For the redesign, the company relied on research, which showed a clear correlation between clear, stand-alone logo formats and memory bank impact. This research further found that people are prone to connect with 'simple' logos: if deciphering takes more than five seconds, chances are you have lost a potential client.
Relying on similar findings, it opted to retain the original blue colouring of its logo, as blue is associated with trustworthiness, authority, success and security, which is why it is seen in the logos of fortune 500 companies, medical and governmental institutions.
Other modifications include improved typography changes to improve visibility.
