By changing its logo, Mail could be making a move towards globalisation – such a decision is quite understandable and justified, according to Alexey Kuznetsov, founder and CEO of the Kuznets brand consulting agency, who told RB.RU.
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The company said it is no longer just about email, but an ecosystem with many digital services.
“Perhaps at this stage it becomes clear that the brand lacks a semantic component, so the system consists of interconnected images: not only mail, but also cloud mail storage, mail entertainment, mail social interactions, etc.,” says the specialist.
He thinks that a dog as a pet is a very interesting image. The friend of the person who delivers the mail also reflects the technological effectiveness of the pet through UX/UI solutions.
“In addition, the technological effectiveness of the dog image in Russia is guaranteed for many years to come thanks to the space flight of Belka and Strelka. Such examples are still given in the education system; they have been known since childhood. The symbol “@” is also called “Dog” in Russia. As a concept, the dog is a great solution,” he added.
From the point of view of the target audience, according to Kuznetsov, Mail is aimed at the younger segment. Simple forms, childish sketches and colours reminiscent of felt-tip pens are used. Most likely, the goal was to reach the middle-aged school audience. Teenagers are still characterized by a different visual culture, different slang and the presence of irony and self-irony.
If we talk about the visual component, then, according to the expert, Mail lacks the technological efficiency of materials, which could be associated with the image of a technological dog. Perhaps they were planning something that would go one step further. Today it is fashionable to play with material design, glass morphology, etc., but here the expert saw the decision to stay on the ground floor.
“In the case of mail, I would not speak of a full-fledged rebranding. Rather, we have before us an example of redesign, design update and visual communication. Colleagues managed to update the interface, add conceptual design and additional services. The semantic part can still be expanded and added in the process,” says Kuznetsov, noting that
Overall, it is very nice to see how a large Russian tech company is becoming better and stronger, including in terms of visual communication.
Mail’s ecosystem has undergone a major upgrade, the company’s press service told RB.RU, noting that the technological changes introduced to products and the visual style were a response to requests from a young audience.
Author:
Nikolai Tikhonov
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
