Spotify has remixed its app logo, changing it from the usual flat 2D green circle to a 3D sparkly green disco ball to mark its 20th anniversary.
While the logo change is only temporary, it has already generated online backlash from users, many of whom are demanding the immediate return of the previous icon. Users have criticised the new design as “hideous” and “pixelated,” with some saying it looks like an app update or download icon on their devices.
While most online reactions to the new logo have been negative, some users have expressed indifference or even praised the design for offering something more playful than the minimalist branding trend that has dominated tech in recent years.
“It’s horrible! Every time I look at it I think the app is busy updating,” one netizen wrote on a Reddit thread discussing the new logo design. Meanwhile, others seemed more receptive. “I like it, it's just for the anniversary, anyway. And yes, I think iOS Liquid Glass has signalled the end of corporate minimalism/oversimplification,” another user said.
Spotify’s senior director of global brand, Lauren Solomon, described the logo adaptation as a temporary “expression of culture” for key moments, with the vibrant green intentionally chosen to differentiate the brand.
But the logo is only one part of Spotify’s anniversary push. The streaming platform has also launched a broader 20th birthday celebration called 'Spotify 20: Your Party of the Year(s)', an in-app experience that lets users revisit their listening history, including their first streamed song, first day on Spotify, all-time most-streamed artist and a personalised playlist of their top 120 songs.
Campaign previously looked into why legacy brands change their logo or rebrand, and what it takes to succeed. More than ever, major decisions like a brand redesign need to be underpinned by data and insights.
“You really can’t satisfy everyone,” says Miko Quiogue, executive creative director, Dentsu Creative Philippines. “The challenge of balancing different audiences is very tricky. That’s why we should prioritise insights and data before taking creative risks. Investing in research will make the risk worthwhile.”
And not only are major brand redesigns a risk, they are often expensive. In 2009, Tropicana invested US$35 million to rebrand its orange juice packaging. Within two months of the change, sales dropped 20% and it lost significant market share before switching back to its original carton. The experiment cost it more than US$50 million.
But how does a brand avoid or minimise the chances of triggering a backlash if it does decide to change its identity?
“The answer is simple: the common mistake is thinking only about the logo,” says Damian Arce, creative director SEA, Landor. “A good logo has a story to tell, a connection to the brand strategy, and engagement beyond its visual form. Remember that a brand isn’t just its logo; it’s the experience it provides and how it engages customers.”
Bad storytelling is a big mishap to avoid.
“Launching a logo is pointless,” says Chris Moody, global executive creative director at Landor. “Launch a story. This could be attached to a new product or service or a new commitment, but it must be grounded in reality and need.”
For Spotify, the campaign may be temporary, but the reaction will likely last. In a world where every design change is judged immediately, even a disco-ball icon can affect how people see the brand.
