[naniid]

This probably is the reason for why they go down the path of changing the logos.

But why they look similar is because, in the past logo drafts used to be hand-drawn by artists and now its being done by digital artists who first start with available library of fonts.

[jacobsimon]

Another important point not mentioned yet: Rebrands are rarely done internally.

Companies hire external brand design agencies, and they tend to hire a few of the same well-known ones, which also set the trends for the rest of the industry.

- 72andsunny (Dropbox, Instagram, eBay)

- Moving Brands (Netflix, Asana, BBC, Eventbrite)

- Red Antler (Casper, Alto, etc)

[prerok]

Right. And they want their work to be recognizable, so they would be hired by the next company, so they create similar logos :)

[ben_w]

So, I’m guessing that half a dozen people at those design agencies retire and we get to finally go back to some fun, playful, skeuomorphic UI? Perhaps steampunk, with AR glasses giving us notifications by ticker-tape? And 3D modeling tools that look like Bryce used to?

[dagmx]

I know people like to say "it was better in the old days" and wax nostalgic, but a lot of the logos in the before section were designed when digital tools were the norm.

Even with digital tools, many designers will still sketch them out.

The logo designs here are simply following what's on trend, rather than a reflection of tooling changes.

[makeitdouble]

Hand drawing could be in effect for logos that haven’t been redesigned in centuries.

But there’s no way the first and subsequent Revolut logos have been influenced by radical tool changes. The same would go for Spotify or Yahoo, or airbnb.

Also a company requesting a whimsical logo would have no difficulty having it hand drawn if it fit the bill. There’s just way less demand for that, we’d need to look at “natural” adjacent businesses to get that vibe (e.g. https://naturalhihoney.com/ ), or restaurants.