My old bank's logo got a facelift and it lost all its character

I moved to Chicago in 2012 and my bank had this old school eagle logo with a shield, felt solid and trustworthy. They rebranded in 2019 to a flat, minimal blue swoosh thing, supposedly more modern. I compared the old business cards I kept with the new ones last week, the old one had texture and detail that actually told a story. The new one looks like every other fintech app on my phone, zero personality. Anyone else miss the dated logos that at least tried to be distinct?

1 comments

1 Comment

fiona_murray7d ago

Is it possible the old logo actually cost more to print, like with those foil stamps and raised ink? I remember some banks did that with their cards, and it made you feel like you were holding something premium. When they flatten everything out, they also strip away that physical sense of weight and value, not just the art. The swoosh works fine on a screen, but it fails the touch test, which is a big deal for something you hand over at a counter. So it's not just nostalgia, they literally made the product feel cheaper to handle.