Have you noticed the Tumblr new logo?
Not long before, Doug Richard, the creative director of Tumblr, has announced the news, which not only turned a new leaf in the identity but also in corresponding to the multi media era we are living in.
DINAMO, a typography studio based in Switzerland, is the most important team behind the redesign. Apart from the project, DINAMO also designed a type family specifically for Tumblr, emphasizing the intention of polishing the corporation, which is named Favorite-Tumblr, whose x-height is as tall as the logo alphabets. Another detail that worth mentioning is that apart from several font weights and sizes, Lining figures are featured in this family as well, which makes Tumblr to gain identification among the sea of brands.
Getting back to talk about the logo itself, we can easily observe the differences in t and r: the old one with more roundness are adjusted to sharp edges; a lot of slight details are also reduced, like the terminal of r, it is common default to be designed higher than x-height in order to be optically-balanced; after the adjustment, the edge are polished and maintains its balance in overall. Last but not least, the dot in the end of the logo is probably the most unexpected change. The dot actually has became part of the brand representing quirkiness, scanky personality, and creativeness, besides with the purpose of repositioning in its brand direction, designers aim to make the logo fit in online texts.
As mentioned in the previous paragraphs, the new logo enhances the readability in the multi-media reading environment in this era, which includes the size from TV, personal computer, to your phone screen; consequently, whether a brand logo can be easily recognized and read in a short period of seconds couldn’t be overemphasized more. This brought us to recall the redesigning in well-known companies such as MasterCard, Airbnb and Google, they all came from a more delicate, full of details, or serifs to sans-serifs with basic vector shapes. There have been discussions about whether it enables the unity of logos and loses the specific identity for each company? In fact, it could happen, however, brands are likely to follow the trend. It is mostly because of the change for user experience in terms of media, which forces them to rethink their position: how to remain unique under the alteration in their clean, newly-designed logo?
Please see more details for the Tumblr new logo via DINAMO’s website