Rebranding of Mastercard, Premier League and Oslo City Bike
A new year has just begun, bringing the promise of new opportunities. As we look to the future, it's also a good thing to take a little look back at the year that has passed. 2016 was an eventful year, and the same applies to design. We look at three selected brands that have regenerated themselves in the past year. It's often true that just a short time after a new design has been launched it's accepted so quickly that we almost immediately forget the old one. Some people don't even notice that there has been a change until they come to compare the before and after. It is always exciting to take a look at what has happened.
Rebranding successfully
Mastercard
One logo that will not easily disappear and is not easily forgotten is the iconic logo for Mastercard, one of the world's best-known symbols. Adjusting the symbols in a brand like this can be risky. Even if, as a designer, you always need to dare to challenge the establishment, you also need to take account of a robust history and tread carefully. In this case, it was a smart thing leaving it with its original design. Anything else would have been perilous for the company. Not many companies have the privilege of owning such a strong and simple symbol as the two overlapping circles, and this has remained untouched for a long time. The symbol itself has only undergone a few small changes between 1968 and 1990 but, in the '90s, some changes were made, including the transition between the colours becoming marked with stripes, After '96, the symbol was left alone for ten years. The new version of the symbol has returned to the original with only pure circles, and the colours and overlap have been freshened up. Even if the symbol is very much the same as it has always been, the typography is probably what has gone through the biggest change; they have recently gone back to lowercase in a modern and simple sans serif. Pentagram is behind the design for the new Mastercard.
The differentiation between the business market and the consumer market with each having its own logo is now gone. The new logo represents everything and is used in every area where you encounter Mastercard.
As Michael Bierut said, "we’re living in a world where getting nasty tweets about your work is the second worst thing that can happen to people launching new logos—the worst is that nobody notices." I would say that not only have they succeeded in achieving a modern and simplified version that works better with digital everyday life, but they have also attracted a lot of attention.
"We're living in a world where getting nasty tweets about your work is the second worst thing that can happen to people launching new logos — the worst is that nobody notices."
- Michael Bierut
Premier League
The 2016/17 football season in England kicked off with a modernised and fresh new identity. There is a new version of the logo or lion, transformed from the entire body to just the head with a crown. Even the ball is gone. The result still leaves us in no doubt of its identity. It continue to undoubtedly communicate both authority and power. From the colour palette to the typography, everything is bold, modernised and simplified. And it is so refreshing to see an operator in the world of sports move away from graduations in all directions, the metallic look, and other effects. Instead, they use pure and powerful colour surfaces and duotone images in a matching palette, leaving room for endless possibilities. This sends a clear message to others operating in this world - such as the NHL, NFL and so on. Watch and learn. Design is by DesignStudio and Robin Brand Consultants.
Oslo City Bike
Exciting things have also been happening here at home, especially the redesign of Oslo City Bikes. With new owners, there has also been new investment in the Oslo City Bikes, accompanied by a real facelift for the graphics and user service. The bike is still based on the bicycle, but now with a good dose of personality and charm. When animated, the symbol can change from a bike to different facial expressions that blink and react to the surroundings. It is simple and clear and very versatile. The services have also been extended to a great extent, with a significant increase in the number of bikes and stations along with a very user-friendly app that makes it easier to find stations and the number of bikes/locks, and also to unlock a bike. This has been a really big facelift both graphically and regarding service, and this is very visible in the cityscape. This is a service that makes everyday life smoother and easier for most people. And I think the look of the graphics really matches that. I am personally a frequent user of the service and a big fan! The new design is by Heydays.
The color palette is one of the few elements left from before, otherwise everything in the profile has been redesigned. The basic concept is the expressive icons or variants of the symbol. Charming, smart and appropriate in this emoji age.
