Spotify has unveiled a slightly revamped logo as part of an effort to refresh its brand.
The new logo is a brighter green than the previous one, which the music streaming service said had become a “dreary brand palette” that was “desperate for an upgrade”.
“It was time to give it a little refresh and make sure it goes well with our vibrant new colour palette,” it commented.
Spotify said the new logo boasts “a little more pop” and looks more fresh, modern and easy on the eye.
However, the move has highlighted one of the pitfalls popular organisations can encounter when they update their brand imagery.
Users of the Spotify app were forced to redownload it in order to implement the logo. This prompted Steven Anderson, group creative director at international branding agency Smith & Milton, to say the streaming service should have “packaged up a range of updates, including some of benefit to app users, and communicated these openly with a focus on the positives: a new interface or additional features, not just a new colour”.
However, he said the actual logo refresh itself is very good, as the new shade of green looks cleaner, fresher and brighter, while it stands out better against a black backdrop and looks less like the colour of mushy peas.
Posted by Robin McCrink