Gumtree New Logo Design
Gumtree have also had a new make over since it’s launch in 2000, making it more digital friendly. After listening to market research the company decided to keep the tree icon, but adopt a cleaner, simplified design, with a new colour palette.
This is a great example of a successful company listening to their consumers and tailoring their identity to the market. The results from the research showed that the majority of consumers would want the tree in the logo. The design agency, Koto used the findings and “…created a new simpler tree to make it more ownable, keeping all the positive natural connotations of growth, stability and diversity whilst making an instantly recognisable icon.”
The tree icon not only has an organic and fluid feel to it, but also gives a subtle nod to digital, user-friendly design. The colour palette is fresh and inspiring, where Koto took the colours from the unique multi-hued bark of the Rainbow Eucalyptus tree.
Overall the new identity with the bright green of the logo against the colour palette, as well as the minimal, clean typeface is eye-catching, simple and very effective.
View more designs of the new identity