New Logos for Google, Yahoo and iD Tech

iD Tech in action

I got to collaborate on this blog post with Marta, one of our lead graphic designers.

You may have caught how Google updated their logo for the Sochi Olympic made a statement.


Or maybe you caught how Marissa Mayer updated the logo at Yahoo recently.  From what I've read, Marissa is really a master at bridging design with engineering.  Personally, I think the new mark is crisp and clean.  I like it.


At iD Tech, we are now celebrating our 16th season.  You many have noticed that we debuted a new iD Tech logo this fall. It seems like it would be a simple task to update one little graphic, but a lot of time and collaboration went into the refresh.  Switching up a logo permanently takes time and consideration.  It took us 6 months of thought and care before we gave the green light to our current logo.

Just for fun, I asked Marta, one of our awesome Graphic Designers, to take our new circular mark and overlay different shapes, just to see what it would look like.  There was no ulterior motive.  The idea was just to have fun and see how something as basic as a shape can completely change the look and feel of a mark.

Here are some of the things we learned along the way:

  1. Logo Fundamentals 101:  A good logo (or a bad one) should lead to immediate brand recognition. Think of it as the “face” of your company. You want it to look polished, clean and consistent. (Read more about Typography 101.)
  2. Subjective:  There are always going to be lovers and haters, no matter what.  Creating brand identity that everyone in the company will agree on...good luck!
  3. Simpler is Better:  The most iconic marks of all time...think Apple.  Think Nike.  Think Coca Cola.  The marks are simple, consistent, and to the point.

Our updated brand identity does a great job of reflecting who we are (fun, innovative, techie), while maintaining the circular icon and "iD Green" color that has been a staple of our identity for so long.  Here you will see what our mark looked like before and after.


I then asked Marta..."what would our Logo have looked like if it were simply a different shape?"


I think they are all fun.  Could you imagine if we did this same exercise for some of the world's top brands?

OK, but what if we then took the new shapes and changed the colors?


OK, you get the idea. Kids of all ages can start dreaming about their first company.  Every kid can be an entrepreneur.  That first company might just start with a logo for a business card or a basic website.  It is never too early to start thinking about the mark for your own company.  Better yet, if you have the skills to design your own logo, you don't have to ask anybody else to do it for you.

Thanks for your help, Marta!

A photo of Pete

Pete has been at the helm of iD since 2000. He resides in Silicon Valley. Pete has a love of design and is passionate about creating memorable experiences for kids. By day he is CEO, by night he is a youth soccer coach and chef of the house. Pete studied at UW in Seattle and worked abroad in Spain. He is fluent in Spanish, but his kids think otherwise. The best part of the job? Seeing the kids advance from tech novices to studying at top Universities and landing big-time jobs.