graphicpush

Thoughts on branding, design, writing and life by Kevin Potts. Established 2003.

The New Blogger

The simple evolution of Blogger’s established identity makes the brand far more powerful—it retains the distinctive mark, but makes the product approachable and allows for the rest of the site’s design to follow the new theme.

Well of course I couldn’t let this go by without commenting on it. The new Blogger has been released, the result of Douglas Bowman’s excellent design merged with usability golden child Adaptive Path. The site redesign is (of course) vastly superior to the old, blocky, slave-to-a-grid version that’s been around for years, and Doug has done an exemplary job of softening the whole site experience with rounded corners, more muted colors and flattering gradients.

In fact, the whole Blogger identity received a refresh. Gone is the punch-you-in-the-face orange block of doom and foreboding reversed all cap titling, replaced by a much less threatening orange icon with rounded corners and a colored lower-case title. This simple evolution of the established identity makes the brand far more powerful—it retains the distinctive mark, but makes the product approachable and allows for the rest of the site’s design to follow the new theme.

The new icons seem just a little too dated with their AOL-MSN-Playskool cartoon look, but are clear in their meaning and do the job just fine. The theme of bold strokes and loud colors is consistent throughout the site, and contrasts well with the taupe background in the body and midnight blues in the header. Overall, an excellent job in color selection.

For Google (owners of Blogger), the redesign could not have come at a better time. On the verge of the biggest tech IPO since Netscape, they have to ensure their public face is as good-looking as possible. Blogger succeeds in its mission—it is a user-friendly, “push button publishing” system for non-techies who would otherwise stare blankly at a Movable Type installation.

commentary + criticism

Willem

wrote the following on Sunday December 19, 2004

As far as my personal taste is concerned, the caramel colour is the only thing that’s gone hopelessly wrong. It’s almost like giving Orange a green logo.