the question of whether or not this logo redesign is bad or good is a lot less black and white than
most people think in case you missed his blue hair and controversial presence online
ninja is one of the largest streamers of all time he currently went from this logo to this logo
but is it a terribly bad move firstly we need to look at the old logo to see where we've come from
and why kittle is an online web app built to make complex design easier it works right from your
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gather this logo has been around since 2011 which is quite a long time considering the fast-paced
nature of this streaming world the old logo looks like a typical esports style mascot with
flat highlights and shadows making up the design which effectively is a simplistic illustration
this design is what it is it's more of an esports badge than a highly brandable icon that can hook
itself into your brain the instant you see it it's pretty forgettable at first glance is what
i'm trying to say it would become lost in a sea of other esports style badges icons and logos
so at some point this year ninja likely came to a sudden realization that realization was that
he needed to rebrand himself if he wanted to get ahead in 2022 sell more much and just generally
grow in the streaming world after all he did have the same brand identity for pretty much 10 years
and that's when this logo came into being now i must admit when i first saw it i laughed a little
inside and casually shook my head i was taking the logo design at face value from a technical
point of view which actually is kind of wrong let me explain why we need to ask ourselves what is
the demographic of ninja's audience that is to say what type of people interact with him and
his brand it's likely going to be mainly kids and teenagers of course there will be adults who watch
his content too but the main focus of his audience will likely be age 12 to 21 or something like that
this new design is playful it's trendy and it's non-conventional and non-conformist
these traits will likely resonate with the younger generations out there the logo type especially
is trendy and adopts anti-design which is a current design trend that's very strong in 2022
i always say that logo designers need to leave design trends out of their designs and that's
because trends come and go very quickly this leaves the brand identity at the risk of becoming
outdated very very easily if you think back to the line drawing logos that followed the
hipster design trend some years ago you'll understand the concept of things becoming outdated
but anyway for now ninja's new design will resonate with his audience much more so than
a previous one ever did but it is at a risk of becoming outdated within a couple of years
if you lay the logo down by itself on a blank screen yes it does kind of look like an amateur
logo design attempt but we're looking at things in terms of a brand if you consider the content ninja
has already put out on social media using his logo you can see how it comes together to express an
overall brand message and theme the logo utilizes just one shade of blue which helps
the simplicity of his brand content is being made in just white and blue or blue and black
and it's very punchy and very direct it's way more iconic and does carry a stronger message with it
also let's not forget the notion that any publicity is good publicity or so they say
i personally had forgotten all about ninja over the past half a year or so
mainly because i don't really follow esports that much but the rebrand has thrust a ninja
into the minds of the average joe like myself and his brand identity is firmly stuck in my memory
so in that respect it's mission accomplished to be honest a logo design is one cog in the
branding machine it's one tool that works for the brand identity and it is not the beetle and endor
what ninja and his designers do this logo next is very very crucial it needs to be used in ways that
carries on expressing the current message and this is so the vibe or the feeling doesn't get confused
he needs to use it in a clever and creative way to leverage his position online to sell more products
and just to make more money yes i think the design is a bit loose and too trendy for my liking
but it is simple it will appeal to his demographic for the most part and it's likely a good move on
ninja's behalf but that's just my two cents coming from a graphic design background specifically a
logo design background what are your thoughts on his new rebrand and could you have done a
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you