Logos should reveal a brand’s identity, help you stand out from the pack, and encourage brand loyalty. As companies grow and transform over the years, it’s often a good idea to make a few changes to your logo. Either through slight modifications of the existing logo or a totally new design starting with a blank canvas.
Coca-Cola and other popular brands have updated their logo throughout the life of their companies while sticking to the same feel. Brands want to ensure that their logo leaves a lasting impression. But you want to make sure you don’t leave the wrong impression or leave your new logo open to be the butt of jokes.
Eight-year-old Calendly came on to the scene offering solutions to meeting scheduling. The cloud-based scheduling platform has had a bit of a makeover. Recently they revealed their new brand vision and visual identity in cooperation with Pentagram. The goal was to embrace their founding principles while updating the design to better express where it is headed in the future.
The new logo, a rounded hexagon settled into a hollow letter C in modern typography that fills with many different brand shapes, has different colors taking on the filler area changing frequently. And we get where they were going with the new logo, but did they miss the mark? Many think that they have and wonder if they are “flush” with embarrassment.
Commenters have noted that the logo reminds them of a toilet seat. Rumors are that this redesign came at a cost of $1.5 million, leaving many Twitter users to wonder who was on top of this and let it slip by? Kind of like the Radio Shack and AOL rebranding efforts, some wonder what’s the point?
This may all blow over in time but for now, it’s being shared around the Twitterverse with plenty of puns and jokes being tossed around. While Pentagram says that the new design is “engaging, expressive and versatile” we wonder what part of the design is portraying all these things. They describe the changing colors within the C as “layers of colors and shapes” that suggest “the idea of coming together”. The platform’s “intelligent design, improved workflows, and incredible ease of use” is reportedly being reflected in the new design according to the studio.
We don’t know how much of an impact this toilet-shaped logo will make on the wildly successful brand, but what we do know for sure is that Calendly has the world talking about them which is always good.