Twitter makes a big flap about its new bird logo

Time for this week’s Spot the Difference Competition, thoughtfully sponsored by Twitter.

Have you got them all yet, readers? Yes, the one on the right is no longer freehand. It’s made up of “three sets of overlapping circles” (it says here in the twitterblurb); and it’s a darker blue.

Twitter, the joyous and anarchic microblogging service, is getting all grown-up and – some would say – pompous. It has now developed its own corporate id rulebook. So, no more text, bubbled typefaces, or lowercase ‘t’ to represent Twitter, if you know what’s good for you.

Not that you’d get that message simply from reading company literature on the subject, which soars to new heights of mystical irrelevance:

Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry. This bird is crafted purely from three sets of overlapping circles — similar to how your networks, interests and ideas connect and intersect with peers and friends. Whether soaring high above the earth to take in a broad view, or flocking with other birds to achieve a common purpose, a bird in flight is the ultimate representation of freedom, hope and limitless possibility.

The design fascists have also supplied some helpful Usage Guidelines, which I pass on for your edification:

And lest you are still in doubt, here’s the video:

Twitter’s logo makeover is, in fact, proof of that old, old business adage: whatever’s big enough to be measured can also be (over)managed.

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About Stuart Smith

Stuart Smith is one of the most incisive and knowledgeable commentators on global marketing. He was a long-time editor of Marketing Week during the period when it was the UK's leading marketing, media and advertising specialist publication. Visit Stuart Smith Blog.