Logo Redesigns of 2018: Before-and-After Evaluation

What this evaluation covers

This review examines logo redesigns announced or widely reported in 2018. The focus is on the practical side of redesigned artwork: what changed between the old and new marks, which vector-logo details affect reproduction, and what designers should verify before treating a downloaded redesign as ready production artwork.

The assessments below are based on publicly available information about these redesigns. They do not assume that a file with a vector extension automatically contains editable paths, and they do not treat permission to download a logo as permission to modify its artwork, fonts, or trademarks.

Why 2018 is a useful reference year

Several large brands adjusted their visual identities in 2018, often to work better across smaller screens, app icons, social avatars, and animated interfaces. In many cases the stated goals were simplification, improved legibility at low resolution, and more consistent spacing. For vector-logo users, those changes are not purely aesthetic: they affect the number of paths, the complexity of gradients, the handling of counters, and how cleanly a mark re-scales.

Common changes seen in 2018 redesigns

• Simplified letterforms or symbols; Flatter color treatment, with gradients reduced or removed; Wider spacing and larger counters for small-size legibility; Rounder terminals or more geometric construction; Cleaner one-color versions for print and production

Burberry

Burberry changed its wordmark in 2018, moving away from the long-used serif treatment toward a more condensed, upper-case presentation with tighter letter spacing. The redesign also involved a new monogram formed from interlocking letters. From a vector-artwork perspective, the main practical shift was a wordmark with more uniform strokes and a simpler construction than the earlier serif form.

The change was part of a broader identity update rather than a simple file replacement. Because the original mark had a long association with the brand, anyone evaluating the redesign should compare the old and new letterforms closely. The redesigned wordmark is easier to describe in terms of consistent geometry, but that does not mean every distributed copy is a clean vector master.

Dropbox

Dropbox refreshed its visual system during 2018. The traditional open-box icon was retained in concept but was complemented by expanded color and illustration language. The redesign shifted from a relatively simple blue-and-white package toward a more expressive system with multiple supporting colors and graphic pairings.

For vector-logo users, the important distinction is between the core product mark and the wider illustrative system. The simplified box shape remains the most versatile asset for small sizes and one-color reproduction, while the expanded color expressions may exist as separate artwork sets. Designers should confirm whether a downloaded file is the primary icon, an alternate lockup, or part of a broader campaign kit.

Mailchimp

Mailchimp updated its identity in 2018 with a redesigned wordmark and a new approach to supporting typography. The script-style mascot remained part of the system, but the wordmark received a simplified, more straightforward construction. The cavendish-yellow background became a stronger part of the brand presentation.

This case illustrates a common issue with logo redesigns: the headline change is easy to see, but the production implications are less obvious. A simplified wordmark may reduce the number of curves and improve cutting or reproduction, while the surrounding color and type system may introduce new variables. Evaluating the before-and-after alone does not establish which official assets are available or what license terms apply.

Uber

Uber introduced a new wordmark and visual language in 2018. The redesign removed the prominent circular badge treatment of the previous identity and made the custom lettering the primary mark. The new wordmark used clean, rounded letterforms with relatively uniform stroke weight.

The shift from a symbol-led lockup to a wordmark-led identity has direct vector-artwork implications. Custom lettering often carries more points and curves than a simple geometric symbol, and outlines must be checked carefully if the file is used for cutting, embroidery, or large-format work. A flat vector preview may hide issues such as open paths, overlapping shapes, or missing outlines in the actual source file.

Avery Dennison

Avery Dennison, a materials and labeling company, updated its logo in 2018. The redesign replaced the older mark with a cleaner and more contemporary treatment, reducing the visual weight and improving clarity. The revised logo was intended to work more consistently across packaging, digital interfaces, and technical documentation.

This kind of business-to-business redesign is useful for comparing practical production priorities. When a mark must appear on labels at very small sizes, simplified geometry and clear spacing matter more than decorative detail. Still, the published before-and-after images do not reveal the internal structure of the delivered artwork; users should inspect the actual vector file rather than infer editability from the displayed image.

What to check when comparing before-and-after files

• Confirm which version is the official current mark; Check whether the file contains true vector paths or a raster image saved with a vector extension; Look for embedded fonts and convert them only when the intended use requires outlines; Compare one-color, reversed, and small-size versions rather than relying on the full-color preview; Check path count, open paths, and stray points if the file will be cut, plotted, or animated; Verify license terms separately from the download itself

Limits of a before-and-after evaluation

A side-by-side comparison shows what changed, but it does not prove that the new artwork is technically clean or legally reusable. Some redesigned files are distributed as layered source files, while others are flattened previews or PDFs that contain only a low-resolution image. Even an SVG or AI extension does not guarantee that every visible element is described by editable vector paths.

The practical value of studying 2018 redesigns is in recognizing what design teams prioritized: simpler construction, stronger small-size behavior, and more consistent spacing. Those priorities can guide a designer evaluating any redesigned logo, but the final check must happen inside the actual artwork file, not in the announcement image.