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The DeviantART Logo-A Primer by TheRyanFord The DeviantART Logo-A Primer by TheRyanFord
As we continue to introduce this new logo to more areas of deviantART, I wanted to make sure some small elements were explained regarding why we updated the logo and what I did to change it. Please refer to the design I've uploaded to see the various images I'm going to be speaking briefly about.

The Old Logo
I knew we needed to update this relic of deviantART. It lacks balance, lacks a "cleanliness" to it, and generally has a lot of limitations in how it can be used. It's just not very versatile.

The New Logo
As you can see, I've redesigned the form of the well-known dA ligature so that it is now enclosed in a rounded square (a reference to our important avatar system on the site). The geometric form of the square also means I can put this mark pretty much anywhere on a page and have it feel at home. The versatility of the shape has additionally allowed me to create an alternate "tight spaces" version of the logo for when there isn't enough width available to use the wider, preferred version of the logo.
Lastly, the new color combination is more vibrant and more fun, and actually matches our newer color schemes better.

Closeup Overlap Comparison
The newer mark is indicated in red, while the older mark is in blue. As you can see, the memorable portions of the logo were mostly unchanged, while smaller details were refined to make the mark feel more "finished."

Better Resizing Potential
When the older logo was scaled down, it got really funky and messy-looking. This new one is more versatile at smaller sizes, and we're able to recreate the form a bit better. The tiniest version of the logo seen is 26x26 pixels, which is pushing the limits of readability in a logo but through persistence and a lot of pixel work I've managed to keep the appearance mostly consistent throughout.
Additionally, the larger mass of the new logo allows for more creativity in terms of rendering the mark.

Conclusion
As you see this logo appear in more places, it's important to remember that it's the same old logo we all know and love. It's just been improved...kinda like the Six Million Dollar Man.
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:icondanvzare:
DanVzare Featured By Owner Dec 12, 2014
Ah so THAT'S why I never noticed that the dA logo changed all those years ago. The logo practically didn't change at all. To me, they both look same. With that newer one looking slightly better, and more usable in terms of merchandise. I really can't understand why people hated it. Then again, no one change.
From reading the comments, it sounds like maybe you designed this logo. If you did, then you did a pretty good job at improving it.

You're probably sick of hearing people talk about the newest logo, so I'll spare from that rant.

I do wonder though. Do people (including myself) dislike the newest logo merely because it's different, or is it actually worse?
I've yet to hear any arguments on why it's better (or at least equivalent) to the previous logo. So without hearing that side, I can't really say.
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:iconcookie-splinters:
Cookie-Splinters Featured By Owner Dec 7, 2014  Hobbyist General Artist
This, the old logo; speaks to me on so many more levels and more complexly so.
To me, the new logo, is all about seeing a smaller piece of a greater whole, without ever seeing the greater picture; its about cropping and about accepting how everything is interlinked in some way or other (again though, more like seeing the single link in the chain or the single cog in the machine) since it feels incomplete on its own.

The old logo, was not about cropping, but rather, framing the whole; like as if, even if there is an overlap and some of the logo was lost when fit to a frame, what was essential was still there. You could tell it was DA, what it stood for and in no way could you mistake it for.. for instance "FA" or a "Z" but to me, it was always a whole, like a road or a ribbon that swirled and formed the logo. I dunno, going off on a tangent now, but the point is; I feel the new logo looks incomplete, unnecessarily whimsical and.. too bright.

Who knows, with time, maybe we'll all grow to accept this new logo as well, but I can't ever remember feeling so antagonistic or pessimistically inclined towards a logo before, in my life....
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:iconwildweasel339:
Wildweasel339 Featured By Owner Edited Dec 6, 2014  Professional Digital Artist
I didn't truly appreciated how effective this version of the logo was until it had been lost. It was so much friendlier and welcoming, to say the least.  Perhaps many share the same feeling now, but realize, despite all hope, that's probably too late. 

Not to say that a re-branding couldn't have worked, only that it has fallen far short of high standards.

You're a better man than I am if you're not just a little furious at this change!
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:icontheryanford:
TheRyanFord Featured By Owner Dec 7, 2014  Professional Interface Designer
No, I'm not furious. The rebrand could've been stronger in some areas, but this site needed a brand-centric conceptual overhaul and it looks like that's what it's getting.
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:icondarkdoomer:
darkdoomer Featured By Owner Dec 7, 2014  Professional Digital Artist
the same thing could be said about so many redesigns, rebranding identities, destroying well done creations, originality, something universally known for something bland, new because it's a trend.

on minimalism,; it's overused and devoid of anything really creative, in fact it doesn't promote originality, quality complexity. the more expensive it gets, the pricier it gets, it just needs a pompuous wall of text about diversity, social and more bollocks to pass the pill, but it's still shit.

well, we'll see how long it stays. I don't think it's gonna make it til Christmas.
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:iconxingjuan:
XingJuan Featured By Owner Dec 6, 2014  New member
The new logo is stupid. You build up a logo when it first started. Then you improved it keeping the resemblance along the way while the sites popularity went up.So most people recognize dA as that logo. Now you are most likely gonna hurt yourself because a company's logo is like that of a face. How people recognize the site. There may be sites with same names and that's when other people recognize you by your face.And you just totally gave your 'face' a plastic surgery!
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:icontheryanford:
TheRyanFord Featured By Owner Dec 6, 2014  Professional Interface Designer
I'm not going to hurt myself because my former employer made a decision to rebrand itself a little bit. All design work has its place, its time, and its appropriate end of life. Sometimes the end of life for designer work is sooner than anticipated, but that doesn't negate the quality of the work I did previously. I am proud of the effort I undertook for this site's former logo and brand, and it served this company well during its largest ever period of growth. The fact that they now have a different logo and brand changes nothing about my prior work.
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:iconxingjuan:
XingJuan Featured By Owner Dec 7, 2014  New member
1) I did not tell you to hurt yourself. Just that this maybe a mistake.
2) I can see you're very mature and that its nice to see you have so much pride and dedication to your work.
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:icontimscorpion:
Timscorpion Featured By Owner Dec 5, 2014  Hobbyist General Artist
Bad news. They just made a newer logo, and it looks NOTHING like the original. It doesn't even resemble a "dA" anymore!
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:icontheryanford:
TheRyanFord Featured By Owner Dec 5, 2014  Professional Interface Designer
Yeah I heard that was the point. A little ninja told me.
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