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Cleantopia has rebranded. Cleantopia already went through a major rebranding early last year to celebrate its 31st anniversary. Now, a little over a year later, the visual identity has completely changed to the point where the old brand is no longer recognizable.
Based on the vision of 'Cleantopia, the standard for laundry', we have unveiled a new logo that symbolizes the best laundry service that you can trust in your daily life. The new symbol is a combination of three circles. Each circle symbolizes 'daily', 'trustworthy', and 'sustainable laundry'. The existing representative color, 'Cleantopia Standard Blue', has been changed to a higher saturation and darker color.
The wordmark has broken away from the box frame, the consonants have been reduced in size, and the overall height has been increased. The distinctive curvature of the existing typeface has also been eliminated.
The iconic 'Bosong', who resembles a famous rapper, had already been changed to a different character design since last year. In this rebranding, the character is not shown at all. It seems that the sparkling light graphic motif that symbolizes cleanliness is no longer used. Instead of cartoonish graphics at customer touchpoints, images with a quality that seems to be generated by AI are actively used.
It feels like it was changed in a hurry before people could even recognize Cleantopia's new visual identity. The strong character that symbolizes the brand has disappeared, and the representative color has changed from green to blue. When simple shapes contain abstract meanings, it becomes difficult to distinguish them from other brands. Cleantopia's new brand identity seems so lacking in individuality that it seems to work for any brand.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
