Lately, it feels like every brand is jumping on the trend of simplifying their logos. Just look at big names like Jaguar, who dropped their classic big cat icon for a clean wordmark, or PayPal, which reduced their logo down to a single colour dropping their icon. Even RSPCA's new logo went for a minimalistic, futuristic feel optimising it for digital-first branding. Now, Olive Young has followed suit by saying goodbye to its iconic olive symbol.
The reason? Olive Young wants to make its branding more visible and easier to read in English, especially as it expands internationally. The old logo had the olive symbol positioned between the text, but now the brand is going all-in on a bold, wordmark. This change is all about making the brand feel more modern and cohesive across online and offline platforms.
With an increase in global tourists visiting the South Korean stores alongside the strengthening of overseas online and offline business, Olive Young wants to create a unified experience.
An Olive Young representative called this a turning point for the brand, saying they want to be recognized as a global K-beauty icon. They’re looking beyond Korea and aiming to capture the attention of beauty lovers worldwide.
Personally, I have mixed feelings about the change. The olive icon was such a huge part of the brand's identity and made Olive Young instantly recognisable at a glance. The little symbol helped set them apart. That being said, I can also see why they have ditched it, after all an olive doesn't exactly scream "K-beauty." For consumers unfamiliar with the brand it may be confusing, most would assume they are some sort of health or food store.
At the end of the day, this shift is all about making Olive Young more appealing on a global scale. While I’ll miss the olive, I’m curious to see how the new branding will shape the brand’s future. What do you think, should they have kept the icon, or is this a smart move?
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