An academic project from Matt McInerney, graphic designer and co-host of the awesome podcast series called Read Between the Leading.
He took the re-designed Scrabble logo and re-re-designed it. He felt that the newer, more polished logo lacks the character and personality of the original logo. So he went ahead and add back in some of the missing personality on his own take of the logo. I have to say, it looks pretty darn good!
Here are what the actual Scrabble logos look like:
Here is Matt McInerney’s version:
Why do I think this version works best?
I feel that a lot of companies have been redesigning their logos to make it fresher or more contemporary, you might notice the new Jack in the Box logo, for example.
I think sometimes what companies need to keep in mind when redesigning their brand is to consider what the old one means to their consumers. I know some companies already do this, Sneakers candy bar introduce a new version of their branding, little by little, through their packaging, they do it slowly so the consumer won’t get shocked or confused.
I think why Matt’s version of the logo works better is because it’s like taking the old logo that we’re all familiar with, and adding small new elements to it to make it look better (typography-wise, like fixing the CR and LE ligatures, and the nice swash for the R), but without changing the whole look and feel.
While the actual new logo seems like they’re just replacing the old logo with a new font, while still not resolving the typographic problems that the old one has (I think the connection between the LE on the original and the actual new logo is especially awkward). So kudos to Matt’s version of the logo for actually addressing those type-issues. And that’s why I like it :-D
This is just one part of a larger academic project in which I’m taking the Scrabble packaging (the board, the tiles, the box) and re-imagining & redesigning it. One of my first steps in the process was redesigning the wordmark. In case you weren’t aware, Scrabble rebranded in March 2008, ditched the iconic logo that I’m sure we all remember as kids, and moved towards a slicker, more contemporary looking wordmark. There are a few elements of the wordmark that I think are good, but for the most part, I don’t like it. I think it abandons too much of the original wordmark’s character and I think dropping the ‘S’ especially is a mistake.
So I tried identifying exactly what I like about the old and the new, pointing it out, and redesigning from there. I wanted to revive some heritage and clean up some problem areas. Above you can see some of the process and the result.
I’ll post pictures of more process and final results soon. Also a quick note: this isn’t an official change, this is my own take on the logo for academic purposes. Feel free to reblog it, but I think that’s an important note to include with it.