In the dynamic world of branding, the decision to redesign a logo represents a pivotal moment in a company’s journey, signaling evolution, reinvigoration, or sometimes, a return to its roots.
The outcomes of such endeavors vary widely, offering a variety of lessons on what resonates with the target audience and what falls flat.
As we go through different brands’ attempts to change their logos, we’ll see stories of bold moves and careful tweaks. Some companies manage to refresh their image in a way that wins over new customers while keeping the old ones happy.
But some companies find themselves mired in controversy and critique, their new logos serving as cautionary tales of change for change’s sake, lacking in strategic insight or a clear understanding of their audience.
The objective is to look at the best and worst cases and learn more about the balance between keeping a brand’s identity and staying relevant to customers.
The Worst Logo Redesigns:
1. Jaguar
2. Gap
3. Tropicana
4. Burberry
5. Baskin Robbins
6. Pepsi
7. Nokia
8. Johnson & Johnson
9. Kia
10. Fanta
11. Twitter
The Best Logo Redesigns:
1. Premier League
2. Western Union
3. US Open
4. Starbucks
5. Google
6. Burger King
7. Switzerland Tourism
8. US Soccer Federation
9. Pepsi
10. eBay
11. Bolt
12. Olive Garden
What do you think? Which other rebrand should be on the best/worse lists? Share this post with a designer friend and voice your views in the comments below.
