There’s been a growing movement of big-name brands losing their personalities.
The latest large company to complete their logo “refresh” is Best Buy. Just this spring, they announced a logo redo that included taking their name, setting it upright and placing it outside their infamous “tag.”
While it is pleasant enough and unassuming – it leaves little impression on the viewer and has become static (at least I’m happy they kept the tag).
Losing a personality is typically a result of endless revisions and taking in everyone’s opinion.
But, then again, this could have been their aim.
After coming across Allan Peters redo of the City of Eagan (MN) identity – I have to say – this has got to be the most improved logo of 2017.
A little backstory. Peters is an Eagan resident and was selected to envision a new logo by a development team from the city. Let’s just say this upfront: it needed it.
The city says the whole development process took the better part of two years. Soliciting advice from focus groups and others in what they wanted to see from a new identity.
Following deliberations, this is what Peters came up with.
Needless to say, a drastic and wonderful improvement from the dated and struggling identity. Eagan residents will be able to view their new look with pride.
Peters was paid $75,000 for the mark, which will include several other families of logos and a style guide for the city.
Kudos to a municipality for valuing the importance of design.