They Said It Cannot Be Done: Eight Logo Designs That Defied All Conventions
"Elevate your brand with unconventional logo designs that push boundaries, mastered by Cpluz's expert team of creatives, defying conventions to forge unforgettable visual identities."
4 min readCpluz
They Said It Cannot Be Done: Logo Designs That Defied All Conventions
In the realm of logo design, creativity and innovation often press against the boundaries of what is deemed conventional. At Cpluz, our team of skilled designers has a track record of creating meaningful brand-consumer connections through innovative design, often pushing the envelope of conventional logo design.
1.�� The Absolut Vodka Logo Redesign
In the 1980s, Absolut Vodka embarked on a highly successful advertising campaign that challenged the traditional approach to product promotion. The campaign's logo, designed by Tatena Wasserman and Lars Wallin, was unique for its abstract design – a stylized Swedish landscape formed by the brand name. Certainly, anything but a typical logo.
Design Elements:
- Rooted in Swedish design
- Abstract approach showcasing Swedish landscape
- Innovative use of the brand name
2. The mythical IBM Logo
An early IBM logo was an approximation of a Himalayan mountain called Mount Meru, believed to be the center of the universe. Designed by Paul Rand, the mount was replaced by a globe, and later it was substituted with a newly designed, separated, and modernized version. This history reveals IBM's unconventional approach to logo design, reflecting its willingness to embrace evolving styles over time.
Design Elements:
- Mountain/Meru reference symbolizing IBM's competitiveness
- Geographic abstraction
- Evolving design concept
3. Redesigning the Gap Logo
In 2010, Gap decided to ditch its blue logo for a simpler, plain version. The decision didn't sit well with the public, and the brand encountered a significant backlash. The plain logo can be seen as a departure from convention, as it abandoned a symbol that was iconic and recognizable. Although the experiment was short-lived, it stands as an interesting case study for the challenges of changing brand identity.
Design Elements:
- Minimalist approach
- Deletion of the traditional symbol
- Reevaluation of brand identity
4. The Société Générale Logo
In 2010, Société Générale, a French financial institution, redesigned its logo to improve its international brand recognition. It abandoned its typographical logo for a simplified, abstract globe icon. This decision defied convention by replacing a precise, company-specific logo with an universal symbol, promoting inclusivity and global presence.
Design Elements:
- Global brand recognition through an abstracted globe
- International appeal and inclusivity
- Simplified design
5. Tropicana's Misstep
In 2009, Tropicana revamped its packaging, removing its iconic orange and replaced the brand name with a less stylized script. The redesign targeted a contemporary look but failed to connect with their core target audience. This can be seen as a classic example of an unconventional approach backfiring, highlighting the importance of careful brand research before implementing new design elements.
Design Elements:
- Redesigned packaging
- Script-based renaming
- Lack of connection with target audience
6. Sainsbury's Logo Evolution
Since its inception in 1869, Sainsbury's logo has gone through several changes, with a unique twist in 2018 with the introduction of the "Bloom" logo. Inspired by Barry Petersen, the new logo features a flower-like design, incorporating the company's initials in a stylized way. This idiosyncratic design approach not only reflects the brand's history but also incorporates contemporary elements, making it unconventional yet harmoniously contemporary.
Design Elements:
- Flower-inspired design, symbolizing growth and continuity
- Stylized company initials
- Blending of history and modern design
7. The De Beers Logo Redesign
In the early 2000s, De Beers followed a design trend by abandoning its iconic Mine Shape logo for a simpler, text-based logo. This change aimed to update the brand's image and appeal to younger audiences. Although the direction for simplification has its merits, some argue that it was a loss of a unique and instantly recognizable symbol.
Design Elements:
- Simplification from a Mine Shape logo
- Text-based redesign
- Potential loss of brand differentiation
8. shozuku.
A lesser-known, yet interesting case, is the Japanese shozuku typography company. Founded by Amaranth Designers, shozuku developed a clean and modern typeface – significantly uncommon among the more conventional script and serif fonts found in Japanese typography. This unconventional approach breathes new life into Japanese typography.
Design Elements:
- Unique sans-serif typography
- Modern typographic design
- New character for Japanese typography
From the Himalayan mountain to abstract shapes and minimalist scripts, Cpluz continues to defy conventions in logo design, ensuring an immersive and meaningful relationship between brands and their consumers. Explore how Cpluz can help grow your brand through innovative design at cpluz.com.
Contact Cpluz at info@cpluz.com