A strong visual identity is essential to propelling a company’s product, service, and overall brand.
However, when it comes to logo designs in architecture, for example, the design’s overall look on top of its size, type, and color choice can spark polarizing responses from the community. While not everyone is a trained graphic designer whose expertise and critical analysis of a logo goes beyond the general public, everyone has an opinion on whether a logo satisfies their perspective of the company or goes against what “they” envision.
On September 7, Autodesk shared the announcement of its latest visual rebrand. While this isn’t the first time the global 3D design, engineering, and entertainment software showcased a “new look,” its new logo has sparked a wave of feedback from the industry. According to their recent Tweet, the company calls for users and industry professionals to go beyond the look.
Autodesk’s Fred Saunders, VP of Brand and Social Impact, explained that the new look and feel is “the first of several bold moves we’re making as a company to reimagine the Autodesk brand—one that underscores our belief that a better world can be designed and made for all.” He harps on the design’s intention with a slew of adjectives that suggest Autodesk is entering a “clearer direction toward the future.” However, what future is that exactly?
Compared to its previous version, the company appears to have outgrown its blue-green, origami-inspired look and ventured into a visual that evokes a mood of “corporate seriousness.”
If one is curious about the evolution of the logo and the “reason” behind it, Kean Walmsley, a longtime Autodesk employee who works at the Autodesk Research office in Switzerland, provides a helpful breakdown of the design minus the overly saturated PR/sales jargon found in press releases.
In his personal analysis, he provides a candid dive into the design, a brief history of the company’s visual branding, and his initial thoughts. He shared in his assessment, “I fully admit that it took me a little while to “get” it. If you find it a bit too different, I do recommend giving it a few days/weeks to settle in.”