So if you’ve been paying attention to the world of Microsoft, you might have noticed that they’re rolling out a new browser called “Edge” to replace the infamous Internet Explorer. Generally with a new browser comes a new logo and boy did Microsoft get a new logo… or did they?
I am by no means going to say the new Edge logo is a poorly done logo. On the contrary, it’s actually a good mark in general. However, every logo and brand has context that has to be taken into account.
Since this new browser is going to be replacing Internet Explorer, it’s important that it be seen as not only a new thing, but also better than the old thing. That shouldn’t be hard considering that Internet Explorer is the browser everyone loves to mock so any association between the two browsers should be avoided. So the first mistake with the Edge logo is that it looks almost the same as the old Internet Explorer logo. Now as a designer, I know that they’re definitely not the same and small changes can make a huge difference, but the similarities are too striking between the two. Both are a lower case “e” and both are predominantly blue. They also seem to both be making the ‘swish’ motion in the logo.
When viewed from a distance or at a smaller size, they both look like they’re for the same browser, but one is a newer version. This goes back to association and how it should be kept to a minimum. If Edge is going to distinguish itself from its predecessor, it needs a new distinguishing look that doesn’t incite jokes or jives relating to the previous browser. I believe Microsoft really missed an opportunity to start a new product with a new refreshed brand. Only time will tell whether or not Edge is the browser Microsoft needs, but for now the “Edge” logo has nothing edgy about it.