Ruari Lambert
Aug 27, 2017 · 2 min read

Medium’s growing lack of Brand Consistency

I think everyone can easily agree that there is nothing wrong with the new typography, the brand design is not the real issue here. If we are going to talk objectively about this rebrand we must address the fact that branding is more than just an exercise in graphic design. A brand is a visual representation of what that company stands for, its a mental shortcut for new and existing users to make to get to the heart of what Medium represents.

The reason that two rebrands in close succession is more of an issue — than flippantly ripping off your t-shirt in glee at a return to typography would make some think — is that it signifies deep rifts in the company and its vision. To an outside observer it would appear that they are having an identity crisis beyond the throws of the waning media temples of old (even though this rebrand would seem to visually shackle Medium to them).

The other pillar of a strong brand which Medium has firmly shaken is that of consistency. If you are trying to grow “something” don’t make it difficult for users to recognise that something next time you crop up. Even within this new brand rollout they haven't nailed its consistent presence. (screenshot from google weeks after rollout, still showing the old brand identity)

All startups have their ups and downs but a better strategy might be to mask at least some of them by not changing the outward identity. Now I know it is perfectly possible Medium has gone through such large ideological shifts in close succession it necessitated brand identity revision, maybe it has. Thats for a team member to say.

For someone who has been observing Medium’s rise and contemplating its future, hopefully these are the casual fumbles before a solid forward sprint, not the wobbles which foretell a fall.

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Product Design Consultant

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