GoDaddy’s new logo is a flattening of the personality-driven days of the early web

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Reported today on The Verge

For the full article visit: https://www.theverge.com/2020/1/14/21065443/godaddy-logo-redesign-rebrand-website-domain

Reported today in The Verge.

GoDaddy's new logo is a flattening of the personality-driven days of the early web

Web services company GoDaddy has unveiled its new logo: a generic, sans-serif type accompanied by a heart shape that looks like an upside-down version of the Airbnb logo. At first glance, I thought the other half of the heart opposite of the "G" was a poorly shaped "D" as initials for GoDaddy, but it's actually supposed to be an "O" so the logo spells out "GO." That's very confusing, but the company says the logo, designed in collaboration with branding firms Lippincott and Codo, is supposed to evoke a sense of the entrepreneurial spirit.

Aman Bhutani, the company's CEO, told Fast Company that he sees the logo as "a young girl who's a little bit of a bandit -with a ponytail and a patch over her eye -who wants to grow up and be somebody." To each their own! But what's most upsetting about this change is that it's yet another example of the way tech companies are becoming homogenized in their design. Without the hot dog-haired Daddy mascot who exudes a reassuring sense of chill, there's not much to distinguish the new GoDaddy logo from the sterile, generic logos among the likes of Google, Spotify, and Pinterest.

EVERYBODY FALL IN LINE! pic.twitter.com/B9JU5nvpMu

Along with the logo, GoDaddy has also redesigned its homepage to appeal to small businesses and entrepreneurs. Though it's mainly been known for domain registration (the company has 19 million customers and has 77 million registered domains, which is over 20 percent of the world's total), the company now offers website-building services and templates to compete with hosting and design services like Squarespace and Wix. While the templates are clean, attractive, and do exactly what they set out to do, I



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