Subtle logo tweaks...strategy or snooze?

KIND's recent logo refresh got some snarky commentary

But look closer–

it mirrors a strategic play from giants like Amazon and Walmart

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Why the quiet evolution?


⭐ Preserving recognition

Brands like KIND, Amazon, and Walmart have invested heavily in building visual recognition

A radical redesign risks confusing customers and losing that valuable mental shortcut

⭐ Digital optimization

Minor adjustments can improve how a logo renders across digital touchpoints

from tiny app icons to large displays

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Every pixel matters

Any logo or type designer knows that-

and it’s MEANT to be so NUANCED that when done right,

no layperson notices

But the ones who are close to the craft-

you see and respect it

I like to think of it like surgery…

You want it done so beautifully that no one can put a finger on it

But it looks and FEELS refreshed

And that’s what makes the difference to the consumer

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⭐ KIND's cleaner look is going to be so much easier to use

and apply across touchpoints-

It's a subtle polish for today's world

Same for Amazon's softened smile and Walmart's evolved spark

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People made fun of the video of the “big reveal” from KIND

but we forget the amount of hours and work that goes into these nuances

and how much effort it takes to get an entire organization aligned with change

that affects so many parts of the business

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Sometimes, the smartest brand moves are the quiet ones

What's your take?