Rotten Tomatoes, the TV and movie review website, has its first revamped identity in 19 years, courtesy of Pentagram.
The original logo was created in 1998 and was meant to live only on the Rotten Tomatoes website. Since then, it has had to survive on social media as well, in addition to Google Play and iTunes. Pentagram’s goal was to retain familiar elements of the original identity, including the tomato splat and the tomato outline, but to modernize the client’s entire presentation.
One of the most recognizable changes is that the type no longer bounces above and below the baseline. The identity is cleaner and bolder, as are the icons that are used to visually rank TV shows and films.
Find more details here.