The orange was gone, it turned into a visual reflection of the liquid inside the container. Did they think people couldn't handle the entire word of "Mountain?". If your company ends up rebranding, and it’s a failure, the financial repercussions could be huge. 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. Earlier in this post we talked about PepsiCo’s failure with the Pepsi brand. Experts say lengthy showers aren't good for you. That’s not what the oil industry is renowned for is it really? 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. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . The Americana-steeped logo the company it rolled out in 2012? 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 company livery, corporate style and marketing is hardly recognizable and not relative to United and it’s most loyal customers. | Created by Canny, The Step by Step Guide to Business Rebranding, 10 Rebranding Failures and How Much They Cost. That's why Pepsi has had so many logo and packaging redesigns over the years. The company are no stranger to logo designs, having changed their logo multiple times over the course of their company history. They appear to have given their brand identity a little polish nada bit of a spring clean rather than a complete overhaul. And because of the change they made, they didn’t benefit from rebranding at all. I hope the rebrand goes well . Brand is a really interesting concept at it’s core to be honest. Thanks for a great comment. 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. They’ll also need to inject a lot of cash into the cleanup operation of Deepwater Horizon. Pepsi wanted to show its support for the troops by including these two colours into its logo design.. 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. Initially, Pepsi Cola went through swirly text logos that looked like today’s Coca Cola logo. The classic Best Western logo once had a decidedly Western feel. 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. Somehow the Consignia is the worst. Life is Good's slightly sloppy logo once reflected the whimsical, laid-back vibe the brand had clearly tried to cultivate. These gifts are sure to make anyone's holiday. 3. Logo. Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. Thanks for a great article! Branding any company is a huge challenge. 1898-1940: Red Swirly Script Logo. this post when considering rebranding their company, why you shouldn’t crowd source your design projects. Anything but. And, what was actually wrong with The SciFi Channel, which is totally protectable? 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. Gap – failure, it just didn’t work. The current Pepsi logo, which is often nicknamed Pepsi Globe, somewhat resembles a smile. I would agree on the obvious Consignia and Gap shambles. When Pepsi Cola become a brand in 1898, that was the start of the evolution of Coke’s logo. Maybe the Holiday Inn rebrand wasn’t all that bad! The name has changed a few times throughout the years Thanks for the kind words Ben! Kraft are one of the biggest food and drinks companies in the world. The new "Spaceship Campus" is social engineering at its most advanced. 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. Its 2013 logo redesign, which confusingly turned its M sideways, was considerably less of a hit. Crazy times for Cardiff City. Well firstly, they’re using Tekton as one of their fonts. COVID surges have the governor considering it. Pepsi's indents mirror the curves of its globe logo, for example, while Mountain Dew's new bottle features mountainous jagged lines. The only element of the original British Petroleum logo that the new design retains is the colour palette. More than half of these look like absolutely amazing rebrands! Neither did Coca Cola. The creepy smile the brand rolled out in 2015? For the windows logo one, the flat one is actually the Microsoft logo, not the Windows logo. I hope they didn’t pay too much for this. However, with massive projects comes massive risk and responsibility, and at times, even the best branding agencies, consultants or strategists get it wrong. You make a valid point in stating that it’s not opinion based and without seeing the foundation and the statistics, something can’t be deemed a failure. Actually I think BP’s logo redesign was excellent. 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. level 2. We can certainly have a look! hide. 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. The BP’s redesigned logo of 2008 cost $211,000,000, Nike spent only $35 for its logo in 1971 Although the aesthetic may be flashier, the new bottle also was redesigned to make it easier for soda drinkers to use, executives said. The most recent Pepsi logo. The Windows operating system and Windows phone are built around the Metro style, interactive tiles and bright colours. They accompanied this with a revolting looking typeface, leaving this designer with a less than sweet taste in his mouth. The Helios logo is meant to symbolise and represent the company’s green growth strategy by taking on the form of a sun. “Watch this!,” he says. That said, here’s how the Pepsi logo has still stayed recognizable despite the frequent drastic redesigns. There are many things that can be learned from Gap’s branding disaster and the agency that provided their branding and web design services. It was at this point, the logo began to be referred to as the Pepsi Globe. Estimated CostThe Consignia name cost £1.5 million to launch in January 2001. JCPenney's original logo: clear, easy to read, and uncluttered. To be fair to Microsoft, the identity they’ve created is very sleek looking and the whole range sits very well together. Strong and powerful, American Airlines seemed to be doing fine with the logo it had for 45 years until 2013. Great looking brands that connect your customers to you. In practice however, people didn’t like it. Estimated CostSapient Nitro are the agency that provided branding services for Kraft’s rebrand, however, no facts and figures are available. The anonymous new logo, which was introduced during the company's so-called 2014 "brand renaissance," got a pretty brutal bashing on social media. There are articles online titled things like “Consignia: Nine Letters That Spelled Fiasco” which give an in depth look into the name and what a shambles the rebrand was. And the rest of the logo? Hi Patricia. The United Airlines was a major disaster of a well known brand. Current Pepsi logo has patriotic palette of the 40s, minimalistic design approach of the 60s and 70s as well as script-like curves from the logos original look. They did so with no warning. They’re still the best of the “budget hotel” lot too. Microsoft are known the world over. Genius! It takes a certain kind of genius to market a brand effectively. Hershey's. You’ve got to think that his proposal caused shock waves in the Microsoft office and eventually, Microsoft hired him. A howling waste of money.”. In January 2001, Royal Mail (the UK’s biggest mail carrier) announced a new company name and brand: Consignia. And if you're a regular retail shopper, make sure you know the 30 Best Ways to Always Save Money on Clothes. Kraft's original logo was simple and easily recognizable, making this smiley butterfly redesign in 2009 all the more perplexing. 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. © 2020 Canny Creative
Consignia was a total failure. Monster.com is all about getting you the job you want, which was why this sloppy, wrinkled-looking 2014 logo redesign by Siegel+Gale was such a confusing choice. It said “BOOM! Coca-Cola was the first name he ever suggested, supposing that two C’s would look great together. 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. Estimated CostThe cost of the “Helios logo design” and it’s rollout was rumoured to be $211,000,000. Google did not pay a single cent for its original logo in 1998 Bestlifeonline.com is part of the Meredith Health Group. They should have ditched (NPI) Continental altogether. In 2009, the SciFi Channel was rebranded as Syfy, a move met with outrage from viewers around the world. On April the 20th 2010, BP were responsible for what is considered the largest marine oil spill in the history of the petroleum industry. The previous logo was so iconic, why change it? Estimated CostVincent Tan had to plough an estimated £100 million into the football team’s rebrand. Besides: Is that a little too similar to Amazon's iconic logo? Let's leave these hideous dresses behind when 2018 rolls around. Since publishing this post, there have been a huge amount of footballing rebrands and logo updates. The sloppy script logo it trotted out in 2016 hardly had the same charm, however. The design team that spearheaded the campaign explains that they’re supposed to be “smiles,” but we don’t really see it.” – Forbes Magazine. And if you visit the dictionary often, bone up on your spelling with the 25 Most Commonly Misspelled Words in America. The Pepsi logos from 1906, 1940, 1962, 1991, 1998, and 2005 look good, the 1900s, 1940s, 1960s, 1987, 1990s, 2000s, and 2009 Coke logos are good. Very interesting and informative post. Inside a sphere-like shape, there is a white swirl dividing it in two parts: blue and red. You can learn a lot through studying a rebrand. And speaking of emojis, here are the Best New iPhone Emojis Unveiled This Year. 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. The first redesign that was done to the logo in the ‘90s has a sporty feel to it. 7 All-Occasion Shoes You Can Wear with Anything. Wow. And when you want to give your professional life a revamp, start with the 40 Best Ways to Jumpstart Your Career! 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. A hand drawn red typeface. And BP? That was a total disaster. The change was no internet hiccup, it was permanent – or so it seemed. 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. Check it out: For me, the following companies completely messed up their rebranding efforts. Gap responded positively, revealing that their new logo design was in fact the first stage of a crowd sourcing process that allowed them to reinvent the company (proving again why you shouldn’t crowd source your design projects.). They marketed the best route system, best frequent flyer program and the best perks to it’s most frequent flyer. In theory, the name fits the description of the company perfectly. MSNBC. Holiday Inn was really just “meh.” They sort of rebranded, sort of didn’t. 25 Most Commonly Misspelled Words in America. And Leeds United, who we were too shocked to feature on the blog! 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. The bland one the company rolled out in 2015, however, made it look like a hotel you'd find at an airport in Scandinavia. Sun and nature? The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. Unfortunately, the WWE's cleaned-up logo the brand introduced in 2014 looked more like a label for a big box store. 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. It’s not surprising… whenever you start messing around with one of the world’s most … 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. People buy into businesses as a certain thing or at a certain level, and sometimes it’s hard for them to shift that image. On the other hand, Syfy was a brilliant move to create a unique and protectable name. He’s went against one of the fundamentals of rebranding, which is alienating your audience. While I felt the rebrand looked a lot cleaner, it lost it’s identity somewhat. What does it even mean? Oh Cardiff City “Bluebirds”, you make me laugh. So the Bluebirds are now playing in red, with their kit logo being a red Welsh dragon. share. And stranger yet, many fans thought they saw the word "Mom" in the burger mascot's collar. Why go with something generic and long winded that doesn’t stand up to modern tests very well? It’s just an unfortunate coincidence the rebrand and Deepwater happened around the same time. Your email address will not be published. Also, they changed her hair color! Any time the packaging changes on a product people buy regularly, they are momentarily thrown off. Required fields are marked *. Why?? Ideas, tips and tricks, and thought pieces to help drive results through design. True innovation always begins by investigating the historic path. 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’ll make sure to revise. Pepsi logo hi… The Pepsi logo of 2008, cost $1,000,000 The BBC logo, designed in 1997, cost $1,800,00 The BP’s redesigned logo of 2008 cost $211,000,000. 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. To add to the confusion, Vincent Tan decided to let the team keep their original nickname and added a small blue bird to the bottom of their predominately red logo. I fear the glamour of jet travel has left the gate for good. 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. 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. BP’s looks good, but it was quickly appropriated and turned into a marketing campaign for Greenpeace. 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. WE ARE KRAFT” whereas the new logo says “We’re a food and drinks giant without any true identity, we’re quite bland and very generic, we’re Kraft, ish.”. Also your website quite a 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. The newer, three-dimensional design feels like a giant step backwards for an Internet company. It would have been better to stay away from this sort of connotation altogether. 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 right about Microsoft no longer being a software company. The original Pepsi and Kraft logos must have been recognized all over the world, and I don’t understand changing such strong symbols. Bacardi's iconic bat logo had remained largely unchanged since it debuted in 1959. Pepsi spent $1 million dollars for its new logo. The BBC logo, designed in 1997, cost $1,800,00 Twitter paid only $15 for its original design All Rights Reserved. bit up very fast! I assume that includes more than design cost. Very interesting and informative post. Let’s dive into these company rebranding examples, investigate them, and see how much they cost: This post was written back in 2013, and is due an update. The ‘after’ logo for Gap looks weak; the new Kraft brand’s statement doesn’t exactly pack a punch. And thankfully, Kraft hadn’t entirely updated their food packaging design range before they made that decision. The Gap logo was a total and utter disaster! And secondly – even the biggest companies get things wrong. 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.). In 1929, the logo was changed again. Thanks again for comment. From confusing graphics to illegible fonts, these bad logo redesigns will go down as some of the worst in history. Now, we’re going to look at one of the other brands they own, Tropicana, another rebranding example gone wrong. 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. In fact, if they were going to rebrand anyway, they could have reverted even further back to the Saul Bass branding. 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. Thanks for the comment! We might just have to write that article in the near future! Meetup's friendly name tag logo seemed like a good choice for the quirky site aimed at helping adults make new friends. Thanks for reading and thanks for the comments. Hershey's original logo was brilliant in its simplicity, clearly stating the brand's name while evoking the packaging of their classic candy bars. They were replaced by Greater Anglia who basically just use parent Nederlandse Spoorwagen’s logo and style. However, I think the old logo was more of a statement. Ah the good old English language and the apostrophe rule. BP, Holiday Inn, Microsoft. 333. 50 Designer Brand Names You're Probably Mispronouncing. Created and developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on 28 August 1898. It's turntable-looking new logo, rolled out in 2015, however, proved perplexing to customers. Posted by 4 months ago. 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. I never knew that about United Airlines. The upper arched curved Tropicana typeface is gone and overall, their packaging design just looks rather bland and generic. That isn’t what design is about at all. To set apart, as for a special use or purpose; assign. © 2020 Galvanized Media. 1. 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? 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. Best to spend a few more years working with real clients making real things, then share your opinion. I didn’t realise that had happened. And then does something really, really dumb. The Pepsi logo of 2008, cost $1,000,000 In 1926, Pepsi had its first logo redesign since the original design in 1905, and only three years later, the logo was changed again. Cost Save my name, email, and website in this browser for the next time I comment. save. 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. Are they now nicknamed the Red Dragons? 4. The original logo for BP was bold. So in future, if something doesn’t go quite right for you, just think to yourself “well, at least I didn’t spend millions in the process” (unless you did, then panic.). One of my favourites was “ONE” which was an attempt to rebrand National Express’s rail routes in the East of England region. If they were going to do that, they could’ve gone with a plastic window? 30 Best Ways to Always Save Money on Clothes. Pepsi was a mildly confused rebrand. The Pepsi horizontally-striped globe was an iconic part of the soda giant's branding for more than half a century before the company ditched it in favor of a swoopy mess in 2008. 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. get your affiliate hyperlink for your host? 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. Great weblog here! It’s horrible isn’t it? Really interesting comments on all of these case studies so thanks for putting all of this together. It's no wonder that retro-inspired shoes bearing the original market are so popular online right now. Yes they can protect it, but, it’s also slang for syphilis, and who wants that? Personally, I’m not sure a brand should be “fitting in at the time.” Shouldn’t it be timeless rather than “on trend”? A leaked pdf outlines the thinking behind the controversial new Pepsi logo. So what was so bad about their new choice of logo? The Pepsi ethos has evolved over time. The new logo looks like what Americans call ‘plain wrap’ (the store brand). In this post, I’m going to take a look at some of the biggest rebranding failures in recent memory. Appreciate you reading. Not so much. Over it’s 122 year history, the logo has seen 12 redesigns. 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. Pepsi The price tag for some of the most iconic logos of all time vary drastically. Without seeing the brand foundation and what they were trying to achieve it’d be hard for me to say they are fantastic. 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. Pepsi reportedly spent $1 million on this logo redesign in 2008. BP…I don’t think their new logo looks great at all. Kraft stopped looking like an 1800s crate stamp and created something more in-line with modern times. BP should NOT revert back to their pre-WWI logo. I think it’s overly fussy, too big a footprint and to be honest, it doesn’t symbolise all that much. 20 Shocking Facts You Never Knew About Your Hotel Room. Man, that tired old 1920s logo really needed to retire. 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 . They’re not messing around with it. On the revelation of the figures, PepsiCo reversed their decision to rebrand and reverted the carton design to what they had originally. However, there were better options available. But I don’t think you can call something a failure because you don’t like it. Great article Tony. We’ll get someone to comb through it and get it put right Thanks. Firstly – your brand strategy and approach to rebranding needs to be well thought out and planned meticulously.  In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its products by early 2009. It was widely reported that Vincent Tan spent £100 million on the club when he came in. In 2009, Pepsi, Diet Pepsi, and Pepsi Max began using all lower-case fonts for name brands. 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. Animal Planet's old logo made sense: it contained both an animal and a planet. Before the spill, I had no idea they were just an oil company — I really though of them as something more green. To me that seems a testament to the power of branding, however as we all know there is much more to a brand then it’s mark. 2. The company has painted itself into a marketing corner where … What a waste of money. 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. 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 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. Estimated Costhe Microsoft rebrand was so expansive and took place over such a long period of time, with multiple conflicting reports on the financials, that it’s impossible to calculate the cost of the project. Rebranding can be a game-changer for businesses. Hi Carolyn. This is a great comment, thank you very much! Much like Morton Salt, Wendy's replaced their old-timey branding in favor of this messy, modern look in 2013. 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 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. I’m not convinced they’ll ever manage it though. It may be one of the most ridiculous things ever perpetrated by somebody calling himself a designer. I still can’t believe the gap logo, I personally think it is the worst rebrand in history. And that’s not even counting the smaller changes for flavor variations like Diet Pepsi and Pepsi Max. Thanks for sharing. 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. Your email address will not be published. Pepsi on the other hand, started out with a logo very similar to Coca Cola’s. No just doing it for the sake of doing it. OpenTable's original logo concept was simple: open tables. PayPal traded in their clear and concise branding for this shadowy mess in 2014. The Pepsi logo redesign is generating hives of buzz in branding and design circles. Much preferred the “crate stamp.”. Foursquare's logo 2014 redesign took the brand from recognizable to anonymous in no time. When Windows 8 launched, Microsoft rolled out a new branding campaign, with Bing becoming the latest Microsoft product to be brought in line. Keep your eyes peeled for an updated post coming soon! Never screw up "Moschino" and "Givenchy" again. Last year Pepsi spent several hundred million dollars on a new logo. Nike spent only $35 for its logo in 1971 Twitter paid only $15 for its original design To turn over permanently to another’s charge or to a lasting condition; commit irrevocably: “Their desponding imaginations had already consigned him to a watery grave” (William Hickling Prescott). The original logo was like a smack in the face with one of their plastic cheese squares. I want my site loaded up as fast as yours lol. PepsiCo aren’t renowned for their fantastic branding efforts. , You’re more than welcome Jess! The present Pepsi logo was created in 2008, when the company started revamping its brand as part of its global re-branding strategies. The redesign was made in 2008 by The Arnell Group, which was said to have received $1,000,000 for the job. Some of these on your list is a bit of a stretch. 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. I’m not sure I would have recognized the orange juice as the same product. The Pepsi wordmark was taken out of the globe for good. When did they rebrand? I think that the title of the article was what makes the list seem so abrasive in that this is an opinion piece where I was expecting something set in a more “clinical” manner. Hi Logo Guts, thank you for commenting and adding to the figures! They’re well worth visiting! 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. The 1940’s version of the Pepsi logo is great, and I wish they’d stuck with it. Rebranding one of the world’s biggest companies is a project that many a design agency would love to take on. All which went away upon merging (really a buyout) with Continental Airlines. Half right is correct ,ReaderX. “The revised logomark for msnbc, while not really expressing the acronym in a technically, … I didn’t even realize that Royal Mail rebranded. Hi David, thank you very much for commenting. I agree Royal Mail need to get away from what they’ve got. Thankfully things don’t just disappear into the abyss these days, even though a lot of these brands would prefer it if they did. ... Northrop Grumman logo redesign. However, when it boils down to to it, there’s nothing green about drilling oil and it seems as though BP are trying to pull the wool over people’s eyes. Kraft, again, disagree. And when you want to do some re-branding of your own, start by tossing the 50 Things No Man Over 40 Should Own. It's good news for more than a third of Americans. A font used only in the same breath as Comic Sans and Papyrus. Don’t blame the logo for Deepwater Horizon. The only problem? Soon, the internet was alive with activity and it was clear that people didn’t like the new design. Timelessness is vital to create an effective logo design. 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). 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. Along with the monetary cost, the rebrand also cost Cardiff City the faith and trust of a selection of their newly confused fans. A little over a year later, it cost the company £1 million to rebrand themselves again as Royal Mail. Original logo designer Massimo Vignelli was quoted saying he was utterly appalled by the new design. 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. 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. The text found its place atop the globe and a bold red line that adds emphasis to the symbol. Syfy, I totally disagree. A dreadful decision. Can’t imagine laird received anywhere near that figure. However, in 2014, the brand decided to switch things up with this ill-advised logo, which kind of looks like it's been sloppily written in pizza sauce. What host are you the use of? Maybe they should have looked at this post when considering rebranding their company. Hershey's original logo was brilliant in its simplicity, clearly stating the brand's name while … 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. 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. The Kraft logo is actually the identity that annoys me the most. It’s just so bland and generic for such a renowned company, it’s pathetic. And for more visual misfires, check out the 30 Ugliest Sports Uniforms Ever Designed! What horror! 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. Pepsi are a brand that are always going to struggle with their identity. 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. Close. They should have bought his proposal in the process! What the insidious rise of online frat culture means for the modern man. IHOP's original logo was simple and had a nostalgic feel to it. Thanks for your comment. Furthermore, Pepsi is spelled with all lover case letters. They’re much fore than that now. 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. Their new logo looks great and carries good symbolism for how the brand wishes to project itself. Great story! Right? 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. 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. Cardiff, well, the bluebird never bothered me, but, it should’ve been an “all or nothing” rebrand. 20 comments. Free templates, ebooks, guides, and more, to help drive results through design. You might agree or disagree with the company rebranding examples I’ve featured here, but what can we learn from all of this? Others pointed out the Kiss's resemblance to one recognizable emoji. And for more on your favorite brands, here are the 50 Designer Brand Names You're Probably Mispronouncing. But it can also be a public-relations disaster. The company spends up to $125 million annually on improving their brand and marketing. Only change is the middle part, where swirling shape used to be running straight across, but now it geometrically changed. Hi Tony, How did you get to $100 million? 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." Those same activists could very easily have done silly things with the old logo. Or Wonder Woman. “The white stripe on the new logo varies across Pepsi products, getting wider or thinner depending on product. Gap was a disaster, but we all know that one. So that’s it. Other Post Type. These celebrity wax figures are utterly terrifying. In 1943 the company added the bottle cap to its logo, with the logo tagline ‘Bigger Drink, Better Taste’ incorporated into the lid.. The agency's recent vote made the important call. In 2008, Pepsi released the latest iteration of their logo, rotating the circular icon and incorporating a “cheeky smile” into the design. 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. I think it’s ridiculous to attack it simply because an oil spill caused activists to poke fun at the brand. Bold and in your face. And surely they could have chosen a better logo design? While the new logo design isn’t bad by a long stretch, it’s not fantastic either. A small buzz began to reverberate around the design community, quiet sniggering about the new Gap logo. Microsoft was middling, at best. Back then, he probably couldn’t even imagine, how right he was. How did Pepsi perfect its logo? The redesign pursued two goals – to stand out from Coca Cola and show support for the United States during World War II (red, white, and blue are the three colors of the US national flag). 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. Everyone figured they had just ripped off the Obama logo. 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. Olive Garden's old logo gave customers a pretty clear idea what they'd be getting inside the restaurant: a faux-Tuscan restaurant, cheap wine, and a lot of breadsticks. Manufacturing and developing products such as Windows, Xbox and Bing, they appear to be losing a lot of ground on their competitors. As you can see, the original shield design takes up less space, and would be less awkward to use in context. 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. When your brand is based on nostalgia, like Morton Salt, a more modern-looking logo isn't always such a smart rebrand. – Syfy Press Release, By emphasising how the name Syfy is the same as SciFi, they’ve shot themselves in the foot. 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. And they’ll never change back, so you’ll win this one! All in all, this was a fairly shoddy move, and the new visuals look dreadful when compared to the fantastically simplistic Saturn logo design. btw you use “it’s” when a lot of the time you should be using “its”. The emotional response that I get from this is what I imagine the company are trying to achieve. The windows logo is less flat, but also is now colourless. Their helios logo was brilliant. Activists find a way to do something to anything, and sure the old logo could’ve came under fire too. Effective content that engages your audience. The whole point of wrestling is that it's a raw, wild form of entertainment, which was reflected in WWE's logo for years. No. Impactful websites that enable you to grow online. I was surprised to see a few on this list because of how well they correlate to each companies umbrella of products and services. Consignia – failure, it just didn’t work. It has something to do with personal security. 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. It was too long, too fussy and it hardly rolls off the tongue. I never noticed the British Airways rebrand – what happened there? I think it’s time to reverse and bring the airline back to it’s glory years. Holiday Inn made a modest improvement with their incremental shift was away from an uninspired logo to a cleaner version of an uninspired logo. Fair enough, he was playing up to the Welsh flag, but it just didn’t make sense. The big flaw in the brand? Tut tut. Consign; And for more eyesores, here are the 30 Worst Cars of the Last 30 Years. The history of the Pepsi logo is one of constant reimagination. It definitely did include more than the rebrand! The star burst logo was entirely lost in the split, so at least one good thing came from all of the confusion. Thank you for the comment! 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. Cardiff, BP, Microsoft, Holiday Inn, even Pepsi. Pepsi BREATHTAKING builds on this knowledge. These include Everton, who rebranded, then changed it back. 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. 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