The Logo Redesigns We Remember
Logos are the face of brands. The best ones are recognizable, timeless, and memorable. The worst ones are just the opposite. We’ve gathered a few of the best and worst logo redesigns we could remember – and they all include important lessons in brand design.
Best
In 2016, Instagram replaced its Polaroid-style logo with a more minimalistic camera. While it was not without critics, the new logo is more modern, reflecting an updated app that allows users to do more than just photo sharing.
IHop
The old logo looked like a frowny face at first glance. The new one looks like a smile, a better representation of a company that serves smiling pancakes.
Netflix
In 2011, Netflix rebranded its DVD-by-mail service as "Qwikster." Ironically, the move was too quick for customers. Some 800,000 members left the company as a result, and its stock plunged. But, in the end, the rebrand for a more streaming-centric company was successful. Customers just needed a little more time to digest the change.
Starbucks
The Starbucks logo has gone through many iterations over the years, each more minimalistic than the last. The biggest change came in 1987 when the mermaid got a much-needed makeover. The color scheme also went from a muddy brown to bright green and white.
Ikea
This one might be considered a logo evolution rather than a pure rebrand. However, the most significant change to the logo came in 1967, when the company opted to change its color scheme from red to yellow and blue. These colors instantly became associated with the Ikea brand.
Worst
Kraft
In 2009, Kraft decided to introduce a new corporate logo. It was equal parts messy and complicated. So the company returned to a logo that closely resembled the original in 2012.
JCPenny
In 2012, JCPenny replaced its easy-to-read logo with one that was just the opposite. The response was so negative that the company issued an apology and quickly reverted to the old logo.
Pepsi
Despite being an iconic part of Pepsi's branding for more than half a century, the evenly striped globe was replaced in 2008 with an uneven one. Public opinion of the new logo is decidedly negative.
Gap
Gap opted to replace its classic white serif wordmark in 2010. It also added an accompanying blue gradient square icon. However, the public outcry was so intense that they returned to a version of the old logo in less than a week.
Reebok
The old logo may not have been great, but it was at least recognizable. The new one is both generic and corporate-looking. So it makes sense that online shoppers are currently flocking to shoes bearing the original mark.
