Vevo, the music video and entertainment platform by Sony and Universal, introduced last month a new identity designed by the Brooklyn, NY-based studio: Violet Office.
This redesign marks the beginning of the ambitious company-wide reboot designed to lay a foundation for long-term growth that includes a brand refresh that makes the artists and their creative content the focal point of Vevo’s visual presence; the creation of new entertainment content; and the building of a community and Vevo platform to discover and curate music.
But let’s put the business aside for a moment and focus on the boring redesign. I understand they wanted to highlight the singers content, but that doesn’t mean it has to be boring and generic, at this point I got enough of the geometric typefaces prostitution, at first it was cool, now it looks like a trendy solution for 2016 redesigns.
The black&white is not a problem, it will never go out of style, but what would have happened if they had kept the older logo – with more personality – and give it the new treatment: b&w and non-italic weight, as shown in the redesign video. It would have kept much more character, and would not have affected the purpose of the change.
As I mentioned before, this brand re-boot also includes the goal of creating new content and turning Vevo into a more interactive platform. Therefore its sub-brands also got a redesign to match the new aesthetics, and unfortunately, for me, this sub-brands have more personality than the brand’s main logo. And although they deserve their own personality, you never want the extras to overshadow your protagonist.
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The great thing of this redesign is that we can see how the brand is updating itself to compete towards other platforms like apple music and specially Spotify, and I say “specially” because all the mood I’m getting from the platform visuals and the website is Spotify-ish.
There are new wild and abstract patterns assigned for each genre, which I wanna believe are the designers interpretation for each music genre, and they are kind of cool. I think this section perfectly represents the main concept of the redesign, which is letting the artwork speak for itself and giving the brand wider options to express itself.
Finally Vevo is becoming something more than just a trunk full of videos and it is taking advantage of all the material it has on its hands.
So I think we all agree that even though the new logo isn’t amazing or has a lot of personality, but the main idea of letting the music speak for itself is great, and I think that with this new concept we can expect more creative and ambitious campaigns. Fortunately the logo is just a small part in a brand identity.
But well.. at least this is my f opinion
WATCH VEVOS REDESIGN VIDEO HERE http://vevo.ly/Vw4nQJ (I couldn’t embed it, sorry :/)