Logo redesigns are hard. Some people are bound to prefer your old logo, some will hate the new logo just because it’s new, and sometimes the new logo just plain sucks.
This time around it’s Aquafina taking a stab at a new logo design. The original logo was almost two decades old and it showed – the typeface and imagery are clearly stuck in the 1990’s in the worst possible way. Still, the logo is so incredibly familiar, almost iconic, so any redesign will be widely critiqued.
The new Aquafina logo is modern in every way, with the simple, rounded san-serif font and monochromatic colour palette. I definitely think it’s an improvement but the mountain scape is still ridiculously simplistic. Plus I just can’t approve of a graduated screen in a logo – the reproducibility of it makes me cringe.
Although I will admit that the new bottle design really works with the new Aquafina logo and is a definite improvement.
What do you think of this redesign? Love it? Hate it? Loathe it?