However, it turns out those three concepts were in fact based on a concept shared by Utah Hockey Club even earlier. When the team was yet to decide on its name and logo, it shared one design to ...

2. Font Selection. Much like picking the right color scheme, selecting a font for your logo is another key step in this process. This process can be time consuming, but it is very important.

An abrupt logo change that goes beyond a mere update or glow-up and introduces a new symbol created from whole cloth is quite rare among established companies. It often signals one of two things.

Consider the City of New York’s recently announced, and widely panned, “We ️ NYC” logo, an update of “I ️ NY,” the beloved Milton Glaser design created in 1976.

According to Šabach, Twitter’s original logo worked because it was well proportioned in all sizes, geometrically aligned, and had a “softness” to its personality that recalled the brand.