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The stock photo agency Corbis has come a long way since its early 1990s incorporation into the workflow of designers looking for good photos of handshakes, among other broad selections. For the longest time, it was quickly identifiable by its “swirl” logo and super tracked out serif — here’s an old set of identity guidelines — and in the twenty-first century by its futuristic evolution (shown above) designed by Chicago-based Segura Inc. in 2004. At the time, or at least at the time leading up to that time, the stock photo industry was burgeoning and the Corbis and Getty big dogs were eating the competition. What a difference five years — and iStockphoto — make. To reflect the changing times, Corbis has evolved into a more friendly, appealing and design-oriented wordmark.
New wordmark in red, old one in blue.
Back in 2007, Corbis acquired Veer, one of the most popular and designer-friendly photo and type merchants of the last years. One part of what has made Veer so appealing has been the materials produced and the brand built by their talented in-house design team, and in that same vein, they have redesigned from within the Corbis wordmark. Led by Sheldon Popiel, Creative Director, Global Brands for Corbis, the new wordmark puts behind the hard angles of the old logo and embraces a more geometric wordmark whose letterforms blend together much more nicely. The “co” is delicious, and keeping the quirky “rb” semi-ligature was a great idea, nicely executed in the simpler style.
This is not a big, look-at-me! rebrand, just a simple, quiet evolution that signals a recommitment to the brand. And they still have handshake photos.
Photo: © Tim McConville/zefa/Corbis.
Jump to Most Recent Comment
adzski’s comment is:
There's something about the way the C meets the O that doesn't gel, and also about the space left on either side of the vertical element of the B. But apart from that this is pretty non-descript.
On Feb.16.2009 at 06:50 AM
Brandon Cox’s comment is:
I think I tend to agree that it's not totally a rebrand, just a coming to maturity. I personally like the change from the 80's to a more modern feel. I just wonder if it's timeless.
On Feb.16.2009 at 07:14 AM
Ben’s comment is:
That logo was screaming for that change. It's just a natural progression.
On Feb.16.2009 at 07:20 AM
Jonny Haynes’s comment is:
I think it's great. Like mentioned previously it's not a rebrand, more of a realignment.
The more I look at it the more I get out of it.
The subtle changes work brilliantly.
Now, to convince my boss to change our logo slightly.
On Feb.16.2009 at 07:29 AM
David Gélinas’s comment is:
I like it!!!!!!!!
On Feb.16.2009 at 07:54 AM
DG3’s comment is:
I like it. An adequate redo.
On Feb.16.2009 at 08:14 AM
Nathan McKinney’s comment is:
Nice, The r smoothly going into the B reminds me a bit of film in a camera (even though that notion is outdated.) By comparison the same thing on the old one makes me think of old on a 1970s camera. We recently did the same thing for our logo, a simple evolvement. No one noticed, and that was the point. Brand equity is worth a lot and corbis has put a stake in the ground for themselves. There's no sense in running away from it.
On Feb.16.2009 at 09:18 AM
Josh’s comment is:
I'm glad to see a brand update rather than a brand massacre like 90% of the changes so far this year. Love how subtle the changes are.
On Feb.16.2009 at 09:28 AM
Andrew Klein’s comment is:
I have the suspicion that the motivation to re-work a brand is for a mention and comment here on Brand New. Particularly for brands that designers care about, and when the mark changes so slightly.
just a thought...
On Feb.16.2009 at 09:32 AM
Billy’s comment is:
The change is just a perfect continuity of the old logo. If you take a look, you'll see that the "C" merge perfectly with the "O" and the "R" with the "B".
If I see something wrong, it's that this logo is in the mood of 2008-2009. What will this logo will look like in 2012? I don't know...
But for now, it do the trick!
On Feb.16.2009 at 09:55 AM
Adam’s comment is:
A logical refresh...but I think I would have left the "i" dotted instead of squaring it off. It seems to be contradictory to the round more bubbly letter forms of the update.
On Feb.16.2009 at 10:31 AM
Niilo’s comment is:
Nice update. However, the 'b' is now too wide compared to the rest of the characters.
On Feb.16.2009 at 10:37 AM
Grant’s comment is:
This is a nice update. The one thing I wish they hadn't done is changed the dot on the lowercase "i" to a square from the original round. In my opinion, the round dot would have went along with the more rounded shapes of the letterforms a little better.
But still, very nice evolution.
On Feb.16.2009 at 10:38 AM
Joe’s comment is:
Am I the only one then that prefers the original.
I just think the letters sit much nicer together, especially the 's' which doesn't look as lost as the new version.
It seems to have gone from using distinctive characters to using the kind of font a design student would create
On Feb.16.2009 at 10:40 AM
Craig’s comment is:
Corbis will need those smoother curves to slide past micro-stocks magnification. Nice evolution!
On Feb.16.2009 at 10:53 AM
Andreagam’s comment is:
Subtle but effective changes.
Well done.
On Feb.16.2009 at 10:55 AM
javier Romero’s comment is:
to me is more like an update. I like it a lot better. My two cents: the "s" doesn't have the same feel as the other characters and the overall look is a bit too similar now to countless of so called web 2.0 style logos.
On Feb.16.2009 at 11:06 AM
Kevin Zwirble’s comment is:
I think it flows very well. The old one was clever and worked to begin with, and this one just tightens the screws a tab bit. Well done!
On Feb.16.2009 at 11:18 AM
JeanC’s comment is:
The "r" lost presence...
On Feb.16.2009 at 11:27 AM
jRod’s comment is:
I think its strangely ironic that old one, with its boxy lines, gets the rounded dot on the "i" while the new version, with its smooth, flowing lines gets the squared dot.
new one is still better, though...
On Feb.16.2009 at 11:40 AM
Doug Bartow’s comment is:
Funny, I like all the new letterforms except the lc "s". Looks like it's off-the-shelf.
On Feb.16.2009 at 12:45 PM
Kevin Burr’s comment is:
I too find it interesting that the previous logotype used a rounded dot above the 'i' and the new versions opted for the square dot. I think it was a good choice by the designer though. The subtle square dot helps create a balance with a very round logotype. Regarding the C/O connection, this could have been rendered more effectively. It's not quite perfect. It's all in the details! Overall, I think Corbis made a great decision. The previous logotype felt a little too techy in my opinion.
On Feb.16.2009 at 01:14 PM
brian’s comment is:
I agree with Doug, I like the update but the "s" feels off to me, feels out of the box and a bit thick.
On Feb.16.2009 at 01:31 PM
Matt’s comment is:
Pepsi and Sprite should've taken this same approach:
Why redesign an already solid logo? Just rejuvinate it and make it fresher and cleaner...
The C/O: maybe they could've outlined the O and subtracted that from the C, so the lines match up flush...?
On Feb.16.2009 at 01:38 PM
Glenn Sakamoto’s comment is:
Great job! The previous design looked too severe. The new one is friendlier and more classic.
On Feb.16.2009 at 01:51 PM
Kevin Burr’s comment is:
Matt, that's exactly what I wanted to say about the C/O. Just couldn't think of the right words. :-)
On Feb.16.2009 at 01:56 PM
Andy’s comment is:
"Pepsi and Sprite should've taken this same approach: Why redesign an already solid logo? Just rejuvinate it and make it fresher and cleaner..."
Which is exactly what pepsi did, and thus why I don't understand the universal hatred for the new logo. It's a simple evolution of the old globe.
Anyway. Why ditch something original for something that looks like Gotham and thus, looks like everything else that's come out in the last three years? I like them both, but the former strikes me as more original in today's world of Gotham.
On Feb.16.2009 at 02:31 PM
Typegirl’s comment is:
I don't like it. It is as if they stopped doing crunches or something.
On Feb.16.2009 at 02:34 PM
Andy’s comment is:
By the way, I know it's not Gotham, but it has many similar characteristics to H&FJ's pride & joy.
On Feb.16.2009 at 02:34 PM
Matt’s comment is:
In response to Andy's comment on Pepsi+Sprite making simple evolutionary changes:
Are you serious? simple evolution? they changed everything but the colors...??? Is there anything 'simple' about the pepsi gravitational PDF or the video that was posted on here?
Corbis did a "Simple evolution." I can't say the same about Pepsi nor Sprite, but that is only me...
On Feb.16.2009 at 04:37 PM
diogo’s comment is:
Well done!
On Feb.16.2009 at 05:28 PM
Fonto’s comment is:
All this talk about Pepsi has driven me into the welcoming arms of Coke. If they change their mark, I'm going to hang myself.
I think both of these Corbis logos are stinky.
On Feb.16.2009 at 05:30 PM
Serviceburo’s comment is:
From a typography standpoint, I have to say that the newer logo is stronger. Early experiments in type design taught me that adhering to a strict set of compositional rules doesn't always generate a set of letters that are homogenous, the "s" doesn't flow well with the other letters and seems out of place. Substituting the more conventional version in the new logo does a lot for the overall fit of the logotype.
As far as the whole Pepsi redesign goes - I think that all the furor over the new minimalist look is really just the reaction of a generation of lazy and uncreative American designers who solve visual problems by slapping on a few photoshop textures and calling it done. People are just threatened by the notion of having to do quality design instead of just slapping a bunch of crap up on the screen.
On Feb.16.2009 at 05:57 PM
koyo’s comment is:
Excelent typographic work. Nice job!
On Feb.16.2009 at 06:00 PM
Jonathan’s comment is:
That curve in the B looks way too big, but I guess the original wasn't much different. Not a bad progression.
On Feb.16.2009 at 09:19 PM
Andy’s comment is:
"In response to Andy's comment on Pepsi+Sprite making simple evolutionary changes:
Are you serious? simple evolution? they changed everything but the colors...??? Is there anything 'simple' about the pepsi gravitational PDF or the video that was posted on here?
Corbis did a "Simple evolution." I can't say the same about Pepsi nor Sprite, but that is only me..."
I did not say that Sprite did it right; that's the ugliest can of soda I've ever seen, and has been for quite some time.
If you don't see the similarity between the old pepsi globe and the new one, you're simply not looking at it. It's still round; it's still a red and blue globe bisected by a white band. It's as if the old globe was just, you know, spun around a little.
The update to the pepsi mark was done in the same vein as this logotype; It's just a different spin on the old one.
On Feb.16.2009 at 09:50 PM
Rodrigo Müller’s comment is:
well redone!
On Feb.16.2009 at 09:54 PM
Mongoose’s comment is:
Subtle tweaking, but I agree.. overall it's more fluid and pleasing to the eye. I think the 'r' before was the proper width, but the new simple curve works very well.
The 'co' indeed is nice, and as regards the 's'.. I think it has to gain those curves further, o counterbalance the shift of the 'c'. Otherwise it'd read a bit too flat.
With all that, why make the dot over the 'i' square? It seems a little too stiff for this logo. Maybe a circle isn't the best option either, though; I'm thinking a upper-left corner rounded square, or something else a bit more subtle, and curved.
B+ for a nice smoothness upgrade.
--Mongoose
On Feb.16.2009 at 11:26 PM
Typegirl’s comment is:
I have to disagree. The last two letters leave a disconnect. It is a complete stylistic change.
On Feb.17.2009 at 01:22 AM
Matheus’s comment is:
Great upgrade.
On Feb.17.2009 at 01:26 AM
Simon Robertson’s comment is:
i like them both, but prefer the old one.
@Typegirl - what do you mean it's a complete style change?
On Feb.17.2009 at 01:44 AM
Ep’s comment is:
Hey! A good one! No Way!
On Feb.17.2009 at 02:13 AM
Frank’s comment is:
Nice update in comparison with the pseudo-retro-futuristic wordmark from 2004.But then again, although much cleaner and more elegant it also looks like made from a generic (although elegant) stock font.I know i have used a font before that looks just like this one.
On Feb.17.2009 at 04:09 AM
Nisio’s comment is:
As I've mentioned before on other rebrands, in rebranding they (Corbis this time) have neutralised the character the old logo had, and replaced it with something quite generic.
I think in a few years time when people look back at this 'refinement' it'll seem unnecessary and the outcome a step backward.
On Feb.17.2009 at 04:17 AM
Anonymous’s comment is:
I like the new feel. Thumbs up.
On Feb.17.2009 at 04:49 AM
Andrew Sabatier’s comment is:
I don't believe an update was necessary. Sure there is a touch of nineties Gridnik in the r but I have to force this into a criticism of the original. The new version is slicker and cleaner but I think it does this at the expense of distinction and personality.
The original r attracted the treatment it was given because rs are tricky. The new r emphasises this fact and offers a poor substitute. Although the overall mark is treated competently the new r is weak and brings attention to the happenstance join-up. It's a passable affectation but it is an affectation and doesn't add any conceptual value to the Corbis brand.
I enjoy the rythmns of the original. The pace of the letterforms provide just enough traction to say 'I'm a design-led brand and I care about what designers think'.
A.
XK9’s comment is:
This is way beyond "adequate." Subtlety and nuance are seldom things to be witnessed in logo re-design. They are certainly present here. Expertly so. The revision is confident, where the original was awkward. The letterforms are perfectly balanced and precisely the correct weight (heavier or lighter would be less successful). Honoring the original is smart, particularly in the updated ligature. I cannot remember the last time a logo revision felt so right.
On Feb.17.2009 at 10:14 AM
XK9’s comment is:
I enjoyed Andrew Klein's comment that perhaps they did this to get noticed by designers and perhaps discussed Brand New. If Corbis respects designers enough to want their respect, I'd say that's a good business strategy.
On Feb.17.2009 at 10:17 AM
XK9’s comment is:
I enjoyed Andrew Klein's comment that perhaps they did this to get noticed by designers and perhaps discussed here on Brand New. If Corbis respects designers enough to want their respect, I'd say that's a good business strategy.
On Feb.17.2009 at 10:21 AM
Cam’s comment is:
Gotta love a subtle refresh.
On Feb.17.2009 at 11:15 AM
damon’s comment is:
it's way better.
On Feb.17.2009 at 11:18 AM
felix sockwell’s comment is:
Back in 2007, Corbis acquired Veer, one of the most popular and designer-friendly photo and type merchants of the last years
Oy. Way to suck up to your advertisers Armin! Times are tough. Next up: "Neenah paper, a great paper... you should check out their smooth text sheet after looking at this friendly redesign."
corbis/ veer can kiss my ass... love ya, F
On Feb.17.2009 at 11:39 AM
cafeinomano’s comment is:
In other news. Zara changed a bit its logo?
On Feb.17.2009 at 04:03 PM
Armin’s comment is:
Felix, pipe down. Veer has not advertised with us for almost a year, and I don't have any expectations.
On Feb.17.2009 at 04:03 PM
Ryan’s comment is:
I like it. It flows better and just looks nicer.
As others have said, though, I don't get why they went with the squared "i" instead of the dotted, since everything else got rounder.
On Feb.17.2009 at 04:44 PM
Imelda Suriato’s comment is:
Nice subtle update. Although a slight throwback to the 70's, it's a little avant garde done nicely. The square dot is growing on me. I thought it was weird at first but if you look at it as a string of tape being twirled to shape the letters, the square dot makes sense.
Definitely agree with Andy on Pepsi revamp. And throwing money all over the public spaces with the OOH campaign? Uggh.
On Feb.18.2009 at 10:41 AM
Paul Ducco’s comment is:
pretty obvious move forward ... a decent one.
On Feb.18.2009 at 07:11 PM
Chuck Spidell’s comment is:
It's flowin' now. Nice to see companies still appreciating the wordmark.
On Feb.19.2009 at 04:28 PM
Nate’s comment is:
Nice change.
This is going to sound strange, but the new logo looks like the female version of the old, hard-angled male logo.
Now the male and female can go make some Corbis babies.
On Feb.20.2009 at 02:55 PM
Raj’s comment is:
Nice and a decent one!
On Feb.26.2009 at 01:08 AM
Panasit’s comment is:
The only thing bad about the old one was that r.
I like the C in the old one better, just because it doesn't disappear into O
On Mar.02.2009 at 11:16 AM
Sergio Almeida’s comment is:
Much better and shows a natural evolution.
On Mar.04.2009 at 12:49 PM
Shauna ’s comment is:
I really like it but the square dot on the i looks out of place in such a round logo, they should have kept the circle dot.
On Mar.17.2009 at 04:12 AM
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