It’s not a grand redesign but it’s an interesting one nonetheless.
Their current logo is shown on the right. You’re probably thinking that you know what the twitter logo looks like but it’s handy to have a reference to see what changes have been made to create the new version, shown below:
Doug Bowman, Twitter’s Creative Director explains, “Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry.”
He goes on to say that “This bird is crafted purely from three sets of overlapping circles — similar to how your networks, interests and ideas connect and intersect with peers and friends. Whether soaring high above the earth to take in a broad view, or flocking with other birds to achieve a common purpose, a bird in flight is the ultimate representation of freedom, hope and limitless possibility.”
Although whilst all this might be true it’s sort of a given that they wouldn’t change their entire identity and lose the bird which is essentially what their entire branding centres around so I find this extra justification a little unnecessary. The explanation also, in my opinion, trespasses slightly onto the “art bullshit” territory I think design should be trying to escape.
All that aside I think the most interesting part in this redesign is the decision to lose any kind of text or typographic support. There is no ‘twitter,’ no ‘t,’ no nothing. As Chip Kidd explains in his absolutely brilliant TED talk, “you either say [the text] or you show [the image] but you don’t [have both]. Because this is treating your audience like a moron.”
This is exactly the advice twitter are following and to do so with a logo is a brave step. It signifies that the bird image has become so synonymous with the brand twitter that to have both would render one superfluous. I think this is quite a milestone in a brand’s development and I like the fact they have dared to do so.
So whether you agree with the Daily Mail (who are of course, design gurus) and think the logo redesign was too expensive or SomeOne who argue the logo should have been released as part of a whole brand update. If you love the logo, hate it, or are entirely indifferent to it, I think that actually it’s not all that important. The fact that the logo has reached this ‘saturation point’ if you will, is actually to me the most interesting part of it all.