The WORST on ReBranding | Bypeople

The WORST on ReBranding

Re-branding your company after a few years of being on the market, when it has reached a solid costumer background, is the best strategy to boost the market placement that you have achieved, and it gives you the possibility to place your product amongst younger generations of customers with a more modern approach to your corporative identity.

But Re-Branding is not something to be taken lightly, because you might just be “fixing what isn’t broken”, in changing a solid corporative image into something that doesn’t click amongst your audience or that they just simply hate! … Or even worse you could fail to reach a younger costumer and loose the brand followers you’ve assured over the years all for a lousy new corporate image.

So, like they say: “if it isn’t broken don’t fix it!” look at Coca-Cola for instance, while Pepsi has re-branded over 11 times since its creation, Coca-Cola has maintained the same brand image since its foundation (for over a hundred years). You see, when you’ve reached a solid corporative image, this is something to be maintained and made stronger over the years, and to be played around with remember that from a well kept corporative image depends half or most of your company’s success.

Here are some the major companies of the world that we’ve summed up which we have failed in achieving a successful re-branding process, for you to check out and avoid ever falling into the same pattern…

Logo Re-design that Flopped!

Ok so you have to admit that sometimes even an amazing logo re-design may take a while to reach customer approval since Customers have a tendency to attach themselves to preset ideas and a sudden change in a brand image they love and follow will confuse them to the point of dislike. But hey logo re-design is not something to be scared of, in fact when its done in the right way it can have a major positive impact in your company’s success. just always make sure that you’re taking a re-branding for the right reasons and not just to be on tomorrows page, and not just to stir things up.

There are certain major brands that have forgotten that with a strong brand the best is to be consistent and subtle, so in keeping a sense of familiarity between the old and  new corporative image, you will achieve a smooth re-branding transition that your customers will feel confortable with.

Easier said than done…..here’s many bad logo re-design cases on MAJOR worldwide brands, some of which are even hard to believe.

Sprite

logo_sprite-794746 THE OLD
sprite_old

sprite_new_can2009

THE FOLLOWING

THE NEW

Sprite’s logo re-design goes from a saturated old logo design full of splashes bubbles and anything else that can be related to a soda, to a simple and cleaner logo design that seemed to be right on spot, to finally taking on a final alternative design available on canned soda that takes on the saturated old design all the way!

Windows 8

Windows-7-logo Windows-8-logo (1)

THE OLD

THE NEW

“If you’ve used Windows as long as we have, Microsoft’s had the same logo since we can remember. This is going to change with the Windows 8 consumer preview, with the company replacing the logo in favor of something new. According to CNBeta, the logo will replace the current one on the charms bar. The original screenshot (top image) was taken from a recently dropped Windows 8 build.

We aren’t entirely sure if this is official yet, as the builds we’ve seen to date don’t sport this logo yet. It’s worth noting that CNBeta’s news page shows some photoshopped images that are available elsewhere. Whilst the Chinese can be hard to decipher, the site says that these are “renderings” of what the Windows 8 charms bar and hardware could look like with the new logo.

It seems strange that Microsoft would change the logo so close to release, moving away from branding that has existed for at least two decades. Take this one with a grain of salt for now, folks.”

Mountain Dew

pepsi_mountain_dew_throwback_new_03062009 bj_martinez_mountain_dew_4_by_bjtm86-d2ysbzx

THE OLD

THE NEW

“The new ‘MTN DEW’ design is part of the Pepsi re-brand. Another logo redesign that just couldn’t get away from the saturated images from the past, and just had to include as most graphic effects as it were possible….the text-message style rename or the ultra slanted and abstract illustrations on the new can are just plain awful.”

Animal Planet

Animal_Planet_Europe_2003

Animal_PlanetTHE NEW

THE OLD

“Although simplicity is good in logo design, if the logo doesn’t convey a proper message it is worthless. Animal Planet’s re-designed logo appears to be “simple” and the horizontal ‘M’ doesn’t make much sense. The absence of the elephant and globe is seen as the removal of the channel’s message. Critics called it an instant failure, an amateur design and said that it was lacking in meaning.”

Adidas

Adidas_Logo (1) adidas_logo

THE OLD

THE NEW

“Adidas logo, representing the durability and elegance, is a three parallel striped design that symbolizes the mountain which is to point towards the goals and challenges that lay ahead. Adi Dassler, together with his brother Rudolf Dassler, created the Adidas logo, aiming to provide the athletes with the finest possible gear. But many fans of the brand don’t seem to be satisfied yet with the new design and prefer the classic old school adiddas logo.”

iTunes

ituneslogo itunes10logo380

THE OLD

THE NEW

“You have probably already seen it, iTunes icon has been redesigned recently. The good part of this redesign is that Apple is getting rid of the disc, which makes perfect sense (Windows still has a floppy disc as a save icon for Word 2007). The bad part is that the gradients in the new icon are aweful, anyway you can still change it for an alternative icon.”

GAP

GAP Gap (1)

THE OLD

THE NEW

“The Gap logo redesign made a lot of buzz on the blogosphere, and there is a good reason for that: it looks awful. Many designers reacted to it by sending their proposals or fakes on Dribbble, the very opportunist (and contested) 99designs also launched a contest offering $500 to the best design. Ironically, Gap itself is considering to turn to crowdsourcing.”

Discovery Kids

Discovery_Kids_logo discovery_kids_lam

THE OLD

THE NEW

“Although the new Discovery Logo is much more modern and clean, at the same time “Discovery Kids Redesign” fails to attract children, although it’s a neat and simplified redesign, it is not much not much appealing for a younger audience.”

Channel Five (5)

1000px-five_logo-svg C5-Logo1

THE OLD

THE NEW

“Channel 5′s new logo is a totally unnecessary re-design on a logo that was clean and modern, the new logo sadly looks like a logo straight from the 70’s hope that this was what they were going for.”

Quark

quark-2~s600x600 quark_logo_3168

THE OLD

THE NEW

“While the last iteration of the Quark logo was less than original (see the scottish arts council logo, or the bahamas logo) – this new logo is just as generic. Faux bevel and emboss with a shiny metallic effect. Next Please.”

Sierra Mist

SierraMistLogo-original sierra-mist-old

THE OLD

THE NEW

“The sierra mist design was not great before, but now its just a blurry mess. This is a far to literal interpretation of the brand.”

Tropicana

Tropicana images (3)

THE OLD

THE NEW

“The new Tropicana redesign has been almost universally rejected by designers and the customer base. This redesign was an attempt to make the brand appear simple and down to earth. In the end Tropicana went away from its signature iconic image: the orange with the straw in it–making it difficult for customers to spot the brand at the store.”

Walmart

wal-mart-logo walmart-logo

THE OLD

THE NEW

“Walmart updated their corporate logo last year, transforming its identity from a 70′s looking heavy typeface to a much friendlier sans serif. I’ don’t mind the typeface update, but the orange star burst says nothing. Much like Kraft’s random-swooshy-flower thing – this new symbol for Walmart says nothing. Its too generic and looks like stock art. Walmart was trying to renew their image, but IMO they failed horribly.”

Kraft

kraft Print

THE OLD

THE NEW

“The Kraft re-branding is wrong in so many ways. It is slightly reminiscent of several non descript-random-swooshy pharmaceutical logos I have seen time and time again. While the original logo may have not been stellar, it was a staple for such a long time that the decision to re-brand seems like it was made on a whim. Perhaps a refresh would have been a better option rather than a complete re-branding. This project was designed by a combined effort of consumers, employees, and Nitro Group.”

Capital One

capital_one_logo images (1)

THE OLD

THE NEW

“Capitol one joins the army of nondescript swooshes in the vast sea of logos. (Look up any medical related logo and watch the swooshes abound!) I’m not sure what the swoosh means or what it does for the logo. The only thing I like about this logo is the addition of the red – it ads some contrast and character.”

XEROX

xerox-logo XeroxLogo

THE OLD

THE NEW

“Xerox is yet another world wide brand that falls into the category of re designed logos that are worse than the one that came before it. Xerox previous clean and modern design was much better than the Xerox design with the 3d effect X included, that resembles Xbox’s x design in more ways than one.”

Frigidaire

frigidaire_logo

THE OLD

frigidaire_logo THE NEW

“The Frigidaire brand celebrated its 90th anniversary in 2006. Still a leader today in the “white goods” (major household appliances), the company currently offers a line of appliances which include refrigerators, freezers, dishwashers, washing machines, dryers, microwaves, air conditioners, and both gas and electric stoves.”

NBC UNIVERSAL

nbc-universal-logo new-nbc-universal-logo
THE OLD THE NEW

“The new NBC logo: now this one, we thought, HAD to be a joke. As one of my co-workers said “it looks like they downloaded a font from dafont.com, typed NBC Universal, and called it a day”. And, where’s the peacock? Explaining the minimalist new corporate design, NBC Universal’s chief executive Steve Burke told employees that the old logo “seemed kind of busy.” Busy and iconic! When people think of NBC, they think of the peacock. There is a definite emotional connection there because the peacock has been part of NBC’s branding since 1956. NBC has made a crucial mistake by taking away every part of the design that is iconic. They could have kept the peacock, or the globe, or even the font!”

AT&T

att_inline3 att_newlogo

THE OLD

THE NEW

“My problem with the new logo is it doesn’t make any sense. The changing thickness of the bands in the original logo created stylized shading and highlights, making it sort of 3-D. The new logo is 3-D in a completely different way, yet it still kept the changing thickness in the bands, which now serve no functional purpose at all.”

Master Card

Mastercard-logo logo Mastercard 2011

THE OLD

THE NEW

“The new version of the icon seems to be following the standard “more is more” approach of on screen design: drop shadows, glows, bevels, gradients? We got ‘em all!”

AOL.

778px-AOL_old_logo.svg new-aol-branding

THE OLD

THE NEW

“AOL is one of the pioneers of online communication and has lead to play a very important role in the industry. It has always been a prestigious company with a bold, strong and inspiring logo design. This is probably why AOL’s logo re-design saw a variety of criticism, both positive and negative. AOL’s old logo design was simple, professional and unique.”

Skittles

skittles skittles-new-logo

THE OLD

THE NEW

“Skittles Logo: This logo redesign was done by London logo designer Miles Newlyn, who gave the impression of a rainbow colored tongue in the new logo design.”

Re-Branding that sucks!

Companies sometimes decide to go all the way and wont just settle with logo re-design, but want to go all the way with a whole re-branding plan, which can always be a risky business. Some succeed at change more than others, since many companies take such a drastic take on their company’s re-branding plan that the customer can’t even recognized the initial brand anymore…so when re-branding, better safe than be sorry.

Pepsi’s Million Dollar Investment on Re-Branding failed?

pepsi_logo pepsi

THE OLD

THE PREVIOUS
PEPSI_NEW

THE NEW

“Pepsi is no stranger to logo redesigns. But the company reportedly spent $1 million on their latest reincarnation, and it turned out like… this.

Frankel describes the attempt as a “real waste of time and money, especially if you’ve seen the design spec document… An amazing, purposeless document that has no brand value at all,” yet cost Pepsi so much.

The white stripe on the new logo varies across Pepsi products, getting wider or thinner depending on product. The design team that spearheaded the campaign explains that they’re supposed to be “smiles,” but we don’t really see it.

The Pepsi logo seems to have been redone nearly once a decade over the last century — while Coke’s iconic logo has barely been touched. It’s not hard to see which is the better strategy here.”

Gatorade’s Rebranding….Leaves us Clueless?

gatorade_new