The main reason for this change was to refresh the brand and make the experience more efficient, friendlier and safer. This brand renovation includes a new logo, new colors, a redesigned website with a new photography style of real clients (which I really like), and new iconography that aims to make the navigation more intuitive and easier.
The concept behind this redesign has a double meaning, on one side it is about recycling products and on the other side is about a happy community -represented by two people- as a result of that recycling, and this is perfectly shown on the new logo, which represents this deal between two “cool” people and the cycle that generates satisfaction.
Graphically I think the approach is nice, the logo is very clear and easy understand; it is not like those logos that has a lot of hidden meanings and nobody gets them, the only thing that can be improved are the arrows, the tip is too rounded in comparison with the roundness of the stroke and also the inner section of the arrow is more closed than the outside one, making the arrows look poorly designed. I know making curved arrows is kind of hard because they always look asymmetrical (been there), but there are always tricks to fool the eye.
The website design and interface it was a great improvement, it is now more user-friendly and easier to use, the only thing that is not that great on the website are the icons. They almost look like a family because of the flat style, but if you look closer you will notice that some of the icons have rounded corners and some not, some have a dimensional effect and some not, and of course the bike stands out for its visual weight. I know they are details, but details are everything.
More than the double concept and the story behind the logo, I think the important thing here is that the company finally looks like something all users can trust before it looked like an underground page where you weren’t sure if you were buying something safe or if your money was being stolen.
But well.. at least this is my f opinion