(Est. 2012) “Medium is an online publishing platform developed by Evan Williams, and launched in August 2012. It is owned by A Medium Corporation. The platform is an example of social journalism, having a hybrid collection of amateur and professional people and publications, or exclusive blogs or publishers on Medium, and is regularly regarded as a blog host.” (Wikipedia)
Manual (San Francisco, CA) and In-house
Images (opinion after)
This change is somewhat perplexing because — regardless of whether you liked the old green, isometric monogram or not — it had become easy and quick to recognize and effectively signaled when you had landed on Medium if you found yourself clicking around the internet. After two years of building on that green “M” now they have to start all over again with a design that’s on the complete opposite end of the spectrum and… why? So that they can throw it away in another two years? Sure, the internet — perhaps, especially, publishing on the internet — is a constant battle of How-the-Fuck-do-we-Monetize-this-Shit that makes services appear, disappear, or change but it’s random shifts like this that add to the situation. Now, I have nothing against the new logo — okay, maybe I do have something against the lowercase “m” — it’s a rather nice serif wordmark and the monogram, while generic, is quite elegant and stoic, like something chiseled on an old building. The thing is that it says as much and as little as the old wordmark and monogram did but because both the old and the new are so different, there is no brand stance that Medium is taking other than going with the flavor of the month (and serifs, if not as popular as the geometric sans serifs, are making a comeback). So, design-wise… sure, it’s fine but brand-wise… it shows a lack of commitment to an identity… or, more likely, it’s a case of identity crisis.
Thanks to Emma Butler for the tip.