It was high time the UK’s digital classified ads giant modernised their site. With one in four people in the UK using Gumtree at least once a month, the brand’s identity needed to be recognisable on all formats – from billboards to mobile devices.
Part of the re-design was, of course, a new logo design.
However, he continues, “[The new logo] isn’t about visual seduction. It’s functional.” The tree had to be successful on a range of scales.
The site tweeted a cheeky poll to ask users opinions on the new design and had varied responses – as typical when a major brand makes a change.
What do you think of our new logo?
— Gumtree (@Gumtree) January 7, 2016
But what do designers think? Is this new icon really immediately recognisable, making an impact alongside other online brands like Google, Facebook and parent company, Ebay?
— Logo Geek (@Logo_Geek) January 8, 2016
In a first for most major rebrands, the overwhelming response was that of approval, with designers actively tweeting about their love for it.
— Kevin Lofthouse (@kevinlofthouse) January 8, 2016
@hunterlangston Like the negative space in the branding. Nice and clean. Nice work on your website too!
— Scamp Creative (@ScampCreative) January 8, 2016
— Mark Rigney (@M_Rigney) January 7, 2016
However, many have pointed out the similarity to other brands, making it not so individual and recognisable as they hoped…
— Matt Dossett (@M4ttDossett) January 7, 2016
— Nick Spiller (@Nickspiller0812) January 8, 2016
And others don’t think it’s quite as “on-brand”…
— Matt Meech (@mattmeech) January 7, 2016
What do you think? Is Gumtree growing in the right direction or should it snip its new look in the bud?
Liked this? Read these!