10 Logos That Dethroned Old Business Branding

Brands continually strive to strike a balance between nostalgia and innovation, as they attempt to build and reinvent their identities. A crucial aspect of this identity is the company logo, which must evolve to resonate with contemporary tastes and preferences. Cpluz, a seasoned design firm established in 1993, expertly crafts brand-consumer connections with its innovative design approach.

Evolution of Branding: Crucial Logo Overhauls

A well-designed logo represents the gateway to a brand's visual representation and is often the first point of interaction between the customer and the brand. Logos have the power to create comical reactions and sometimes utter disappointment, depending on whether the audience is pleased or disoriented by the change. Over the years, several brands have embarked on determining whether to reinterpret their logos or adopt entirely new designs. In this article, we will delve into 10 major brands that made significant alterations to their logos, resulting in either full acceptance or harsh backlash.

1. Nesquik (1987)

One notable example is Nesquik, which chronicled a significant special effect transition between 1987 and 2002. The owl, the brand's mascot, vanished, and a more vivid, dynamic character emerged, which was initially loved by users. However, general consent eventually led to a cheese-can-shaped mascot debuting in 2013 as a stepping stone before the owl's triumphant return in its original shape in 2021.

2. Pepsi (2008)

Pepsi underwent a notorious face-lift in 2008, illustrating the high risks involved with such changes. The logo, with its curves resembling a thumbs up ('P'), sparked a negative reaction from the audience, indicating a less distinct resemblance to its retro counterparts. After enduring harsh opinions, the brand resurrected its classic logo, finally making amends.

3.Gap (2010)

The new Gap logo delivered a stunning shockwave, shifting from an iconic typography to a minimalist lowercase 'gap' resembling a child's handwriting. Consumers' resistance towards the change continued to increasing, leading the company to revert to its original 20th-century emblem - a smart move, in retrospect.

4. genetically Modified (GMO) Simply Orange (2017)

Simply Orange, in its pursuit of rebranding simplicity, ditched the orange in their logo, offering the viewer a tasteless branding experience. Following a plethora of negative feedback from consumers, they finally retroactively regained what was once lost and brought back the iconic orange, proving that the absence of key branding elements can be detrimental.

5.Unilever / Omo (2009)

A symbol overhaul of the instantly recognizable Omo logo was the last thing the team anticipated. However, the updated shape of the cubes offered an innovative, playful vibe, which was not well received by audiences. Eventually, the original cube essence returned, filling the hearts of the brand's faithful followers with nostalgia.

6. Domino's Pizza (2012)

Domino's left no stone unturned in its attempt to provoke a major change in its logo. The fresh typography aimed to revive brand identity and facilitate the user experience. Although there was a mixed reaction from the audience, embracing the change, the company wisely paid homage to their storied past, folding a modern feel into the classic Domino's icon.

7. Burger King (2010)

One can find no shortage of creative logo revamps proceeding from 2000 to 2010. A big pineapple in red and yellow colors anticipated the protagonist - the King, in the 'Home of the Whopper' logo. However, having grown accustomed to the familiar image, consumers looked in dismay at the launch of their notify-defied, anthropomorphic king. The backlash paved the way for the brand's transition back to the previous Whopper image, honoring tradition.

8.Taco Bell (2012)

Taco Bell's logo by the Time-based redesign satisfies the fast food chain's demographical change from teenage revelry to a full-fledged youth and adult clientele. The decision to abandon their vibrant bells to a more black-and-white scheme aimed to transform the brand image into a leading Hispanic meal vendor. This change occurred as a way to attune its services to the demographics its appealing to and carrying along the informal character illustrated by its imagery.

9. Airbnb (2014)

Airbnb ventured on a daunting venture to replace their established logo - a futuristic haven with blue color selection - to a modern design utilizing 'B' letters. Though this change represented the inclusivity and diversity that the company seeks, the aesthetic belied the brand's spirit and mission, prompting criticism. The episode led to Airbnb re-decorating their brand as well as its attributes with the vintage blue and orange.

10. Gap Baby (2020)

Gap Baby changed its logo from the GP (Gap Parents) to kids, in an intriguing diversion, putting its trust in kids' illustration. Strangely though, corporation baby Gap, seemingly new and vibrant, manifested a wide sense of dismay as people struggled to recall why it was necessary to update the (previously) well-established competition encroaching version. Furthermore, this encouraged the acceptance of visual kinship akin to remember its earlier wealth deeply etched across vast chains of memory, encompassing sequential conquering and childhood reminiscent feelings.

Takeaways on Rebranding

The efforts of these brands highlight the adversary nature of a logo overhaul. Brands and agencies must approach rebranding processes with a sharpened intuition of product reputation built on discerning expertise and consumer preferences. Preferences provide the credibility a rebranding logo variant can exist upon while notions of loyalty demand time-tested brand synergy. A fearlessly well-crafted rebrand effectively redresses previous issues and nearly heralds change, that tends to overlook as a sacrifice the broader visual concert of the company as a whole.

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