Being a student of design, I think it will be good to discuss what I think from the design perspective about the new medium logo.
To be clear at the first place, I prefer the previous logo which had the “shape of M” with the multiple shades of neon green.
Why was that better?
The simple reason is- THAT HAD A DISTINCTIVE CHARACTER!
We have seen so much of serif fonts in our everyday life that we hardly can distinguish from one serif M to the other one.
Having a distinctive character in the logo helps in increasing brand recall value, e.g. McDonald’s “M” has a distinct character to it and has amazing brand recall value to it.
Just do this experiment: Close your eyes and say McDonald’s Logo! Did you see something?
Now, close your eyes and say “Medium’s logo”!
How much accurately could you recall and recreate in your mind the current logo of medium?
Design is a problem solving process:
and with the current logo of medium the core problems remain unsolved.
- Distinctive character?!
- Communicating Brand Philosophy :
Brand medium.com stands for contemporary community of thinkers and hence the tagline: “Move thinkinbg forward!” It attracts young minds full of energy and enthusiasm. The previous logo was ACTUALLY standing for these core values and brand philosophy but the current logo shatters all of that.
Let me know what you guys think.
Cheers.
