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We’ve seen more rebranding in the last few months than we can shake a stick at. Without a doubt, this rebranding epidemic was caused by the economic situation and the positive notion of change. This is great for some who try it, but not so great for others; Tropicana, Mountain Dew, Sprite, and Blimpie are some of which just aren’t that great. On to the good branding…
Corbis is a creative stock photo agency with their headquarters based out of Seattle. Their first logo was…well…interesting to say the least; have a look at it here. In 2004, Segura Inc redesigned the logo what we are familiar with today. The new design was a success and later in 2007 when Corbis acquired Veer, the in-house team at Corbis began redesigning the logo with a softer touch. The letterforms are rid of the hard angles in place for more rounded and welcoming curves.
Hmmm, I dunno. I might have to disagree with you here. I LOVED the first Corbis logo!
Don’t get me wrong, the new logo looks good too, but the original logo was sweet. It was different, but different in a good way. It was hard without looking too hard, and the typeface they used is one that I haven’t seen used as often as the new one. It said “Business: Without the suits and ties”. It just worked in my opinion, and I’m a little bit dissapointed that they’ve changed it to be honest. Ah well, I guess that’s brand evolution for ya. It’ll be interesting to see if makes any difference at all to how many $500 a pop photos they sell from thier site. Hmmmm…Still highway robbery in my opinion; new logo or not :)
Very good post. I’m loving that you keep up to date on these kind of things. It always brings inspiration.
I think that Corbis made step forward with rebranding their business. I think the new logo is much more effective.
Segura had nothing to do with this redesign, though. The redesign was done in-house, as mentioned in the article where you got your article’s images from:
http://www.underconsideration.com/brandnew/archives/the_softer_side_of_corbis.php
It’s definitely a nice evolution of the brand. The more angular wordmark was really showing its age. This is a nice, subtle overhaul.
Steve, thanks! I misread the paragraph and for some reason thought Segura had redone the new Corbis logo.
I see now that the in-house team was the creator of the logo which is even more impressive.