General > General Technical Chat

DigiKey unveils their new logo/branding

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SiliconWizard:

--- 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 ---

Agreed.

As I illustrated with the arm logo (now all lowercase, arial font). It could be anything. When going from ARM to arm, they should have gone all the way and renamed themselves "arm & leg". :-DD


--- 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.

--- End quote ---

Yes.

Psi:

--- 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.

--- End quote ---

Usually because the higher-ups need to justify themselves as actually 'doing something'.

But doing something that is actually useful for the company is complicated and takes real effort.
So they do the easy stuff instead. Things that need decisions but have little consequences, like the colors and look of logos.
Instead of things that need decisions which will cause large company changes that could get them fired or make them look bad if they make a mistake.

It's human nature, but engineers see right through it.

james_s:

--- Quote from: tom66 on May 22, 2023, 03:44:10 pm ---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.

--- End quote ---

I don't particularly care about the logo, I care about the fact that they're wasting time and money "fixing" a logo that wasn't broken when there are other actual problems that need fixing. I usually see rebranding as a red flag, I've seen quite a few retail stores rebrand shortly before floundering.

schmitt trigger:
There are many fine examples of terrible logo changes, and if a contest would be made to find the worst of the worst, the top place would be awarded to General Motors.

Runner up: OnSemi, or should I write instead, onsemi.

tggzzz:

--- Quote from: james_s on May 18, 2023, 09:12:59 pm ---I've never understood why companies do this.

--- End quote ---

That's easy if you see it from the canopy management PoV:

* things are static or declining; bonuses are at risk
* canopy management either doesn't know how to improve that or cannot improve that
* MBAs/conslutants are appointed to investigate and suggest changes
* the net result is no different to 2
* but Something must be done + this (new coat of paint) is Something => this must be done
Basically pissing about with branding is an orange flag to employees and customers. Engineers are intelligent; they recognise orange flags, even if MBAs think they don't.

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