Northwest Airlines Logo Design Update
Below is the updated logo design of Northwest Airlines, formally Northwest Orient, for those of us old to remember. "Updated" is the best term for this transition as this is not a major redesign of their existing identity, but rather a reworking of the same overall concept. In this case a compass with the letter "N" has now morphed into the same concept, but now with the letters "NWA." I give them credit for using the initials "NWA" in the revised logo rather than using "Northwest Airlines." Putting the entire company name as part of the logo design is problematic. This problem is usually solved by using the initials of the organization in a real or abstract way.
There was a major color shift from a one-color design in the old version to a two-color logo, with tints of black to simulate the gray circle, which is now much thicker in the new version. I sort of miss how the triangle of the compass subtlety blends with the letter "N," with a perfect alignment at top. This sort of thing is missed by most people. Now the triangle of the compass is a unique, independent element of the design, rather than an adornment to the letter "N." Notice that the new "NWA" text is non-slanted, which would make it difficult to blend the triangle in with the letter.
Of course, each person's opinion is subjective, and overall I like the new logo design, as it's not a huge departure from their existing design, which can help to maintain brand identity. I guess most folks are just interested in getting from point-A to point-B these days, the logo be damned.
