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Discord recently released a refreshed logo, word mark, and color palette, hoping to improve readability and functionality. While the design updates were backed by practical reasons like legibility on small surfaces and screen sizes, the reaction from users was less than favorable. Branding simplification is not always beneficial. It can sometimes strip away the emotional appeal that loyal users associate with a brand.

Logo redesigns have become a common trend, but the balance between simplification and retaining a brand’s character is often tricky. While many companies update their logos to improve readability and adaptability, these changes can sometimes strip away the unique personality that made the brand memorable. As brands strive for clean, modern looks, they must ask themselves, are these updates improving the brand, or making it easier to forget?

The Boston Celtics have found balance in the evolution of their logo. They found a way to create something that is emotionally connected to the fans, but has also presented a more modern feel.