The New Big Little Z...

Zwift rolled out a new look with its revamped logo on October 2nd. Though the Internet did not break, comments came fast and furious on Zwift’s Facebook page. Reponses to the new logo (and branding video) varied from general approval to severe distain. From fat-shaming the letter and puking emojis, to the more positive triple thumbs up and “I like it”, Zwift’s new look was not immune to the logo redesign scrutiny a company endures from the vocal masses on social media.

Logo design itself tricky enough, but a logo re-design and the accompanying branding effort can be thorny. Designers are tasked with a tall order: to create a unique and memorable symbol that identifies the brand and embodies a company’s attitude (and often aptitude), at a glance. It needs to translate across many mediums. How will it look printed? How will it translate to video, how’s it look on social media? Will it drive customer interest? Will it stand the test of time?

As a person who works in a visual medium, I have to admit my first reaction was that the logo looked unfinished. The lack of symmetry (though not enough to jolt me off-balance), made me feel like I was missing something. It made me feel like I didn't “get the whole picture”- yet. So I slept on it (well, the idea of it, not the actual logo letter Z, though it does look rather comfy).

Then it hit me, this new logo and rebranding effort is kind of brilliant. It’s irreverent enough to kick up some dust on social media, but cozy and familiar enough to be forgiven for it. Zwift as a company is growing up a bit, transitioning from start-up mode to growth & expansion mode. Like its logo, Zwift is very much unfinished. The development seeds have strong roots but its time to let the world know its coming of age.

The new logo communicates the brand has arrived but is evolving (still an adolescent with a little edge), but remains confident enough in itself to be bold (literally). Also worth noting is how intentional that forward “edge” slant is, carrying the design convention through to the relationship of the “F” and “T” in the company name. In this way the logo also seems to be looking forward. Or maybe its just a puffed up, asymmetrical, little big Z.

But logo aside, if the Zwift community has any sway, the way forward will be expanded roads, different courses and features (suggestions here)-- and for the love of chocolate, a level 26!

PS. I hope Zwift puts this logo in the hands of a talented animator. I really want to see in motion (with animated wipes and reveals), maybe then I won’t feel like I’m missing something.

PPS…For fun I’m including the best and worst logo designs for 2015 and for inspiration, a list of company logos that use the letter Z.