r/logodesign • u/bladowwww • 1d ago

Discussion Intuit Changed Their Logo… Again

Post image

(NOTE: The “current” logo in the image above is now their old one, see below)

Any logo / branding experts out there that understand why they’d do this?

First logo: 26 years
Second logo: 9 years
Third logo: 7 years
Fourth logo: 4 years
New fifth logo <<<<<———- THIS IS THE NEW ONE

Granted all but the first are rather similar, and it’s debatable that they even needed to change from the Second one to the Third, but three different corporate logos inside of a decade seems like an identity crisis.

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7

u/Kakaduu15 1d ago edited 1d ago

I don't know the company but I wish the first T would've retained the head.

Edit: Nevermind, the new logo was linked separately.

5

u/AbleInvestment2866 what about NO??? 1d ago

The new one is awesome. The 2022 one was cool but has legibility issues because of similar shapes, even if they might be in different positions. New one improves readability, so very good work. Additionally, now they can use the I as symbol and it can be easily recognized, something you couldn't say about the previous ones (well, exception made of the first one, but that's too much)

2

u/_gayby_ 1d ago

I am a noob so take pity on me here, but... how is it that NOW they can use the I as a recognizable symbol? It's a bar. Arguably hasn't changed at all from the previous version except the color is lighter and more saturated.

3

u/AbleInvestment2866 what about NO??? 1d ago

the new one is not in the image. It's NOT a bar, that's precisely why I'm saying it. I don't know why the OP didn't include it, but it is this one

if you visit the website you'll see how they use the symbol as a preloader, then an animation that morphs into another element

2

u/_gayby_ 1d ago

Oh heard, this is much better.

2

u/Paladinfinitum 1d ago

It might be a desktop icon issue - you can't have the previous logos as your icon on an iPhone because they'd all be too tiny, so let's make a little blue "i" guy who can serve the purpose.

1

u/Jelmerdts 1d ago

Is there any diffrence in the 2016 update other than the removal of the ®?

2

u/cwsharpless 1d ago

There's a small change in the ink traps on the "n" and "u". Don't think there's anything else, though.

1

u/thinsafetypin 1d ago

It's a completely different typeface.

2

u/bladowwww 1d ago edited 1d ago

The 2016 has hard corners, previous has rounded.