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DigiKey unveils their new logo/branding
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newbrain:
I honestly like the new logo a lot more of the old one.
It was next to unreadable, not giving a real identity and looked really cheap.
The new one, if not great, I find quite decent, and at least they eschewed the "generic sans-serif" disease of many other brands.

It's quite normal for big brands to go for a logo and visual language update every now and then.
Where I work, we did that in 2018, with, I must say, quite good results.
Among other changes, the logo (very iconic and dating to the early 80's - the original one dated to the late 1800's) was not radically updated: a change of a couple of degrees in the slant of its graphics elements, to make it more suitable for low res displays and easier to anti-alias for higher resolution ones.
mikeselectricstuff:

--- Quote from: newbrain on May 22, 2023, 08:27:35 am ---
It's quite normal for big brands to go for a logo and visual language update every now and then.
Where I work, we did that in 2018, with, I must say, quite good results.


--- End quote ---
What results exactly ? More customers, more profit , better service?

newbrain:

--- Quote from: mikeselectricstuff on May 22, 2023, 08:51:52 am ---What results exactly ? More customers, more profit , better service?

--- End quote ---
All of those three indicators improved. :-+
I'm not the one that can assign causes and effects and many were of course at play in the last 5 years.
I would say it did not hurt, and our logo is, as said, so iconic that I do not expect it to really change for the coming future.

The new visual language is also more pleasant for us working with it.
In fact, with "good results" I was thinking more of the aesthetic side than the impact on the bottom line.

Are these changes absolutely needed? Probably not, but branding is an important part of how a large firm presents itself on the market.
Disregarding, if not disparaging, marketing and branding, as many here seem to do, is, IMHO, a bit naïve.
 

Ranayna:
I think this is something inherently human.
Something new, even if it is just a logo, sparks curiosity.

One thing with Digikey is interesting: I barely noticed the dash. It is not relevant when spoken, but is often a hindrance when typing, since especially mobile, the dash is often a special character.
Since noone would say "digi dash key", ditching the dash officially seems to be a smart move.

Also, looking at the wayback machine, there essentially always was www.digi-key.com and www.digikey.com, the former redirecting to the latter since at least 10 years now. So why expect broken URLs now?
tom66:

--- Quote from: newbrain on May 22, 2023, 08:27:35 am ---I honestly like the new logo a lot more of the old one.
It was next to unreadable, not giving a real identity and looked really cheap.
The new one, if not great, I find quite decent, and at least they eschewed the "generic sans-serif" disease of many other brands.
--- End quote ---

As logo designs go it's fairly inoffensive and I tend to agree the old one was a bit, err, "overdone". 

That said I think it's a bit odd to stray so far from a logo that has been the same for quite some time.  Maybe it would have been better to modernise the badge design, perhaps removing the small "corporation" text and de-bossing the badge so it looks more flat and modern.
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