Far from us to be the authority on what is good and bad but we are going to take sides as we talk about Logo Redesign Projects, that (we perceive) have Gone Wrong.
Before we get going, we would like to give credit to the wonderful folks at Brand New, we have been following them for a long while now, and we just love their work and dedication.
Before we give some examples lets try to figure our some of the reasons a logo redesign can go wrong:
1. Decision by comity – something that has almost never brought anything good to life, most certainly not in the design world.
2. Overbearing client who thinks they know it all, especially design, but in fact do not know one bit.
3. Entrusting the project to somehow who might know design but does not know logo/identity design.
4. Not having enough money for the project.
5. Bad, unclear, or misguided strategy.
6. Trying to be all things for all people.
So here now are some logo projects gone wrong, if you have anymore do let us know and post something in our comments area.
We start with the Pepsi redesign which is now approaching 2 years in age. The branding folks at Pepsi will forgive us I hope, but what were they thinking about? really? Here is the before an dafter:
Another poor choice in redesign was the quarkXpress logo redesign that was so bad it was pulled off the shelves just shortly after it arrived, because customers really hated it: here is a link to the Adweek article about it.
We continue with something more recent from the world of Aviation, the new airline that is the by-product of the merger of United and Continental airlines. It was clear form the get go that the company will be called United and the logo will be that of Continental, but as so often happens in the hours, days and weeks past a merger the new logo “evolved”. It is not that we do not like it, it is more that we are eager to see if this is the end of the process of will there be more. Keep in mind, United changed it’s looks (not the logo) several times in the past 15 years.
Still in the “here and now” we look now at the new logo for iTunes. It is unclear yet what will the Apple devotees say about this as time goes on, but the question that is more asked about this project is WHY? Was the old logo so bad? Did you really have something to fix here? It seems to us that the answer to both is NO! It’s not that this new one is so bad, but it’s not such improvement either. All that said, it is worth noting that this new logo is a part of a larger redesign of the icons of the entire iLife suite.
Another logo change that made us ponder the thinking and resoning of the move was the last iteration of the AT&T logo, or should I say at&t as is in the new logo. The work here is divided to two areas, the “globe” and the typography. One can argue that the globe may have needed a new, more high-tech, look, but what was wrong with the type? Renewing how you look is great, doing ways with something just because it’s old, well that’s just not right.
And finally from the “what were they thinking of” department, here is the new logo for the NBA’s Golden State Warriors. There is frankly not much to say here, the images describe the situation so much better then our words:
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