5 Times Brands Flopped in Logo Redesigns: Lessons for You

Logo redesigns can be a tricky task, often stirring debate and criticism among critics and ardent fans alike. Since a logo is a visual representation of a company's identity, even minor alterations can evoke strong emotions and occasionally lead to an unfavorable reaction, ultimately impacting the brand's image. In this article, we'll explore some of the most notable instances of brands that flopped in logo redesigns and glean valuable lessons that can be applied for your impending logo revamp. If you're planning a logo makeover, keep reading to avoid costly mistakes.

1. The Gap's Logo Overhaul — 2010

In 2010, Gap, one of America's most iconic clothing retailers, decided to refresh their logo. The move was seen as a bold step towards a more modern, youthful image. However, the new design, which removed the company name and left only the red square, received an overwhelmingly negative response from fans, customers, and critics alike. Pressure mounted, and the company relented, reverting back to the previous logo just 41 days after the redesign's introduction. This significant fiasco led to the lesson that when revising, don't underestimate the role of loyal followers in guarding the brand's existing identity.

Key Takeaway:

Avoid radical changes that significantly deviate from the brand's core identity, especially if it has deep emotional connections with your target audience.

2. Pepsi's Logo Refresh — 2008

Pepsi's 2008 logo redesign was intended to make the beverage giant appear more approachable and youthful. The new design saw the famous red, white, and blue logo being streamlined into a simpler, sans-serif typography. Though not as disastrous as Gap's, Pepsi's logo revamp was criticized heavily, with many asserting that it looked too similar to the Coca-Cola logo. Despite a lesson learned from Test Market Addiction (TMA), Pepsi faced another brand identity crisis, serving as a reminder to always conduct thorough market research and to be mindful of rival brands during logo redesigns.

Key Takeaway:

Carry out thorough market research and competitor analysis to ensure the new logo differentiates your brand from your competitors.

3. Twitter's Logo Tweaks — 2010 to Present

Twitter has made several logo redesigns over the years, with each attempt receiving mixed reactions. In 2010, Twitter switched to a simpler bird design, which was later updated in the following years. However, the 2017 redesign, featuring a larger, bolder bird with a blue gradient, evoked quite a stir. Fans complained that the updated logo had become too blatant in its promotion of the platform, straying from its earlier, more modest aesthetic. Consequently, the company reverted to a modified version of the 2010 logo in 2023, calling for patience and caution when making design changes.

Key Takeaway:

Patience is key in logo redesigns. Small changes might seem insignificant, but they can have a larger impact on the brand image over time.

4. Reebok's Logo Change — 2015

In 2015, Reebok released a newer, bolder version of their logo, featuring simple, circular typography in a choice of four colours—Lime, Navy, Red, and Black. Although an improvement in many critics’ eyes, some long-time fans felt that the redesign lost the character of the original logo. The feedback prompted Reebok to incorporate the classic logo design alongside the new one, to cater to the diverse tastes of their audience. Reebok's experience demonstrates that while modernizing a logo can be necessary, it's essential to gracefully maintain the essence of the brand.

Key Takeaway:

Embrace your brand heritage while embracing change. Retain the essence of the old logo while infusing it with modernity.

5. BP's Logo Cover-Up — 2010

During the 2010 Deepwater Horizon oil spill, BP attempted to rebrand itself by modifying its logo to temporarily cover the "BP" with a tear-drop shape to focus attention on cleaner seas. The motive behind this redesign was altruistic, emphasizing environmental safety but it was met with severe backlash and paradoxically led to the brand being synonymous with oil spill crises. The company learned that using a logo redesign to deflect criticism doesn't work and instead, straightforward communication of your actions and accountability is more important.

Key Takeaway:

Logo redesign attempts to offset brand crises or negative publicity should be avoided because it can lead to further distrust and consequences for the brand image.

By learning from these brand flops, you can steer clear of potential pitfalls and ensure your next logo redesign is a success. Before embarking on your logo refresh journey, remember to embrace your company heritage while introducing the right amount of modernity, engage in thorough market research, avoid covering up crises through branding, take the feedback from loyal customers into consideration, and lastly, stay patient while making incremental design changes.

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