Organic/Geometric: Abby Larson

This logo redesign for Sabra, a hummus company, is still very similar to the before image, but with some major and minor improvements. The old logo is much more organic than geometric, the stokes are less uniform and the line underneath is seemingly arbitrary. The orange circle is clearly representing a sun. In the new logo, the font is much more geometric and uniform. The strokes are all even throughout the image.


“A custom Sabra wordmark keeps the playful “musicality” of the previous version while adding a bolder impression,” designed by New York, NY-based Beardwood&Co for Sabra®

The sun in the new logo however, is very different from the old logo. It is much more abstract in the new logo. There are parts of this shape that are reminiscent of a plant, or a lightbulb, and these variations lead to different interpretations for different audiences. The color in this shape is also much richer than the old sun icon.

I think the designer made these choices to give the design an overall sleeker feeling. Also, this design incorporates uniformity among all the different shapes and strokes.

The company is a hummus company, but they also market flavored hummus, and pretzel cups. The redesign of their logo is intentional. The colors make it seem earthy, but the design makes it more modern, which is appealing to younger audiences.

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Organic/Geometric: Jacob Granneman

While observing the redesigned logos on the Brand New site, there exists a clear trend: simplicity. The ultimate goal for these modern redesigns is to simplify the old designs and sharpen the overall style. The most prominent way they accomplish this is by creating a more geometric look for many of these logos. The older styles of rounded, bubbly, elementary shapes, gave a sense of juvenileness, and potential immaturity. The addition of the more angular, symmetrical typefaces and shapes, gives things a more refined look.

It’s clear that the organic look is not appreciated in today’s branding world, at least, not in large doses. There are small areas where more “scripty” fonts and characters are used, but even they are surrounded by geometry that screams modern simplicity.

For many logos, the change gives the design a more representational meaning. In the Skype logo, for example, the switch to a cleaner corporate typeface became representative of the Microsoft brand, and tied the video chat program to other interfaces, like Word and Excel.

Many of these companies are trying to stand for a sense of trustworthiness. They want you to be loyal to them. Thus, these new designs emote a sense of professionalism that the previous designs often lacked. In essence, many of these logos are growing up. The days of free flowing, hand drawn logos, that look like your grade schooler drew them in art class, are gone. This site shows that we are ushering in the era of sharp, clean, often geometric design.

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Organic/Geometric: Samuel Jonsson

The purpose of this logo redesign is to apply it to a new wide range of mediums. The new logo was designed for free from a London based brand agency called The Partners. Tusk is a non-profit organization dedicated to conserving the African wild life.

The first logo is natural and representational. A silhouetted Africa stands behind the name and purpose of the non-profit organization. It’s made very clear for the audience what the purpose of this logo is. It’s considered a natural design because the organization copied the shape of an existing continent (there was no creative component = no geometry). This logo seems practical for their website or plain t-shirt.

The new logo is geometric and abstract. The straight lines and perfect circles are all that make up this logo creating its own new pattern. This new pattern is both geometric and traditional because a lot of the influence for this came from traditional African patterns (the colors also compliment the text accordingly to these traditions). There is not one curvy line in this composition, even the “s” is only made of straight lines.

I love the new logo because it’s not just a sticker for a company but also a palette for all sorts of different patterns and backgrounds for the company. Just take a look trough this. This logo is considered abstract because the letters are subtle and hidden and this is even further emphasized in the pattern.

As explained through the first logo, TUSK is a non-profit organization made for the conservation of African wildlife. So in a literal sense, the first logo makes a whole lot of sense but if you contemplate the numerous ways that a non-profit advertises a company then the second logo seems more practical because of its compatibility with cars, backgrounds and clothing. The second logo has transcended from its initial use as a logo and has become the entire identity for the organization.

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Organic/Geometric: Alex Hagen

The old “Nordwind Airlines” logo

I chose this logo for the company “Nordwind Airlines” because of the striking design differences between the Before and After images of the company logo. This is an airliner based in Russia with a fleet of over 20 planes flying to destinations within Russia and Europe. Their old logo wasn’t striking enough and definitive enough for the company, saying that it “…wasn’t very exciting or confidence-inducing.” Their decision for a new logo came from wanting a logo that more clearly identified them.


The new and improved “Nordwind Airlines” logo, designed by UMA

The new logo, designed by a company called UMA, drops the airplane tail graphic and instead uses an “N” monogram as the centerpiece behind the design. It contains “a bold combination of round corners and sharp angles and the extra wide structure is very airline-ish, as is the italic bent”, meaning that the new “N” seems like a representational of airlines themselves. The company seemed to use the same general sans serif through both iterations of the logo, but it seems more thin and streamlined in the after photo. Though both before and after logos were very geometric in style, the sharp lines and regularity of the shapes and font of the second logo lend themselves to a more definite geometric appeal. I think that while the regularity and the sharpness with which this representational logo is constructed seem somewhat sterile in nature, it definitely lends itself to a professional appeal.


The effect of the new logo is striking and definitely is more appealing than the first version. People who glance at this logo are left with a feeling of quiet professionalism and efficiency, both valued attributes in an airliner. In fact, looking at some of the mock-up designs for airplanes themselves definitely seemed like an improvement over the old design, with bolder lines and colors giving the new designs visual appeal. I definitely agree with the designs for the new logo and believe that the reasoning behind the changes is sound. The new logo is an embodiment of the values that Nordwind was trying to promote.

The mock-up design of the old and new logos on airplanes

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Organic/Geometric: Lexi Day

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The old logo for the U.S Ski and Snowboard team, found on Brand New 

For this blog post, I have chosen to look at the old and new logo for the U.S Ski and Snowboard group and team. For the old logo, it was very plain and didn’t convey what the logo was about. Without knowing about the U.S Ski and Snowboard team, I would have assumed the old logo was for a more professional type company or government agency. The yellow gold color seemed a bit outdated as well. In terms of organic and geometric, I would say the old logo was leaning more toward organic as the text was italicized and the red/gold/blue design underneath was more “fish shaped” and doesn’t have any straight lines. For abstract or representational, the before photo would go under abstract. It has nothing to do with any real world images, and instead just serves to create more depth to the words and ingrain “American colors” into the design. When the before design was made, I assume the designer was attempting to create something minimalist by using only the acronym, while also incorporating the traditional red and blue colors, as well as a gold to possibly signify winning (like an Olympic gold medal).


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The new logo for the U.S Ski and Snowboard team created by the Nike Senior Strategic Advisor, found on Snowboard Unveils New Brand 

For the new logo, it has a much more modern and cleaner feel. The purpose of the logo (to represent the ski and snowboard team for the Olympics) is clear and whomever is looking at the logo will be able to understand what it stands for. The logo is more geometric, due to the square triangle. The mountain inside also represents the winter teams, and the darker blue color works better than the lighter blue on the old logo. The red color doesn’t seem to have changed. This logo would lean toward representational, as the mountain part of the logo is an easy recognizable part of nature/object, as well as the stars over the mountain, meant to represent patriotism. I think the designer made the choice to change the logo in part for the upcoming winter Olympic game, and also to give it a more contemporary design.

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Organic/Geometric: Caleb McEnderfer

This is the original logo for the company Boodle and they provide short-term loans.

Boodles rebranded their companies image in 2011 and that included changing the logo. The original logo was geometric and very straightforward in what their company was about, which is provide short-

This is Boodle’s new logo and they re-branded their displays because it was outdated and naive visual language. Designed by Xfacta and this was the project page

term loans and the logo has a kid dragging a bag of money. The lettering is also on a straight line and in the new logo, the lettering is staggered to give it a more organic look. The new logo also creates a little cyclops character called “boo” that is part of their rebranding and the avatar is there to assist online. I think the “boo” avatar is much better than the kid dragging the money because the new logo makes a character suttle and it looks clean compared to the kid with multiple colors.

Boodle makes their new logo and brand more simplistic and clean by using just the color orange and black/white. Using multiple colors can make a logo look confusing and may distract the audience from the title. I think the new logo is more abstract than the original by creating the Boo avatar and the original was more representational because of the bag of money the kid is dragging around represents the money aspect of their company. I think the designer made this more abstract and organic because the logo feels more modern and I think they achieve the idea of less is more with their logo. Their new logo does not relate as much to what their company is about comparing to their old logo, which was straightforward with the money bag. There new branding and logo does a good job of simplifying their logo and making it stand out more.

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Organic/Geometric: Jen Wenning

The logo/branding redesign I chose to go with is for Budweiser; the red is eye-catching and easily recognizable.  The original design for their canned product I would say is more geometric because of the way the design wraps around the can.  They also employed a concave hexagon that they warped a bit for the script Budweiser.  The way the old can art was made, definitely looks more segmented into rectangular shapes, that are upright, but you have to put the can on it’s side to actually read any of the text on it.  Budweiser has long claimed that it is “King of Beers” and so on the old can you can still clearly see the crown that sits at the top concave point which is definitely representational of it being the King of Beers.  One of the problems of this design though is, that even though you know what brand it is, if for some reason you wanted to read the text, you have to turn the can sideways to do so.

“Budweiser as a beer is one of the hardest to brew,” says Hall. “It takes roughly 30 days. We wanted to apply the same effort to design principles as to brewing. So we spent twice as long, drawing every piece of type and vector art by hand, such as the medallion, leaves, grains and hops. We put effort into caring about every last detail.”

The new branding for the company I think I would classify as more organic because, back to the text, it’s easier to read since it’s all upright though it still has a geometric component.  The can is clearly done in “halves” as in the top has this spiffy new seal that was made for Anheuser-Busch company, and the bottom half is more simplistic, with the Budweiser in script paired down to a single color (no odd stroke marks), while still proclaiming it’s King of Beers.  They kept the red as it’s still a highly recognizable part of it’s branding and I think it’s a design that it’s not as “representational” as the last just because the obvious crown is gone.  However, by creating the seal, or maybe it’s a coat of arms?, still implies some type of royalty, or ostentatiousness…maybe both.

According to VP of marketing, Brian Perkins, the reason for the logo design is because they thought the old branding was not indicative of the time and care put into creating the beverage, so they wanted new branding that was more detailed and intrinsic to their product.  One thing they wanted to do was reduce the clutter of text from the old branding but still remind consumers of it’s 140-year heritage.

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Organic/Geometric: Joshua Murphy

The image is from the Tusk website. An organization built around the protection of African wild life animals. The logo redesign was created by The Partners, a London based brand agency. The redesign was created in a way to show the African design inspiration in it.

The original brand is on the left side and the image is the old brand and the right side of the image is the new brand identity that Tusk has adopted created by The Partners. Right off the bat I noticed how the new design represents more of the African culture design then the design on the left. The old one is representing Africa through an actual image of Africa as where the one on the right perfectly captured the influences of the culture and who Tusk represents. The new logo is more creative and had more design aspects than the old logo. The old logo is straight and to the point by using the image of Africa to represent the cause and text size manipulation to give and accent to the word Tusk.

This image is from the website Brand New and shows how the the logo works from larger pattern

The updated Tusk design is geometric and uses a pattern to make the logo “Tusk” appear in the design. In Brand New they described the new logo being a “Water Mark” in the patter, it is hard to see when looking at the image as a whole. The letters are almost portrayed in an abstract manor making them blend.  The abstractness comes from how the letters are actually made. The T is created with double the horizontal and vertical lines. The U is made from three segmented pieces that form the letter. The S is boxy instead of having flowing curves. Lastly the K is the most abstract by how it is segmented and oblong. The letters feel abstract, all together they are Representational , and when the logo is repeated they make a pattern influenced by African arts and cultures.  I think that the designers made the choices that they did to make logo stand out more from others and capture more of the culture. When I first saw the two logos next to each other I was drawn more to the new logo because it stood out and made more of a statement with the design aspects that were chosen.

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Organic/Geometric: Kathleen Zimmerman


The purpose of the redesign was to create a design that aligned with Africa’s tribal art and traditional designs and could be used in many different mediums like a car wrap and beaded wristbands. The design was created by The Partners for Tusk Conservation Awards.

Tusk Conservation Awards logo caught my eye immediately. I really liked the bright colors as well as the redesign since it reminded me of the pattern project we just finished. The Tusk Conservation Awards gives their awards to those who done amazing conservation work in Africa.

The first logo is more organic whereas the redesign logo is geometric. Organic forms remind us more of nature; they are irregular. In the original design there is a lot of irregular curves which create the outline of the continent of Africa. When we define geometric objects, they are mathematically similar with angles or hard edges. The redesign is created out of shapes that have many more angles and are what we think of when we think “geometric”. The letters are created out of geometric shapes that our mind can interpret into letters and a readable word.

In the old logo, it is more representational. In a representational design objects are more naturalistic and realistic. Our eyes immediately recognize the continent of Africa even though it is a graphically designed shape, because the shape looks identical to the Africa we see on the map. Even the text “Tusk Conservation Awards” is more representational when we compare it to the redesign where the letters are more abstracted. In an abstract design objects are more unrealistic and don’t mirror nature. In the redesign the letters are created out of geometric shapes which our mind recognizes as letters. When we look at the redesign we can see that it resembles a man-make object rather than something that is from nature.

Tusk Conservation wanted a logo created that aligned with Africa’s tribal art and traditional designs. The geometric redesign is actually the building block for a pattern, which also alludes to African textile. With the more geometric design the company was able to create wraps for their vehicles out of the pattern as well as make traditional beaded wristbands that were identical to the new logo redesign.

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Organic/Geometric: Jonathan Martinez

Purpose of the redesign was simply to get rid of the “ermahgerd” as referred to by the designer of the new logo, Koto. He wanted to have something that would embody what the company, New Voice Media, truly was. The logo on the left is the “Before” image and the right is the “After” image.

After viewing the newly designed logo, I felt that it seemed much more geometric based on the reading because of the straight lines and shape that it had compared to the old logo. We can see in the old logo that you can’t really tell what is going on like the new logo. Immediately upon viewing the new logo I saw how the logo had the “NVM” starting letters of NewVoiceMedia. Because of this very small, but important, detail, it showed me that this logo was more representational rather than abstract like how I would categorize the old logo. After reading the designer’s comments on his new design, he stated that he wanted to create something that would resonate with what the company’s mission was. In this case, it was forming new calling waves and making communications easier and “cold calls warmer”, as stated by NewVoiceMedia. Considering aesthetics, the logo is actually supposed to be a sound wave. I felt this fit in perfectly along with utilizing the starting letters of the company while doing so because it ties together the company, it’s mission, as well as the “name-like” logo to finish everything off, almost like the perfect storm. I was most impressed by how the letters of the company were very quickly noticeable in the redesign of the logo. The old logo didn’t really seem to mean anything as it obviously was much more abstract that the new one.

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