rebranding cursive logos

Untangling the Logo

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If you want your business to stay relevant for future generations, you must continuously adapt to evolving preferences and cultural shifts. One of the biggest hurdles long-standing companies have faced in recent years is the decline in the ability to read and write the cursive script, especially among the younger generation (Gen Z). This shift has forced several companies to rebrand and abandon their traditional cursive logos in favor of more modern, legible designs.

The Decline of Cursive Education

So, why are companies changing their cursive logos for san serif ones? The decline of cursive education in schools. Recently, many schools have shifted their focus to teaching digital literacy and keyboard skills, making cursive writing less relevant in the digital age. Many students now primarily type or use touchscreen devices for written communication.

Schools are also dealing with curriculum constraints and have to prioritize what they teach. Educational systems often have limited time and resources to cover a wide range of subjects and skills. As a result, some traditional skills like cursive handwriting have been de-prioritized to make room for subjects that are considered more essential, like critical thinking, problem-solving, and digital literacy. Therefore, cursive has become a lost art, with fewer students mastering the skill.

Only 37% of Gen Z individuals can read cursive writing, compared to 60% of millennials and 74% of Baby Boomers. 


The consequences of this shift are powerful, as it affects not only individual handwriting abilities but also societal perceptions of cursive.

Companies Embracing Change

As Gen Z rises in dominance as a demographic with considerable spending power, companies are taking note of their unique characteristics and preferences. Among these preferences is the inability to read cursive handwriting. In response, several companies have decided to rebrand, opting for logos that are more accessible and legible to a broader audience. Here are a few popular companies that have taken the leap to the modern side:

The Reasons Behind Rebranding

The motivations for these companies’ rebranding efforts are rooted in the need to remain relevant and appealing to Gen Z. It’s estimated that Gen Z accounted for 40% of all consumers in 2020. Companies understand that their branding must resonate with the preferences and habits of this influential demographic. The move away from cursive logos is a way to bridge the generational gap, ensuring that their brands remain inclusive and understandable to all consumers.

What the Future Holds for Cursive Logos

As companies continue to adapt to the changing landscape of consumer preferences, the fate of cursive logos hangs in the balance. While some companies have already made the switch to more contemporary designs, others may choose to preserve their cursive branding. The businesses that have rebranded for clarity and modernity have reported increased engagement with their target audience. This suggests that moving away from cursive logos has been a favorable strategic decision for their brand evolution.

As companies continue to adapt, the future of cursive logos remains uncertain. This shift is motivated by the need to stay relevant, recognizable, and appealing to a generation with significant purchasing power. However, the statistics clearly indicate that the legibility and accessibility of branding will be essential for companies to thrive in the evolving market. Whether a company embraces a more modern design or retains its cursive roots will depend on its target audience and its value in bridging the generational divide.

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