This post is about when logo redesign goes wrong. People get so used to seeing a logo everywhere. Especially if it’s a big brand. When the logo changes, it’s a big deal. Most of the time a company gets it right. Every so often a brand changes its logo and the public don’t react well. Whether it’s a really bad logo design or the fact that people often don’t like change. There have been some real uproar when it comes to logo redesigns over the years. Here are a some of the most controversial logo redesigns over the years.
Who could forget this clanger? The public reacted badly to this Gap logo redesign. So badly they changed it back shortly after it was launched. I would have not liked to be the designer on this one.
BT recently redesigned their logo. This super, super minimal new logo design did seem to puzzle people. The designer really channelled their inner hipster on this one. It is very simple, that said it does look a little lacking, especially when in black and white.
When the beloved eBay logo got redesigned, there were a number of people who cried ‘I liked the old one!’. Another example of a fun brand feeling the need to look a little more grown up. At least they still kept their colours. I think this logo did grow on people after a while. I do still prefer the old one though. I know. I know.
The old USA Today logo certainly was iconic. I remember seeing it on newsstands everywhere. This new redesign does lack some character. The problem with this one is the huge blue dot is so dominant. It takes your eye away from the words. A good logo should work together to compliment to words in the logo. Not detract from them.
I’m all for minimalism, but man this is quite a change for Burberry. The new logo does super generic. The old was had so much more character especially with the illustration. Imagine presenting this one to the client and keeping a straight face.
Pizza Hut has changed their logo many times over the years. This latest change is a bit of a shocker. The mono-colour is not something I would have chosen for a food brand. When creating logos for food brands, such as a fast food chain, it’s best to have a little more variation in colour. Done poorly, mono colour logos can often look cheap.
For months I was seeing the new WW logo everywhere. I did not know it was for Weight Watchers. They really messed up here as it just killed the brand in an instant. Like me, people didn’t know it was Weight Watchers. It would be interesting to see how this logo design change affected their bottom line over the long run. The lesson here is it’s okay to change it up, but don’t completely hide your brand.
BestBuy losing its iconic tag design was a bit of a step backwards for the brand. The new logo does seem very corporate and would not relate to its discount-hungry customers. The tag logo although very simple, did work so well and appeals perfectly to their target market.
People seemed to react with confusion when Pepsi changed its iconic logo mark. The logo mark has been the same since their launch. It did seem like an odd move. I remember seeing one meme of a person made out of the logo with their belly sticking out. Classic internet.
Capital One makes the bizarre move of adding more stuff to their new logo design. Usually, the designers are taking stuff away and making it simpler. Not these guys.
Kraft had a real shocker here with their latest logo redesign, didn’t they? Their original brand was so strong. The new one looks like it’s been done by the intern graphic designer.
Yahoo up next with its logo redesign. Another example of a fun brand feeling like they need to grow up and mature. The old logo had so much more character and fun. Granted it does look a little 90’s internet era, but it’s still a better logo in my opinion.
Black & Decker
I have mixed feelings about this one. One the one hand the new logo is simpler which is good. Unfortunately, it also looks a little bargain basement which is not good for a premium brand. Another example of a single colour logo and how it can come off looking cheap if it’s not designed right.
Myspace created some controversy when they changed their logo design. The uproar actually helped the brand. It brought it back into the spotlight. Which can only be a good thing for the brand? People were so annoyed with the new logo they ended up changing it back!
Kodak here with a logo redesign. In a bizarre move, they made the logo much more unfriendly to modern technology with this logo design. It’s not a design that would work well on a small screen. The vertical copy is also a bad move.
Not only did Radio Shack rebrand with a new logo design, but they also changed the name of the company to ‘The Shack’. People hated it. I can sort of see them trying to capture the slang term people use to name the store. But this was an example of a brand trying to be cool and it backfired.
The SyFy Channel
Formerly the Sci Fi Channel, these guys again chose to change up the name and the brand mark. The fans of the channel hated it. I can see why as the old design and spelling was kind of cool. I’m sure some people still hate the new logo.
Wacom of all people should no good design. They supply hardware to designers after all! The wordmark here is not too bad. I think the real crime here is the logo mark. What the hell is that horn looking thing anyway?
Netflix once changed its name to Qwikster. True story. Yeah, back in the day the head honchos were restructuring the business. This was in the DVD era and they came up with Qwikster. It never stuck and was backtracked after a few months apparently.
Seattle’s Best Coffee
Well, Seattle’s Best Coffee didn’t employ Seattle’s best logo designer. No sir. The new logo design was met with huge criticism saying it looked like a drop of blood! This is a good reason why you should always test your logo design on people.
I do get mad when I see big companies spending a fortune on their rebrand. I always think, why don’t they pour this money into making their products and services better? Rebranding and re-designing your logo is a big deal. Depending on the size of your company it can cost a fortune. Most of the time I think the old saying if it’s not broke don’t fix it comes to mind in these cases.
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