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This is the animation in Slack’s blog post announcing the new logo

When should a company change their logo?

1/ A Strategic Shift — Yes

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Airbnb decided that it was time to grow up a bit.

Airbnb

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Netflix changed to signal the new reality

Netflix

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So did Uber

Uber (recent re-design)

2/ Poorly Done Original — Yes

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Left: the bloody awful original logo. Right: the revamped logo

Netflix

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Nothing to say here, just look at the original.

Apple

3/ Brand Fatigue — No

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Easily the best example of brand fatigue

Gap

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Mind-blowingly expensive Pepsi redesign

Pepsi

4/ Hey, Look At Us! — No

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Using an emoji as logo means you’re generic

Houseparty

5/ New Leadership — No

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Google updated their logo partly to reflect a change in leadership

Google

6/ Mistaking Logo for Brand — No

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Uber

Ok, So What About Slack?

The Bottom Line

Brand/marketing executive, former Netflix, MZ. I write on startups, strategy, business, culture & design. Also on Instagram @craftbarry @inthechipswithbarry

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