If you’re reading this post, you probably know that the Highlight logo is a controversial piece of design. Many designers praise it and debate its merits on Quora, while others protest its existence through comments on blog posts, subtle URLs and tool tips, and nuanced opinion pieces. It’s like visual cilantro: You either love it or it feels like soap in your eyes.
In an effort to keep the brand fresh, we’ve been hard at work on a visual redesign of the logo that we are thrilled to share with you today:
While we hope our work speaks for itself, we wanted to share a few of the changes you might notice:
Reduced color intensity. The hard edges in the old logo were a bit much on the eyes, so we softened them up and reduced the intensity of the colors to give it a more agreeable, Lisa Frank effect.
Better location iconography. Apps that use location should always have location icons in them. The old Highlight logo has none. Now we have three. Try forgetting that it’s location based now!
Animation. From a subtle pull-to-refresh icon to the playful bounce of a “like” button when you tap on it, animations are a powerful way to make your app more fun and delightful. In that spirit, the Highlight logo now rotates in circles at all times. You can almost feel the light breeze on your cheek as it rotates past you.
Audio feedback. Audio is a uniquely powerful branding element. Anyone who has hummed “Buh-duh-duh-duh-DUH. I’m lovin’ it!” while biting into a Fish McBite can tell you this. Now whenever you view the Highlight logo you will hear the word “highlight” repeated in a whispering tone to remind you that you’re viewing it.
A cat. Studies have shown that users in our target demographic love cats. Juxtaposing the logo with cat imagery not only associates the product with something friendly and tactile, it also gives the logo a sense that it’s small, to help users better understand that they can take Highlight with them in their pocket.
Finally, to give the logo a more polished, modern look, we’ve tried to make it as skeuomorphic as possible by adding an extra shine. We briefly considered giving the logo a mahogany wood or stitched briefcase texture, but ultimately we decided we wanted the brand to feel more “fun” than “refined.”
We hope you like the new look as much as we do. As always, please let us know if you have any feedback! You can reach us anytime at hello@highlight.