I'm admittedly not super bright sometimes, but it literally took me until well into the next segment to work out that it's supposed to be a P. I kept thinking "Why on earth are they using an ear??" Twitter is for sure the worst of the lot, but this one is a really close second imo.
I MUCH prefer it to the second-most recent one. I always hated the random line and circle fr. To me its much less jarring, as someone who doesn't use the service but is exposed to it a lot (:
@@Squaretable22 You make a good point. Sadly, I don't feel like they've EVER had a legitimately GOOD logo. Some worse than others, but they've all been pretty weak in my opinion.
I worked at Google during the "classic logo to sans serif G" rebrand back in 2015. One thing that was mentioned by the lead designer was a major benefit of the new logo was that you could capture it with a much smaller icon file size (no extra definition needed for all the classic bumps and sharp edges I guess), which was a nice benefit to countries where internet speeds were still a dribble. Also, it was much more readable at small, shrunken sizes, for example in the small icon you see in the tab when you open a web page. This might matter more for internet companies than, say, your Eddie Bauer or J&J. But as one of the many engineers who initially felt significant loss moving away from the classic logo, I thought it was interesting that there were technical reasons behind the change I hadn't considered.
The really dumb thing about Twitter is that the word "tweet" had transcended language barriers. Even Google hadn't done that. The pronunciation of Google is so english that it was hard to turn into a verb in other languages, whereas tweet has sounds that were easier to transpose to a different language (at least with the latin languages). That's kind of the dream, having your brand name not only incorporated in its native language but becoming a word internationally too.
Ehh, Google also has it for some languages, but I don't know how many. I know for certain that it's used in German and I think I've seen it used in Japanese. (not sure on that one) (But Google also just wrote "search" on their button whereas Twitter actually put "tweet" on there, if I remember correctly.)
@@cameron7374 oh cool! In latin languages we just say "to search on Google" but google hasn't become a verb. But you can say "to tweet" and the spelling is highly adaptable
@@liv97497 Interesting. I envy any language where "to search on Google" is a normal way of saying it cause otherwise you get "to google... on ". This also reminded me that there was a time some years ago where people here in Germany would argue about whether it was "twittern" or "tweeten". ("to twitter" or "to tweet") I think it generally used to be the former but over time people started using the latter as well.
@@liv97497 in Spain it's quite common to hear "googlear" for more than a decade. I'd be surprised if it wasn't a thing in Spanish-speaking countries in Latin America...
They didn't even pick the best "X" logo - there were a couple submissions that very elegantly reformed the bird into an abstract "X" shape, which would have been so much better than this default art deco font X logo.
@@luckas221a or you can copy-paste it speaking of which, lemme get that for ya 𝕏 there you go (also it's unicode number is 1D54F, and there's basically a whole font of 𝕥𝕙𝕚𝕤 if you wanna torture yourself by trying to type in it) also, yet another fun fact, 𝕥𝕙𝕚𝕤 font was added in 2001 𝕥𝕙𝕚𝕤 𝕗𝕠𝕟𝕥 𝕚𝕤 𝕠𝕝𝕕𝕖𝕣 𝕥𝕙𝕒𝕟 𝕞𝕖
I'm pretty sure Musk flipped the switch so fast that none of the actual graphic designers had time to come up with anything before the rebrand went through, lol. Musk picked one, updated half the site and had his stupid "screw my neighbors" sign built before any real artist could even pick up a pen.
I'm so glad you mentioned the leaked Pepsi rebranding doc! I remembered this thing hitting the internet (what 15 years ago?) and was trying to explain it to a youngling... it was such an over the top either insane marking mumbo jumbo, or like implied, expert level viral trolling of themselves...
i think its because graphic designers must present a logo after they create it and with such a simple ass logo you gotta be creative to make a presentation i might be wrong on this but if i remember thats how it works
I miss the original logo. it was perfect. there's nothing pleasing to the eye about a black line and an orange circle or a vague blog. bring back the spiral p
@@diogoduarte8008 No, the older one was recognizable. Every now and then I still scroll through my apps and see the Patreon icon, and I have to think for a bit to remember what app it is. It's like I'm looking at a Rorschach test. And then the 3D animated thing they made to use in videos? Hideous.
Thinking about Eddie Bauer moving away from a script font, I do think it has to do with younger generations not needing cursive/handwriting, but not because they can't read it. It's just because it's looking old fashioned now, so if a brand wants to stay "hip" or whatever, losing the older generations font is the way to do it.
As a gen z, I agree, it looks stupid. We can read cursive and the new logo feels off-brand compared to patagonia and arc’teryx. And just because we’re broke doesn’t mean we can’t dress 😉 my clothes buying process involves trawling depop, postmark, grailed, eBay, and goat until I find something that fits my desires and I can lowball. My pants may have cost me $20 and have some wear and tear but I’ll be damned if I’m not fly
@@welmoe I should've pointed out that I also think it sucks, just giving some perspective on my guess on why that style is going away. They also could have absolutely made an actually good new design lol
As a German who has never heard of the Brand Dolmio, I read it as Dolm'o when I first saw the logo. The contrast between the red dot and the green background is too low in my opinion. I don't think that's a great execution.
@@BlueCubeSociety Red green colourblind designer here - the contrast is nearly zero for me. As in, I can see it because I know it's there but would have easily missed it at a glance. Big a11y fail
Remember when Facebook tried to rebrand to meta? And then totally backtracked by saying that what they meant was that the company is now called meta, but the platform is staying named the same thing? I feel like twitter missed that 🤔
Facebook (the platform) was never going to be rebranded. From day one they said only the company is changing names, just like how Google's company is now called Alphabet. There was no backtracking involved; they just copied what Google did.
@@mt_xing I think the problem is that they did what Google did but decided that it was a real big deal and everyone should know about it ASAP. So clearly it must be a very important and meaningful change that will affect you directly. And the only reasonable way for it to be that important is if Facebook, the platform, is now called something else.
That was exactly my thought. You could have introduced X as the overarching brand with XTwitter or Twitter X or somthing like that as the site with Twitter functionality. That would also make way more sense if he wanted to make X a banking app.
This is something that Meta actually got right in their rebranding - that original website is still called “Facebook”. (Though as a VR fan, part of me is still a bit salty about the loss of the Oculus name)
@@BooksdsI was actually thinking about that recently, I was like "where did Oculus go". It didn't occur to me until now, that they'd dropped the name completely.
Corporate reblanding is very understandable: the logo has to perform in many imperfect media that corrupts and distorts expressive detail. But for luxury brands, that's like throwing away their heritage, and some kind of admission that they can't afford the detail.
I didn't know that luxury brands were moving in that direction because I don't care much about luxury brands. Even so, that graphic is tragic. Whether I care about their products or not, those brands (and many others) carry a ton of history and cultural heritage, and it's a shame to destroy that. I just hope it doesn't last.
I liked the previous Pepsi logo. It wasn't great, but it was good enough for lack of better options, just like the product itself. It looked kinda like an eye and was animated. I felt it had a sort of personality. My favorite is the one from the 50s, though, that one's gorgeous! The new one has a weird font, and with the letters completely inside the circle it really does look like a petrol company or a brand of petrol. If it said AdBlue instead of Pepsi, no one would notice
Where I used to live there was an old brick building with a very faded version of the Pepsi logo from the 20s, which served as a persistent reminder of how awful the modern day version of it looked at the time (notwithstanding all of the grandiose "design" it supposedly embodied). Glad they took a couple of steps backwards with this latest attempt to refresh the brand.
I definitely prefer this updated look with the new font much better because it’s fresh, but nostalgic. I’ve in fact been waiting for this 😂 As a kid I always found their updated 2000’s style logo to be boring, flat, and too sporty looking.
I thought the previous Pepsi logo looked like they ripped off the Partridge Family. Considering that for most of my life, they've tried to brand themselves as belonging to young people, that was an awful mistake. (For some perspective, the Partridge Family's hits all came in the first half of the 70's. The original version of "Forever Young" came in the 90's, and they went with a new, hip-hop version of that!)
The Twitter to X change was so abrupt, that I deleted the weird unknown app that appeared on my phone, not knowing it was Twitter. The color of the brand gone; the name changed; it was completely unrecognizable. I didn't bother re-installing it either.
I honestly liked how Dolmio kept the original ‘I’ in the ‘D’ of the rebrand, considering most people will comment on the new design getting rid of that letter. Kudos for that one to the designer haha, and it’s a nice nod to the past.
I'm extremely disappointed in the patreon logo. It looks ugly, the silhouette is a nothing shape, the most common use for the patreon logo is as a little icon next to 3 others or on an end card with patron names, and this logo is absolute garbage for those.
This was a fun collaboration, I wish you guys talked about the Webflow branding, because in my opinion it was the best shift for Webflow as a brand and as a company.
Mixed feelings, to be honest. The previous logo felt soulless to me, glad they gave Snoo a facelift for the rebrand. The previous typography Reddit use fits them well, the new one feels tacky and over-the-top.
The patreon logo could almost be a shape for profile pictures on the site. Or having or change anytime you refresh the page would be fun. Or they could allow creators to select which style of the logo appears on the page. Is it overdone for what it is? Yeah, but it doesn't look bad and they could do some really fun stuff with it. Let's just hope they don't waste the potential haha
i think that gets at the heart of what patreon is becoming “over done for what it is” there’s so much feature bloat on a website most people use once a month
The new slurpee logo would’ve worked wonders in the early 70’s. I think clothing companies going for the water tasting logos is a bad idea, much like J&J really, because for people who could see a J&J bottle out of hundreds in the store, that particular ability is gone now … as for Dedsi, well the return to the even planet is good really
I feel like it is worth mentioning that the twitter rebranding does provide some value as a marketing stunt, ALMOST like it’s so bad that it’s good. People were and are talking about twitter more than ever because of it and there’s no such thing as bad publicity I guess? but yeah they might want to just role back and cash in their existing brand equity before it dissolves.
Yeah but now? People talk about it so much less than even before, because it's so much more akward now to group it in with other social medias. No longer can you say Facebook and Twitter if referring to social medias and technically be right, now it would have to be Facebook and X, which is so much worse because not only is it a bad brand name since it's associated with porn and is literally just a singular letter that is indistinguishable from the actual letter, but it also has no backing to it because X wasn't around for 15 years as one of the big social medias, Twitter was. X has no brand power compared to Twitter so now people who don't know what to call it since people might not know what X is and just saying Twitter is technically wrong and confusing, many people will just leave Twitter out of the conversation when talking about social media platforms. Even looking at before and after the brand change, significantly less people use X now than Twitter before.
Exoticised typefaces are as popular as ever in Asia: Signs in Thai with letters that look Chinese. Signs in Chinese with characters that look Tibetan. Pretty sure I've seen signs in Thai and Khmer that are supposed to look like Korean too.
I love that the twitter rebrand isn't even a controversial topic, almost everyone can see just how dumb it is and no one is willing to give it a chance and try to start calling it "x"
They're one of the many companies that started out as an outdoor-gear outfitter and then became a fashion company that sells outdoor-ish stuff, so that's probably not too far off of the vibe they're trying for.
Given that I own a 1988 Ford SUV with "Eddie Bauer" tie-in branding, I'd say they definitely count as a fashion company and have for at least three and a half decades. Also, one clever thing about the new Pepsi font -- notice how the line of the top of the "i" is the same line as the end of the "s" and the bottom of the angled stroke of the middle "p". (Also notice how that angle that is so well-defined in the font is not carried through *anywhere* in the rest of the logo.)
The last Pepsi rebrand was so ahead of its time I think most Designers hated it at launch. Turns out it was just 6 years ahead and now its ok, but hate the new Branding but hey who cares its a mega brand and that can carry the weight of boring! Dolmio I would flip the ! back to an i and leverage that trick in animated KVs etc so its not lost.
Fun fact: Gerrard Huerta designed the previous PEPSI logotype and logo, he designed an entire alphabet that was used briefly and occasionally in marketing. For the kiddos in the audience, Gerrard Huerta designed such marvels as the AC/DC logo (and responsible for the 'blackletter = goth/metal' look) among hundreds of other well known logotypes and brand marks like Nabisco, Adweek, Dewars, Time Magazine, Arista, HBO...
Imagine being a fashion brand, whose whole thing is designer clothes and uniqueness, and deciding that your logo should be updated to match everyone else's.
The “kids can’t read cursive” thing is absolutely true. I was born in 2006 and never taught cursive at school whatsoever, the only reason I can read it other than big initials is because I’m a reading and writing nerd, so I taught myself. Cursive is also harder to read than any other handwriting for neurodiverse people, including myself; I have Asperger’s and dysgraphia which makes my ability to parse garbled or otherwise unusual handwriting much lower than a neurotypical person, even after reading through sheets of text in cursive from online as a small one, I still have trouble and have to squint or double take frequently when reading cursive. I very infrequently have this problem with any other style of writing, but cursive just fries wires in my brain. Absolutely against getting rid of handwriting in branding and logos, but cursive can be minimised in my opinion. I understand that the most important part of a logo is the mark and not the readability, but it sucks if nobody can tell what your bloody logo is for
Is it just me or the X logo really looks like a porn app logo ? Like imagine not being aware of this change and just seeing that app on your friend's phone.
That Pepsi logo is an improvement, but they just should have brought back the 1971-1987 logo without that weird font. If I would be in charge of marketing for Pepsi their products would look much better and sales would definitely improv
That Pepsi document inspired the Lemon Demon song Redesign Your Logo, which is an absolute banger you should definitely seek out if you haven't heard of it. (the 2010 live backing video version)
I'm massively down with the Pepsi rebrand. That bold type with rounded off corners, strong primary colors stamped on really draws the eye and makes for brilliant applications on a range of marketing. The previous one felt so thin, weak and disconnected. Like they wanted the logo and wordmark separate which (in my opinion) doesn't make for as effective a logo that can be stamped and replicated everywhere on any surface. Bravo Pepsico. It's rare to see returns to form.
As an amateur graphics fan, I've noticed in recent years several big companies have switched from heavyweight all caps logos to "friendlier" lower-case ones. (Citibank, Wal-mart, Staples, etc.) Re that Pepsi "swoop" in their previous logo, I think you overlooked that particular design decision was sparked by Coke introducing their now-retired "dynamic ribbon" under their name - imitation is the sincerest form of... BTW, PEPSI's new logo goes against my above observation: they've gone from lower case to a big bold, in black, all-caps logo
about the MTV thing, I think you could make the case that Dutch broadcaster VPRO was earlier with some of its leaders in the 70s: especially the ones in the first half of the video "VPRO leaders1" on Jaap Drupsteens own UA-cam channel (Drupsteen was the creator of these leaders) were creative with using the logo itself for its visual effects
I'm getting really tired of companies thinking modernise=lose anything that we had before. I think the turn back towards old designs is a big indicator that we want fun back, we want fun brands and wacky ideas and a strong identity
i really like that slurpee logo. it's fun and cool and reminds me of 90s era graphics. another set of logos I've seen redone recently that i actually liked was snack logos 'gushers' and 'fruit by the foot' they also remind me of the marketing done in the 90s for those. noticed there wasn't any commentary on whether the patreon change was good or bad tho lol. most everyone ive seen who use it have said it's horrid bc it's barely recognizable as what it's supposed to be now.
What do you mean, "old logo"? you mean the aberration that replaced the real logo. I'm glad Pepsi reverted to old logo. But I wish they rebrand as B E P I S
One of the twitter re-brand aspects that gets overlooked despite how incredibly stupid it is, is no longer calling them "tweets" and instead calling them posts. Small but the fact that "tweeting" became such a ubiquitous term and is now gone is just a hilarious branding misstep. Amazing how downhill that platform has gone since Musk took over.
Every time I see the x in a reposting of a twitter post, I want to close it. I keep thinking it's the x used for closing an ad or a browser or an app. It is the stupidest rebrand ever
Hey Linus & Ben! This deep dive into the most significant rebrands of 2023 is pure gold! 💫The insights, humor, and downright sass are a winning combo. Elon's Twitter rebrand, or should I say "X," is still leaving me scratching my head. 😅What's everyone's take on this move? Also, who else is here for the Patreon custom thank you scrolls? XD
Tai Pei rebrand is nice, I just wish they keep the golden 'drop shadow'. For example Pearl Milling Company has a two tier drop shadow that I think works really well.
I'm not sure you can call Patreon's worse, because you didn't even call Twitter X in your comment. There is an almost absolute rejection of the Twitter rebrand
I like the Patreon rebranding. At least they actually put some thought into it and made the design cohesive. The X logo looks terrible in comparison and they didnt even change the design of the site to kind of make it work. And the best part is that the URL is still Twitter, which makes the entire thing extra shitty.
@@Mionwang I'ma be honest I haven't heard one single person referring to Twitter as X. I've seen a couple do it within the app, but no people I talk to in person ever call it anything other than Twitter
@@luckas221a i didn't say that it was a good rebranding. In fact i think it was kinda stupid as Twitter didn't have anything to offer other than the name and a few million users. But Elon has been obsessed with the idea of "X" since the zip2 days so i guess i kinda understand. Merely pointing out the fact that Bryan's argument was stupid.
Never heard of Dolmio before and really don't like the new version. The ! is confusing and the red backdrop had a nice "grandma's kitchen" vibe to it, but not aggresssively so.
This was loads of fun, Ben! Thanks for having me on, and to anyone who checks out my channel, a new video is dropping before the end of the year. Really getting into my Lemmino-style release schedule!
Oh that is definitely my most anticipated video for the end of the year. It was fantastic to have you on!
I could have watched another hour of this.
I could so watch a podcast with you two this was so interesting and you bounce off each other so well!
I love how whenever X is mentioned in any news article it's always followed by '(formerly Twitter)', we've just all collectively agreed we're never calling it X and it shall always remain as Twitter
Only for now. It's dumb. But it will change. He is thinking about the long game ...
@@JavenarchX someday he'll have to stop coping and agree that this has been the worst branding move in the history of forever
@@JavenarchX "He's thinking long game"...Twitter has lost half of its value because of his stupidity, there is no long game. 😄
It’s like when Prince changed his name to that funny symbol. “The artist formerly known as Prince” 😂
@@anarchycastro no no you dont get it, destroying all brand recognition, courting the far-right, allowing users to impersonate any brand or influential public figure for weeks, doing open antisemitism, and making 2FA login security a paid-only feature is actually a genius business plan!
The Pepsi logo isn't just vaguely reminiscent of _some_ arbitrary oil company -- it's very reminiscent of the *actual* Amoco logo, down to the same color scheme used in the same general areas of the logos
Yup. Though, to be fair to Pepsi, their use of that arrangement starting in 1950 predates Amoco's use of it by four years. (Shape-wise, I think it's closer to the Gulf logo from 1964, but there are lots of logos in that general style.)
Gulf is more the same vibe.
OMG yes 😂
Just think this is funny.
I found pesi cans from the 1996 “amoco knoxville nationals” on eBay
Yeah they go together pretty well definitely looks like can of oil
OMG TYSM. I was trying to figure out why it looked so familiar and un-soda-like.
You're so right about the J&J rebrand losing the heritage. Especially when the word itself is fairly generic - and sounds like a law firm - the ubiquity of the typeface and its brand recognition was SO established that it's possibly the worst decision to make.
I also wonder how a logo like this is pitched to a 374,000,000,000$ company. I imagine there's some media company pitching this logo with some bullshirt reasoning behind it and charging 18 million for it, when in reality it was some bloke on the toilet doing it in 5 minutes on his phone and calling it a day.
I’m sure we’ll see them go back to a revised version of the original logo in a few years
it's more that the media/design team sets a budget for the brand, the budget is approved, they do research and create a defense of the redesign... Sometimes it's really terrible. Sometimes it's really good! @@MartijnPennings
EVERY point you bring up is purpose of the rebrand. Think about it.
that explanation of the J&J rebranding is really over the top, someone was drinking the juice really hard! no normal person would look at that and see humanity
I don’t know why I find these kinds of discussions so engrossing, I have zero knowledge of the field, but immense interest. And Linus is indeed UA-cam’s greatest design communicator. Great stuff!
Before I even heard about the rebranding, Japanese twitter was sharing memes of the x being the twitter bird's butthole. I consider this this to be the most accurate explanation.
😂 bahah, the bird is so ashamed it’s turned its ass to us
Twitter becoming X is is like if Kleenex changed their name to “poo emoji” or of Disney changed their name to “The Big D”. Like, how hard would it have been to just have “X holdings” and keep all the twitter name and branding!
How hard would it have been in a corporate sense, or how hard would it have been for Elon's ego to admit there was something worthwhile already there that he couldn't improve? Because I think it's the latter point that was the difficulty there.
I’m glad he changed it. Grade A indicator of when to get the hell off Twitter 😂
It worked for Google. No one cares about Alphabet. But if they want to call themselves that...
Actually they're still known as Google. Nvm then.
@@cpt_nordbartalphabet would be the equivalent of “x holdings” here; google is still a thing but now it’s under a holding company along with many other subsidiaries. elon’s x rebrand is equivalent to changing the name of all google products to stuff like alphabet search, alphabet pixel phone, alphabet sheets etc. absolutely pointless. and for x it’s even worse bc they really only have one product
@@BrooksMoses I don't think it's about improving anything, he just wanted the users in my opinions. Elon has a good understanding of social engineering and renaming to X made and still makes people talk about the platform.
The Patreon logo is the absolute worst I've ever seen. Not only does it not say 'Patreon' to me it looks like a mistake, like the image didn't load right, or worse, some weird nft someone is trying to scam you with.
The new patreon logo has me occasionally searching for the app because it's so generic of a shape I don't even recognize it right in front of me
the splooge, lol
I'm admittedly not super bright sometimes, but it literally took me until well into the next segment to work out that it's supposed to be a P. I kept thinking "Why on earth are they using an ear??" Twitter is for sure the worst of the lot, but this one is a really close second imo.
I MUCH prefer it to the second-most recent one. I always hated the random line and circle fr. To me its much less jarring, as someone who doesn't use the service but is exposed to it a lot (:
@@Squaretable22 You make a good point. Sadly, I don't feel like they've EVER had a legitimately GOOD logo. Some worse than others, but they've all been pretty weak in my opinion.
I worked at Google during the "classic logo to sans serif G" rebrand back in 2015. One thing that was mentioned by the lead designer was a major benefit of the new logo was that you could capture it with a much smaller icon file size (no extra definition needed for all the classic bumps and sharp edges I guess), which was a nice benefit to countries where internet speeds were still a dribble. Also, it was much more readable at small, shrunken sizes, for example in the small icon you see in the tab when you open a web page.
This might matter more for internet companies than, say, your Eddie Bauer or J&J. But as one of the many engineers who initially felt significant loss moving away from the classic logo, I thought it was interesting that there were technical reasons behind the change I hadn't considered.
The really dumb thing about Twitter is that the word "tweet" had transcended language barriers. Even Google hadn't done that. The pronunciation of Google is so english that it was hard to turn into a verb in other languages, whereas tweet has sounds that were easier to transpose to a different language (at least with the latin languages). That's kind of the dream, having your brand name not only incorporated in its native language but becoming a word internationally too.
Ehh, Google also has it for some languages, but I don't know how many.
I know for certain that it's used in German and I think I've seen it used in Japanese. (not sure on that one)
(But Google also just wrote "search" on their button whereas Twitter actually put "tweet" on there, if I remember correctly.)
@@cameron7374 oh cool! In latin languages we just say "to search on Google" but google hasn't become a verb. But you can say "to tweet" and the spelling is highly adaptable
@@liv97497 Interesting. I envy any language where "to search on Google" is a normal way of saying it cause otherwise you get "to google... on ".
This also reminded me that there was a time some years ago where people here in Germany would argue about whether it was "twittern" or "tweeten". ("to twitter" or "to tweet")
I think it generally used to be the former but over time people started using the latter as well.
Twitter and tweet are already verbs anyway in English.
@@liv97497 in Spain it's quite common to hear "googlear" for more than a decade. I'd be surprised if it wasn't a thing in Spanish-speaking countries in Latin America...
They didn't even pick the best "X" logo - there were a couple submissions that very elegantly reformed the bird into an abstract "X" shape, which would have been so much better than this default art deco font X logo.
it's worse than a default art deco font - it's a unicode symbol. Any PC can make that symbol if you press the right keys
...meaning they don't even own their own logo!
@@luckas221a or you can copy-paste it
speaking of which, lemme get that for ya
𝕏
there you go
(also it's unicode number is 1D54F, and there's basically a whole font of 𝕥𝕙𝕚𝕤 if you wanna torture yourself by trying to type in it)
also, yet another fun fact, 𝕥𝕙𝕚𝕤 font was added in 2001
𝕥𝕙𝕚𝕤 𝕗𝕠𝕟𝕥 𝕚𝕤 𝕠𝕝𝕕𝕖𝕣 𝕥𝕙𝕒𝕟 𝕞𝕖
To be honest that is the best thing about the 𝕏.
I'm pretty sure Musk flipped the switch so fast that none of the actual graphic designers had time to come up with anything before the rebrand went through, lol. Musk picked one, updated half the site and had his stupid "screw my neighbors" sign built before any real artist could even pick up a pen.
Johnson & Johnson looks like a law firm now.
I mean, they are currently involved in more lawsuits than products.
I think that’s the point - they don’t want to be a baby oil and baby shampoo company anymore.
Or a cheap hotel chain
J&J: Each letter is made in one pen stroke.
Me: Your whole logo used to be one pen stroke!
I'm so glad you mentioned the leaked Pepsi rebranding doc! I remembered this thing hitting the internet (what 15 years ago?) and was trying to explain it to a youngling... it was such an over the top either insane marking mumbo jumbo, or like implied, expert level viral trolling of themselves...
i think its because graphic designers must present a logo after they create it and with such a simple ass logo you gotta be creative to make a presentation i might be wrong on this but if i remember thats how it works
I learned about it from the masterpiece Niel Cicierega made under his music alias Lemon Demon. Definitely check out "Redesign your Logo"
"Hobo STD" is a bold name for a font, but i reapect it
I can't help but feel that the new Patreon logo is one of the ugliest and least recognizable (even after seeing it for months) redesigns out there
fr it does not look like a P just a blob corner 💀
just like the older one, no?
I miss the original logo. it was perfect. there's nothing pleasing to the eye about a black line and an orange circle or a vague blog. bring back the spiral p
@@diogoduarte8008 No, the older one was recognizable.
Every now and then I still scroll through my apps and see the Patreon icon, and I have to think for a bit to remember what app it is. It's like I'm looking at a Rorschach test.
And then the 3D animated thing they made to use in videos? Hideous.
Johnson’s rebrand hurt me the most.
Literally just doesn’t feel like the same company which makes me lose trust.
A real step back
I didn't realise I wanted a Patreon scrolling feature until you mentioned it Linus! Lordy... let's hope it happens.
Thinking about Eddie Bauer moving away from a script font, I do think it has to do with younger generations not needing cursive/handwriting, but not because they can't read it. It's just because it's looking old fashioned now, so if a brand wants to stay "hip" or whatever, losing the older generations font is the way to do it.
Looks stupid now
I think at least part of it is also that cursive script scales poorly on a screen.
i don't think that these expensive brands are going for the younger broke-аss generations of school and uni students lmao
As a gen z, I agree, it looks stupid. We can read cursive and the new logo feels off-brand compared to patagonia and arc’teryx. And just because we’re broke doesn’t mean we can’t dress 😉 my clothes buying process involves trawling depop, postmark, grailed, eBay, and goat until I find something that fits my desires and I can lowball. My pants may have cost me $20 and have some wear and tear but I’ll be damned if I’m not fly
@@welmoe I should've pointed out that I also think it sucks, just giving some perspective on my guess on why that style is going away. They also could have absolutely made an actually good new design lol
As a German who has never heard of the Brand Dolmio, I read it as Dolm'o when I first saw the logo. The contrast between the red dot and the green background is too low in my opinion. I don't think that's a great execution.
Yeah, I read it the same way.
Probably even worse for people with color blindness
@@BlueCubeSociety true
@@BlueCubeSociety Red green colourblind designer here - the contrast is nearly zero for me. As in, I can see it because I know it's there but would have easily missed it at a glance. Big a11y fail
@@P-I-D-D-Y Damn, that's crazy. Thanks for the feedback!
That new Patreon logo gets completely lost in the Bookmarks tab, lol. Before, it stood out nicely with the orange colour.
dolmio's red dot on green background makes it nigh invisible to me as a colorblind person, haha. love me some dolm'o
Haha, amazing that a company as big as mars (well the marketing team they hired) forgot about colourblindness.
Remember when Facebook tried to rebrand to meta? And then totally backtracked by saying that what they meant was that the company is now called meta, but the platform is staying named the same thing?
I feel like twitter missed that 🤔
Pretty sure they just renamed from Facebook Inc to Meta Platforms Inc, facebook was always the name of the platform...
Facebook (the platform) was never going to be rebranded. From day one they said only the company is changing names, just like how Google's company is now called Alphabet. There was no backtracking involved; they just copied what Google did.
@@mt_xing I think the problem is that they did what Google did but decided that it was a real big deal and everyone should know about it ASAP.
So clearly it must be a very important and meaningful change that will affect you directly.
And the only reasonable way for it to be that important is if Facebook, the platform, is now called something else.
I like the extra touch of the S in slurpee having the exact same swirl on the top as the slurpee in the logo.
Bonus points for matching Linus's hair swoosh
An unexpected but a welcoming collab!!
I hope this become a series on the long run ❤❤ Keep up the good work, Ben and Linus.
Twitter should've obviously been kept as one of the features in the bigger X app, but still be Twitter.
That was exactly my thought. You could have introduced X as the overarching brand with XTwitter or Twitter X or somthing like that as the site with Twitter functionality. That would also make way more sense if he wanted to make X a banking app.
This is something that Meta actually got right in their rebranding - that original website is still called “Facebook”. (Though as a VR fan, part of me is still a bit salty about the loss of the Oculus name)
@@BooksdsI was actually thinking about that recently, I was like "where did Oculus go". It didn't occur to me until now, that they'd dropped the name completely.
Corporate reblanding is very understandable: the logo has to perform in many imperfect media that corrupts and distorts expressive detail. But for luxury brands, that's like throwing away their heritage, and some kind of admission that they can't afford the detail.
Yes! That’s exactly why they all feel so cheap and lazy!
I didn't know that luxury brands were moving in that direction because I don't care much about luxury brands. Even so, that graphic is tragic. Whether I care about their products or not, those brands (and many others) carry a ton of history and cultural heritage, and it's a shame to destroy that. I just hope it doesn't last.
I liked the previous Pepsi logo. It wasn't great, but it was good enough for lack of better options, just like the product itself. It looked kinda like an eye and was animated. I felt it had a sort of personality. My favorite is the one from the 50s, though, that one's gorgeous! The new one has a weird font, and with the letters completely inside the circle it really does look like a petrol company or a brand of petrol. If it said AdBlue instead of Pepsi, no one would notice
Where I used to live there was an old brick building with a very faded version of the Pepsi logo from the 20s, which served as a persistent reminder of how awful the modern day version of it looked at the time (notwithstanding all of the grandiose "design" it supposedly embodied). Glad they took a couple of steps backwards with this latest attempt to refresh the brand.
I definitely prefer this updated look with the new font much better because it’s fresh, but nostalgic. I’ve in fact been waiting for this 😂 As a kid I always found their updated 2000’s style logo to be boring, flat, and too sporty looking.
I thought the previous Pepsi logo looked like they ripped off the Partridge Family. Considering that for most of my life, they've tried to brand themselves as belonging to young people, that was an awful mistake. (For some perspective, the Partridge Family's hits all came in the first half of the 70's. The original version of "Forever Young" came in the 90's, and they went with a new, hip-hop version of that!)
The icon was uncomfortable to my eyes but I liked the wordmark.
It (the old one) made me think of toothpaste which made me not want to drink it lol
Patreon's reveal / announcement video was insane
It was so bad!
The Twitter to X change was so abrupt, that I deleted the weird unknown app that appeared on my phone, not knowing it was Twitter. The color of the brand gone; the name changed; it was completely unrecognizable. I didn't bother re-installing it either.
I honestly liked how Dolmio kept the original ‘I’ in the ‘D’ of the rebrand, considering most people will comment on the new design getting rid of that letter. Kudos for that one to the designer haha, and it’s a nice nod to the past.
I'm extremely disappointed in the patreon logo. It looks ugly, the silhouette is a nothing shape, the most common use for the patreon logo is as a little icon next to 3 others or on an end card with patron names, and this logo is absolute garbage for those.
This was a fun collaboration, I wish you guys talked about the Webflow branding, because in my opinion it was the best shift for Webflow as a brand and as a company.
Alright, so we recorded this literally hours before Reddit revealed their rebranding. So Reddit's new look... Yay or Nay?
Nay! feels overdesigned for 2023-4 in the simplicity meta.
Nay! Snoo literally has a beard..
Mixed feelings, to be honest.
The previous logo felt soulless to me, glad they gave Snoo a facelift for the rebrand.
The previous typography Reddit use fits them well, the new one feels tacky and over-the-top.
love the new font, can't love the 3d character as well tho
It looks a bit ass, tbh.
Johnson & Jonson logo makes my dyslexia go haywire
If I hadn't heard anything about the goings-on at Twitter and saw the X logo somewhere, the first company to come to mind would be Xerox.
The only time I used X in Twitter is making sure the embs work on Discord
i have never in my life seen a commercial for slurpee
tbh this is the first time I've seen actual evidence it exists. I'm only aware of Icee.
Interesting! I personally really liked the previous Pepsi logo for the cleanliness 😢
awww don't cry!
I agree. Totally think the new changes are a step backward
The typography is what makes me dislike it. The typography that had the wavy e slapped so hard
@@PKLuver944 I agree!
I saw this in my recommendations and thought the title was "Designers Disrespect the Most Unexpected Rebrands of 2023"
The patreon logo could almost be a shape for profile pictures on the site. Or having or change anytime you refresh the page would be fun. Or they could allow creators to select which style of the logo appears on the page.
Is it overdone for what it is? Yeah, but it doesn't look bad and they could do some really fun stuff with it. Let's just hope they don't waste the potential haha
i think that gets at the heart of what patreon is becoming “over done for what it is” there’s so much feature bloat on a website most people use once a month
It really does look like a CSS mask-image
Please make this a yearly regular!!
A Linus x Ben collab is the best Xmas present!!! 🎉
The 1997-2007 Pepsi branding to me looks way more effective, the graphics just make me want a Pepsi and I don’t really drink soft drinks anymore.
Twitter going to X is like Apple going form iPod to Apple Music
The new slurpee logo would’ve worked wonders in the early 70’s.
I think clothing companies going for the water tasting logos is a bad idea, much like J&J really, because for people who could see a J&J bottle out of hundreds in the store, that particular ability is gone now … as for Dedsi, well the return to the even planet is good really
The Patreon logo looks like a kidney bean, not a P.
I think this is the best Patreon mark yet. Looks great and works extremely well.
Patreon is actually such a good change
I can't believe there's a font actually named Hobo STD
I feel like it is worth mentioning that the twitter rebranding does provide some value as a marketing stunt, ALMOST like it’s so bad that it’s good. People were and are talking about twitter more than ever because of it and there’s no such thing as bad publicity I guess? but yeah they might want to just role back and cash in their existing brand equity before it dissolves.
Yeah but now? People talk about it so much less than even before, because it's so much more akward now to group it in with other social medias. No longer can you say Facebook and Twitter if referring to social medias and technically be right, now it would have to be Facebook and X, which is so much worse because not only is it a bad brand name since it's associated with porn and is literally just a singular letter that is indistinguishable from the actual letter, but it also has no backing to it because X wasn't around for 15 years as one of the big social medias, Twitter was. X has no brand power compared to Twitter so now people who don't know what to call it since people might not know what X is and just saying Twitter is technically wrong and confusing, many people will just leave Twitter out of the conversation when talking about social media platforms. Even looking at before and after the brand change, significantly less people use X now than Twitter before.
WOW is that Johnson & Johnson rebrand BLAND.
The new Taipei logo really makes me want some Ben & Jerry's
Exoticised typefaces are as popular as ever in Asia:
Signs in Thai with letters that look Chinese.
Signs in Chinese with characters that look Tibetan.
Pretty sure I've seen signs in Thai and Khmer that are supposed to look like Korean too.
I love that the twitter rebrand isn't even a controversial topic, almost everyone can see just how dumb it is and no one is willing to give it a chance and try to start calling it "x"
I am so glad to hear someone say that the last Pepsi logo was atrocious! I don't know why it took them so long to change it.
This is hardly a controversial opinion.
this is the type of content I've been looking for. Need more of it. Congrats!
7:19 I had no idea what this brand was, but seeing the new logo, it was giving Bass Pro Shop vibes
They're one of the many companies that started out as an outdoor-gear outfitter and then became a fashion company that sells outdoor-ish stuff, so that's probably not too far off of the vibe they're trying for.
I was in design school when the Pepsi rebrand happened and everybody poo poo'd me when I said it looked like shit.
Who's laughing now, fuckers.
Rebrands are like echoes: distortions of the original that everyone recognises as such. Apart from ducks. They don't understand echoes.
12:14 I don't even know Dolmio (I'm from Italy) and the old logo looks amazing, while the new one sucks so much in comparison.
Given that I own a 1988 Ford SUV with "Eddie Bauer" tie-in branding, I'd say they definitely count as a fashion company and have for at least three and a half decades. Also, one clever thing about the new Pepsi font -- notice how the line of the top of the "i" is the same line as the end of the "s" and the bottom of the angled stroke of the middle "p". (Also notice how that angle that is so well-defined in the font is not carried through *anywhere* in the rest of the logo.)
Ok but the Chinese font design for Johnson & Johnson at 9:09 is so pretty.
this was a lovely video to stumble across in my Recommended panel, subscribed to both channels and look forward to future content!
The last Pepsi rebrand was so ahead of its time I think most Designers hated it at launch. Turns out it was just 6 years ahead and now its ok, but hate the new Branding but hey who cares its a mega brand and that can carry the weight of boring! Dolmio I would flip the ! back to an i and leverage that trick in animated KVs etc so its not lost.
They can survive on the sugar an caffine alone. It does make it more interesting when brands can change it up so often.
Fun fact: Gerrard Huerta designed the previous PEPSI logotype and logo, he designed an entire alphabet that was used briefly and occasionally in marketing. For the kiddos in the audience, Gerrard Huerta designed such marvels as the AC/DC logo (and responsible for the 'blackletter = goth/metal' look) among hundreds of other well known logotypes and brand marks like Nabisco, Adweek, Dewars, Time Magazine, Arista, HBO...
Imagine being a fashion brand, whose whole thing is designer clothes and uniqueness, and deciding that your logo should be updated to match everyone else's.
Really really enjoyed the video, I just wish the examples were on screen for one or two seconds longer. :)
The “kids can’t read cursive” thing is absolutely true. I was born in 2006 and never taught cursive at school whatsoever, the only reason I can read it other than big initials is because I’m a reading and writing nerd, so I taught myself. Cursive is also harder to read than any other handwriting for neurodiverse people, including myself; I have Asperger’s and dysgraphia which makes my ability to parse garbled or otherwise unusual handwriting much lower than a neurotypical person, even after reading through sheets of text in cursive from online as a small one, I still have trouble and have to squint or double take frequently when reading cursive. I very infrequently have this problem with any other style of writing, but cursive just fries wires in my brain. Absolutely against getting rid of handwriting in branding and logos, but cursive can be minimised in my opinion. I understand that the most important part of a logo is the mark and not the readability, but it sucks if nobody can tell what your bloody logo is for
love how Linus' hair also resembles the Slurpee logo
Is it just me or the X logo really looks like a porn app logo ? Like imagine not being aware of this change and just seeing that app on your friend's phone.
exactly what i was thinking lmao
That Pepsi logo is an improvement, but they just should have brought back the 1971-1987 logo without that weird font. If I would be in charge of marketing for Pepsi their products would look much better and sales would definitely improv
That Pepsi document inspired the Lemon Demon song Redesign Your Logo, which is an absolute banger you should definitely seek out if you haven't heard of it. (the 2010 live backing video version)
The x logo, just looks like the x-org logo, which reminds me of the janky process of getting Linux x11 programme to run on a mac about 15 years ago
I'm massively down with the Pepsi rebrand. That bold type with rounded off corners, strong primary colors stamped on really draws the eye and makes for brilliant applications on a range of marketing.
The previous one felt so thin, weak and disconnected. Like they wanted the logo and wordmark separate which (in my opinion) doesn't make for as effective a logo that can be stamped and replicated everywhere on any surface. Bravo Pepsico. It's rare to see returns to form.
Twitter had HUGE brand equity! "Tweeting" was a word people used regularly.
Now what? "I'm going to X that?"
As an amateur graphics fan, I've noticed in recent years several big companies have switched from heavyweight all caps logos to "friendlier" lower-case ones. (Citibank, Wal-mart, Staples, etc.) Re that Pepsi "swoop" in their previous logo, I think you overlooked that particular design decision was sparked by Coke introducing their now-retired "dynamic ribbon" under their name - imitation is the sincerest form of... BTW, PEPSI's new logo goes against my above observation: they've gone from lower case to a big bold, in black, all-caps logo
about the MTV thing, I think you could make the case that Dutch broadcaster VPRO was earlier with some of its leaders in the 70s: especially the ones in the first half of the video "VPRO leaders1" on Jaap Drupsteens own UA-cam channel (Drupsteen was the creator of these leaders) were creative with using the logo itself for its visual effects
I'm getting really tired of companies thinking modernise=lose anything that we had before. I think the turn back towards old designs is a big indicator that we want fun back, we want fun brands and wacky ideas and a strong identity
When I think of corporate logos & redesign I think “what would Paul Rand do?” Or “would he be proud?”
i really like that slurpee logo. it's fun and cool and reminds me of 90s era graphics. another set of logos I've seen redone recently that i actually liked was snack logos 'gushers' and 'fruit by the foot' they also remind me of the marketing done in the 90s for those.
noticed there wasn't any commentary on whether the patreon change was good or bad tho lol. most everyone ive seen who use it have said it's horrid bc it's barely recognizable as what it's supposed to be now.
What do you mean, "old logo"? you mean the aberration that replaced the real logo. I'm glad Pepsi reverted to old logo. But I wish they rebrand as B E P I S
The new Johnson&Johnson logo is atrocious. The old one was so recognisable and charming.
Here in Brazil there's a fashion brand called Riachuelo whose logo is just an abbreviation of it's name - RCHLO 😅
The Johnson and Johnson - I think they should have kept the cursive J's... that was the most iconic part in my opinion.
I've hated the old pepsi logo since it was the new pepsi logo, I'm glad we got something resembling the ones before that.
One of the twitter re-brand aspects that gets overlooked despite how incredibly stupid it is, is no longer calling them "tweets" and instead calling them posts. Small but the fact that "tweeting" became such a ubiquitous term and is now gone is just a hilarious branding misstep. Amazing how downhill that platform has gone since Musk took over.
I mean everyone still just says 'tweet' though, right?
Every time I see the x in a reposting of a twitter post, I want to close it. I keep thinking it's the x used for closing an ad or a browser or an app. It is the stupidest rebrand ever
great collab! love you both!
Hey Linus & Ben! This deep dive into the most significant rebrands of 2023 is pure gold! 💫The insights, humor, and downright sass are a winning combo. Elon's Twitter rebrand, or should I say "X," is still leaving me scratching my head. 😅What's everyone's take on this move? Also, who else is here for the Patreon custom thank you scrolls? XD
I don’t hear anyone calling Twitter … X ever
Do I get a free course for finding the hidden one frame of classic BM grain texture at 16:08 ?
Tai Pei rebrand is nice, I just wish they keep the golden 'drop shadow'.
For example Pearl Milling Company has a two tier drop shadow that I think works really well.
The new Patreon logo really reminds me of that former Science Channel/Discovery Science logo/visual ID.
Great Insights 👍
Those Patreon ideas where amazing omg. I hope they use them!
For Dolmio, I’m thinking the same letter shapes, but instead of the!, Make it a lowercase I that reaches the top, and that red dot is a tomato
Twitter’s rebrand is terrible, but I think Patreon’s manages to be worse.
I'm not sure you can call Patreon's worse, because you didn't even call Twitter X in your comment. There is an almost absolute rejection of the Twitter rebrand
@@BryanLu0 because saying "X's rebrand" doesn't make any sense. Twitter's rebranding was X.
I like the Patreon rebranding. At least they actually put some thought into it and made the design cohesive. The X logo looks terrible in comparison and they didnt even change the design of the site to kind of make it work. And the best part is that the URL is still Twitter, which makes the entire thing extra shitty.
@@Mionwang I'ma be honest I haven't heard one single person referring to Twitter as X. I've seen a couple do it within the app, but no people I talk to in person ever call it anything other than Twitter
@@luckas221a i didn't say that it was a good rebranding. In fact i think it was kinda stupid as Twitter didn't have anything to offer other than the name and a few million users. But Elon has been obsessed with the idea of "X" since the zip2 days so i guess i kinda understand.
Merely pointing out the fact that Bryan's argument was stupid.
Never heard of Dolmio before and really don't like the new version. The ! is confusing and the red backdrop had a nice "grandma's kitchen" vibe to it, but not aggresssively so.
Great video as always Ben, love your content so much.