We review 11 cases of brand logo redesign in well-known companies, both successful and unsuccessful, to copy and avoid the successes and errors of highly prestigious companies.
When it comes to brand strategy, a company logo is one of the basic pillars. It has to be present in all the marketing campaigns that are carried out and it is one of the first elements that come to mind when consumers think of a brand. Therefore, the logo has to be easy to remember, versatile and consistent, while giving the audience an idea of what the brand means or what it does.
The problem is that there too many companies that have failed to take these objectives into account when creating their logo and they have realized, late and badly, what it means to create a positive brand experience through a logo. They probably haven’t taken into consideration the price of creating a professional logo either.
Below you can see 10 success and failure cases of brand logo creation.
1. KFC logo
In 2006 Kentucky Fried Chicken (KFC) launched a new logo in which it changed the appearance of the Colonel with a new red apron. The goal of the company, which had not changed the design in more than a decade, was to make the image of the Colonel sharper and more energetic. The new rejuvenated logo managed to demonstrate the company’s enthusiasm and predisposition for cooking and serving its food.. The new KFC logo was not only an image of the Colonel, but it managed to become an image of someone who welcomed customers to the restaurant and was willing to serve good food.
2. Logo de Gap
In 2010 Gap decided it was time to revamp its logo and create a more modern version. In announcing it, the clothing company had to face an avalanche of criticism and comments from angry customers on social media who were very attached to the old, easily recognizable. The new logo did not respond to the perception of customers with the clothing brand. Gap was unable to see that its customers were very loyal to the original logo and to take these consumers into account when making important decisions.
3. Logo de Apple
The current Apple logo is a simple and neat design that perfectly represents what the Apple brand is. But this has not always been the case. In 1976 the company logo was an image of Isaac Newton sitting under an apple tree. That same year it was changed to the image of a bitten apple with the colors of the rainbow and later became what we know today. If Apple is the model for a great brand experience, with its logo has been able to convey these values of simplicity, attractiveness and beauty.
4. Google logo
The Google logo broke some of the established branding rules at the time, using colors that break each other, adding a background shadow that, according to these rules, was prohibited, in addition to adding a serif font, something unusual in a Logo. With the passage of time, its logo evolved towards a modern, clean and stylish design, while respecting the sequence of colors that acts as the essence of the brand. The same happens with its particular crooked “e”, while the damage was suffered by the relief and shadows, as well as the change from its classic typeface to a more modern one. Yes, Logos worthy of admiration have been created for Google applications that show what each product is in a masterful way. In addition, they all resemble each other, which allows it to be recognized that they belong to the same company.
5. Pixar logo
The new Pixar logo was inspired by the 1986 short Luxo, Jr., which used the lamp as the letter “I”. The animated version can be seen at the beginning and end of Pixar films and is almost a cult item for fans of animation studios. In fact, has managed to become a kind of short in itself that gives way to the Pixar experience. The lesson to be learned in this case is that by creating something that people like and admire, you make it memorable.
6. Logo de Starbucks
The Starbucks logo always included the text “Starbucks Coffee” surrounding the image of a mermaid with two tails, derived from Greek mythology, and intended to remember the company’s Northeast Pacific heritage. For those who were not too familiar with the brand, the text helped to understand what it represented. The 2011 redesign removed the lettering, leaving only the mermaid drawing. Companies have to understand that, no matter how big they are, there will always be people who do not know what they are or who do not understand the feeling they are trying to convey.
7. FedEx logo
The FedEx logo has become one of those cases that everyone gets excited about, but many people don’t know why. In fact, it is much more than the company name written in orange and purple, since lThe arrow hidden between the “E” and the “X” symbolizes speed and confidence with the service. It is the perfect example of a simple design, easy to remember and that manages to express the objective of the brand with a double meaning.
8. Pepsi logo
Since it was launched in the late 19th century, the Pepsi logo has not changed numerous times. His last contribution was to eliminate the name and leave only the image of the tricolor ball. After the change, many have criticized the new design and have compared it to a man with a huge belly. The problem is that if Pepsi does not want to be associated with being overweight, it will have to move away from that image.
9. Amazon logo
The company began as an online book seller and ended up being what we know today. In the beginning, the logo was an “A” with a path in the middle, but its logo has been adapted to the multiple changes that the company has undergone since its birth. Today, the leading e-commerce company has a successful logo that symbolizes everything Amazon sells. Between the “A” and the “Z” there is an arrow that symbolizes that they sell all kinds of products, “from A to Z”. Also, the arrow looks like a smile. Two key aspects can be drawn from the logo: a hidden meaning that reiterates your purpose and a simple design that does not confuse consumers with the message.
10. Logo de Animal Planet
Animal Planet is one of the main resources used when it comes to finding out about animals. But the redesign of its logo, which eliminated the planet and the ball of the world and left only the text with a letter “M” in the center and on the side, has been unable to demonstrate the power of the brand. And it is not just that they have gotten rid of the elephant, but the crooked “M” gives a strange look to the design. If before Animal Planet had a fun and playful logo, like the channel, and showing that the channel is about animals, he messed it up by creating a logo unable to elicit the same feelings in viewers. Currently it has changed its logo again, including the elephant again and trying to make up for the mistake it made.
11. Logo de YouTube
The YouTube logo, although it has undergone several changes throughout its existence, have not been so prominent. The company sought to adapt to the times despite the fact that its logo worked and it has always been located in a simple and straightforward logo. If there is something remarkable in the current logo it is the «Play» symbol incorporated in the typical red box that previously enclosed the letters «tube». So, YouTube has succeeded in turning an internationally known symbol into its brand symbol.
What do you think of the stories of the logos of these companies? Have you suffered something similar in your company? If you want to know more about logo design, you cannot miss the trends in logo design for this 2021. Share it on your social networks!
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