Design a new logo that doesn’t throw out a long positive history. They opted to keep the intersecting circles and focus on the removal of the company name. Our advice is hence: never go for something too complicate when designing a city logo. In November 2020, PepsiCo is releasing an … This rebranded logo resulted in a strong negative criticism. Be also aware that sometimes changing a logo too much could result in losing the brand identity and even protests. What they did was keeping the original logo and adding an element next to the name. In 2012 the Olympic games were hosted in London, UK. What can we learn from Mozilla Firefox’s rebranding fail? Is it a smart move or detrimental one? Do you want more information or help with a rebrand? However, what did they came up with was just an unnecessary slicing of the brand name that makes the logo difficult to read. A new logo design came up during 2014 while the old logo was a classic design that belonged clearly to a company with a long tradition. Always investigate what your loyal customers think about it. Also, if you have it, remember to show your heritage in your logo. Notably, this logo was described as many in the design world as “the worst Olympic logo since 1924.”. What can we learn from this example of Sears attempting to rebrand? After having the same name for 55 years, Weight Watchers decided to change its name in 2018 to “WW”, which stands for “Wellness that Works”. What can we learn from the failed SYFY logo evolution? By adding new elements to these circles, the recognition would still stick. Do not add unnecessary or old-fashioned elements in your new design. While the strategy behind it may have been a good idea, it doesn’t work if your audience doesn’t connect or recognize it. And third, in an attempt to look modern, they made themselves look cheap. And they discovered the hard way just exactly how much their customers connected with the classic “GAP” over the navy square. What can we learn from the Cottbus rebrand fail? This logo change created nothing but confusion among the long-lasting customers who had an emotional bond with the old brand logo. The telecommunication company Verizon changed its logo in 2015, as an attempt to take a fresh and original direction. The redesign attracted the kind of … The original script logo for Pepsi was created by Caleb Bradham, the company founder, around 1903. Klint Marketing uses the information you provide to us to contact you about our relevant content, products, and services. If you change your company name, try to keep it easy to understand for both your current, and new customers. As the name suggests, Oxford Dictionaries is a company that operates in the dictionaries industry. The problem: either no one looked up their new name on the internet or they didn’t care to concern themselves with the fact that their new name “SyFy” is slang in most parts of the world for syphilis. However, the brand could also have put more time and energy into improving customer support, company structure, or internal practices. The Pepsi logo apparently contains references to the Parthenon, the Mona Lisa, the golden ratio, the relativity of space and time, and magnetic fields. Make a logo easy to understand and to read. Therefore: really do question if a rebranded logo is even necessary! Nevertheless, WW decide to keep its new name until today. Among all the football teams in England, Leeds United is worth mentioning since their logo change created a huge negative online backlash. The logo is meant to emphasize the “perimeter oscillations” of the Pepsi logo, the “gravitational pull” of a can of Pepsi on a supermarket shelf. And, as has been mentioned before, always wonder whether a rebranding campaign is even needed! The Best and Worst Coronavirus Ad Campaigns of 2020, most hated customer services in the United States, they had overcome their customer service issues, looking impersonal and resembling a “discount” or “on-sale”. RadioShack has slowly been decreasing in popularity over the years as they seem more and more irrelevant compared to the modern brands in the technology business. The retail company with shops mainly in the USA and Puerto Rico, JCPenney is well known. Fizzy water for your ... toilet? The company eventually made a new logo but kept the 2016 design for corporate communications. The new marketing was only targeting men, with the main slogan being “It’s not for women”. If your old logo is iconic and easy to recognize you should maintain the important elements. You may unsubscribe from these communications at any time. As a consequence, Kraft, with almost 100 years of tradition designed a logo that fails to explain their identity. But a completely a new logo doesn’t appear to keep step with the team’s historical claims. It is worldwide renowned for its iconic peacock look-alike colorful logo. Fans even made a petition to change back to the old logo. By using this form you agree with the storage and handling of your data by this website in accordance with our. It would have been a good idea if the design did not look like coming from 30 years ago. It may have worked for a while, but Xfinity has only seemed to adopt Comcast’s reputation. Firefox is among the most loved and used web browsers. What can we learn Deviant Art’s example of a rebranding nightmare? Yet, the new Pepsi logo came with a $1M price tag. Pepsi and Coca-Cola have been two brands at war since their inception, both fighting for the title of top dog in the soda and snack industry. Pepsi Marketing Fail Pepsi has a long history of rebranding since its main competitor is one of the most well-known companies in the world. Mastercard walked its new logo back quite a bit. This logo was only used on cans along with the 1967 Pepsi logo until 1973. Secondly, they underestimated the emotional connection their customers already had to their original brand. Maintain your iconic elements, and only try to make your new logo easy to read and understand if you choose to change it. What can we learn from JCPenney’s attempt to rebrand itself? For one, the drastic rebrand made them unrecognizable. Try not to do the same mistakes and contact us at Klint Marketing! With all the harsh lines and slantedness of the symbols, no one could be for sure what message it was trying to convey besides “2012.” Some believed they saw other words in the numbers, while others saw other symbols. After 5 months of hard work, Pepsi’s designers came with a new logo. You also have the option to opt-out of these cookies. What can we learn from the example of Xerox’s rebranding efforts? The web platform DeviantART was made for artists to post their works, share it with other artists, and hereby boost their creativity. Whether those customers meant it or not, The Gap repented and asked their fans for ideas on how to remedy the logo everyone balked at the sight of. While “the Shack” may sound more modern, it doesn’t sound like a place you’d want to purchase high-quality electronics. FILE - The Pepsi logo is seen on a delivery truck Wednesday, May 30, 2012, in Springfield, Ill. When a rebrand it is done right, the company will see an increase in sales from new and existing customers. During 2008, the bank company Capital One made the right decision of trying to give a new look to the logo design. We'll assume you're ok with this, but you can opt-out if you wish. What can we learn from this example of a failed effort to rebrand? Even though a company may think they chose an appealing and easy-to-pronounce brand name, it may turn into a challenge for their customers. Tropicana unleashed their white packaging that removed the orange itself from the visuals. Looking at both logos, the old one was easy to understand and consisted of elements that were easily relatable to the brand name. Titan Web Marketing Solutions based in Murfreesboro, TN provides Professional Logo Design Services to businesses throughout the United States. Unfortunately, multiple changes in the company’s name cannot completely restore your reputation. Some perceived it as difficult to read, besides it was considered too simple in its design. Informacijad sen andmusiden lehtpolelpäi om anttud alemba. RadioShack decided to change its name from RadioShack to “The Shack”. Always keep in mind the emotional bond that customers have towards your logo. Copying from other designs can result in a disaster. It is mandatory to procure user consent prior to running these cookies on your website. Every business has to have a brand created for them at some point in their existence. Excluding specific people is never a good idea! So when customers went shopping for orange juice, they picked from Tropicana’s competitors. And fourthly, some people will just like to hate on logos and rebrands for no reason other than that they can. What can we learn from GAP’s rebranding fail? 35 rebranding fails and what we can learn from the mistakes of others. If your insurance agency needs digital marketing help Contact Us today. Pepsi's failed commercial: why your marketing team should be listening Published on April 5, 2017 April 5, 2017 • 5,216 Likes • 435 Comments So while they were going for a more hip and cool vibe they could trademark, this TV channel can’t avoid the immediate association with an STD. Two, sometimes it isn’t your fault if your rebranding isn’t as well received as you might have planned. So why pay a million dollars? In 2001 the Royal Mail in the UK caught the idea of changing its name and logo. Yahoo! When designing a new city logo, its tradition must therefore be clearly visible. Especially in the current environment, where equality and diversity are standing strong, this campaign was perceived as sexist, and excluding women. After 5 months of hard work, Pepsi’s designers came with a new logo. As already said, customers may be emotionally bond to logo design. And, always ask yourself if your company really needs a change! This website uses cookies to improve your experience while you navigate through the website. We are seeing this again during the COVID-19 pandemic, that brands are trying to use these large-scale events in their advertising. Sometimes, logos need a makeover. Tags: drink, generation-next, pepsigenerationnext, next, generation Generation Next Hoodie. Mastercard has had one of the most globally recognized corporate logos in history. Every team crest has a classic design. It’s no wonder they are slowly disappearing from existence. Customers have an emotional bond with logos, even small changes to the design could result in confusion. The only change was that the wave going through the middle of the logo became more of a swoop. The rebranding campaign was met with a lot of confusion among the existing customers. Moreover, the new logo has been described as looking impersonal and resembling a “discount” or “on-sale” sticker. If your company needs logo design help Contact Us today. However, the new logo was met with great criticisms. Which of the three do you think is better? Once they had created this new logo, they created more to look like different smiles under the campaign of “One identity; multiple emotions.” Unfortunately, no one quite got that branding strategy either. The outcome of this rebranding was a huge discussion on the Internet, with other football clubs mocking the new crest on Twitter. Could they have stopped halfway in that process and ended up with the same outcome? And, when simplifying your logo, ensure that is doesn’t become boring. Why?” The Gap is a pretty iconic logo to change. The first redesign in 24 years. Borrowing the .co from Colombia, Overstock.com completely lost its company identity. In 2010 Comcast made the decision of changing names, hoping to show the customer that they had overcome their customer service issues. The result was a debacle for the Tropicana reband effort spelled disastrous consequences for farmers and the company. [Related Article – The Best and Worst Coronavirus Ad Campaigns of 2020 ]. Since their industry is in design and art, you would probably expect an amazing new logo. The second that navy square became a tiny thing in the corner, customers lashed out and demanded a change. Nothing else to add, but that is simply boring if you ask us…. By changing the brand identity Comcast’s hope was that people would quickly forget their previous negative experiences with the brand. The iconic Pepsi Globe traces its roots to the 1940s but it was only in 2008-2009 that the design received its current look, which was developed by designers from Arnell Group (New York). It’s sometimes better to simplify or improve an existing logo. Here i would like to share few more logo prices. At the moment, the new logo is only being used for internal purposes. Pepsi Campain 1997. During 2014, DeviantART felt the need to change its logo. Dodge Viper Logo: Daffy Duck. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it allows us to learn from past mistakes. The logo was an attempt to be modern but ended up looking too urban, too young, and not representative of London where the Olympics were being held that year. In 2009 the sweet chocolate confections company Hershey’s (or more formal: The Hershey Company) decided to rebrand itself. Ask first if there is a need for changing a logo, as modifications are risky, but may not always be necessary. Titan Web Marketing Solutions provides insurance agency marketing services to agencies all throughout the United States. From the companies we’ve looked at, plenty of them have succeeded in recreating their brand. However, with their rebranding campaign, WW left its customers confused. Consignia, the new name, was difficult to pronounce. Hershey’s failed in their rebranding campaign. Arnell, the agency responsible for the logo update has a 27-page design strategy behind the logo that refers to the renaissance, the golden ratio, earth’s gravitational pull, and so many other scientific reasonings to create the perfect “breathtaking” angle. In this article, we focus on well known brands that decided to rebrand and the unexpected outcomes as a result. Pepsi had paid over a millions dollars to create a new special logo with secret occult meanings. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. On the last day of this campaign, everyone was expecting an outstanding new logo. With the 2008 recession, RadioShack and many other shops were struggling to survive. Try to look at your logo from different perspectives. However, they moved on, … If you need a reputation fix, you need a strategy change, not a name change. The Pepsi logo contains circle with the top half is red, the bottom half is blue, and a wavy white line runs through the center. Its new logo was perceived with quite the amount of critique and jokes on the Internet. In 2017, they redesigned their logo again, which you can see below. As obvious as it may sound, a rebranding campaign may not be sufficient to restore one’s reputation. After only 6 months Kraft decided to go back and simply make some small changes to their old classic logo. On October 6 2010, GAP unveiled their new logo. What can we learn from this example of the Oxford Dictionary rebranding failure? The company removed the word “Cola” from its logo, and it was never used since then. The strategy behind the logo rebrand didn’t stop with their scientific reasonings, though. Some have speculated the GAP rebranding was so bad it was a PR stunt. Inc., the web service provider that is not so famous anymore tried to gain back its customers in 2013 by chaning its logo. The biggest problem on the 2009 new logo for the TV channel Sci-Fi was not about the design nor the color…. What can we learn from Kraft’s rebranding fail? Thus, logos need to provide a clear link to the industry the company is in, with relatable elements to the brand. The fruit was replaced with an orange-colored liquid in a glass. But instead of coming up with something more original, they decided to go with a misspelled version of their name. Many reported that the new packaging looked like a generic or store brand, not the premium product Tropicana advertises to be. Apart from it being unnecessary design changes, the new Mastercard Logo also confused consumers. The Pepsi logo as we know it today is a textbook illustration of all modern design trends. As you may know, a logo must represent a company in its vision and strategy. Furthermore, the lack of a structured PR campaign around the new Royal Mail logo made it difficult to follow. And, in case you do decide on a change, only add/eliminate elements that make sense. In just 6 days, The Gap reverted to their original logo design, and all was well again. The old logo gave the company a nice and silicon valley vibe look. Before, the corporate name was prominently placed in the front and center. BP could have found a better message to deliver to their customers, that would not appear as fake. Declaring the winner in this battle is a tough call because, if you ask a Pepsi fan which is better, they will display brand … With department stores all over the world, GAP is an international clothing retailer. It started off as classic steeple of the American market, and developed into a global operator in the beverage landscape. It has been estimated that the development of the new logo cost BP $211M…. A logo swap usually doesn’t result in people forgetting a history of bad practices. The reaction was swift and unequivocal. As already said, erasing an iconic element from the brand logo may confuse your customers. What do you think of the 2012 Olympics logo? Black & Decker is a well-known international company that sells power tools. The US-based web service company AOL changed its name to Aol. NBC Universal is a mass media entertainment company. When Schweppes Tonic water launched its product in Italy, it was … The SciFi channel’s decision to rebrand themselves wasn’t a bad choice. When your brand has a bad reputation, you need to do a lot more than change your name. Changing it completely can alienate them, so maintain iconic elements on your logo! Back in 2017, its mother company, Mozilla, decided to change the Firefox logo. With this move, the company wanted to portrait a renewed green growth mission. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. This rebranded logo resulted in a strong negative criticism. After a short while, Royal Mail decided to go back to their old name and logo design, and leave Consignia on the side. However, this rebranding attempt got met with great criticisms. Moreover, such an element clearly does not give any hint of the company industry. It contains one calorie per eight-fluid ounce [230 ml] serving. Moreover, the design looks like a mix of different already existing logos. British Petroleum chose to incorporate Helios, the Greek god of the sun as main element in its new logo. As a consequence, fortunately, the logo was withdrawn and changed again. If they act out at your branding, figure out what it is they connect with and strengthen that bond. Nevertheless, sometimes one’s reputation cannot be restored. No one can argue that in the football world, tradition and identity are two crucial factors in loyalty. Especially when it regards an important company that has a diverse clientele, it is of even bigger importance to use simple, explanatory words. Possibly. Surprisingly, Pepsi was able to overcome the great social media backlash from this failed commercial that gained nothing but critique. But what happens when that brand is recreated? Just as an anecdote: in 2010 they were responsible for the largest marine oil spilling in history. They ended up with a logo that could look like a smoking poop. What can we learn BP’s new brand identity? Some of the main reasons for a company to go through a rebranding are; internationalization, consolidation of a brand, a bad reputation, or a new CEO. What can we learn from this example of a rebrand fail? However, this rebranding campaign just meant writing the brand name in a simpler way, with the traditional checkmark moved to the end and displayed slightly smaller. PwC is a company that offers professional accounting and tax services, and they are among the biggest firms in their field, including Deloitte, Tohmatsu, Ernst & Young, and KPMG. Every four-year Olympic games are held in a different nation. What Seattle’s Best Coffee however did not think of, was that for many people their new logo did not refer to a coffee company, but rather a blood donation center. The new campaign was supposed to target men, however, the results turned out to be quite horrendous. Usually, when it comes to the design of a city logo there is decided upon a classic, heritage based concept. It can have different meanings in other cultures or languages, of which some may be hidden meanings for the new generations. 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. The company decided to replace the iconic triangle with a simple dot. And some may have just been joining in on the logo hate for the sake of being cool and fitting in. Is it best to always stick to the classics? What can we learn from Yahoo!s rebranding fail? Even though the logo change wasn’t perceived with sole enthusiasm, the company has been using the new logo up until now. For one, don’t change all your branding elements all at once (logo, packaging, message, typography, etc). Since after all, changing the name of a company does not change its reputation! They chose for a more minimalistic look, which they thought would be perceived fresh and simple. Tags: pepsi-cola, soft-drink, pepsi-man, logo, fail Pepsi FAIL Hoodie. What can we learn from Mastercard’s rebranding fail? These cookies will be stored in your browser only with your consent. It takes a certain kind of genius to market a brand effectively. Therefore, try to restore this reputation first, and then change the name and/or logo. Try to avoid being too pushing through on an image that does not fit your company. What can we learn from the Animal Planet brand identity change? What can we learn from this example of a rebranding fail? Therefore, a petrol company should be very careful if it aims to appear environmentally conscious. Interestingly enough some of the elements are strangely similar to the Beats by Dre company logo. They actually developed a marketing campaign around it, with a new design being revealed every day for a whole month. Remember also that it must be easy to read. A rebranding fail may be more common than once thought. Simple and up-to-the-point, the emblem fits any carrier, from mobile apps to T-shirts. Fail of the Year: Pepsi's 'Jump In' The Kendall Jenner-starring ad, intended to promote unity, achieved almost the exact opposite of its goal, plunging the brand to its lowest consumer perception levels in a decade. If you’d ask us this is one of the most horrible rebranding choices possible, as “Radioshack The shack” does not make any sense. Not the best marketing for a long-lasting company. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. What can be learned from Black & Decker’s example of a rebranding fail? A city’s logo usually shows the heritage of the city. Many of them even had to close down their stores. Pepsi One was a Pepsi cola flavor that was released in October 1998 in the United States. You can help Logopedia by uploading it here. What can we learn from this rebranding failure of NBC? Originality is a must; do not copy from other brands. But… British petroleum is everything but green. The Back to the Future Trilogy, which grossed nearly $1.3 billion in ticket sales worldwide, is not, by any means, a cult classic and the goodwill surrounding the beloved series could have easily extended to the soft drink giant. Tropicana’s estimated sales dropped as much as 20% before they reverted back to their familiar design. The beverage company, Tropicana, decided in 2009 to rebrand all elements of their well known product and packaging at once. Pepsi spent $1 million to tilt their logo slightly on its axis in 2009 and in doing so caused all sorts of mean responses with some saying it resembled an Globe Icon An icon of the world globe. in 2009. The DVD rental company Redbox changed its brand logo in 2017. What can we learn from this example of global logo failure? The new design does not focus on the most important part which is the company name itself, but instead, they added a new visual element that has no direct relation to the company identity. Pepsi’s first logo used in 1898 included a splashy, difficult-to-read font that was gradually tweaked over time to make it stand out more. What can we learn from PwC’s example of a rebranding fail? Do not complicate your logo just for the sake of change. Complicate designs are difficult to recall. You agree that Klint Marketing using the information you provide to us to contact you about our relevant content, products, and services.