So, last week, Twitter unveiled their new logo (seen above): a slightly modified version of the little, blue bird we’ve all become so fond of since the site’s launch back in 2006. While this isn’t the first time they’ve changed their mark, the general public seems to have had a very specific type of reaction this time around. In a word? Obstreperous.
Find an opportunity to use the word ‘obstreperous’ today. Check.
The new bird, which appears to be molting and slightly malnourished (probably due to Twitter’s gross lack of characters. If Sesame Street taught us anything, it’s that birds love to eat letters), was designed in-house and came with a long list of ways in which it’s never to be altered. The list includes things such as:
- Do not use speech bubbles or words around the bird
- Do not rotate or change the direction of the bird
- Do not animate the bird
- Do not duplicate the bird
- Do not change the color of the bird
- Do not use any other marks or logos to represent the brand
To some, this may seem a bit excessive. But what you may not realize is that these lists are pretty much the industry standard when it comes to trademarks. Take, for example, the most recent (and might I add, atrocious) logo for Pepsi. Designed by the Arnell Group, it took three years to produce, cost PepsiCo $1 million and came with a 27-page rationale that, according to Peter Arnell himself, is filled with more bullshit than the PBR World Finals. If we’ve accepted that, I don’t think these simple requests from Twitter should be a problem. Besides, like I always say when it comes to logo design, “simpler is better.”
The only criticism I have for Twitter is that they didn’t coordinate the logo’s release with an update that would change the one that appears on mobile devices ‘round the world and, therefore, are breaking their own rules. For the time being, every time I look at Twitter on my iPhone, I still see that outdated tub of lard with the full head of hair, a constant reminder of my own mortality. #GetYourShitTogether