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Previous, and a closer look at the 1990 version
New
The updated identity was designed by Michael Bierut and Luke Hayman of Pentagram, incorporating the FF Mark type family.
In the thread on Creative Review Scott Carmichael commented, “Why didn’t they drop the overlapping circles and do something different? Why not change the color palette? Why go lowercase? So clichéd.”
Adam Mitchinson replied, “Probably because it’s a globally recognised symbol and it would make absolutely no sense to change it just to do ‘something different’. Rebranding isn’t about making things different, it’s about making things stronger and more fit for purpose based on sound business thinking.”
Exactly.