As a resource site for designers, I have to say that I’m vastly disappointed by Freepik’s new logo by Partners in Crime.
The logomark was an easily recognisable symbol, as it was one of a kind. Now you’ve taken away that one thing that’s unique to the brand completely. I get that they’re trying to emulate the “alienness” in the logotype, but it has failed to convey the branding. Why do I say this? I’ve seen similar logotype styles like this in other brands. The fat and thin font combination, this will not date well as it appears to be a trend.
The kernings of both old and new logotypes can be improved too. The right ‘e’ is a bit too close to the left ‘e’ on the old logotype whereas the ‘P’ is a bit too close to the ‘!’ on the new one.
If they wanted to have just a logotype, I would’ve incorporated more of the old logomark elements onto the logotype, without the fat and thin font style.
An example of a good transition would be their colour palette.
The new colour palette adopts a more modern and softer tone. The old version has more of a raw, harsher feel, those that you see in the standard RGB/CMYK codes. Ironically, I still see yellow used even though they have removed it from the new colour palette. I would’ve included the yellow in the new colour palette but changed the tone to fit with the new ones.
What about you? What are your thoughts on this?
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