Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
The 1990s was a decade of technological revolution, cultural shifts and bold graphic design. As the world started to go digital, businesses raced to keep up, and many iconic brands seized the opportunity to reinvent themselves. These rebrands weren't just cosmetic changes, then; they were strategic moves built a solid basis for corporate survival into a new century.
"During this period, KFC also updated its logo to a more contemporary design, featuring a simpler and more stylised version of Colonel Sanders. KFC headquarters decided to expand its menu around this time, too, including a wider variety of items beyond its traditional fried chicken, aiming to attract a broader customer base."Daily design news, reviews, how-tos and more, as picked by the editors.
This might have looked like a small update."But when put in the context of Starbuck’s growing ubiquity on the streets of America, having a clearer and more recognisable logo would only benefit its pavement-presence," Matt adds."With contrast and legibility improved, Starbucks was set to dominate the sector for decades to come.
"The bell was updated to a brighter pink and placed against a solid purple arch, replacing the previous streaked background. The typeface was also modernised, shifting from elongated serifs to a bold, sans-serif font with diagonal cuts."The '90s saw a wave of brands making the transition from sports and outdoor wear to avant-garde fashion staples.
But there was a problem."The name Federal Express contradicted the company's core value of speed. 'Federal', associated with government, conveyed slowness and bureaucracy: the opposite of what the company stood for." And Nintendo's new visual identity, he argues, perfectly encapsulated the idea of how games were moving from 2D into 3D."The logo with its primary colour palette spoke to a vibrant new 3D world and the joystick controller allowed the freedom to explore this new dimension."Interestingly, the Playstation 1 logo also used similar colours and a 3D style.
As part of the rebrand, Jobs also shortened the company name from Apple Computers to simply Apple. This subtle change signaled a broader vision for the company beyond just computers, paving the way for future innovations like the iPod and iPhone.
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