7 examples of failed rebranding

71,420,286



Logo Design - a very insidious form of design. One image should embody the brand as a whole, and the outlook of the company.

Sometimes it becomes a cult image. Who does not recognize a peacock logo with NBS ? Or red tick Verizon ? And what about the famous three-pointed star emblem on the Mercedes Benz ? Well, sometimes there is just the opposite.

Even iconic brands can not always choose the right logo - especially when they change the logo tested and working on something "new and fresh».

to Yahoo hoping not to miss with the новым logo , which they presented this month. And Google is going to change their part [ article dated September 2013, and to date in Google already quite successfully updated the company logo i> - approx. pens. ].

In honor of the climb around this excitement we have gathered a small collection of the most unfortunate examples of rebranding. All of the following companies was excellent, easily recognizable logo, but try to go ahead and spoil modernize their image and vice versa - tossed back. Well, analyze their mistakes:

USA Today h4> Stephen Colbert (American actor and satirist) described the new logo of publication USA Today one simple but succinct expression:

«So, ladies and gentlemen, your attention is ... Blue Circle!» Blockquote>

Media mogul USA Today had a permanent, known only to all (in fact it's daily newspaper) logo.

The new logo did not introduce any fundamental changes in the typography of the image, but the result of the company's attempts to try something fresh, simple and independent.

The new minimalistic logo stood apart from the previous one, who portrayed quickly raznosyaschiesya worldwide news. Instead of the former, the company offers a dynamic new logo - static blue circle. Not the most exciting spectacle, is not it? Especially in the world of media.

Pepsi h4> One. Million. Dollars. That's how much the company spent on Pepsi redesign its logo. To their great regret, this is not enough for you to buy success.


Slight tilt of the white line in the middle means seeking the company to move forward, to evolve with every step. Nevertheless, for most it looked something like this:


Clearly not the way to which was so eager Pepsi.

GAP h4> Let's go back a little bit ago - in 2010. Company Gap tried to change their logo trademark on something lighter and "combed". And what happened?


Anyway, here are some opinions about it were the buyers.


The design of the old logo was very simple: the capital letters on a dark blue background. He was everywhere - on every branded bags and boxes. Rebranding aroused such a negative reaction on the part of buyers that Gap refused of a new logo after a week. In fact, after the redesign of the brand has become like a cheap copy of his former self.

In Gap quickly realized that with all the benefits of unconventional thinking, to create a logo better fit in the old.

Kraft h4> One of the worst mistakes in the design - it is overloaded. Unnecessarily cumbersome logos do not attract buyers. The more details and the details of the logo, the harder it absorb. The new, redesigned logo Kraft - a vivid example.


Simply put, there is just too much. Explosion of color around the letters K, smile line that highlights the word «Kraft» and under the slogan «Foods». Their old logo was easily recognizable, simple and reliable, but the new least makes you think about food.

Animal Planet h4> Animal Planet channel existed with its permanent logo, which depicts an elephant and globe, already since 1996. This is understandable, after all, this logo is immediately obvious how and why the so-called channel. But in 2010, [ According to other sources rebranding was produced in 2008 i> - approx. pens.], Discovery, channel owner, decided to abandon the old and the family friendly image in favor of the яркого and impressive design.


And, apparently, was a new way of something so impressive that overturned on its side letter "M". Why all this? Illegible, but "impressive" logo does not reflect the true nature and direction of the channel.

AOL h4> America Online. Brand AOL, may not be preserved former influential, but he was really popular in the days of dial-up Internet access - their logo all knew. For 15 years you once, and faced him:


The company recently rebranded, replacing the font with capital letters on «Aol.». Also notable feature is that instead of one of the logo, we developed a full six:


All of them are scattered and nothing unrelated, and this on the internet did not work. In fact, this is an inefficient approach regarding any product. Yes, perhaps, «Aol.» And tried to change their way to break into the media market and pave their way to success, but when a potential customer audience shot, it almost always has the opposite effect.

Tropicana h4> We have already mentioned how Pepsi lowered fortune on something to spoil his legendary emblem - just concern PepsiCo entered and brand Tropicana.

Tropicana is known for its logo which depicts an orange with a straw. It looked juicy and fresh (literally).


Company exchanged its old logo with a new one that is very difficult to recognize among other on the shelves. At Tropicana replaced corporate image on an unremarkable glass of orange juice and put the name on the side. Such is very difficult to read and positively perceived.

It would be great if a new image Tropicana keep the idea satiety and thirst. The new-look packaging does not make anybody dream of orange juice.

The only original and good idea in a modified package design - a stylized orange round крышечка. This is really clever and resourceful.

Source: habrahabr.ru/post/220545/