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A Case Study of deviantArt's 2014 Rebrand by Emjaidi A Case Study of deviantArt's 2014 Rebrand by Emjaidi
Like many of you probably were, I was a bit confused when deviantArt introduced their new logo today. What did it have to do with the previous logo? Why did it look like a butchered not equal symbol? As a fourth year graphic design major, I truly didn't understand.  My curiosity peaked, I watched out dA's "Logo Evolution" video about how they came to the final design. During the video, I realized it was intended to be a stylized "dA" with the middle line and shorter lines on the sides cropped off...to which I asked why? They had a really decent looking design going on there, why did they complicate it even further? So I played around with that and made a faux rebrand of my own.

All I did was trace the stylized "dA", as shown in the second photo. I created some mockups in Adobe Illustrator and tested it with a different typeface (I even added the little "slash" motif they seemed to be fond of), appropriate color schemes, and a snapshot of how the logo would appear on the menu. That's all there was to it, really.

Now let me make something perfectly clear: I don't hate the new logo, the actual branding behind it looks great. I had no inclination towards the original logo to begin with, so I appreciated the fact that deviantArt was going for a new look after all these years. I just believe the logo could have been designed to be a lot less ambiguous. This isn't a no holds barred beatdown, it's intended to be constructive criticism. If the new logo was truly intended to "challenge my perception and perspective", I believe it could have communicated that without the need for a 17 page essay.

(Amazing how I'm willing to create an entire fake rebrand for an art website instead of the final for my actual graphic design class. Whoops.)
Add a Comment:
 
:iconmenollysagittaria:
MenollySagittaria Featured By Owner Jun 11, 2018  Hobbyist Traditional Artist
Reply
:iconadolfschicklgruber:
AdolfSchicklgruber Featured By Owner Dec 2, 2017  Hobbyist Digital Artist
I have to agree, they should of used this
Reply
:iconthefriskyfan10:
TheFriskyFan10 Featured By Owner Mar 13, 2016  Hobbyist Digital Artist
Why not use this
Reply
:icondat-tf-artist-numa:
Dat-TF-Artist-Numa Featured By Owner Feb 7, 2016  Hobbyist General Artist
That actually looks better
Reply
:iconmrnotuniverse:
mrNOTuniverse Featured By Owner Oct 6, 2015  Hobbyist
they didn't do that because the staff is too autistic
Reply
:icondominoukae:
DOMiNOUKAE Featured By Owner Jul 9, 2015  Professional Traditional Artist
Its a jewish letter man.....look at it and compare it to the jewish alphabet. one of those letters looks like the new DA logo.
Reply
:iconmkbrony:
MKBrony Featured By Owner Oct 4, 2015
Is it equivalent of the letter D or A? Because if it is, there is at least some level of redemption with this logo. 
Reply
:icontherealcuddles:
This should be the logo! :)
Reply
:iconmaphisto86:
Maphisto86 Featured By Owner Jan 7, 2015
I will always prefer the older logo over the new "zed" but at least these versions make sense!
Reply
:iconwitherlesse:
Witherlesse Featured By Owner Edited Dec 25, 2014  Student Digital Artist
Much better :thumbsup:
Reply
:iconphil-sh:
Phil-SH Featured By Owner Dec 18, 2014  Professional Filmographer
This looks sooo much better! I hope they change that dumb logo soon. On top of that another website already uses the same logo they use right now.
Reply
:iconkonimotsinui:
Konimotsinui Featured By Owner Edited Dec 11, 2014  Hobbyist Digital Artist
And on top of it being a not equal symbol, it's green. Basically the opposite of the red equality symbol we've been seeing pop up on social media in support of gay rights, something probably >90% of people on DeviantArt support.

It's a terrible design for a logo anyway. The first time I saw it on a tab I had open, I had no idea what website was open in the background. The logo doesn't look like anything but an inequality symbol and it has no presence beyond being in our faces as an affront to all that is sane. They have obviously shelled out a lot of money for this re-branding and are going to force it down our throats. Spyed has taken it upon himself to cause "bleeding" within the community over the new logo for the sake of his ego. We didn't need or want that 17 page memorandum explanation for something that should have been innocuous. Art doesn't have to be provocative, and deviation (from the core tenets of graphic design) is not necessarily good.

I like this version and I will be putting it on things as a form of protest.
Reply
:icondigital-dust:
digital-dust Featured By Owner Dec 10, 2014
Cue the "debates" with graphic design philosophies that stretch to 200+ comments per comment thread.
Reply
:iconlord-lestatdlacuadra:
Lord-LestatDlaCuadra Featured By Owner Dec 10, 2014  Professional Photographer
Interesting but i prefer yours...

Now i wonder, What their are gonna change next? i hope they change more ;P
Reply
:iconsterileritalin:
SterileRitalin Featured By Owner Dec 10, 2014  Hobbyist General Artist
I like this one way better
Reply
:iconcompassroses:
CompassRoses Featured By Owner Dec 9, 2014   General Artist
Lovely idea!~
Reply
:iconrockstarfox:
RockstarFox Featured By Owner Dec 9, 2014  Hobbyist Digital Artist
OMG YES
Reply
:iconsesemiroh:
SeseMiroh Featured By Owner Dec 8, 2014  Student Traditional Artist
Reply
:icontechnicoloryawns:
TechnicolorYawns Featured By Owner Dec 8, 2014
it is a not equal sign. symbolic, no? considering we are all ants under the staff's glass.

your version looks very good, they should use it.
Reply
:iconshadow696:
Shadow696 Featured By Owner Dec 8, 2014  Hobbyist General Artist
I still prefer the old logo, even after your modification to it. You just made it make sense, but the old one still looks better.
Reply
:iconmjmstudios2020:
MJMSTUDIOS2020 Featured By Owner Dec 8, 2014
I totally agree. 
Reply
:icontati81:
tati81 Featured By Owner Dec 8, 2014
Much better!
Reply
:iconsparkylightning3:
sparkylightning3 Featured By Owner Dec 7, 2014  Hobbyist Interface Designer
I made this too with many different variations...maybe you can look at mine and tell me what you think? sparkylightning3.deviantart.co…
Reply
:iconmreldfuel:
MrEldfuel Featured By Owner Dec 7, 2014
It's quite disappointing to see that everyone's practically coming up with the same idea. And the more I see these other uninspired variations, the more I start to like the current logo. 
Reply
:iconmclaranium:
mclaranium Featured By Owner Dec 7, 2014
what is your age?  how much time do you have here as member of deviantArt?
I have 12 years here in deviantArt, and 20 years of graphic design consultor,
I can tell you: a company or brand is free absolutely free to have whatever logo they want, and some people will love it, some others will dislike it as we you and me and others do.
:rofl:
but in deviantArt there are 2 details:
-  people dislike this one
 - the new one logo is almost exactly as the russian website logo.
Reply
:iconmreldfuel:
MrEldfuel Featured By Owner Dec 7, 2014
I strongly believe that you're exaggerating your capabilities as a graphic designer, and insults about age have no real relation to this matter. More on that note, nobody has to be of great experience to see that the old logo was flawed and outdated. Also, anyone with a multi-million-dollar corporation, has more sense than copying from a Russian design company (anyone can play the Plaztkart game: sta.sh/01jljon4jq92).
Reply
:iconmclaranium:
mclaranium Featured By Owner Dec 7, 2014
I'm not graphic designer, did I say it?
goodbye.
Reply
:iconmreldfuel:
MrEldfuel Featured By Owner Dec 8, 2014
You're clinging to only one point and missing the whole argument. Don't start a discussion if don't have reasonable claims to back anything up. 
Reply
:iconmclaranium:
mclaranium Featured By Owner Dec 8, 2014
its not a discussion
its the truth
deviantArt has the freedom to choose whatever logo they want, its their website, their budget,
some amateur designers feel pride to draw whatever thing,  some other people admires the result,
some other people dislike the result and thats all.
i have 20 years of experience in graphic arts, 12 years as member in this photobucklet previously known as deviantArt, and I've known people of anykind, its not surprise to me find some others like you.
goodbye.
Reply
:iconmreldfuel:
MrEldfuel Featured By Owner Dec 8, 2014
Ahh, the ignorance of people. If you've any experience in the graphic area (you so love to mention), then you should know that nothing is as simple as it seems. A bank cannot, e.g., one day decide that they're going to do a website with rainbow colors and unicorns stamped all over, because they've the budget and feel like it; they'll loose any web credibility, they might have towards their product. So your whole "it's the truth" argument fails at the base idea - 100 years ago the truth was that Earth was the middle of the solar system. 
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:iconmclaranium:
mclaranium Featured By Owner Dec 8, 2014
yes.
youre right.
Reply
:iconmjmstudios2020:
MJMSTUDIOS2020 Featured By Owner Dec 8, 2014
Please for god's sake JUST LEAVE.
Reply
:iconlemonpoppyseedmuffin:
LemonPoppySeedMuffin Featured By Owner Dec 7, 2014  Student General Artist
I like yours way better.  It stays true to the original design and yet looks like a modern update of the first!  I have to admit I like the color green they changed the logo to, and i see you used it here, but the logo they have is eehhh
Reply
:iconeuphoricmadness:
euphoricmadness Featured By Owner Dec 7, 2014  Hobbyist Photographer
I like yours so much better. Didn't one of the old ones already look like this?  -----> Flashy deviantART Logo dA Logo Revamp   Except I guess they want their new one to be a capital A? Anyways I wish this had been a user contest, so many users here like yourself would have made a much better one.
Reply
:iconcorakitten:
CoraKitten Featured By Owner Dec 7, 2014  Hobbyist Digital Artist
I prefer this to!
Reply
:iconwojteq1st:
Wojteq1st Featured By Owner Dec 7, 2014
I prefer original logo. It's more interesting than yours.
Reply
:iconsircassie:
SirCassie Featured By Owner Dec 7, 2014  Hobbyist General Artist
You think the original one was better? 
web.archive.org/web/2000081707…
Reply
:iconwojteq1st:
Wojteq1st Featured By Owner Dec 7, 2014
Hahaha. No.


As original I mean current logo.
Reply
:iconsircassie:
SirCassie Featured By Owner Dec 7, 2014  Hobbyist General Artist
Saying current would have made a lot more sense than original. :XD:
though the original logo was just so bad >.>
Reply
:iconarmandocop012:
Armandocop012 Featured By Owner Dec 7, 2014  Hobbyist Traditional Artist
this beta logo is better that "Z"
Reply
:iconmoonyasha93:
Moonyasha93 Featured By Owner Dec 7, 2014  Hobbyist Traditional Artist
I agree! Your logo is so much better.
Reply
:iconquestioninteractive:
QuestionInteractive Featured By Owner Dec 7, 2014
This is not hating, thanks for understand and sharing.

I want
the old logo back, not a copy!

platzkart.ru/

www.google.com.mx/search?q=log…

Movingbrands is the responsable of this abomination

www.movingbrands.com/


Let us ask
together for help to Spyed to recover DA originality!

Also you can join and submit your art here:

praise-old-da-logo.deviantart.…
Reply
:iconcakehoarder:
Cakehoarder Featured By Owner Dec 7, 2014  Professional Digital Artist
What, a modern looking art piece we can understand?! Please...
Reply
:iconyenni-vu:
Yenni-Vu Featured By Owner Dec 7, 2014  Hobbyist General Artist
yes, why not?
oh, it would be too obvious...
Reply
:iconphoenixangelgal:
Phoenixangelgal Featured By Owner Dec 6, 2014  Student General Artist
You know that green color that is used for the "submit button"? I think the logo would look much better in that color. It's vivid, bright, and lively without looking garish.
Reply
:iconartlover195:
Artlover195 Featured By Owner Dec 6, 2014  Hobbyist Digital Artist
Crap, now I want THIS to be the new logo ;-;

Good luck on your final!
Reply
:iconemberblues:
EmberBlues Featured By Owner Dec 6, 2014  Hobbyist Traditional Artist
To be honest, it looks like an Equal sign crossed out.
Reply
:iconmonkeyrockla:
monkeyrockla Featured By Owner Dec 6, 2014  Hobbyist Digital Artist
the new logo is also stolen from this company platzkart.ru/
Reply
:icon0toto:
0toto Featured By Owner Dec 6, 2014  Student Digital Artist
agreee. agreeeeee totally! 
Reply
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