That was a time in history now known as the "sans serif invasion
" or "blanding
". The sans serif font drops the intricate design elements in favour of simple, clean lines, which make it look modern and sophisticated. Or bland and boring.
And so, a few years ago brands changed their logos only to end up looking the same. Uh-oh.
Times move forward, trends come and go, but what happens to consumer insights?
We are interested in the likeability of old vs. new logos.
We spotted three big brands that recently updated their logos and ran a study.
Enter: Johnson & Johnson, Burberry (yes, they changed their logo again), and Fanta.