 Not all Snapchat users are happy about the bold, new version of the ghost, but there is a very good why Snap made the change - and it might hint at the future of tech branding. Snapchat’s cute ghost logo is now surrounded by a decisively bold line that may feel too thick for comfort, at least at first glance. In fact, many users aren’t happy about the change and took to Twitter in numbers to express their feelings. An instant reaction and exposure to the discussion, and the App, reason number one? Snap says the bold line makes the app’s logo more visible and eye-catching. This is indeed true and because it’s so different from the thin lines that customary modern-day branding uses, it works. Still, some users are threatening to delete the app over it, or at least hide it away in a folder so they don’t have to look at it. One user described how it didn’t “match” the other apps on their phone. Thinness has become a design standard—largely thanks to Apple and its obsession with clean, thin minimalism. Across the internet, lighter line weights have become associated with the tech companies, as well as clean, clear, user-centered design—chunky lines look like Comic Sans compared to this sleek aesthetic. If you scroll through your phone and look at app icons, you’d be hard-pressed to find many apps that embrace the kind of thick line that Snap now has with its new logo.  But that’s also exactly what helps Snap—and the few other companies daring to move beyond the minimalist logo paradigm—stand out. The subtle shift makes sense within the context of the company’s latest release, Spectacles 3, which isn’t about pleasing the masses but is marketed instead to the creative, fashion-forward, early adopters of the world. Amid the clean lines and minimalism, Snap is bold and not afraid to show it. Source: Katharine Schwab, Fast Company.
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