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In stealth mode, one of the largest manufacturers of all sorts of electronic paraphernalia, Philips, updated its wordmark. (For those wondering, yes, we are a little late to the party on this one; the change took place a couple of months ago, so I apologize for the non-breaking news aspect of this). The changes are almost unnoticeable, specially to the end-user, which would make anyone skeptical about the need for a change at all. But considering the immense amount of consumer and specialty products that Philips produces, I doubt this was merely a superficial, aesthetic change to satisfy some C-level executive’s whim. All the modifications point to a need for better performance and reproducibility.
On the image above we can see some of the changes: The old logo is in red, the new one in blue, and then overlayed. The biggest change is the width of the characters and the additional spacing between characters, resulting in a slightly wider wordmark, but not drastic enough where they are sacrficing a need for additional space to render the logo. The angles of the “S” and “L” have also been modified to be more unique, and not just a 90-degree angle.The other big change was to go from a geometric, monoweight sans serif to a more humanist sans serif, with clearer contrast between thicks and thins; I imagine this was done because the wordmark was “gaining weight” at the joints when reproduced, while having these slightly curved joints would reproduce as straight corners when molding a logo out of plastic or metal or any other material. In print and online, however, the changes will be more noticeable, and the new wordmark feels more personable and friendly and less mechanic. Overall, this is an interesting change, and while I usually prefer my sans serifs monoweight and geometric I can see how this wordmark benefits from the small tweaks. For a brief overview of the evolution of the Philips logo, go here.
Jump to Most Recent Comment
claes’s comment is:
The difference is so scant that at first you wouldn't notice or care, but I think it's too close to what it was, if they were going to change it they needed to change it more. Right now it makes me feel like it's some pirate copy of Philips, where the manufacturer didn't have the exact same font as the Philips logo and instead went with the closest match he could find. It really rubs me the wrong way, especially looking at their website.
But I guess it's just a matter of getting used to.
On Jul.20.2008 at 10:23 AM
Rob’s comment is:
I think this is a great change. Many large companies such as Philips go through slight Updates every once in a while. It keeps the brand fresh and up to date and allows for a slow integration of the a new brand mark without losing consumer confidence.
You can see these kind of changes all over the place from Coca-Cola to Guinness.
On Jul.20.2008 at 11:27 AM
Jeff’s comment is:
Way more personal, I like it.
On Jul.20.2008 at 12:10 PM
ICONiQ’s comment is:
There's a lot more character to the new typeface. More personality. I like it.
@Rob - I didn't know refreshing a logo undermined consumer confidence. Such thinking implies that only slight evolutions are the only kinds of logo changes one should consider.
On Jul.20.2008 at 12:24 PM
Joachim’s comment is:
Much better. The letterforms look much more refined. Widening that H and S was a must, and they did the fantastic job with the P and the L. A really good update without butchering it. Does anyone know who did the update?
On Jul.20.2008 at 12:51 PM
rich’s comment is:
-"Way more personal..."
Jeff YOU ARE HILARIOUS. If there were ever a time words like "way more" were not appropriate, it would certainly be this one.
but ya, the update is a nice improvement... though the older one seemed to have a little more cohesion.
On Jul.20.2008 at 01:13 PM
howard2112’s comment is:
The whole things seems wobbly and distorted to me. I'm just happy nobody has compared it to an existing logo yet.
On Jul.20.2008 at 01:22 PM
Darrin Crescenzi’s comment is:
Overall the update feels a little bit warmer and friendlier — The move to a humanist "P" and "S" is like a nice decision, but that "L" really feels like a real let-down to me.
Being the center character and prominently sandwiched between palindromic letters, it seems unfortunate that the "L" is drawn so meekly, with its stubby, unconvincing leg that is both too thin and too narrow. The angle is be a nice touch for adding personality, but here it feels too drastic and would be better off were it to mimic the more subtle angle of the "S."
I love these quiet updates, and this one is overwhelmingly positive. That "L" just rubs me the wrong way…
On Jul.20.2008 at 01:52 PM
Oly’s comment is:
darrin, can you explain what you mean when you say that its a good decision to move to a humanist P and S? Are these characters really more "humanist" or are you talking bullshit?
On Jul.20.2008 at 03:35 PM
Amanda’s comment is:
I would have never noticed if I didn't read it here.
On Jul.20.2008 at 03:52 PM
Wünderwoman’s comment is:
Very nice job. Subtle, effective, well crafted. A+++
On Jul.20.2008 at 05:05 PM
Paul Lloyd Johnson’s comment is:
I think it's horrible compared to the original. Not as clean.
On Jul.20.2008 at 05:08 PM
Rob’s comment is:
@ ICONIQ Such thinking implies that only slight evolutions are the only kinds of logo changes one should consider.
Maybe 'losing consumer confidence' was a bit strong. I just mean unlike many of today's large brands, Philips haven't jump on the WEB 2.0 band wagon.
They understand that their logo breeds trust and a complete over haul in this particular project may not be right. Although a slight update was called for.
Which means there was a clear thought process behind the small change. They weren't just saying Me too. A slight logo change should not be the only consideration, but it should just be considered depending on the clients needs.
Rob.
On Jul.20.2008 at 05:09 PM
Rob’s comment is:
@ Oly Are these characters really more "humanist" or are you talking bullshit?
I would have to agree with Darren, they do appear more 'humanist', which basically means they represent handwriting. The type is heavier and has a moderate contrast between the strokes with a low x height.
Rob.
On Jul.20.2008 at 05:22 PM
Stuart McCoy’s comment is:
The P's and L turned out really nice but I'm not as impressed with the S. The S feels a little too distorted to me. Otherwise, I like this refresh.
On Jul.20.2008 at 07:22 PM
Frank’s comment is:
Is there some specific reason for the horizontal stem in "L" being so much thinner than the vertical one ? It looks akward somehow i think.
On Jul.20.2008 at 08:38 PM
dg3’s comment is:
Kudos for simply keeping it simple. Nice.
On Jul.20.2008 at 09:03 PM
T-Bone’s comment is:
I prefer the old one. the new version looks like a dax / verdana mashup.
On Jul.20.2008 at 09:24 PM
Darrin Crescenzi’s comment is:
Oly,
No bullshit here. I think that given the level of personal interaction one has with electronic devices on any given day, the move to a sans-serif typeface with more humanist stylings — calligraphic stress, asymmetrical bowls, wide apertures, angled strokes, etc. — seems an appropriate and welcome change.
It's certainly more representative of today's "lifestyle technology" than the geometric sans of the previous Phillips logo. And the fact that it was pulled off with minimal loss of equity from the previous mark covers this redesign in winsauce as far as I'm concerned.
On Jul.20.2008 at 09:27 PM
Jean Claude vanMammal’s comment is:
darrin, i completely agree with you about the "L" and the "S". The L would be much more appropriate if it was closer to the subtle angle of the S.
i think it could work either way (angle L to S or angle of S to L) as long as the angles match.
no matter what, i still like this slight update.
On Jul.21.2008 at 12:25 AM
Colin’s comment is:
Patting myself on the back for noticing this the other day all by myself. My wife wasn't really that impressed... She's humbling.
Anyway, just wanted to defend the foot of the L being "too skinny." It was done to match the new lighter horizontal strokes like on the P, the H, and the S. This contrast is what makes it humanist. I also dissent and think the S was done perfectly well. This update is a bullseye.
And @ Oly: It's hard to call bullshit just because someone uses the proper terminology in the proper context. Speaking informatively and correctly can't be considered smarmy if it is actually 100% accurate.
On Jul.21.2008 at 01:47 AM
Oly’s comment is:
darrin, my previous comment was a bit harsh, of course your not talking bullshit, I suppose im just pointing out that the underlying humanist features would be lost on 99% of people who would feel that the hand drawn nature of comic sans makes it more humanist! :) but anyway I see what you're saying and I do agree about the angle on the L btw
Overall, I quite like to see companies such as this carrying out maintenance on their brands, it shows they care about their history and the importance of their brand whilst seeking to keep it fresh. From a personal point of view I think perhaps the new one looks slightly more feminine, but maybe now im talking bullshit?
On Jul.21.2008 at 01:57 AM
Daniel Campos’s comment is:
This logo was more close and near. Less mechanic!
On Jul.21.2008 at 10:27 AM
Darrel’s comment is:
When I purchased a Phillips DVD player and a Phillips Universal Remote and then support had to explain to me that their Phillips Universal Remote doesn't actually work with the Phillips DVD player I purchased, my consumer confidence in the company went down several notches. But a new logo! They're back at the top! Woohoo!
(I kind of like the overlaid thing...)
On Jul.21.2008 at 10:47 AM
Char’s comment is:
it looks like every letter sits comfortably. I'm glad companies still care about minor but necessary changes like this one. Very well done.
On Jul.21.2008 at 11:51 AM
John Mindiola III’s comment is:
funny. i think this logo update has little to do with aesthetics. to me, this is an attempt to increase legibility. not just in plastic molds, but in print. notching the bottom crossbar of the L helps it stand out from the two Is. the H is wider, again, giving it more distinguishable qualities from the ILI in the middle. BUT, overall, i think this is whack. when it comes to brands, we don't read letters, we read the whole mark as ONE item. trust me, this tweaked PHILIPS logo is going to look ridiculous in less than 2 years, and i'm guessing that in less than 5 yrs they're back to the previous mark. i mean really, do i want my electronics company cuter? or do i want them to be rock-solid electro-big-boys? i'll choose the latter every day of the week.
On Jul.21.2008 at 01:09 PM
Bendy’s comment is:
I don't like it... I always thought the Philips logo stood out for how engineer-ey it looked.
The majority of electronics companies have such tacky logos with very little thought put into an apperance of strength, reputation, and confidence. I feel the Philips logo (like the Dolbly logo) instilled confidence in the buyer; the thought of "these guys have been around, and their product is solid and dependable".
I like the L, but hate the Ps and the S (and I wasn't a giant fan of the previous S even)... These changes make Philips look like a seafood company.
I feel it was a poor choice to make a change to a logo that stood strongly and independently of the majority of other MFGs in their industry.
Boooo. Thumbs down.
On Jul.21.2008 at 01:50 PM
Von Glitschka’s comment is:
Has nothing to do with the design. Just some fun with anagrams.
On Jul.21.2008 at 02:25 PM
Michael’s comment is:
The only part I like better is the L...I don't care for the Ps or the S.
On Jul.21.2008 at 03:17 PM
kirk’s comment is:
I like the old one. the old "S" had a more tech feel to it. the new "S" seems too out-of-the-box serif.
On Jul.21.2008 at 05:43 PM
Emir’s comment is:
I think most commenters are largely missing the point. Like John Mindiola III pointed out, it seems like purely a functional issue. The difference between the old and new is sort of like the difference between "Highway Gothic" and Clearview. If Philips wanted to appear more friendly to the consumer, they would have gone with a lowercase wordmark (ha!) like so many have. Who (talking about consumers) is really going to notice the change? I know I wouldn't have noticed it on my own...
It's rare that a typeface gets bolder and more legible at the same time. In fact, the opposite is the rule - the heavier the weight, the smaller the counters, i.e. recognition diminishes. Look how the counters of H, P, and S are all red around the edges - the type got bolder and more open at the same time. Even the diagonal makes a more defined terminal in the L.
It's a superbly crafted thing and will be a workhorse at tiny sizes.
On Jul.21.2008 at 08:52 PM
Philip’s comment is:
Wow! Talk about a lost opportunity...
This was their chance to finally add some pizazz to their boring 1-dimensional logo.
They could have at least put a gradient on it or made it shiny and reflective like the Direct TV logo.
I would have preferred a shiny blue ball with 'PHILIPS' on it myself.
But NO, they decide to play it safe. What a tragedy!
On Jul.21.2008 at 10:30 PM
Ron’s comment is:
Von,
Slow day at the Federal Bureau of Illustration?
Do you need some work?
How are those interviews for your podcast comin' along?
Glenn Sakamoto’s comment is:
Loved the original. It was modern, simple, and elegant. The new one is goofy, trendy, and a waste of time.
On Jul.22.2008 at 12:34 AM
Josh Levi’s comment is:
While I understand reproducability may have
been a concern in this evoulution, I cant help
but feeling like this goes too far. The previous
mark held a sense of humanity in its simplicity.
The letterforms--pure and elegant--were
serious and honest, yet still inviting.
It was timeless--a mark that I could trust.
This new mark feels a bit goofy. The crispness
and decisiveness the previous mark owned
feel lost. Humanism--unnecessarily overdone.
Chip O'Toole’s comment is:
Well whatever explanation you may have for how the new type feels more "humanistic" or whatever, I prefer the more condensed, geometric treatment of the original logo, it's just more aesthetically pleasing to me, and that's it. Just my opinion.
An unnecessary update in my book.
btw - nice Von, you do have some serious time on your hands. But don't we all sometimes?
On Jul.22.2008 at 09:44 AM
Thomas’s comment is:
The new logo is a great step ahead, masterly crafted! They seem to have professionals on board.
I presume that little difference is actually a major difference. Such companies simply cannot afford to start from the scratch, by having an entirely new logo. The brand must move forward, and now, it just looks that the old Philips logo hasn't just been updated, it has been subtly re-tailored.
Congrats to Philips!
P.S.
At last a nice sample of good typography, after such fiascos as the new Kodak and UPS...
damon’s comment is:
I happen to think it looks great.
On Jul.22.2008 at 02:50 PM
Anonymous’s comment is:
I think it's a good strategy to leverage already established/trusted logotype.
On Jul.23.2008 at 10:32 AM
Amanda’s comment is:
So I went to the website posted regarding the evolution of their logo. When I see the logo small in the top left hand corner I realize now how substantial the changes really are. It's truly amazing how something so small can make a huge difference on the eye.
On Jul.23.2008 at 02:33 PM
Phillip’s comment is:
Philip are you joking by any chance? Whateve, gave me a good laugh.
Greetings from ze Germany,
Phillip
Ivan’s comment is:
@Oly: I suppose I'm a bit late joining the discussion about the bullshit-talkers, but just FYI:
http://en.wikipedia.org/wiki/Sans-serif
Especially this part:
Humanist (Calibri, Johnston, Lucida Grande, Segoe UI, Gill Sans, Myriad, Frutiger, Trebuchet MS, Tahoma, Verdana and Optima, a.k.a. Zapf Humanist). These are the most calligraphic of the sans-serif typefaces, with some variation in line width and more legibility than other sans-serif fonts."
Tom’s comment is:
Legibility seems to be the main issue with this redesign. In that respect I agree with John Mindiola III, larger counters help.
But, I like the humanist changes. I bet the new version will hold up much better at very small sizes, which is something I think many designers overlook.
While the consistent stroke weight of the previous logo adds a solid, consistent feel, I think the new version preserves this by being slightly wider. Wide things are perceived as stable things so the fact that some solidity has been lost has been mitigated by the more interesting variations in stroke as well as the firmness of the wider proportion.
All in all, it seems to be a wise adjustment.
On Jul.26.2008 at 05:01 AM
Randy Hill’s comment is:
I don't like it. Looks even more dated now.
On Jul.29.2008 at 01:57 PM
jayparry’s comment is:
I think its to make it easier to put onto the faceplate of electronics, especially when smaller. im sure they needed additional letterspacing to reproduce it in 3D on the face of a TV or DVD player or portable-something
On Jul.29.2008 at 09:10 PM
Amun’s comment is:
seems more friendly, and nicer spacing....
speaking of electronics brands... anyone ever seen SQNY's new branding? Here's a new blog about less subtle "rebranding"
bootleg brands
Mark’s comment is:
I don't like the new 'S' :P
On Aug.05.2008 at 10:29 PM
Iga’s comment is:
Philips bought by Siemens. That is the impression of new logo.
It lost the old spirit. They could learn from Tiffany & Co.
Roby Fitzhenry’s comment is:
Like it. Good move!
On Aug.16.2008 at 05:51 PM
Mongoose’s comment is:
When your logo is simply letters, this is a big change for such a little change. The Ps won me over, and the L and S are nice.. not to a level of quirky like Popeye's (Von: Dare you to mash-up those!) but to a slightly friendlier-yet-solid feel.
A, for being a change in exactly the right direction. I wonder if they'll be doing a similar change with Magnavox's font.
On Aug.17.2008 at 10:39 AM
asfd’s comment is:
this is bs
On Aug.28.2008 at 10:09 PM
Nash’s comment is:
the original logo was classic and timeless. they did NOT need to do this at all. what a let down. feels like a cheaper company now.
On Dec.08.2008 at 08:23 AM
josse’s comment is:
The new logo was done by Fred Smeijers, a type designer from the Nehterlands: ourtype.
On Feb.18.2009 at 03:26 AM
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