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United merged with Continental, and someone determined that the branding would maintain the United name, but the Continental branding. They should have bought his proposal in the process! hide. But it can also be a public-relations disaster. I agree Royal Mail need to get away from what they’ve got. btw you use “it’s” when a lot of the time you should be using “its”. The redesign was made in 2008 by The Arnell Group, which was said to have received $1,000,000 for the job. At first glance, Pepsi's 2008 redesign may not look like a significant transformation, but it didn't take long for it to become a hot topic. Actually I think BP’s logo redesign was excellent. PepsiCo aren’t renowned for their fantastic branding efforts. The company has painted itself into a marketing corner where … Cardiff, well, the bluebird never bothered me, but, it should’ve been an “all or nothing” rebrand. I was surprised to see a few on this list because of how well they correlate to each companies umbrella of products and services. To set apart, as for a special use or purpose; assign. Because of Arnell Group's even more ludicrous explanation for its redesign of the Pepsi logo (that was the one where Pepsi is linked to the power of gravity and the Mona Lisa). If they were going to do that, they could’ve gone with a plastic window? British Airways was another one which spent a lot on a rebrand and then quickly reverted to what it had before – and what it still has today. Its 2013 logo redesign, which confusingly turned its M sideways, was considerably less of a hit. In 1931, at the depth of the Great Depression , the Pepsi-Cola Company entered bankruptcy—in large part due to financial losses incurred by speculating on the wildly fluctuating sugar prices as a result of World War I . As you can see, the original shield design takes up less space, and would be less awkward to use in context. Posted by 4 months ago. In 2008, Pepsi released the latest iteration of their logo, rotating the circular icon and incorporating a “cheeky smile” into the design. Pepsi logo redesign brand manual from 2008 is the most hysterical professional document I’ve ever seen this will make you laugh your ass off by the time you get to the end. Although the aesthetic may be flashier, the new bottle also was redesigned to make it easier for soda drinkers to use, executives said. They then split the company in two, forming a new company called Mondelez, a story for a different article altogether, and the Kraft Foods Group who adopted an refreshed logo of the initial Kraft brand. The sloppy script logo it trotted out in 2016 hardly had the same charm, however. Free templates, ebooks, guides, and more, to help drive results through design. The present Pepsi logo was created in 2008, when the company started revamping its brand as part of its global re-branding strategies. I think it’s time to reverse and bring the airline back to it’s glory years. Strong and powerful, American Airlines seemed to be doing fine with the logo it had for 45 years until 2013. I didn’t realise that had happened. And secondly – even the biggest companies get things wrong. Last year Pepsi spent several hundred million dollars on a new logo. The company spends up to $125 million annually on improving their brand and marketing. And that’s not even counting the smaller changes for flavor variations like Diet Pepsi and Pepsi Max. These gifts are sure to make anyone's holiday. And surely they could have chosen a better logo design? share. The Helios logo is meant to symbolise and represent the company’s green growth strategy by taking on the form of a sun. What a waste of money. McDonald's may have one of the most iconic logos of all time, but the company scrapped its traditional branding for this '90s-inspired monstrosity from 1995 to 2003. So the Bluebirds are now playing in red, with their kit logo being a red Welsh dragon. Rebranding one of the world’s biggest companies is a project that many a design agency would love to take on. Great article Tony. The Pepsi wordmark was taken out of the globe for good. A small buzz began to reverberate around the design community, quiet sniggering about the new Gap logo. Brand is a really interesting concept at it’s core to be honest. I still can’t believe the gap logo, I personally think it is the worst rebrand in history. Best New iPhone Emojis Unveiled This Year. OpenTable's original logo concept was simple: open tables. The Pepsi logo of 2008, cost $1,000,000 Either the Directors just wanted to get the meeting over and done with as soon as possible, or a very persuasive designer (with obviously more talent persuading than designing) decided to wing it and take the cash (not the right way to go about design at all). Hershey's. Cost While I felt the rebrand looked a lot cleaner, it lost it’s identity somewhat. Enter your email address to get the best tips and advice. Life is Good's slightly sloppy logo once reflected the whimsical, laid-back vibe the brand had clearly tried to cultivate. Thanks for reading and thanks for the comments. Reebok's vector logo, a mark often emblazoned on the brand's athletic attire, got replaced with this generic-looking triangle in 2014 after 28 years. , You’re more than welcome Jess! Pepsi on the other hand, started out with a logo very similar to Coca Cola’s. Best to spend a few more years working with real clients making real things, then share your opinion. However, there were better options available. So what was so bad about their new choice of logo? Tropicana was clearly a blunder. Rebranding can be a game-changer for businesses. Thanks for your comment. I fear the glamour of jet travel has left the gate for good. No. Initially, Pepsi Cola went through swirly text logos that looked like today’s Coca Cola logo. Branding any company is a huge challenge. You’re right about Microsoft no longer being a software company. These include Everton, who rebranded, then changed it back. However, they moved on, bringing in … Some of my co-workers and I were discussing branding ideas and got on the topic of the gap disaster which led me to searching and finding this page and I have to say I enjoyed seeing and reading each of the ten “failures.” Although I would disagree with several of these as being failures it is interesting to read the comments and how opinionated each of the commenters are. I’ll make sure to revise. Great looking brands that connect your customers to you. Maybe the Holiday Inn rebrand wasn’t all that bad! Effective content that engages your audience. Anyways to end my rant I have to say, I miss the old Sci-Fi logo and don’t care much for the new one but understand it and therefore see it only being a problem where nostalgia is concerned. Never screw up "Moschino" and "Givenchy" again. It’s just so bland and generic for such a renowned company, it’s pathetic. Ah the good old English language and the apostrophe rule. Estimated CostThe Gap rebrand was estimated to have cost them $100 million, not the price tag you’d expect for something that could’ve been cobbled together using WordArt. However, in 2014, the then-152-year-old company decided to switch things up, reverting to a more realistic-looking, vintage-inspired bat, and adding the words "Marca de Fabrica," Spanish for "trade name," to the bottom, making the company seem more like they're in the Halloween accessories business than the rum business. You might agree or disagree with the company rebranding examples I’ve featured here, but what can we learn from all of this? The SciFi Channel, now known as the SyFy Channel, is a satellite TV channel that broadcasts science fiction, drama, supernatural, fantasy, reality, paranormal, wrestling, and horror programming. And speaking of emojis, here are the Best New iPhone Emojis Unveiled This Year. Half right is correct ,ReaderX. bit up very fast! And when you want to do some re-branding of your own, start by tossing the 50 Things No Man Over 40 Should Own. Are they now nicknamed the Red Dragons? They were replaced by Greater Anglia who basically just use parent Nederlandse Spoorwagen’s logo and style. A howling waste of money.”. The ‘after’ logo for Gap looks weak; the new Kraft brand’s statement doesn’t exactly pack a punch. save. 20 comments. Crazy times for Cardiff City. Consign; The original logo was like a smack in the face with one of their plastic cheese squares. All in all Kraft didn’t appear to put all that much thought into their rebrand and marketing efforts and appeared to be “winging it.” Not good practice from one of the largest companies in the world. Research leads me to believe that the identity was developed by an inhouse team and only time will tell if they’ve made the right move for the international hotel chain. How did Pepsi perfect its logo? The text found its place atop the globe and a bold red line that adds emphasis to the symbol. Holiday Inn was really just “meh.” They sort of rebranded, sort of didn’t. Coca-Cola was the first name he ever suggested, supposing that two C’s would look great together. When Mr Tan took over, he decided to change the kit from blue to red, along with replacing the blue bird on the logo to a red dragon. Because of the addition of the BP to the top right of the helios, it increases the footprint of the design, meaning it takes up more room, and I’d imagine it’s a challenge to work with. I would agree on the obvious Consignia and Gap shambles. Other Post Type. IHOP's original logo was simple and had a nostalgic feel to it. Why?? COVID surges have the governor considering it. I hope the rebrand goes well . It would have been better to stay away from this sort of connotation altogether. Estimated CostThe cost of rebranding the entire Pepsi company is said to be $1.2 billion over 3 years with the logo mark for Pepsi alone coming in at $1 million. Inside a sphere-like shape, there is a white swirl dividing it in two parts: blue and red. Some of the results were highly creative, a selection is shown below; BP are one of the world’s largest companies and they probably won’t ever revert to their original brand identity. Also your website quite a I think the BP logo was well done as it’s designed to represent the future of their energy products not just petroleum and as far as consumers are concerned was well received, until of course it was used as a point of criticism due to the fact that the rebranding effort was only skin deep. 10 massive companies that rebranded to no avail, some ran with it anyway, others learned from their mistakes and backtracked. Pepsi ONE previously used the 2005 logo until late 2012, when it adopted the current smile logo to keep in line with Pepsi's current branding. The Gap logo was a total and utter disaster! Maybe they should have looked at this post when considering rebranding their company. Mike Verdin of BBC News called the new name “A duffer. Neither did Coca Cola. Earlier in this post we talked about PepsiCo’s failure with the Pepsi brand. Others pointed out the Kiss's resemblance to one recognizable emoji. In 2009, the SciFi Channel was rebranded as Syfy, a move met with outrage from viewers around the world. It takes a certain kind of genius to market a brand effectively. They accompanied this with a revolting looking typeface, leaving this designer with a less than sweet taste in his mouth. And BP? Windows 8 brought the “Metro” look to Windows machines. They’re not messing around with it. The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. By footprint, I mean the size that the logo occupies in the space it sits. The windows logo is less flat, but also is now colourless. Holiday Inn, personally I don’t like, but like I say “only time will tell if it’s a failure.” Microsoft, I regret including as my opinion on this piece has shifted. The new "Spaceship Campus" is social engineering at its most advanced. Pepsi The price tag for some of the most iconic logos of all time vary drastically. 333. And then does something really, really dumb. When they revealed their new brand identity in 2009, the design community went crazy and eventually, the food giant relented and six months later, pretty much reverted to their original concept. The Kraft logo is actually the identity that annoys me the most. Bestlifeonline.com is part of the Meredith Health Group. We can certainly have a look! At the end of the day, what they’re trying to say is “We’re the same…but different!” A lot of people will have been comfortable with the name SciFi, finding solace in being a “sci-fi nerd.” Consider that target market alienated (no pun intended.). It may be one of the most ridiculous things ever perpetrated by somebody calling himself a designer. The Marriott hotel chain's logo got a serious downgrade in 2013, when it unveiled this swoopy M, which hooked more like an H to countless customers. Brand names and logos evoke emotions more than some people realize, and it’s easy to see how negative emotions could result in huge losses after re-branding. If your company ends up rebranding, and it’s a failure, the financial repercussions could be huge. Thanks for sharing. While the new logo design isn’t bad by a long stretch, it’s not fantastic either. Pepsi reportedly spent $1 million on this logo redesign in 2008. It has something to do with personal security. Did they think people couldn't handle the entire word of "Mountain?". What do you think about these rebranding efforts? Only change is the middle part, where swirling shape used to be running straight across, but now it geometrically changed. At the same time as PepsiCo were failing at rebranding the black fizzy drink, they were also looking at adjusting and rebranding the other companies they have, including Mountain Dew and Tropicana. Original logo designer Massimo Vignelli was quoted saying he was utterly appalled by the new design. Timelessness is vital to create an effective logo design. Cardiff had the right idea to drop the silly bluebird shield and go with a more aggressive red dragon, but did not follow through with a nickname change. Kraft, again, disagree. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and non-linear digital platforms, new international channels and extend into new business ventures. “Redesign Your Logo” is the 11th bonus track on Lemon Demon’s 8th album, “Spirit Phone”. 30 Best Ways to Always Save Money on Clothes. I’ve already looked into the Coke vs Pepsi debate in another post but to summarise, Pepsi’s branding will never come close to the timeless Coca Cola identity. Bacardi's iconic bat logo had remained largely unchanged since it debuted in 1959. To be fair to Microsoft, the identity they’ve created is very sleek looking and the whole range sits very well together. Nike spent only $35 for its logo in 1971 Twitter paid only $15 for its original design The big flaw in the brand? They appear to have given their brand identity a little polish nada bit of a spring clean rather than a complete overhaul. Gap – failure, it just didn’t work. It’s just an unfortunate coincidence the rebrand and Deepwater happened around the same time. What host are you the use of? Cardiff, BP, Microsoft, Holiday Inn, even Pepsi. A hand drawn red typeface.  |  Created by Canny, The Step by Step Guide to Business Rebranding, 10 Rebranding Failures and How Much They Cost. In 1943 the company added the bottle cap to its logo, with the logo tagline ‘Bigger Drink, Better Taste’ incorporated into the lid.. Your email address will not be published. Consignia was a total failure. But I don’t think you can call something a failure because you don’t like it. He’s went against one of the fundamentals of rebranding, which is alienating your audience. Over it’s 122 year history, the logo has seen 12 redesigns. And they’ll never change back, so you’ll win this one! 1. On top of that, considering the rebrand is only five years old, it’s already starting to look a little dated. Also, they changed her hair color! Check it out: For me, the following companies completely messed up their rebranding efforts. get your affiliate hyperlink for your host? With the largest marine oil spill of all time associated with BP, they’ll be looking to reduce the fallout from the spill and make some positive PR moves as soon as possible. “The Premier League football team once known as the Bluebirds, always had blue kits and a blue logo, featuring a blue logo.” A blue logo featuring a blue logo? From the early 1930’s, Pepsi-Cola’s most used slogan was “Pepsi-Cola Hits the Spot” – which was used again for over 20 years. The only problem? It was too long, too fussy and it hardly rolls off the tongue. 50 Designer Brand Names You're Probably Mispronouncing. Furthermore, Pepsi is spelled with all lover case letters. It was widely reported that Vincent Tan spent £100 million on the club when he came in. Created and developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on 28 August 1898. They did so with no warning. And if you're a regular retail shopper, make sure you know the 30 Best Ways to Always Save Money on Clothes. Cadillac's iconic logo got a not-so-hot makeover in 2014, when the brand removed the laurel wreaths it had used on and off since the 1900s and decided to go with a look more reminiscent of Optimus Prime. One poll said the new logo hurt "consumer awareness" of the brand, and the company even went as far as to issue an apology ad that urged its customers to "come back." 25 Most Commonly Misspelled Words in America. If you don’t understand the subtitles of BP, Holiday Inn, Tropicana or SYFY you probably don’t know what modern branding is or recognize the name Landor. In this post, I’m going to take a look at some of the biggest rebranding failures in recent memory. Five months after releasing the generic logo shown above, Kraft went ahead and flipped the star to the left and changed the smile from red to blue, losing it’s nod to the original Kraft logo in the process. The star burst logo was entirely lost in the split, so at least one good thing came from all of the confusion. I hope they didn’t pay too much for this. They’re well worth visiting! 1898-1940: Red Swirly Script Logo. Now, we’re going to look at one of the other brands they own, Tropicana, another rebranding example gone wrong. Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. Hi David, thank you very much for commenting. When a company rebrands, you would expect the new image to be fresh looking and forward thinking, however, they’re two concepts that the Holiday Inn brand managed to overlook altogether. However, I think the old logo was more of a statement. BP should NOT revert back to their pre-WWI logo. To discover more amazing secrets about living your best life, click here to sign up for our FREE daily newsletter! The newer, three-dimensional design feels like a giant step backwards for an Internet company. Man, that tired old 1920s logo really needed to retire. Pepsi's indents mirror the curves of its globe logo, for example, while Mountain Dew's new bottle features mountainous jagged lines. It said “BOOM! Animal Planet's old logo made sense: it contained both an animal and a planet. In 2009, Pepsi, Diet Pepsi, and Pepsi Max began using all lower-case fonts for name brands. Among the most-maligned logo redesigns of all time, AirBnB's new logo, which hit the internet in 2013, had plenty of people wondering if it was a Ouija board planchette or a body part. In 1929, the logo was changed again. The upper arched curved Tropicana typeface is gone and overall, their packaging design just looks rather bland and generic. In the year 2000 they replaced a strong logo that had been with their company for 70 or so years and replaced it with their current logo design, the “Helios” – the name of the Greek sun god. You can learn a lot through studying a rebrand. Here i would like to share few more logo prices. Firstly – your brand strategy and approach to rebranding needs to be well thought out and planned meticulously. On the other hand, Syfy was a brilliant move to create a unique and protectable name. The original Gap logo, a design that had served the brand for more than 20 years, disappeared from without warning and was replaced with the new logo – the word Gap in a bold font and a square, fading diagonally from light blue to dark blue. All Rights Reserved. This is a great comment, thank you very much! They’re still the best of the “budget hotel” lot too. Sun and nature? Great story! A leaked pdf outlines the thinking behind the controversial new Pepsi logo. Pepsi spent $1 million dollars for its new logo. People buy into businesses as a certain thing or at a certain level, and sometimes it’s hard for them to shift that image. However, with massive projects comes massive risk and responsibility, and at times, even the best branding agencies, consultants or strategists get it wrong. It’s horrible isn’t it? The emotional response that I get from this is what I imagine the company are trying to achieve. report. To cut a long story short, Gap performed possibly one of the fastest branding turnarounds of all time when they reverted to their original design, just six days after putting their new logo out into the public. These celebrity wax figures are utterly terrifying. Live smarter, look better,​ and live your life to the absolute fullest. BP, Holiday Inn, Microsoft. In 1926, Pepsi had its first logo redesign since the original design in 1905, and only three years later, the logo was changed again. “The white stripe on the new logo varies across Pepsi products, getting wider or thinner depending on product. After all, changing an easily identifiable, iconic logo that people have loved for years can all too easily blow up in a business's face. Oh Cardiff City “Bluebirds”, you make me laugh. Its and it’s! The Deepwater Horizon oil spill thrust BP back into the media spotlight for all of the wrong reasons, even prompting Greenpeace to challenge people to come up with “a new logo design” for BP, relating to the spill. While profits are up, due to fuel and the consolidation/merger of major air carriers, United is still struggling to move forward and really complete the merger of 2010. The original logo for BP was bold. Since publishing this post, there have been a huge amount of footballing rebrands and logo updates. – Syfy Press Release, By emphasising how the name Syfy is the same as SciFi, they’ve shot themselves in the foot. Weird enough, Coca-Cola has begun as an experimental substitute for morphine drug and later was registered as medicine by John Pemberton, confederate colonel of American Civil War. Besides: Is that a little too similar to Amazon's iconic logo? Save my name, email, and website in this browser for the next time I comment. In 1926, Pepsi received its first logo redesign since the original design of 1905. It definitely did include more than the rebrand! It's good news for more than a third of Americans. Foursquare's logo 2014 redesign took the brand from recognizable to anonymous in no time. Experts say lengthy showers aren't good for you. Over the years, Pepsi’s logo evolved and changed with the times. In honor of the U.S. Open's 50th Anniversary, the professional tennis association had New York-based design firm Chermayeff & Geismar & Haviv revamp their logo. That's why Pepsi has had so many logo and packaging redesigns over the years. It was at this point, the logo began to be referred to as the Pepsi Globe. In fact, if they were going to rebrand anyway, they could have reverted even further back to the Saul Bass branding. It is just a redesign of its previous one. The new logo looks like what Americans call ‘plain wrap’ (the store brand). I’m not sure I would have recognized the orange juice as the same product. Kraft's original logo was simple and easily recognizable, making this smiley butterfly redesign in 2009 all the more perplexing. When big name brands redesign their logos, the world takes notice because it means that something about our shared culture has changed—it reminds us that the world is changing around us. There are many things that can be learned from Gap’s branding disaster and the agency that provided their branding and web design services. When Pepsi Cola become a brand in 1898, that was the start of the evolution of Coke’s logo. Pepsi wanted to show its support for the troops by including these two colours into its logo design.. Some of these on your list is a bit of a stretch. PayPal traded in their clear and concise branding for this shadowy mess in 2014. When your brand is based on nostalgia, like Morton Salt, a more modern-looking logo isn't always such a smart rebrand. Manufacturing and developing products such as Windows, Xbox and Bing, they appear to be losing a lot of ground on their competitors. Unfortunately, the asymmetrical sun they rolled out in 2015, which the company described as "a symbol of optimism" and "perfectly imperfect," seemed to entirely miss the mark. That isn’t what design is about at all. And, what was actually wrong with The SciFi Channel, which is totally protectable? Yes they can protect it, but, it’s also slang for syphilis, and who wants that? The one I disagree with is the holiday inn, I thought that the positive typography, the simplicity of the mark and the more friendly green palette worked really well. The company took decided that the flaming tennis ball that had become such an iconic part of the previous logo should be replaced with a swoosh befitting an airline more than a professional sports competition. Shortly after one year with the name, the head honchos reverted back to Royal Mail and mostly everything was forgiven, Consignia was forgotten about, except in design blogs where they are still bringing it up over 10 years later. And for more on your favorite brands, here are the 50 Designer Brand Names You're Probably Mispronouncing. The new logo rolled out by Tropicana in 2009—one that reportedly cost the company $35 million—was about as bland as they come, prompting the company to go back to their previous design just a few months later. The company livery, corporate style and marketing is hardly recognizable and not relative to United and it’s most loyal customers. True innovation always begins by investigating the historic path. Soon, the internet was alive with activity and it was clear that people didn’t like the new design. Impactful websites that enable you to grow online. Twitter paid only $15 for its original design Syfy, I totally disagree. The Pepsi logo redesign is generating hives of buzz in branding and design circles. And because of the change they made, they didn’t benefit from rebranding at all. The orange was gone, it turned into a visual reflection of the liquid inside the container. It’s not surprising… whenever you start messing around with one of the world’s most … We’ll get someone to comb through it and get it put right Thanks. I could see why the Microsoft rebrand was added initially as it disconnects the company from its former software only company but I think that was the point as Microsoft is no longer just a software company as they are trying to sell a platform and digital lifestyle which the simplified typeface and cleaner brand mark communicates well. Really interesting comments on all of these case studies so thanks for putting all of this together. Can we add Cheddars, CiCis and Thayer’s Witch Hazel?! And when you want to give your professional life a revamp, start with the 40 Best Ways to Jumpstart Your Career! I’d like to have seen more of an improvement than what they got. That was a total disaster. However, fans were less than thrilled when the company revealed their new logo in 2014, with an essential oil diffuser-looking Hershey Kiss on it, and without the possessive in the company's former branding. More than half of these look like absolutely amazing rebrands! Their new logo looks great and carries good symbolism for how the brand wishes to project itself. Very interesting and informative post. It's turntable-looking new logo, rolled out in 2015, however, proved perplexing to customers. Any time the packaging changes on a product people buy regularly, they are momentarily thrown off. And Leeds United, who we were too shocked to feature on the blog! If you’d prefer, we also have a video that breaks downs one the rebranding failures mentioned here. Estimated CostThe Consignia name cost £1.5 million to launch in January 2001. Gap was a disaster, but we all know that one. And for more visual misfires, check out the 30 Ugliest Sports Uniforms Ever Designed! On April the 20th 2010, BP were responsible for what is considered the largest marine oil spill in the history of the petroleum industry. © 2020 Canny Creative On the revelation of the figures, PepsiCo reversed their decision to rebrand and reverted the carton design to what they had originally. Hershey's original logo was brilliant in its simplicity, clearly stating the brand's name while evoking the packaging of their classic candy bars. Hi Tony, How did you get to $100 million? Before the spill, I had no idea they were just an oil company — I really though of them as something more green. The change was no internet hiccup, it was permanent – or so it seemed. We’re using WPEngine to host our website now. How do you distinguish “the eight twenty ONE service to Norwich” from “the eight twenty-one service to Norwich” (by Central Trains who competed on a route) in station announcements? Unfortunately, the WWE's cleaned-up logo the brand introduced in 2014 looked more like a label for a big box store. Genius! The name has changed a few times throughout the years Thanks for the comment! In theory, the name fits the description of the company perfectly. Thanks for a great article! Estimated Cost: The rebrand of the Holiday Inn hotel chain was dubbed “the $1 billion rebrand”, all in all, a lot of money to spend on such a generic solution. The Mountain Dew rebrand didn’t end up looking as bad as the rest and has escaped the clutches of this post, the Tropicana rebrand however, is a different story altogether. They’ll also need to inject a lot of cash into the cleanup operation of Deepwater Horizon. Anybody that was paying attention to the design community around the time of the Microsoft relaunch will be familiar with the work of Andrew Kim, a young designer who put together an extensive rebranding project of Microsoft’s products and services. While Mountain Dew's logos have all been variations on a theme since 1969, the company seemed to think it had a clever idea when it actually removed the brand's name from packaging in favor of "Mtn Dew" in 2009. Pepsi are a brand that are always going to struggle with their identity. Bold and in your face. The only element of the original British Petroleum logo that the new design retains is the colour palette. The current Pepsi logo, which is often nicknamed Pepsi Globe, somewhat resembles a smile. I certainly agree that Kraft has such a solid mark that durastic changes to it make no sense and would be a waste because of the familiarity it has achieved among consumers. The original Pepsi and Kraft logos must have been recognized all over the world, and I don’t understand changing such strong symbols. The creepy smile the brand rolled out in 2015? What the insidious rise of online frat culture means for the modern man. And thankfully, Kraft hadn’t entirely updated their food packaging design range before they made that decision. Kraft stopped looking like an 1800s crate stamp and created something more in-line with modern times. Estimated CostSapient Nitro are the agency that provided branding services for Kraft’s rebrand, however, no facts and figures are available. Both pepsi logos are good. Back then, he probably couldn’t even imagine, how right he was. It communicates the brand in a timeless manner and with an expression of clarity. Then, the brand decided to make things a whole lot sleeker (and less clear), by taking out their iconic eagle and throwing his profile through a red and blue line. A lot of these designs happened and then, mercifully, somebody pressed [CMD]+[Z] (or [CTRL] + [Z] for all of you Windows users) and reversed the whole process. The whole point of wrestling is that it's a raw, wild form of entertainment, which was reflected in WWE's logo for years. A little over a year later, it cost the company £1 million to rebrand themselves again as Royal Mail. In the early 40s, CEO of Pepsi came up with the idea to put the company logo onto the bottle cap and add the blue color to the mix. Let's leave these hideous dresses behind when 2018 rolls around. You can’t, so they had to omit their brand from announcements at their stations until they rebranded again to the clunky National Express East Anglia (NXEA) a few years later, then lost this franchise as punishment for NX defaulting on the larger East Coast one. Thankfully things don’t just disappear into the abyss these days, even though a lot of these brands would prefer it if they did. Sound off civilly below. Mr Kim’s Microsoft proposal actually went live before Microsoft rebranded. 7 All-Occasion Shoes You Can Wear with Anything. A dreadful decision. “Watch this!,” he says. Tut tut. In practice however, people didn’t like it. I can understand Royal Mail wanting to get away from outdated brand (royalty is terribly anachronistic), but the new brand didn’t take well with the older, nostalgic crowd who use postal mail. That’s not what the oil industry is renowned for is it really? I want my site loaded up as fast as yours lol. Since 1967, Pizza Hut's logo had been variations on the same theme: the brand's name, and a little red roof over its head. 3. Thanks for the kind words Ben! To give over to the care of another; entrust. Changing a logo isn’t always a bad thing, people just love nostalgia and remembering the fact they used to be a small business and started a long time ago. level 2. Oxford Dictionaries clearly wanted to distance itself from the gravitas of its old logo, choosing something that looked like the Beats by Dre logo instead. It was a puzzling ordeal, as it came to pass under ex-CEO Ron Johnson, then best known as a branding genius who was responsible for his work on Apple's retail stores. The new BP identity is always going to fetch criticism after Deepwater Horizon. ... Northrop Grumman logo redesign. Of course you can’t blame a logo for Deepwater Horizon, that would be senseless. The United Airlines was a major disaster of a well known brand. Meetup's friendly name tag logo seemed like a good choice for the quirky site aimed at helping adults make new friends. In January 2001, Royal Mail (the UK’s biggest mail carrier) announced a new company name and brand: Consignia. Consignia – failure, it just didn’t work. Their helios logo was brilliant. Estimated CostWhile there are no exact costs for the actual redesign and rebranding of Tropicana, it is estimated the move cost Tropicana around $137 million in sales between January 1st and February 22nd. Thanks for a great comment. For the windows logo one, the flat one is actually the Microsoft logo, not the Windows logo. The BP’s redesigned logo of 2008 cost $211,000,000, Nike spent only $35 for its logo in 1971 I never knew that about United Airlines. [citation needed] In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its products by early 2009. Estimated CostVincent Tan had to plough an estimated £100 million into the football team’s rebrand. Can’t imagine laird received anywhere near that figure. Right? And if you visit the dictionary often, bone up on your spelling with the 25 Most Commonly Misspelled Words in America. That can be a scary thing for people, so when popular brands successfully create a great new logo, we sit up and take notice … and when they fail, we notice it even more. Non the less I appreciate the ideas shared by all parties! “The revised logomark for msnbc, while not really expressing the acronym in a technically, … No just doing it for the sake of doing it. Gap's classic white-on-blue logo was briefly ditched for this bad rebranding in 2010, before public outcry essentially shamed the company into switching back. Hi Rob, I agree that I can’t call something a failure because I don’t like it, but I don’t think that’s what I’m doing here? It was so strong and recognisable, and honestly, it’s been diluted away. Thank you for the comment! Anything but. It's no wonder that retro-inspired shoes bearing the original market are so popular online right now. The agency's recent vote made the important call. Wow. Whether one thought the company was a great airline all the way down to a horrible employer, everyone knew the brand and you could count on the air carrier to fly you where you needed to go. Fair enough, he was playing up to the Welsh flag, but it just didn’t make sense. Appreciate you reading. Holiday Inn made a modest improvement with their incremental shift was away from an uninspired logo to a cleaner version of an uninspired logo. Required fields are marked *. The first redesign that was done to the logo in the ‘90s has a sporty feel to it. When new owner Vincent Tan took over, he decided to change Cardiff City’s brand identity as much as possible. 70. A font used only in the same breath as Comic Sans and Papyrus. And stranger yet, many fans thought they saw the word "Mom" in the burger mascot's collar. One of my favourites was “ONE” which was an attempt to rebrand National Express’s rail routes in the East of England region. I am currently working on a re-brand for a client and when I thought it was all going pear shape this gave me a real moral boost Thanks for taking the time to provide us with all this great info! Different things appeal to different people! The Americana-steeped logo the company it rolled out in 2012? In 1886, after the focus shifted to a soda drink, Pemberton’s friend – Frank Robinson, a bookkeeper – developed the first logo that looked like a plain text. Some people may think ‘anachronistic’ when they hear the word Royal, but Cosignia somehow makes me think of outsourcing and fewer available jobs in my own country. I think they are fresh and modern and fit in at the appropriate time. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . I’m not convinced they’ll ever manage it though. The Pepsi ethos has evolved over time. The product was renamed Pepsi-Cola Made With Real Sugar in 2014, and uses the 1950s-era script logo in addition to the modern globe logo. Everyone figured they had just ripped off the Obama logo. The amount of Apple users is on the rise, Xbox One messed up their launch campaign to Playstation 4 and Bing will never ever be a serious threat to Google. Estimated CostThe cost of the “Helios logo design” and it’s rollout was rumoured to be $211,000,000. By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider and more diverse range of imagination-based entertainment including fantasy, paranormal, reality, mystery, action and adventure, as well as science fiction. Out: for me, but also is now colourless you start messing around with one of their plastic squares... Choice for the next time i comment foursquare 's logo were so that... Ll also need to inject a lot of ground on their competitors bacardi 's iconic?. 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Spend a few more logo prices they ’ ll also need to get away from an logo... Painted itself into a visual reflection of the biggest food and drinks companies in the split, so least...

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