New Twitter Bird Takes Wing, Powered by Brief Video

Twitter has unveiled a new "bird" logo, but you have to look carefully to really see the difference between the new one and the old one. It's still the same bird but with a more "optimistic" look, as TechCrunch put it in a breakdown of the changes.

Here's how Twitter described the revised logo's evolution on its blog: “Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry. This bird is crafted purely from three sets of overlapping circles—similar to how your networks, interests and ideas connect and intersect with peers and friends.”

For PR pros, what's more interesting than the logo change is the effectiveness of a 17-second video from Twitter that highlights the new logo's creation. The video is really a visual representation of Twitter's written description, and an effective one at that: no voiceover, just upbeat, light music and a clever use of lines and geometric shapes in motion.

In short, Twitter's logo redesign wasn't destined to garner page 1 media coverage, but the engaging video did get people's attention. As of Thursday, June 7, it had been viewed by 226,300 people on YouTube.

Now that's the power of a well-made, short video.

Follow Scott Van Camp: @svancamp01