The Trials and Tribulations of Logo Designs

Brand Identity

December 11, 2019

This year has seen a number of logo updates across not only social media, but also other platforms within the digital space. Most definitely some have been more successful than others! As we draw to a close on the year, we thought it would be a good time to reflect on some of the highs and lows…


Between 2017 and 2018, Snapchat’s users grew by 125%. As of July 2019, they had 294m users – it may look small in comparison to Facebook’s 2.3bn, but this is still a considerable amount of users.

Earlier this summer, Snapchat released an update to its logo: a rather chunky looking ghost created by a thicker outline. Considering the small amend, the reception was rather negative, with many labelling it as aggressive and accusing it of making them feel uncomfortable. It has even seen the younger generation remove the social media app from their devices – a bold move, right?

We understand the backlash, as no one likes change, but we don’t see it being too problematic or harsh on the eyes.

This isn’t the first time Snapchat has received backlash – remember top friends? They also did a complete redesign back in 2018, which saw a petition come to light, with 1.2 million signatures. Snapchat’s response? Pretty much “tough luck”. Only time will tell on the response to their recent supposed design faux pas.


Looks like social media companies were on a roll this year, with Skype also refining their logo. Some have commented on its similar appearance to Facebook Messenger’s logo, others say it looks ‘obese’ – a common theme across both logos it seems. Some have also gone as far as to remove the app from their devices. However, there is method behind the madness – it is part of a more strategic overview of all of Microsoft’s icons, following their Fluent Design guidelines.

At brandformula, we see the more sophisticated side of the logo and the use of white space within the icon makes for a pleasant addition to your mobile’s home screen.

Change is a funny concept, no one particularly likes being led by the unknown, but ultimately the change will be for the better, in most circumstances. With the pace of change in the social media and digital landscape, adapting one’s brand to keep up with evolving demand, technology and competition is unavoidable.

It is especially difficult for those high-profile brands, but not all have failed or received criticisms to the extent of driving users to uninstall the programme.


Hands up if you remember the original Netflix logo? You know the one with the drop shadow? Seems a far cry from the now all red typeface – a reflection of the company’s technologically-driven strategy to provide an online streaming service. Although the old logo represented the feeling of movie theatres, the new logo brings the red to attention, and is now a clear piece of branding for the company. We love seeing how simplistic yet extremely effective a design can be.


Some of you might be wondering who we are on about here, as without the logo, it’s harder to decipher. It is in fact, Weight Watchers, who recently went through a rebrand to WW. It doesn’t just act as an abbreviation – the company wants to focus on wellness as opposed to weight, which is better reflected by its transition. Additionally, it makes for easier design incorporation and use across social media channels.


Similarly, the dating network took the imagery route and changed their typeface style logo to a flame – and that’s it. No words or letters, just imagery. This makes for a great app icon. It also works well across social media and incorporating into other imagery.

The likes of Facebook and Twitter have gradually made the same move over the last few years, though the updates are now very minimal yet highly effective and recognisable.

If you are interested in a review of your logo and finding out how this can impact upon your brand perception, our team would be happy to discuss.