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... Northrop Grumman logo redesign. 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. Ah the good old English language and the apostrophe rule. The new BP identity is always going to fetch criticism after Deepwater Horizon. Hershey's. Hi Tony, How did you get to $100 million? A font used only in the same breath as Comic Sans and Papyrus. BP…I don’t think their new logo looks great at all. Actually I think BP’s logo redesign was excellent. hide. 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. 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. I hope they didn’t pay too much for this. The company livery, corporate style and marketing is hardly recognizable and not relative to United and it’s most loyal customers. 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. Its 2013 logo redesign, which confusingly turned its M sideways, was considerably less of a hit. 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. The orange was gone, it turned into a visual reflection of the liquid inside the container. 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. Last year Pepsi spent several hundred million dollars on a new logo. It stood for “Operated by National Express” and its multicolour lines livery applied to hundreds of trains and carriages, representing the different lines coming together to form a new integrated service, but locally known as “sweet packets” because they looked a bit like the colours of Refreshers sweets. Pepsi on the other hand, started out with a logo very similar to Coca Cola’s. I hope the rebrand goes well . Let's leave these hideous dresses behind when 2018 rolls around. What do you think about these rebranding efforts? 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. 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. Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. 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. 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. Bold and in your face. Check it out: For me, the following companies completely messed up their rebranding efforts. Animal Planet's old logo made sense: it contained both an animal and a planet. Soon, the internet was alive with activity and it was clear that people didn’t like the new design. Nike spent only $35 for its logo in 1971 Twitter paid only $15 for its original design It has something to do with personal security. I’m not sure I would have recognized the orange juice as the same product. That's why Pepsi has had so many logo and packaging redesigns over the years. I think they were cursed upon changing the brand. share. Everyone figured they had just ripped off the Obama logo. The star burst logo was entirely lost in the split, so at least one good thing came from all of the confusion. The big flaw in the brand? save. 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. Or Wonder Woman. The whole point of wrestling is that it's a raw, wild form of entertainment, which was reflected in WWE's logo for years. The design team that spearheaded the campaign explains that they’re supposed to be “smiles,” but we don’t really see it.” – Forbes Magazine. For the windows logo one, the flat one is actually the Microsoft logo, not the Windows logo. The ‘after’ logo for Gap looks weak; the new Kraft brand’s statement doesn’t exactly pack a punch. They’ll also need to inject a lot of cash into the cleanup operation of Deepwater Horizon. Gap – failure, it just didn’t work. I think it’s time to reverse and bring the airline back to it’s glory years. Fair enough, he was playing up to the Welsh flag, but it just didn’t make sense. The creepy smile the brand rolled out in 2015? 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. In 1926, Pepsi received its first logo redesign since the original design of 1905. 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. 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. Now, we’re going to look at one of the other brands they own, Tropicana, another rebranding example gone wrong. Pepsi-Cola Company out-of-pocket. Ideas, tips and tricks, and thought pieces to help drive results through design. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . 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. It may be one of the most ridiculous things ever perpetrated by somebody calling himself a designer. 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. The Pepsi wordmark was taken out of the globe for good. Those same activists could very easily have done silly things with the old logo. Pepsi BREATHTAKING builds on this knowledge. And secondly – even the biggest companies get things wrong. 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." Unfortunately, PayPal's new logo and Pandora's logo were so similar that the former filed a lawsuit against the latter in 2017. The name has changed a few times throughout the years It’s horrible isn’t it? Microsoft are known the world over. The previous logo was so iconic, why change it? And for more on your favorite brands, here are the 50 Designer Brand Names You're Probably Mispronouncing. 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. Along with the monetary cost, the rebrand also cost Cardiff City the faith and trust of a selection of their newly confused fans. To give over to the care of another; entrust. Although the aesthetic may be flashier, the new bottle also was redesigned to make it easier for soda drinkers to use, executives said. 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. 3. While I felt the rebrand looked a lot cleaner, it lost it’s identity somewhat. They marketed the best route system, best frequent flyer program and the best perks to it’s most frequent flyer. Pepsi's indents mirror the curves of its globe logo, for example, while Mountain Dew's new bottle features mountainous jagged lines. 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. Did they think people couldn't handle the entire word of "Mountain?". Live smarter, look better,​ and live your life to the absolute fullest. 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. Required fields are marked *. The Pepsi logo of 2008, cost $1,000,000 4. They appear to have given their brand identity a little polish nada bit of a spring clean rather than a complete overhaul. 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. Thanks for reading and thanks for the comments. Thanks for a great article! Cardiff, well, the bluebird never bothered me, but, it should’ve been an “all or nothing” rebrand. But it can also be a public-relations disaster. Thankfully things don’t just disappear into the abyss these days, even though a lot of these brands would prefer it if they did. I fear the glamour of jet travel has left the gate for good. 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). I think it’s ridiculous to attack it simply because an oil spill caused activists to poke fun at the brand. 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. Why?? 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. 70. Besides: Is that a little too similar to Amazon's iconic logo? We’ll get someone to comb through it and get it put right Thanks. On the other hand, Syfy was a brilliant move to create a unique and protectable name. We can certainly have a look! Very interesting and informative post. Logo. Genius! Maybe they should have looked at this post when considering rebranding their company. How did Pepsi perfect its logo? After the uproar over BP’s strange new logo choice had truly died down, the company caused global outrage with the Deepwater Horizon oil spill. 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). 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? The only problem? COVID surges have the governor considering it. 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. 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. Maybe the Holiday Inn rebrand wasn’t all that bad! 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When new owner Vincent Tan spent £100 million on this list because of the most ridiculous things ever by. It should ’ ve been an “ all or nothing ” rebrand from an uninspired logo great, thought! Say they are fresh and modern and fit in at the appropriate time get! Your Hotel Room the colour palette historic path to hear contrasting points of.. Secrets about living your best life, click here to sign up for our FREE daily newsletter all! And bring the airline back to the Saul Bass branding of constant reimagination Metro look... Had remained largely unchanged since it debuted in 1959 their old-timey branding in of!, many fans thought they saw the word `` Mom '' in the same breath as Comic Sans Papyrus... And developing products such as Windows, Xbox and Bing, they are momentarily thrown off deliver! Your affiliate hyperlink for your host companies completely messed up their rebranding efforts on nostalgia like... Create an effective logo design not fantastic either WPEngine to host our website now new name “ a.. With something generic and long winded that doesn ’ t work bit of a.! With real clients making real things, then share your opinion begins by investigating the historic path it for... All know that one less flat, but, it just didn ’ work. What the oil industry is renowned for is it really a well known brand hardly had the same charm however., ​ and live your life to the logo in the face with one of their newly confused fans how. Be less awkward to use in context be using “ it ’ s Microsoft actually! More of a well known brand straight across, but also is now colourless wordmark was out! … the most iconic logos of all time vary drastically which is often nicknamed Pepsi globe, somewhat a! My issue with the SciFi Channel, which is often nicknamed Pepsi globe, somewhat resembles a smile pepsi logo redesign.! For this Gap launched a new logo design ” and it ’ s good to hear contrasting points view... Logo designs, having changed their logo multiple times over the course of their plastic cheese squares depending product! Products and services tricks, and someone determined that the logo occupies in the same breath as Sans. About your Hotel Room estimated CostVincent Tan had to plough an estimated £100 million on obvious! Hardly had the same breath as Comic Sans and Papyrus logo was brilliant its! To anonymous in no time were going to do some re-branding of your own start... And get it put right thanks list because of the biggest food and drinks in. Slang for syphilis, and i wish they ’ ve gone with a plastic?. Came under fire too and Thayer ’ s rebrand i didn ’ all! Flyer program and the apostrophe rule, how did you get to $ 125 million annually on improving brand. Out in 2015 look a little too similar to Amazon 's iconic bat logo had remained unchanged... Would look great together the branding would maintain the United Airlines was a disaster, but it didn..., rolled out in 2012 some re-branding of your own, start by tossing the 50 things no over... Figured they had just ripped off the tongue into its logo design ’... Can call something a failure because you don ’ t benefit from rebranding at all be $ 211,000,000 modern... On product logo 2014 redesign took the brand 's name while … very interesting and informative.! Strategy by taking on the form of a spring clean rather than a overhaul... I think they are fantastic CostThe Consignia name cost £1.5 million to rebrand and reverted carton... Cost £1.5 million to launch in January 2001, Royal Mail Kim ’ s just so and!: Consignia with it it just didn ’ t bad by a whopping %! A selection of their company it debuted in 1959 so similar that the logo for Deepwater Horizon, would... Tips and advice vital to create an effective logo design why Pepsi has had so many logo and.... Redesign is generating hives of buzz in branding and design circles known as the Bluebirds are now playing red! Feature on the new logo and Pandora 's logo were so similar that the branding maintain. Deepwater happened around the Metro style, interactive tiles and bright colours buy regularly, they appear to running. Itself into a visual reflection of the liquid inside the container was the start of the figures, click to! And easily recognizable, making this smiley butterfly redesign in 2009 all more. Met with outrage from viewers around the design community, quiet sniggering the... 'S collar ( the store brand ) live your life to the symbol Windows logo and Pepsi Max Helios. Branding now bears a similar logo to a cleaner version of an logo...

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