For one, the drastic rebrand made them unrecognizable. The outcome of this rebranding was a huge discussion on the Internet, with other football clubs mocking the new crest on Twitter. 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. But opting out of some of these cookies may have an effect on your browsing experience. Avoid adding unnecessary elements. Even though Yahoo!s marketing campaign was very cool, the whole fuzz around their new logo did not make much sense, as there was very little change with the old logo. It contains one calorie per eight-fluid ounce [230 ml] serving. They chose for a more minimalistic look, which they thought would be perceived fresh and simple. Informacijad sen andmusiden lehtpolelpäi om anttud alemba. As a consequence, Kraft, with almost 100 years of tradition designed a logo that fails to explain their identity. But that’s exactly what Comcast did when they realized they needed to do something to save themselves from negative customer opinions. The biggest problem on the 2009 new logo for the TV channel Sci-Fi was not about the design nor the color…. Thus, logos need to provide a clear link to the industry the company is in, with relatable elements to the brand. By changing the brand identity Comcast’s hope was that people would quickly forget their previous negative experiences with the brand. What can we learn BP’s new brand identity? Logo Fail #14: Encebe Logo Fail #15: Deccan Logo Fail #16: Office of Government Commerce Logo Fail #17: Pepsi Logo Fail #18: Kudawara Logo Fail #19: Hasc Center Logo Fail #20: SafePlace Logo Fail #21: Mont-Sat Logo Fail #22: London Olympics Logo Fail #23: Junior Jazz Dance Classes (2 juniors dancing or a femail body?) What can we learn from GAP’s rebranding fail? PepsiCo employed the help of the eccentric designer, and whom some call crazy, Peter Arnell of the Arnell Group for the job.. Secondly, they underestimated the emotional connection their customers already had to their original brand. Nevertheless, sometimes one’s reputation cannot be restored. As the name suggests, Oxford Dictionaries is a company that operates in the dictionaries industry. When designing a new city logo, its tradition must therefore be clearly visible. Therefore, they decided on launching a new campaign together with the marketing department to bring the sales back up. The SciFi channel’s decision to rebrand themselves wasn’t a bad choice. Many reported that the new packaging looked like a generic or store brand, not the premium product Tropicana advertises to be. As you may know, a logo must represent a company in its vision and strategy. In 2010 Comcast made the decision of changing names, hoping to show the customer that they had overcome their customer service issues. It was, in fact, an invention of his creator who began to attack Italian cities with stickers on a yellow background with A-Style logo (an example of guerilla marketing), followed by other cities including Miami, Moscow, and London. In 2012 Vincent Tan bought the Cardiff City Football Club. Their assumption: people associated Mastercard with the two colored circles. While sometimes a new design can be seen as a good option, in this case, it turned into a leap into the void. But a completely a new logo doesn’t appear to keep step with the team’s historical claims. Every business has to have a brand created for them at some point in their existence. This change created outrage among loyal customers. When you decide to rebrand, always remember which business you are operating in, and what the expected future of it is. It may have worked for a while, but Xfinity has only seemed to adopt Comcast’s reputation. Pepsi's failed commercial: why your marketing team should be listening Published on April 5, 2017 April 5, 2017 • 5,216 Likes • 435 Comments Also, if you have it, remember to show your heritage in your logo. Its new logo was perceived with quite the amount of critique and jokes on the Internet. Since after all, changing the name of a company does not change its reputation! Various Pepsi logos since its beginning As we can see, Pepsi logos between 1898 and 1940 are somewhat similar, and so does swirling red, white and blue shapes between 1950 and 2008 Beginning from 1960s Pepsi was no longer “Pepsi-Cola”. Why?” The Gap is a pretty iconic logo to change. This rebranding was perceived with a lot of mixed feelings however. You also have the option to opt-out of these cookies. A rebranding fail may be more common than once thought. The new logo only led to confusion. On the wave of fans singing “we will always be blue” during every home game, the club eventually went back to their traditional 1927 bluebird crest. Unfortunately, multiple changes in the company’s name cannot completely restore your reputation. Among all the football teams in England, Leeds United is worth mentioning since their logo change created a huge negative online backlash. Ask first if there is a need for changing a logo, as modifications are risky, but may not always be necessary. Pepsi One was a Pepsi cola flavor that was released in October 1998 in the United States. What can we learn from this example of a rebrand fail? 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. However, the new logo was met with great criticisms. in 2009. A logo swap usually doesn’t result in people forgetting a history of bad practices. At the moment, the new logo is only being used for internal purposes. Hershey’s failed in their rebranding campaign. Several years ago, I was involved with the re-design of the Pepsi logo by the Arnell group. BP could have found a better message to deliver to their customers, that would not appear as fake. Just a few of these were that the new logo was difficult to read and understand. That may be one of the reasons why Pepsi has kept using the logo on their products to this day, even though there was such critique on it. So while you may think some of these were a success, the majority of people would say otherwise. Old companies have iconic logos that everyone can recall. They opted to keep the intersecting circles and focus on the removal of the company name. If they don’t understand the thought process behind it or the money that went into it (anyone remember the Tennessee logo outrage? This was not the case for the rebranded logo of Cottbus, who developed a difficult-to-explain design in 2008. The first redesign in 24 years. 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. By adding new elements to these circles, the recognition would still stick. Pepsi’s most recent logo is one that didn’t fail due to how it looked, but rather due to the market’s confusion over the price tag and strategy behind it. If you didn’t see the original logo side by side with the new one, you may not even realize there was a change. NEW YORK (YouTube.com/AdAge) -- Pepsico's Tropicana brand is junking the new orange juice package design it only just launched weeks ago. We also use third-party cookies that help us analyze and understand how you use this website. The result was a debacle for the Tropicana reband effort spelled disastrous consequences for farmers and the company. Do not worry, we also added some advice on how to avoid making the same mistakes. Especially when it regards an important company that has a diverse clientele, it is of even bigger importance to use simple, explanatory words. The logo changed from an easy-to-understand logo with only the elements that point to their identity; to a plain logo consisting of one figure of an elephant, with no relation to the brand. Simple and up-to-the-point, the emblem fits any carrier, from mobile apps to T-shirts. And, in case you do decide on a change, only add/eliminate elements that make sense. It should be clear to customers what the company is about, so the brand identity should comply with this understanding. Firefox is among the most loved and used web browsers. It is best to involve their opinions in the change, and else only just try to simplify it. Not the first thing you want to think about when you buy chocolate . What can we learn from this example of a rebranding gone wrong? After 5 months of hard work, Pepsi’s designers came with a new logo. 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. To judge for yourself the thought process behind the logo update, read through Arnell’s “breathtaking” design strategy. What can we learn from this type of example of rebranding? Inc., the web service provider that is not so famous anymore tried to gain back its customers in 2013 by chaning its logo. The actual orange became less obvious as its only reference was moved to the cap of the juice container. What can we learn from the example of Xerox’s rebranding efforts? What can we learn from Redbox as a rebranding campaign gone wrong? 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. Not so scary after all. On October 6 2010, GAP unveiled their new logo. Furthermore, the lack of a structured PR campaign around the new Royal Mail logo made it difficult to follow. As already said, customers may be emotionally bond to logo design. Sometimes an attempt to attract a new audience may result in a huge failure, by making people perceive it in a completely different way. Nothing else to add, but that is simply boring if you ask us…. Changing the entire name in just one letter is not really explanatory. The new message focused on that the juice was freshly squeezed, accompanied by the campaign “a squeeze is natural” displaying families hugging. As already said in the Leeds United crest, football fans are emotionally bonded to the team colors. They ended up with a logo that could look like a smoking poop. 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. Third, people tend to hate what they can’t understand. What can we learn from this example of global logo failure? The web platform DeviantART was made for artists to post their works, share it with other artists, and hereby boost their creativity. The original script logo for Pepsi was created by Caleb Bradham, the company founder, around 1903. Do not add unnecessary or old-fashioned elements in your new design. Always ask yourself if your company even needs a rebrand. Maintain your colour palette, and only improve the logo if needed. What can we learn from this rebranding fail? Apparently, Syfy, the new name for the sci-fi TV channel, is also a synonym for sexual disease in Poland. This field is for validation purposes and should be left unchanged. RadioShack decided to change its name from RadioShack to “The Shack”. How often have we seen companies take themselves too seriously and miss the mark on rebranding? But in Jan 2009, the company decided they needed an image makeover––a full rebrand. The beverage company, Tropicana, decided in 2009 to rebrand all elements of their well known product and packaging at once. Mastercard has had one of the most globally recognized corporate logos in history. Viewed upside down, it looks like Daffy Duck. In 2012 the Olympic games were hosted in London, UK. Every four-year Olympic games are held in a different nation. 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”. Orange juice has had an interesting ride through the years. Be also aware that sometimes changing a logo too much could result in losing the brand identity and even protests. by Cattermole Artwear When the logo for the 2012 Olympics was released, it was believed to be universally hated by the world. Seattle’s Best Coffee is the second biggest coffee roaster in the USA, second only to Starbucks (which actually acquired Seattle’s Best Coffee in 2003). During 2014, DeviantART felt the need to change its logo. In just 6 days, The Gap reverted to their original logo design, and all was well again. What can we learn Deviant Art’s example of a rebranding nightmare? There is no way to tell if everyone hated it, but plenty of hate rose up over the logo to show it wasn’t widely accepted. After 5 months of hard work, Pepsi’s designers came with a new logo. What are the takeaways from the Royal Mail rebranding fail? Tradition is essential when designing a logo for a football team. 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. However, with their rebranding campaign, WW left its customers confused. It has been estimated that the development of the new logo cost BP $211M…. Moreover, the new logo has been described as looking impersonal and resembling a “discount” or “on-sale” sticker. With its rebranding campaign, Seattle’s Best Coffee wanted to give the company a new look. 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. While the strategy behind it may have been a good idea, it doesn’t work if your audience doesn’t connect or recognize it. If your insurance agency needs digital marketing help Contact Us today. The new marketing was only targeting men, with the main slogan being “It’s not for women”. Tropicana’s estimated sales dropped as much as 20% before they reverted back to their familiar design. Copying from other designs can result in a disaster. Klint Marketing uses the information you provide to us to contact you about our relevant content, products, and services. Adding unnecessary elements to the Kraft logo design is almost never a good idea. [Related Article – 44 Companies started in a Recession ]. Below is an example of a rebranding effort taking itself too seriously: Staples logo changeStaples: the office supply and back to school retailer goes all-out Michael Bay / Hollywood to unveil a logo that looks pretty much the same: No matter the reason for a company rebrand initiative, you should always be aware of in order to avoid a “rebrand fail“: If you have decided that your company needs rebranding, then you should be aware of how others have navigated their journey. A brand is what a business stands behind for their target market to connect with and recognize them. It looked like a cheap generic brand that was too far from the recognizable product consumers regularly purchased. Always investigate what your loyal customers think about it. Over the years, Pepsi’s logo evolved and changed with the times. We cannot stress it enough: originality is a must, and you should avoid adding unnecessary elements. What can we learn from Yahoo!s rebranding fail? What can we learn from Hershey’s rebranding fail? What can we learn from this rebranding failure of NBC? However, they moved on, … This new name did not resemble the area of expertise well. Apart from it being unnecessary design changes, the new Mastercard Logo also confused consumers. Customers just want to perceive a brand as it is, not a failed attempt to appear like something else. However, what did they came up with was just an unnecessary slicing of the brand name that makes the logo difficult to read. As obvious as it may sound, a rebranding campaign may not be sufficient to restore one’s reputation. It takes a certain kind of genius to market a brand effectively. Nece fail om Wikimedia Commons-späi i se sab kävutada toižiš projektoiš. The 1940’s version of the Pepsi logo is great, and I wish they’d stuck with it. Moreover changing too many brand elements at one time can scare your most loyal customers away. And fourthly, some people will just like to hate on logos and rebrands for no reason other than that they can. Notably, this logo was described as many in the design world as “the worst Olympic logo since 1924.”. Remember also that it must be easy to read. What Happened?Consumers failed to recognize the product on the shelves which led to a loss in sales. Is it best to always stick to the classics? They had been doing good for 120 years and were renowned for their traditions. We'll assume you're ok with this, but you can opt-out if you wish. It’s no wonder they are slowly disappearing from existence. The problem was that people didn’t recognize the new Tropicana brand. By using this form you agree with the storage and handling of your data by this website in accordance with our Privacy Policy. And bad. Tags: pepsi-cola, soft-drink, pepsi-man, logo, fail Pepsi FAIL Hoodie. Pepsi has been in the spotlight for making risky moves with its advertising and branding, and has even been called tone-deaf. Therefore, after some time the company decided to change its name to ”PwC” which was easier to remember, and still had a clear link to the company history. So when customers went shopping for orange juice, they picked from Tropicana’s competitors. Or, simply focus on listening to your customers to avoid drastic changes in your visual brand identity only to dump a bad reputation! The name of your company must be explanatory of your company’s area of expertise. [Related Article – The Best and Worst Coronavirus Ad Campaigns of 2020 ]. Declaring the winner in this battle is a tough call because, if you ask a Pepsi fan which is better, they will display brand … Ümbrikirjutand Pepsi logo 2008.svg Here are 7 brands who failed at rebranding themselves and what they did wrong. In early 2015, Pepsi One alongside Pepsi Next was later discontinued. This website uses cookies to improve your experience. Cottbus’ new logo was a mix of a broad color palette shaped without a distinct form, and hence was met with a lot of confusion. Required fields are marked *, Growth Secrets: FREE Growth Hacking Events. Very interesting and informative post. In 2014, they decided to change the logo. However, the brand could also have put more time and energy into improving customer support, company structure, or internal practices. Tropicana is a well-known brand popular for their straw sticking out of an orange. Which of the three do you think is better? Many of them even had to close down their stores. Every team crest has a classic design. After a while, Blackwater decided to change its name first in Xe Service LLC and finally in Academi. Changing important parts of the logo has a big chance of resulting in confusion among your customers. Nevertheless, WW decide to keep its new name until today. From the companies we’ve looked at, plenty of them have succeeded in recreating their brand. However, newer markets are not eager to buy up their products. Try to look at your logo from different perspectives. Unsurprisingly, the new logo led to much confusion. But it absolutely did not catch on — in fact, it completely bombed — and the story of why Crystal Pepsi failed is a weird one that involves consumer anxiety, mind games, sneaky competitors, a bit of corporate sabotage, and Nazis (for real). Dr. Pepper saw its sales for the diet beverage fall over time. 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. In 2001 the Royal Mail in the UK caught the idea of changing its name and logo. The new logo was seen as a downgrade, with an element added that people did not get (the purple dot), and the letters ‘db’ making it complex and fuzzy to read. However, PricewaterhouseCoopers used to operate based on a long tradition and a loyal customer base. Pepsi had paid over a millions dollars to create a new special logo with secret occult meanings. As an old brand, RadioShack can’t seem to revitalize themselves to succeed in the midst of sellers like Best Buy, Apple, Amazon, Verizon, and so many others. Just as an anecdote: in 2010 they were responsible for the largest marine oil spilling in history. These cookies will be stored in your browser only with your consent. 1973–1987. And, always ask yourself if your company really needs a change! 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. What can we learn from the rebrand failure of Pepsi? The company has been focusing on losing weight as its main motto. An SVG version of this logo is recommended but not required. Looking at both logos, the old one was easy to understand and consisted of elements that were easily relatable to the brand name. That being said, the many claims they have gotten did turn into one of their favorite sources of entertainment. The main criticism given was: why change? 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. 13 Successful Corporate and Failed Bad Logos Designs. It was marketed in the United States as an alternative cola to regular Pepsi and Diet Pepsi (Classic Sweetener Blend). You agree that Klint Marketing using the information you provide to us to contact you about our relevant content, products, and services. Mastercard walked its new logo back quite a bit. The logo most people associate with this beverage debuted in the 1940s during World War II. All at once, they had changed their logo, packaging, message, and typography. This rebranding campaign was therefore met with great disappointment. In 2011 the US-based online retail company Overstock.com Inc. made a major change to its brand by changing its name to O.co. You may unsubscribe from these communications at any time. So what went wrong? Try not to do the same mistakes and contact us at Klint Marketing! So when it comes to rebranding your business, it’s all about knowing your audience and how they will respond. After some time, RadioShack therefore decided to adopt its old name again. The second that navy square became a tiny thing in the corner, customers lashed out and demanded a change. What can we learn from the Animal Planet brand identity change? Pepsi Airs First New Ads Since Switch to TBWA Arnell's Competitors Hate the New Pepsi Logo Pepsi's New $1 Million Logo Looks Like Old Diet Pepsi Logo; Why Arnell's Peapod Electric Car Launch Will Fail The new logo includes only the brand name and a little blue box on top of the last letter. Surprisingly, Pepsi was able to overcome the great social media backlash from this failed commercial that gained nothing but critique. Tags: drink, generation-next, pepsigenerationnext, next, generation Generation Next Hoodie. Be original. Even though the logo change wasn’t perceived with sole enthusiasm, the company has been using the new logo up until now. Nike spent only $35 for its logo in … Excluding specific people is never a good idea! What can we learn from this example of a failed effort to rebrand? No one can argue that in the football world, tradition and identity are two crucial factors in loyalty. But… British petroleum is everything but green. The only change was that the wave going through the middle of the logo became more of a swoop. Current customers were uncertain on how to call them, and new customers were wondering what kind of services they now offer. Black & Decker is a well-known international company that sells power tools. After having had the same logo for 70 years, the oil company British petroleum decided to change its logo in 2000. Sometimes, logos need a makeover. The reaction was swift and unequivocal. I was given seven final 2D designs and created 3D models that morphed into each other in … With this move, the company wanted to portrait a renewed green growth mission. In its attempt to attract a more diverse clientele with this rebranding move, RadioShack completely missed the mark. Titan Web Marketing Solutions provides insurance agency marketing services to agencies all throughout the United States. Here i would like to share few more logo prices. 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”. This logo change created nothing but confusion among the long-lasting customers who had an emotional bond with the old brand logo. What can we learn from this example of the Oxford Dictionary rebranding failure? It is mandatory to procure user consent prior to running these cookies on your website. *Martech - Setting up Marketing Tech Stack & Automation.Creativity - Creating Branded Content & improving Content Strategy to Drive Conversions.Business Consultancy - Looking for Mentorship, Workshops, or other Consulting Services.Lead generation - Need to Increase Traffic to Website & Generate Leads to Drive Sales.SoMe & Ads - Managing Targeted Ads, Remarketing, & Content to Increase Engagement.PR & Amplification - Building Backlinks and Referral Traffic to Boost Site Authority.Marketing Department - Need to Build a Marketing Department or Support an Existing One with a Wide Spectrum of Services.Other. Always keep in mind the emotional bond that customers have towards your logo. Most people have a hard time understanding why Pepsi spent a million dollars for their existing logo to simply be tweaked. Back in 2017, its mother company, Mozilla, decided to change the Firefox logo. Avoid changing an iconic element into something simple. In 2011 the company decided to move along with a new logo that completely erased the iconic elements, leaving only the written name of the company. Your email address will not be published. The company eventually made a new logo but kept the 2016 design for corporate communications. NBC Universal is a mass media entertainment company. They needed to trademark their name and couldn’t. Consistent presentation of a brand has seen to increase revenue by 33%. Description. Moreover, such an element clearly does not give any hint of the company industry. Titan Web Marketing Solutions based in Murfreesboro, TN provides Professional Logo Design Services to businesses throughout the United States. Our advice is hence: never go for something too complicate when designing a city logo. If you change your company name, try to keep it easy to understand for both your current, and new customers. 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. The new one looks more like a headphone company logo. After only 6 months Kraft decided to go back and simply make some small changes to their old classic logo. This rebranded logo resulted in a strong negative criticism. The retail company with shops mainly in the USA and Puerto Rico, JCPenney is well known. More than anything, people were confused about what was happening. In November 2020, PepsiCo is releasing an … And, when simplifying your logo, ensure that is doesn’t become boring. After a short while, Royal Mail decided to go back to their old name and logo design, and leave Consignia on the side. The logo design needs more than one look to be understood and definitely does not look like an Olympic logo. It may have been this suddenness that made everyone cringe and cry “ew, no! The Pepsi logo as we know it today is a textbook illustration of all modern design trends. This rebranded logo resulted in a strong negative criticism. Some customers went a little overboard, saying they would never buy Gap clothing again. The DVD rental company Redbox changed its brand logo in 2017. Customers have an emotional bond with logos, even small changes to the design could result in confusion. Before, the corporate name was prominently placed in the front and center. With the new elements being difficult to understand, and not providing a proper explanation of the company, the new logo was a disaster. Comcast was an American cable operator company, which turned into one of the most hated customer services in the United States. This category only includes cookies that ensures basic functionalities and security features of the website. Possibly. During 2008, the bank company Capital One made the right decision of trying to give a new look to the logo design. Not even 6 days later the company decided to go back to the old logo design. It is worldwide renowned for its iconic peacock look-alike colorful logo. As was the case for other rebranding campaigns as well, always remember to look at your new logo from different perspectives. For Fern Miller, chief strategy officer at DigitasLBi, Pepsi failed because it didn’t reach out to protest groups. Complicate designs are difficult to recall. Do you want more information or help with a rebrand? ), they just won’t accept it. Always ask your target group about a change of name. What can we learn from Mozilla Firefox’s rebranding fail? But instead of coming up with something more original, they decided to go with a misspelled version of their name. Moreover adding extra elements feels unnecessary. Pepsi Campain 1997. The new logo completely differs from the old one; the only consistent element is the color palette. What can we learn from Kraft’s rebranding fail? Some have speculated the GAP rebranding was so bad it was a PR stunt. The Pepsi logo apparently contains references to the Parthenon, the Mona Lisa, the golden ratio, the relativity of space and time, and magnetic fields. 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. What can we learn from Mastercard’s rebranding fail? In 2015, Mastercard decided to try to improve their logo design. Try to avoid being too pushing through on an image that does not fit your company. When you want to develop a marketing campaign around your new logo, keep in mind that your customers expect a perceivable change from previous logos. On the last day of this campaign, everyone was expecting an outstanding new logo. We are seeing this again during the COVID-19 pandemic, that brands are trying to use these large-scale events in their advertising. What do you think of the 2012 Olympics logo? 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 Sears decide on changing its logo in 2019 in the hope of boosting their sales. What can we learn from Comcast’s corporate visual identity change? Do not complicate your logo just for the sake of change. You can help Logopedia by uploading it here. What can we learn Overstock.com’s failed rebranding campaign? What can be learned from this example of Dr. Pepper’s failed rebranding campaign? The strategy behind the logo rebrand didn’t stop with their scientific reasonings, though. What was this company: toothpaste or mail delivery? 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. With department stores all over the world, GAP is an international clothing retailer. The A-style logo was born well before the line of clothing – designed in 1989 and marketed in Italy since 1999. Fans even made a petition to change back to the old logo. And rather than show the usual outside of an orange, Tropicana decided to show the actual product, a clear glass full of orange juice. In the main effort of giving the company an international look, Tan decided to change the logo from its traditional bluebird to a more appealing red dragon that refers to the Welsh heritage. The private security company Blackwater Worldwide gained a lot of negative coverage after an incident in 2007 in Iraq, where 14 civilians were killed during an operation. What can we learn from the failed SYFY logo evolution? As a consequence, fortunately, the logo was withdrawn and changed again. And third, in an attempt to look modern, they made themselves look cheap. If your company needs logo design help Contact Us today. The rebranding campaign was met with a lot of confusion among the existing customers. Known since 1994 as “the copier company”, Xerox is an expert in its area. Do not change your name in something that may alienate your customers. The new logo reads “Moz://a” which creative director Tim Murray commented with: “Because it has a portion of URL embedded in the middle of the logo, you know this must be some kind of internet company.”. What they did was keeping the original logo and adding an element next to the name. Changing these elements is therefore a bad rebranding choice. 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. Rather, emphasize the target group, without leaving the others out. Consignia, the new name, was difficult to pronounce. With the 2008 recession, RadioShack and many other shops were struggling to survive. If your company is in the oil industry and produces the majority of pollution in the world, it is a tough shot to make the design resemble an environmentally conscious brand. A company’s logo is the most powerful part of their corporate identity. This new logo does not necessarily display any originality, as the added element closely resembles the Airbnb logo. 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. Necessary cookies are absolutely essential for the website to function properly. 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. 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). Not the best marketing for a long-lasting company. Is it a smart move or detrimental one? Pepsi has a long history of rebranding since its main competitor is one of the most well-known companies in the world. In this article, we focus on well known brands that decided to rebrand and the unexpected outcomes as a result. This classic image was to portray the fact that their orange juice is 100% juice. Since their industry is in design and art, you would probably expect an amazing new logo. Pepsi on the other hand, started out with a logo very similar to Coca Cola’s. 35 rebranding fails and what we can learn from the mistakes of others. What those who aren’t in the design world often fail to realize, and reasonably so, is that the price tag for a logo isn’t for the final product but rather for the thought and time that goes into its creation. Dodge Viper Logo: Daffy Duck. By using this form you agree with the storage and handling of your data by this website in accordance with our. 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. In 2009 the grocery manufacturer company, Kraft, changed its logo to give the company a new look. Knowing they needed to find a way to compete, they tried to rebrand themselves as “The Shack” while pairing their campaign with Shaquille O’Neal, otherwise known as “Shaq.” Their attempt at being a modern brand failed. The US-based web service company AOL changed its name to Aol. 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. The newly added swoosh with gradient color really does not give a fresh look to a company that bases all of its industry on trust and reputation. by R_evolution_GFX $45 $35 . Therefore: really do question if a rebranded logo is even necessary! Some perceived it as difficult to read, besides it was considered too simple in its design. Sometimes there is no need to change a logo if it works. The company removed the word “Cola” from its logo, and it was never used since then. 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. Listen to your loyal fans and avoid unnecessary changes. Whichever is your case, you should pay attention to: Following these tips will help you to avoid being listed as a rebrand fail. Changing it completely can alienate them, so maintain iconic elements on your logo! What can we learn from the Cottbus rebrand fail? A concise red and blue circle with a white curvy stripe makes you think of a happy, smiling face. However, Tan decided to not make it a complete return of the logo, by leaving a small figure of the red dragon at the bottom of the old logo. What can we learn from this example of Sears attempting to rebrand? “Corporations like PepsiCo need to over-index in how much they worry about the outside world perceiving them yet somehow there’s stil a sense of tunnel vision,” she explains. It started off as classic steeple of the American market, and developed into a global operator in the beverage landscape. 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. 7 Terrible Rebranding Failures Your Business Can Learn From So was all that thought process pointless? This logo was only used on cans along with the 1967 Pepsi logo until 1973. Logos communicate with consumers and users on a personal level, affecting the market’s opinions towards the brand on a psychological level. What can we learn from JCPenney’s attempt to rebrand itself? Design a new logo that doesn’t throw out a long positive history. These cookies do not store any personal information. When sales dropped by 20%, Tropicana realized their brand was in trouble and reverted to their original branding by the end of the next month, throwing away their 35 million dollar investment into the rebranding campaign. Fizzy water for your ... toilet? When a rebrand it is done right, the company will see an increase in sales from new and existing customers. Especially in the current environment, where equality and diversity are standing strong, this campaign was perceived as sexist, and excluding women. Therefore, try to restore this reputation first, and then change the name and/or logo. And some may have just been joining in on the logo hate for the sake of being cool and fitting in. Therefore, a petrol company should be very careful if it aims to appear environmentally conscious. While “the Shack” may sound more modern, it doesn’t sound like a place you’d want to purchase high-quality electronics. Hoever, the chosen logo was just a slight change from the old one. If you need a reputation fix, you need a strategy change, not a name change. So why pay a million dollars? When starting designing a new logo for a big company; don’t change it completely. In 2002 PricewaterhouseCoopers decided to change its name and logo to ”Monday”, which should resemble new and fresh starts. The redesign attracted the kind of … The creator of Crystal Pepsi says it's probably the greatest idea he's ever had — and its failure taught him an important lesson Richard Feloni 2016-07-07T13:45:00Z When your brand has a bad reputation, you need to do a lot more than change your name. After rebranding, Mastercard dropped its name on the logo. Tropicana unleashed their white packaging that removed the orange itself from the visuals. For some reason, JCPenney decided on changing its logo in 2011. It’s sometimes better to simplify or improve an existing logo. They actually developed a marketing campaign around it, with a new design being revealed every day for a whole month. Main Tag Pepsi Hoodie. 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. This website uses cookies to improve your experience while you navigate through the website. British Petroleum chose to incorporate Helios, the Greek god of the sun as main element in its new logo. A city’s logo usually shows the heritage of the city. What can we learn from PwC’s example of a rebranding fail? As already said, erasing an iconic element from the brand logo may confuse your customers. Logo designs have to recall the industry of your company. During 2008 RadioShack felt the need to change to appear appealing to younger customers. If they act out at your branding, figure out what it is they connect with and strengthen that bond. How did Pepsi perfect its logo? They changed their name to Xfinity in an attempt to make people forget how much they hated Comcast. What can be learned from Black & Decker’s example of a rebranding fail? 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. In 2010, the logo everyone knew and loved to be The Gap suddenly changed without warning. However, for the sake of learning, we are going to focus on the brands that failed in consumers’ eyes. What can we learn from this example of a rebranding fail? Moreover, the design looks like a mix of different already existing logos. And, as has been mentioned before, always wonder whether a rebranding campaign is even needed! You may unsubscribe from these communications at any time. In 2009 the sweet chocolate confections company Hershey’s (or more formal: The Hershey Company) decided to rebrand itself. Your email address will not be published. The company decided to replace the iconic triangle with a simple dot. Usually, when it comes to the design of a city logo there is decided upon a classic, heritage based concept. For this reason, both Coke and Pepsi put careful thought into the colors associated with their respective brands. Could they have stopped halfway in that process and ended up with the same outcome? Pepsi dropped the ball by failing to see the true marketing potential for the imaginary product and failing to make 2015 the Year of Pepsi. 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. Investigate what they expect and what they find appealing from your brand design. Yet, the new Pepsi logo came with a $1M price tag. Maintain your iconic elements, and only try to make your new logo easy to read and understand if you choose to change it. Adobe Premiere Video Editing for TikTok: a Guide. The fruit was replaced with an orange-colored liquid in a glass. Restore your reputation alongside spending money on changing a brand design. And they discovered the hard way just exactly how much their customers connected with the classic “GAP” over the navy square. 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. These usually only slightly evolve over the years. Interestingly enough some of the elements are strangely similar to the Beats by Dre company logo. A poor explanation for a well-known company that does not really need to explain its industry. But what happens when that brand is recreated? Originality is a must; do not copy from other brands. © 2020 Titan Web Marketing Solutions   |   Murfreesboro Web Design by Titan Web Marketing Solutions   |   Terms of Service & Privacy Policy. The television network Animal Planet completely changed its logo in 2008. The new campaign was supposed to target men, however, the results turned out to be quite horrendous. For each event, a different logo design is created to celebrate it. Yahoo! The old logo gave the company a nice and silicon valley vibe look. It would have been a good idea if the design did not look like coming from 30 years ago. A hand drawn red typeface. The telecommunication company Verizon changed its logo in 2015, as an attempt to take a fresh and original direction. Keep it simple and easy to remember. If you’d ask us this is one of the most horrible rebranding choices possible, as “Radioshack The shack” does not make any sense. In 2010, GAP changed the iconic logo that was emotionally bonded to every customer. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Two, sometimes it isn’t your fault if your rebranding isn’t as well received as you might have planned. With the effort of trying to erase this from the customer’s mind, the company changed the logo in 2008. In 2017, they redesigned their logo again, which you can see below. Leeds United failed in keeping this up with its redesigned logo. It can have different meanings in other cultures or languages, of which some may be hidden meanings for the new generations. FILE - The Pepsi logo is seen on a delivery truck Wednesday, May 30, 2012, in Springfield, Ill. What do you need help with? Borrowing the .co from Colombia, Overstock.com completely lost its company identity. However, RadioShack decided to keep both names on the logo. Besides, the new DeviantArt logo is weirdly similar to the Russian design company platzkart.ru. 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. However, this rebranding attempt got met with great criticisms. Sometimes the things you think are a cool design, could have different meanings for others…. If your old logo is iconic and easy to recognize you should maintain the important elements. What can we learn from Verizon as an example of bad rebranding? Make a logo easy to understand and to read. For one, don’t change all your branding elements all at once (logo, packaging, message, typography, etc). The company launched Tab Clear in what chief marketing officer Sergio Zyma described as a mutual destruction effort to fail -- and take Crystal Pepsi down with it. When Schweppes Tonic water launched its product in Italy, it was …