Some would say the movie review site Rotten Tomatoes has had a somewhat “rotten” logo for the past few years. Since its inception 19 years ago, the brand hasn’t made any major design updates to its mark or lettering – until now. Along with a new rendition of its logo, the site announced even more sleek updates coming to the site later this year.
Jeff Voris, the VP of Rotten Tomatoes said, “We are very lucky that we have more fans and more attention than ever before, and that’s a big responsibility for us. We know for a lot of fans we are the first place they go when they are trying to make a lot of entertainment decisions. We take that super-seriously and every piece of what we did in this redesign flows from that exact same point”.
Check out the before and after images below:
According to the brand, the goal of the updated logo and website was to keep the same familiar vibe it’s always given to its fans, while also creating something that lives across digital, social, and mobile worlds. They have been working diligently over the past 9 months with design consultancy Pentagram to bring the updates to the site. Pentagram has also worked with companies such as United Airlines and even developed the identity and typeface for the Justice League.
With the site update comes a new, sharper, font and colors. Also, the design team moved the famous splat icon to the “o” in Rotten, and kept the tomato mark in the word “Tomatoes”.
“One of our goals was to make the refresh look modern and professional as well as credible, but most importantly maintaining elements of familiarity and really capturing the brand essence and personality of Rotten Tomatoes from the current logo,” said Courtney Kawata, Rotten Tomatoes senior art director.
What do you think about Rotten Tomatoes long awaited re-design? Is the sleek, new design, something you think was needed, or should the brand stick to their older design? Let us know in the comments below!