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. And Leeds United, who we were too shocked to feature on the blog! The redesign was made in 2008 by The Arnell Group, which was said to have received $1,000,000 for the job. And stranger yet, many fans thought they saw the word "Mom" in the burger mascot's collar. By footprint, I mean the size that the logo occupies in the space it sits. On top of that, considering the rebrand is only five years old, it’s already starting to look a little dated. No just doing it for the sake of doing it. On the revelation of the figures, PepsiCo reversed their decision to rebrand and reverted the carton design to what they had originally. 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. level 2. Bold and in your face. The Kraft logo is actually the identity that annoys me the most. 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. Ah the good old English language and the apostrophe rule. Hershey's. 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. And if you're a regular retail shopper, make sure you know the 30 Best Ways to Always Save Money on Clothes. The anonymous new logo, which was introduced during the company's so-called 2014 "brand renaissance," got a pretty brutal bashing on social media. It’s good to hear contrasting points of view. And that’s not even counting the smaller changes for flavor variations like Diet Pepsi and Pepsi Max. Also, repeatedly using “it’s” instead of “its” makes me cringe. But it can also be a public-relations disaster. 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? – Syfy Press Release, By emphasising how the name Syfy is the same as SciFi, they’ve shot themselves in the foot. The history of the Pepsi logo is one of constant reimagination. They’re much fore than that now. 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. Tut tut. 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. © 2020 Galvanized Media. Meetup's friendly name tag logo seemed like a good choice for the quirky site aimed at helping adults make new friends. Microsoft are known the world over. Thank you for the comment! Coca-Cola was the first name he ever suggested, supposing that two C’s would look great together. 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). What does it even mean? Did they think people couldn't handle the entire word of "Mountain?". And because of the change they made, they didn’t benefit from rebranding at all. Pepsi The price tag for some of the most iconic logos of all time vary drastically. Thanks for sharing. Foursquare's logo 2014 redesign took the brand from recognizable to anonymous in no time. COVID surges have the governor considering it. Hi David, thank you very much for commenting. Besides: Is that a little too similar to Amazon's iconic logo? 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). 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. The windows logo is less flat, but also is now colourless. The company are no stranger to logo designs, having changed their logo multiple times over the course of their company history. 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. 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. Without seeing the brand foundation and what they were trying to achieve it’d be hard for me to say they are fantastic. And then does something really, really dumb. Save my name, email, and website in this browser for the next time I comment. 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. And for more eyesores, here are the 30 Worst Cars of the Last 30 Years. All in all, this was a fairly shoddy move, and the new visuals look dreadful when compared to the fantastically simplistic Saturn logo design. The Gap logo was a total and utter disaster! However, there were better options available. In 1943 the company added the bottle cap to its logo, with the logo tagline ‘Bigger Drink, Better Taste’ incorporated into the lid.. 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. Timelessness is vital to create an effective logo design. 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). The Pepsi logo of 2008, cost $1,000,000 Pepsi spent $1 million dollars for its new logo. “Watch this!,” he says. Best New iPhone Emojis Unveiled This Year. 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. save. The Pepsi logo redesign is generating hives of buzz in branding and design circles. I’ll make sure to revise. It was at this point, the logo began to be referred to as the Pepsi Globe. Others pointed out the Kiss's resemblance to one recognizable emoji. And, what was actually wrong with The SciFi Channel, which is totally protectable? It takes a certain kind of genius to market a brand effectively. It’s horrible isn’t it? 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. Non the less I appreciate the ideas shared by all parties! If your company ends up rebranding, and it’s a failure, the financial repercussions could be huge. To deliver (merchandise, for example) for custody or sale. Activists find a way to do something to anything, and sure the old logo could’ve came under fire too. Not so much. Estimated CostThe Consignia name cost £1.5 million to launch in January 2001. And when you want to give your professional life a revamp, start with the 40 Best Ways to Jumpstart Your Career! I never noticed the British Airways rebrand – what happened there? What host are you the use of? I’d like to have seen more of an improvement than what they got. And if you're in the market for some great shoes, consider these 7 All-Occasion Shoes You Can Wear with Anything. Yes they can protect it, but, it’s also slang for syphilis, and who wants that? The only problem? Much preferred the “crate stamp.”. They’re well worth visiting! 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. Last year Pepsi spent several hundred million dollars on a new logo. Why go with something generic and long winded that doesn’t stand up to modern tests very well? Mike Verdin of BBC News called the new name “A duffer. Earlier in this post we talked about PepsiCo’s failure with the Pepsi brand. I’m not sure I would have recognized the orange juice as the same product. A font used only in the same breath as Comic Sans and Papyrus. Thankfully things don’t just disappear into the abyss these days, even though a lot of these brands would prefer it if they did. Why?? Required fields are marked *. That isn’t what design is about at all. I think they are fresh and modern and fit in at the appropriate time. 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. , You’re more than welcome Jess! Man, that tired old 1920s logo really needed to retire. btw you use “it’s” when a lot of the time you should be using “its”. Everyone figured they had just ripped off the Obama logo. 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. The company livery, corporate style and marketing is hardly recognizable and not relative to United and it’s most loyal customers. 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. Can we add Cheddars, CiCis and Thayer’s Witch Hazel?! The Pepsi ethos has evolved over time. Kraft's original logo was simple and easily recognizable, making this smiley butterfly redesign in 2009 all the more perplexing. In 1926, Pepsi received its first logo redesign since the original design of 1905. 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. However, with massive projects comes massive risk and responsibility, and at times, even the best branding agencies, consultants or strategists get it wrong. 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.). 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. So the Bluebirds are now playing in red, with their kit logo being a red Welsh dragon. I’m not convinced they’ll ever manage it though. To set apart, as for a special use or purpose; assign. Mr Kim’s Microsoft proposal actually went live before Microsoft rebranded. These gifts are sure to make anyone's holiday. share. get your affiliate hyperlink for your host? Strong and powerful, American Airlines seemed to be doing fine with the logo it had for 45 years until 2013. It has something to do with personal security. If they were going to do that, they could’ve gone with a plastic window? 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 upper arched curved Tropicana typeface is gone and overall, their packaging design just looks rather bland and generic. Oh, and speaking of hotels: Don't miss these 20 Shocking Facts You Never Knew About Your Hotel Room. The 1940’s version of the Pepsi logo is great, and I wish they’d stuck with it. It was too long, too fussy and it hardly rolls off the tongue. 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. Original logo designer Massimo Vignelli was quoted saying he was utterly appalled by the new design. Inside a sphere-like shape, there is a white swirl dividing it in two parts: blue and red. We can certainly have a look! They should have bought his proposal in the process! It’s just an unfortunate coincidence the rebrand and Deepwater happened around the same time. Maybe the Holiday Inn rebrand wasn’t all that bad! The only element of the original British Petroleum logo that the new design retains is the colour palette. 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.). 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. Thanks for a great article! Or Wonder Woman. report. You can learn a lot through studying a rebrand. I want my site loaded up as fast as yours lol. Live smarter, look better, and live your life to the absolute fullest. 20 comments. 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.”. The new "Spaceship Campus" is social engineering at its most advanced. 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! 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. It's turntable-looking new logo, rolled out in 2015, however, proved perplexing to customers. BP used to have a concise logo with a small footprint, when they rebranded, the footprint increased and the logo lost it’s timeless appeal. Great looking brands that connect your customers to you. 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. More than half of these look like absolutely amazing rebrands! Genius! Pepsi wanted to show its support for the troops by including these two colours into its logo design.. However, they moved on, bringing in … And for more visual misfires, check out the 30 Ugliest Sports Uniforms Ever Designed! Twitter paid only $15 for its original design I was surprised to see a few on this list because of how well they correlate to each companies umbrella of products and services. Fair enough, he was playing up to the Welsh flag, but it just didn’t make sense. 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. ... Northrop Grumman logo redesign. Kraft are one of the biggest food and drinks companies in the world. “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? 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. Hi Patricia. 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. A leaked pdf outlines the thinking behind the controversial new Pepsi logo. 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. Kraft, again, disagree. All which went away upon merging (really a buyout) with Continental Airlines. 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. Great weblog here! 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. It would have been better to stay away from this sort of connotation altogether. Over it’s 122 year history, the logo has seen 12 redesigns. Pepsi was a mildly confused rebrand. It may be one of the most ridiculous things ever perpetrated by somebody calling himself a designer. This is a great comment, thank you very much! The change was no internet hiccup, it was permanent – or so it seemed. 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. In January 2001, Royal Mail (the UK’s biggest mail carrier) announced a new company name and brand: Consignia. Gap – failure, it just didn’t work. 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. While I felt the rebrand looked a lot cleaner, it lost it’s identity somewhat. These include Everton, who rebranded, then changed it back. To give over to the care of another; entrust. Pepsi-Cola Company out-of-pocket. 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. I think it’s time to reverse and bring the airline back to it’s glory years. “Redesign Your Logo” is the 11th bonus track on Lemon Demon’s 8th album, “Spirit Phone”. There are many things that can be learned from Gap’s branding disaster and the agency that provided their branding and web design services. PayPal traded in their clear and concise branding for this shadowy mess in 2014. The Windows operating system and Windows phone are built around the Metro style, interactive tiles and bright colours. 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." 50 Designer Brand Names You're Probably Mispronouncing. They marketed the best route system, best frequent flyer program and the best perks to it’s most frequent flyer. Here i would like to share few more logo prices. 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. A hand drawn red typeface. I hope the rebrand goes well .  In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its products by early 2009. What do you think about these rebranding efforts? 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! Bacardi's iconic bat logo had remained largely unchanged since it debuted in 1959. Before the spill, I had no idea they were just an oil company — I really though of them as something more green. Personally, I’m not sure a brand should be “fitting in at the time.” Shouldn’t it be timeless rather than “on trend”? 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. 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. If you’d prefer, we also have a video that breaks downs one the rebranding failures mentioned here. Right? When your brand is based on nostalgia, like Morton Salt, a more modern-looking logo isn't always such a smart rebrand. Your email address will not be published. What the insidious rise of online frat culture means for the modern man. Tropicana was clearly a blunder. Would love to hear more about it. 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. 3. 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. 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. Manufacturing and developing products such as Windows, Xbox and Bing, they appear to be losing a lot of ground on their competitors. 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. For the windows logo one, the flat one is actually the Microsoft logo, not the Windows logo. The big flaw in the brand? 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. A dreadful decision. Great story! Really interesting comments on all of these case studies so thanks for putting all of this together. In this post, I’m going to take a look at some of the biggest rebranding failures in recent memory. What horror! And BP? 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. Initially, Pepsi Cola went through swirly text logos that looked like today’s Coca Cola logo. Can I Also, they changed her hair color! Impactful websites that enable you to grow online. 70. Thanks for the comment! They’ll also need to inject a lot of cash into the cleanup operation of Deepwater Horizon. On April the 20th 2010, BP were responsible for what is considered the largest marine oil spill in the history of the petroleum industry. Microsoft was middling, at best. It’s just so bland and generic for such a renowned company, it’s pathetic. They appear to have given their brand identity a little polish nada bit of a spring clean rather than a complete overhaul. Can’t imagine laird received anywhere near that figure. The Premier League football team once known as the Bluebirds, always had blue kits and a blue logo. A howling waste of money.”. As you can see, the original shield design takes up less space, and would be less awkward to use in context. So that’s it. Back then, he probably couldn’t even imagine, how right he was. It's good news for more than a third of Americans. Only change is the middle part, where swirling shape used to be running straight across, but now it geometrically changed. Holiday Inn made a modest improvement with their incremental shift was away from an uninspired logo to a cleaner version of an uninspired logo. 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.). “The revised logomark for msnbc, while not really expressing the acronym in a technically, … 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. And secondly – even the biggest companies get things wrong. Close. Crazy times for Cardiff City. Half right is correct ,ReaderX. Brand is a really interesting concept at it’s core to be honest. Along with the monetary cost, the rebrand also cost Cardiff City the faith and trust of a selection of their newly confused fans. Both pepsi logos are good. Hi Carolyn. The company's branding now bears a similar logo to the original, but now with dark blue text on a white background. 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. Let's leave these hideous dresses behind when 2018 rolls around. In practice however, people didn’t like it. Other Post Type. We might just have to write that article in the near future! 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. We’ll get someone to comb through it and get it put right Thanks. Some of these on your list is a bit of a stretch. Pepsi are a brand that are always going to struggle with their identity. The current Pepsi logo, which is often nicknamed Pepsi Globe, somewhat resembles a smile. Bestlifeonline.com is part of the Meredith Health Group. Check it out: For me, the following companies completely messed up their rebranding efforts. 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.