Also your website quite a That was a total disaster. Both pepsi logos are good. The new "Spaceship Campus" is social engineering at its most advanced. Oh Cardiff City “Bluebirds”, you make me laugh. Unfortunately, PayPal's new logo and Pandora's logo were so similar that the former filed a lawsuit against the latter in 2017. More than half of these look like absolutely amazing rebrands! Kraft, again, disagree. It’s not surprising… whenever you start messing around with one of the world’s most … For the windows logo one, the flat one is actually the Microsoft logo, not the Windows logo. Thank you for the comment! People buy into businesses as a certain thing or at a certain level, and sometimes it’s hard for them to shift that image. What the insidious rise of online frat culture means for the modern man. Any time the packaging changes on a product people buy regularly, they are momentarily thrown off. Pepsi reportedly spent $1 million on this logo redesign in 2008. 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. Without seeing the brand foundation and what they were trying to achieve it’d be hard for me to say they are fantastic.  |  Created by Canny, The Step by Step Guide to Business Rebranding, 10 Rebranding Failures and How Much They Cost. The present Pepsi logo was created in 2008, when the company started revamping its brand as part of its global re-branding strategies. 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. On the other hand, Syfy was a brilliant move to create a unique and protectable name. Pepsi logo hi… Hi Rob, I agree that I can’t call something a failure because I don’t like it, but I don’t think that’s what I’m doing here? 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. 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. Life is Good's slightly sloppy logo once reflected the whimsical, laid-back vibe the brand had clearly tried to cultivate. Estimated CostThe cost of the “Helios logo design” and it’s rollout was rumoured to be $211,000,000. I never knew that about United Airlines. BP should NOT revert back to their pre-WWI logo. A howling waste of money.”. Bacardi's iconic bat logo had remained largely unchanged since it debuted in 1959. 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. 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. 50 Designer Brand Names You're Probably Mispronouncing. Hi David, thank you very much for commenting. PepsiCo aren’t renowned for their fantastic branding efforts. The only problem? 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. 25 Most Commonly Misspelled Words in America. And they’ll never change back, so you’ll win this one! 20 Shocking Facts You Never Knew About Your Hotel Room. Kraft's original logo was simple and easily recognizable, making this smiley butterfly redesign in 2009 all the more perplexing. 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. COVID surges have the governor considering it. The Windows operating system and Windows phone are built around the Metro style, interactive tiles and bright colours. Gap – failure, it just didn’t work. Why go with something generic and long winded that doesn’t stand up to modern tests very well? The classic Best Western logo once had a decidedly Western feel. Your email address will not be published. They did so with no warning. Why?? These celebrity wax figures are utterly terrifying. The Pepsi logo of 2008, cost $1,000,000 And if you're a regular retail shopper, make sure you know the 30 Best Ways to Always Save Money on Clothes. PayPal traded in their clear and concise branding for this shadowy mess in 2014. The 1940’s version of the Pepsi logo is great, and I wish they’d stuck with it. To set apart, as for a special use or purpose; assign. However, I think the old logo was more of a statement. To give over to the care of another; entrust. 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. 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." And when you want to do some re-branding of your own, start by tossing the 50 Things No Man Over 40 Should Own. The most recent Pepsi logo. Over the years, Pepsi’s logo evolved and changed with the times. 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. The company has painted itself into a marketing corner where … Unfortunately, the asymmetrical sun they rolled out in 2015, which the company described as "a symbol of optimism" and "perfectly imperfect," seemed to entirely miss the mark. Much preferred the “crate stamp.”. Estimated CostSapient Nitro are the agency that provided branding services for Kraft’s rebrand, however, no facts and figures are available. And if you visit the dictionary often, bone up on your spelling with the 25 Most Commonly Misspelled Words in America. Great weblog here! Hershey's original logo was brilliant in its simplicity, clearly stating the brand's name while … 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). This is a great comment, thank you very much! I agree Royal Mail need to get away from what they’ve got. 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.). It takes a certain kind of genius to market a brand effectively. I still can’t believe the gap logo, I personally think it is the worst rebrand in history. I would agree on the obvious Consignia and Gap shambles. 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. In January 2001, Royal Mail (the UK’s biggest mail carrier) announced a new company name and brand: Consignia. In 2008, Pepsi released the latest iteration of their logo, rotating the circular icon and incorporating a “cheeky smile” into the design. Great looking brands that connect your customers to you. And for more eyesores, here are the 30 Worst Cars of the Last 30 Years. Here i would like to share few more logo prices. And speaking of emojis, here are the Best New iPhone Emojis Unveiled This Year. 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. The upper arched curved Tropicana typeface is gone and overall, their packaging design just looks rather bland and generic. From confusing graphics to illegible fonts, these bad logo redesigns will go down as some of the worst in history. Right? It was so strong and recognisable, and honestly, it’s been diluted away. Can we add Cheddars, CiCis and Thayer’s Witch Hazel?! 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. share. And secondly – even the biggest companies get things wrong. The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. 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. 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. Soon, the internet was alive with activity and it was clear that people didn’t like the new design. I fear the glamour of jet travel has left the gate for good. Thanks for your comment. They accompanied this with a revolting looking typeface, leaving this designer with a less than sweet taste in his mouth. 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. The big flaw in the brand? It's no wonder that retro-inspired shoes bearing the original market are so popular online right now. Different things appeal to different people! Thanks for a great article! Thanks for the kind words Ben! United merged with Continental, and someone determined that the branding would maintain the United name, but the Continental branding. © 2020 Canny Creative 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. The company are no stranger to logo designs, having changed their logo multiple times over the course of their company history. And, what was actually wrong with The SciFi Channel, which is totally protectable? “Redesign Your Logo” is the 11th bonus track on Lemon Demon’s 8th album, “Spirit Phone”. You’re right about Microsoft no longer being a software company. 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. 4. When Windows 8 launched, Microsoft rolled out a new branding campaign, with Bing becoming the latest Microsoft product to be brought in line. They should have bought his proposal in the process! 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. While I felt the rebrand looked a lot cleaner, it lost it’s identity somewhat. So the Bluebirds are now playing in red, with their kit logo being a red Welsh dragon. Holiday Inn was really just “meh.” They sort of rebranded, sort of didn’t. The windows logo is less flat, but also is now colourless. I’m not convinced they’ll ever manage it though. I think it’s overly fussy, too big a footprint and to be honest, it doesn’t symbolise all that much. In fact, if they were going to rebrand anyway, they could have reverted even further back to the Saul Bass branding. BP’s looks good, but it was quickly appropriated and turned into a marketing campaign for Greenpeace. In theory, the name fits the description of the company perfectly. Original logo designer Massimo Vignelli was quoted saying he was utterly appalled by the new design. The creepy smile the brand rolled out in 2015? 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. I think they are fresh and modern and fit in at the appropriate time. Effective content that engages your audience. However, there were better options available. 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. report. True innovation always begins by investigating the historic path. Can’t imagine laird received anywhere near that figure. All which went away upon merging (really a buyout) with Continental Airlines. They marketed the best route system, best frequent flyer program and the best perks to it’s most frequent flyer. And thankfully, Kraft hadn’t entirely updated their food packaging design range before they made that decision. A font used only in the same breath as Comic Sans and Papyrus. Bold and in your face. Thankfully things don’t just disappear into the abyss these days, even though a lot of these brands would prefer it if they did. Yes they can protect it, but, it’s also slang for syphilis, and who wants that? The newer, three-dimensional design feels like a giant step backwards for an Internet company. Besides: Is that a little too similar to Amazon's iconic logo? The name has changed a few times throughout the years When Pepsi Cola become a brand in 1898, that was the start of the evolution of Coke’s logo. In 1926, Pepsi had its first logo redesign since the original design in 1905, and only three years later, the logo was changed again. “The revised logomark for msnbc, while not really expressing the acronym in a technically, … Thanks for the comment! Meetup's friendly name tag logo seemed like a good choice for the quirky site aimed at helping adults make new friends. 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. Brand is a really interesting concept at it’s core to be honest. 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. The design team that spearheaded the campaign explains that they’re supposed to be “smiles,” but we don’t really see it.” – Forbes Magazine. The original logo was like a smack in the face with one of their plastic cheese squares. And stranger yet, many fans thought they saw the word "Mom" in the burger mascot's collar. Thanks for sharing. get your affiliate hyperlink for your host? Are they now nicknamed the Red Dragons? It said “BOOM! 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. Google did not pay a single cent for its original logo in 1998 Pepsi BREATHTAKING builds on this knowledge. OpenTable's original logo concept was simple: open tables. Since publishing this post, there have been a huge amount of footballing rebrands and logo updates. In 1929, the logo was changed again. Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. © 2020 Galvanized Media. 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. A hand drawn red typeface. JCPenney's original logo: clear, easy to read, and uncluttered. So that’s it. And surely they could have chosen a better logo design? Live smarter, look better,​ and live your life to the absolute fullest. 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. That said, here’s how the Pepsi logo has still stayed recognizable despite the frequent drastic redesigns. The anonymous new logo, which was introduced during the company's so-called 2014 "brand renaissance," got a pretty brutal bashing on social media. Experts say lengthy showers aren't good for you. A leaked pdf outlines the thinking behind the controversial new Pepsi 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. Here i would like to share few more logo prices. Hi Tony, How did you get to $100 million? 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.”. 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. 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 . 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. It’s just an unfortunate coincidence the rebrand and Deepwater happened around the same time. I was surprised to see a few on this list because of how well they correlate to each companies umbrella of products and services. They’re well worth visiting! Initially, Pepsi Cola went through swirly text logos that looked like today’s Coca Cola logo. The Premier League football team once known as the Bluebirds, always had blue kits and a blue logo. Your email address will not be published. Created and developed in 1893 and introduced as Brad's Drink, it was renamed as Pepsi-Cola on 28 August 1898. 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). Check it out: For me, the following companies completely messed up their rebranding efforts. Oh, and speaking of hotels: Don't miss these 20 Shocking Facts You Never Knew About Your Hotel Room. However, they moved on, bringing in … Animal Planet's old logo made sense: it contained both an animal and a planet. We can certainly have a look! You’ve got to think that his proposal caused shock waves in the Microsoft office and eventually, Microsoft hired him. Also, repeatedly using “it’s” instead of “its” makes me cringe. On the revelation of the figures, PepsiCo reversed their decision to rebrand and reverted the carton design to what they had originally. 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.). hide. Foursquare's logo 2014 redesign took the brand from recognizable to anonymous in no time. 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. Their new logo looks great and carries good symbolism for how the brand wishes to project itself. 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. What horror! save. Appreciate you reading. Hi Carolyn. It has something to do with personal security. 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. The change was no internet hiccup, it was permanent – or so it seemed. Anything but. Tropicana was clearly a blunder. By footprint, I mean the size that the logo occupies in the space it sits. Pepsi wanted to show its support for the troops by including these two colours into its logo design.. Timelessness is vital to create an effective logo design. Gap was a disaster, but we all know that one. Very interesting and informative post. The Americana-steeped logo the company it rolled out in 2012? Pepsi spent $1 million dollars for its new logo. The ‘after’ logo for Gap looks weak; the new Kraft brand’s statement doesn’t exactly pack a punch. Can I It communicates the brand in a timeless manner and with an expression of clarity. Actually I think BP’s logo redesign was excellent. 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. The company spends up to $125 million annually on improving their brand and marketing. 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. And for more visual misfires, check out the 30 Ugliest Sports Uniforms Ever Designed! Branding any company is a huge challenge. No just doing it for the sake of doing it. When did they rebrand? Don’t blame the logo for Deepwater Horizon. Coca-Cola was the first name he ever suggested, supposing that two C’s would look great together. They were replaced by Greater Anglia who basically just use parent Nederlandse Spoorwagen’s logo and style. I think it’s ridiculous to attack it simply because an oil spill caused activists to poke fun at the brand. The Helios logo is meant to symbolise and represent the company’s green growth strategy by taking on the form of a sun. 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. 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. Tut tut. Pepsi-Cola Company out-of-pocket. Their helios logo was brilliant. Neither did Coca Cola. They’re not messing around with it. Pepsi's indents mirror the curves of its globe logo, for example, while Mountain Dew's new bottle features mountainous jagged lines. 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. Impactful websites that enable you to grow online. Ideas, tips and tricks, and thought pieces to help drive results through design. 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. You can learn a lot through studying a rebrand. The bland one the company rolled out in 2015, however, made it look like a hotel you'd find at an airport in Scandinavia. Fair enough, he was playing up to the Welsh flag, but it just didn’t make sense. Syfy, I totally disagree. The sloppy script logo it trotted out in 2016 hardly had the same charm, however. Let's leave these hideous dresses behind when 2018 rolls around. My issue with the Microsoft rebrand is not the result they ended up with, more the result they could have ended up with. I didn’t even realize that Royal Mail rebranded. 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. The new logo looks like what Americans call ‘plain wrap’ (the store brand). If your company ends up rebranding, and it’s a failure, the financial repercussions could be huge. The agency's recent vote made the important call. The text found its place atop the globe and a bold red line that adds emphasis to the symbol. In this post, I’m going to take a look at some of the biggest rebranding failures in recent memory. Estimated CostVincent Tan had to plough an estimated £100 million into the football team’s rebrand. When your brand is based on nostalgia, like Morton Salt, a more modern-looking logo isn't always such a smart rebrand. A little over a year later, it cost the company £1 million to rebrand themselves again as Royal Mail. btw you use “it’s” when a lot of the time you should be using “its”. What do you think about these rebranding efforts? Posted by 4 months ago. 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. Very interesting and informative post. Sun and nature? Those same activists could very easily have done silly things with the old logo. Cardiff, well, the bluebird never bothered me, but, it should’ve been an “all or nothing” rebrand. It may be one of the most ridiculous things ever perpetrated by somebody calling himself a designer. The current Pepsi logo, which is often nicknamed Pepsi Globe, somewhat resembles a smile. Back then, he probably couldn’t even imagine, how right he was. 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. Save my name, email, and website in this browser for the next time I comment. In 2009, the SciFi Channel was rebranded as Syfy, a move met with outrage from viewers around the world. I think they were cursed upon changing the 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. A dreadful decision. 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. It’s just so bland and generic for such a renowned company, it’s pathetic. Required fields are marked *. 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). , You’re more than welcome Jess! 10 massive companies that rebranded to no avail, some ran with it anyway, others learned from their mistakes and backtracked. [citation needed] In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its products by early 2009. IHOP's original logo was simple and had a nostalgic feel to it. And if you're in the market for some great shoes, consider these 7 All-Occasion Shoes You Can Wear with Anything. What does it even mean? The company livery, corporate style and marketing is hardly recognizable and not relative to United and it’s most loyal customers. 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. Somehow the Consignia is the worst. BP…I don’t think their new logo looks great at all. 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. Pepsi was a mildly confused rebrand. A small buzz began to reverberate around the design community, quiet sniggering about the new Gap logo. 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. It's good news for more than a third of Americans. Hi Patricia. They’re much fore than that now. 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? Never screw up "Moschino" and "Givenchy" again. Free templates, ebooks, guides, and more, to help drive results through design. Over it’s 122 year history, the logo has seen 12 redesigns. Not so much. 30 Best Ways to Always Save Money on Clothes. 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. That’s not what the oil industry is renowned for is it really? The previous logo was so iconic, why change it? Best to spend a few more years working with real clients making real things, then share your opinion. Of course you can’t blame a logo for Deepwater Horizon, that would be senseless. 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. Did they think people couldn't handle the entire word of "Mountain?". The Pepsi logo redesign is generating hives of buzz in branding and design circles. 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. To deliver (merchandise, for example) for custody or sale. It was at this point, the logo began to be referred to as the Pepsi Globe. 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. Personally, I’m not sure a brand should be “fitting in at the time.” Shouldn’t it be timeless rather than “on trend”? Thanks again for comment. 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. 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. 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. It was too long, too fussy and it hardly rolls off the tongue. I’m not sure I would have recognized the orange juice as the same product. I assume that includes more than design cost. 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. Mike Verdin of BBC News called the new name “A duffer. The Pepsi wordmark was taken out of the globe for good. Much like Morton Salt, Wendy's replaced their old-timey branding in favor of this messy, modern look in 2013. The Gap logo was a total and utter disaster! Keep your eyes peeled for an updated post coming soon! I hope the rebrand goes well . Consignia was a total failure. Hershey's. Strong and powerful, American Airlines seemed to be doing fine with the logo it had for 45 years until 2013. I hope they didn’t pay too much for this. It would have been better to stay away from this sort of connotation altogether. Furthermore, Pepsi is spelled with all lover case letters. 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. Thanks for reading and thanks for the comments. Nike spent only $35 for its logo in 1971 Twitter paid only $15 for its original design BP, Holiday Inn, Microsoft. 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. That isn’t what design is about at all. I never noticed the British Airways rebrand – what happened there? The Kraft logo is actually the identity that annoys me the most. Kraft are one of the biggest food and drinks companies in the world. What host are you the use of? is part of the Meredith Health Group. Maybe they should have looked at this post when considering rebranding their company. 1. But I don’t think you can call something a failure because you don’t like it. Others pointed out the Kiss's resemblance to one recognizable emoji. And the rest of the logo? Would love to hear more about it. 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. Consign; Hi Logo Guts, thank you for commenting and adding to the figures! The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . Consignia – failure, it just didn’t work. Manufacturing and developing products such as Windows, Xbox and Bing, they appear to be losing a lot of ground on their competitors. It is just a redesign of its previous one. 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. The whole point of wrestling is that it's a raw, wild form of entertainment, which was reflected in WWE's logo for years.