The name is further displayed in a mix of upper- and lowercase letters. Typographic revisions, meanwhile, include the wordmark “Evernote” now being rendered in black using a modified version of a typeface called Publico. We softened the eye as well, going for approachability and a sense of serenity as opposed to the previous crescent shape which had been described alternately as ‘smiling’ or ‘angry’.” “We rounded the trunk into a spiral, a symbol of progress, and added a more defined slope in the forehead to give a sense of forward momentum. “We looked at losing the fold in the ear - which evokes both the dog-eared page of a book and the common icon for a document - but chose instead to honour our past by doubling down on its significance and increasing the size,” explained Strong and Woytek. Other mildly noticeable mods include a re-shaped eye and larger fold in the ear Mads the elephant switches from grey to green in terms of colour, while its trunk looks curvier and less geometric than before. And our brand no longer reflected the company it was built for.”Īnd the changes, visually at least, appear to be minor.
The ways they use our products have changed. The demands on people’s attention have changed. “The simple answer is, the brand needed to change because we’ve changed.
But a logo isn’t a brand,” wrote the duo on a blog post on Medium. “Why toy with something that’s unique, recognisable, and, dare we say, iconic? Our logomark, ‘Mads’ the elephant (named after an early Evernote customer and designed by Gabe Campodonico), has represented us well, standing strong while many brands have refreshed, redesigned, or simply ceased to exist. The new look, created in partnership with branding agency DesignStudio, was officially unveiled yesterday by Francie Strong, Evernote’s VP of brand and communications, and Jonathan Woytek, Evernote’s executive creative director. Launched over a decade ago by Californian-headquartered Evernote Corporation, 225 million people worldwide are now claimed to use the software, which is designed for note taking, clipping web pages, making to-do lists, and general archiving.
Mobile app Evernote has revealed a new logo design as part of an identity refresh.
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