Why logos are getting bolder

If you’ve looked closely, you might have noticed a quiet design trend in 2025: the logos of some of the world’s biggest brands including Amazon, Walmart, and OpenAI – have been subtly refreshed. No major overhauls, no flashy unveilings. Just... bolder.

To the untrained eye, it’s almost as if they hit Ctrl+B to make the logo text bold. But as a professional logo designer, I can assure you: there’s a lot more going on under the surface.

Subtle rebranding: The rise of bold minimalism

Over the past year, logo design trends have shifted. Many companies are opting for subtle refinements instead of total rebrands. The reasons?

• To preserve brand recognition

• To modernise their presence

• To improve digital legibility

Amazon logo update

Branding agency Koto refreshed the Amazon logo with a more "emphatic smile", refining the iconic smile to feel more confident and unified across platforms. It’s a small shift, but one that gives the entire brand system more polish and impact.

Walmart logo redesign

Walmart’s updated logo features a cleaner, bolder wordmark with rounded sans-serif lettering. It feels more approachable while still retaining authority, a smart move in the age of friendly but powerful branding.

OpenAI logo refresh

OpenAI’s updated logo isn’t a complete redesign, it’s a subtle refinement of the wordmark. The new type is bolder, cleaner, and more balanced, helping it stand out better across digital platforms. While the changes may go unnoticed at first glance, they give the brand a stronger presence and more confident tone without losing its established identity.

Why you probably didn’t notice – and why that’s a good thing

These changes weren’t designed to make headlines. They were designed to work. As branding professionals know, the best updates often go unnoticed by the general public, but they make a huge difference in perception, especially over time.

"To the average viewer, it just looks bold. But to a designer, it’s strategic clarity."

This is called a brand refresh – not a full rebrand. It’s ideal for businesses that already have recognition and trust, but want to look sharper, more current, or better suited to today’s digital-first world.

Should you update your logo in 2025?

If your logo hasn't changed in 5–10 years, it might be worth reviewing.Ask yourself:

• Does it still work well at small sizes?

• Is it consistent across your website, social media, and digital applications?

• Does it reflect where your business is today?

Even small tweaks, adjusting thickness, spacing, or structure can dramatically improve your logo’s effectiveness.

Need a professional logo refresh?

At LMRT design, we specialise in subtle but powerful logo and brand identity updates. Whether you're based in the UK or beyond, I can help your business stand out in 2025 with a modern, strategic design refresh that respects what you've already built.

Let’s Talk.

Book a Free logo review or get in touch to discuss your brand.