As its obviously known, the logo design of a company can either boost or hurt its business prospects.

Barentz (est. 1953) is an international leader in sales, marketing and distribution of high-quality ingredients. Whilst its heritage and focus is on the European market, Barentz is also rapidly growing in the Middle East, Asia Pacific and Americas. In 2017, turnover for the Barentz group reached 1,1 billion euro.

As business grows so do consumers

To keep up with global expansion the company decided to update its current logo, which was more rigid to a more balanced version that reflects more diversity and openness. A logo update not only represents a more modern identity, it also indicates to its audience that the company is inclusive to more markets.

The Old

Below is the old logo, which has been used for the past 10 years according to our research. As you can see its typeface is very strong and all caps. It plays on lines.

The Update

The new logo is an update on the old with a more balance set of typefaces, a softer font, and a single capital letter. The solid line has been replaced with a red dot which symbolizes an inclusive world.

The verdict

It looks much better than the old logo, at least to the forty people who we randomly asked to compare the old logo with this new one.