The new British Gas logo
British Gas recently updated their brand identity and it should be in full use across the company by the end of December. The previous logo (shown in the image below) had been in use for the past 17 years. Even though I am in favour of modernising logos when they feel outdated, i’m not overly impressed with the new one.
Let’s start by taking a look at the flame. Even though the old version does look more like a flame than the newer version, it hasn’t aged very well and the use of only one colour made it feel very flat. The new flame is probably a bit too abstract for my liking. If all the words were removed from the logo, would you be able to tell that the abstract shape was a flame?
The colours of the new flame are certainly fresh and modern. The inclusion of green looks like an effort to reflect a more environmentally friendly company feel and the use of a lighter blue gives the flame a bit more depth.
My final issue is with the change of font. The curvier letters move away from the sturdy and British feel of the old brand. The old font had a more robust and reliable feel about it.
A combination of the old and new logos would have been a perfect step forward for me. Keeping the original font and flame, but using the new colours. That said, this attempt by British Gas is a far more successful attempt than the recent attempt by Gap.
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