Why we're loving the new Orion logo

Orion logo
(Image credit: MGM)

It's the age-old logo design dilemma. You've spend decades building up brand equity in a well-known and much-loved wordmark. But it's starting to feel dated. Do you go for occasional small tweaks that most people won't notice, but which will subtly bring your design up-to-date, as Aston Martin has done recently? Or do you go for broke, and head off in a radical direction?

The latter path is fraught with danger. You could alienate your audience, who miss the old logo and hate the new one. Or you might lose sales, as people simply don't recognise the new design as your brand (Tropicana's failed 2009 packaging redesign is a cautionary tale here). 

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Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, T3.com and Tech Radar. He also writes for Creative Boom and works on content marketing projects.