There are many reasons that explain why a company would redesign its logo. Some reasons are compulsory, such as when there’s a corporate merger or when a company expands its business activities. In such cases, a new logo is a must to reflect that change. On the other hand, a logo redesign may be voluntary, […]
There are many reasons that explain why a company would redesign its logo. Some reasons are compulsory, such as when there’s a corporate merger or when a company expands its business activities. In such cases, a new logo is a must to reflect that change. On the other hand, a logo redesign may be voluntary, like when a company feels the need to refresh, rebrand or reposition its image; or maybe if they seek to appeal to new kinds of customers.
A logo has a mission – an important one – which is to help a company build their business identity, image and brand. Therefore, a good logo should communicate. Indeed, it has to “tell” the target market at a glance what the company wants them to know or feel.
For these reasons, redesigning a logo isn’t as easy as it may seem. As we’ll see, newer isn’t always better!
This is undoubtedly an example of an excellent logo redesign. The face of late Kentucky Fried Chicken founder Colonel Sanders is more rejuvenated, welcoming and friendly than in the old logo. Moreover, showing him wearing an apron communicates the readiness to serve and cook. This readiness, action and energy are reinforced with the asymmetric frame border.
Additionally, the colors are updated and more emphasis is put on KFC name, bolder and bigger in the new logo.
AT&T launched their new logo this April under its rebranding “Rethink Possible” campaign. Their new logo has created lots of controversy. While some designers are very fond of it, others seem to prefer the old logo, particularly its capital font letters.
I personally favor the new logo! It is lively, futuristic and has movement. The old one is more static and the typeface is too prominent in comparison to the circle shape on the left. In the new logo the size of the sphere and the font size seem in better proportion.
UPS’ new logo, launched in 2003, is without any doubt far better than their old logo. It is bolder and more contemporary and the colors emphasize their tagline, which is “What can Brown do for you?”
Caribou’s new logo is a great change. The name of the brand is bigger, more legible and the logo overall is much more contemporary. The addition of the subtle coffee bean in the new graphic is far more significant than the deer in the old one.
Best Buy’s old logo was instantly recognizable for it’s price tag shape and bold color. The logo was more exciting and was an enticement to buy. The new logo is dull in both colors and shape.
While the new MasterCard logo seems that it has more movement, I still can’t find a meaningful explanation for its branding purpose. The old logo, like the Kraft logo above, is iconic in a good way. Any thoughts from any of you on why they might have gone in this direction will be most welcomed, because I’m really confused!
While the new Walmart logo has fresher colors and a more contemporary look, the old logo is undoubtedly more recognizable and emphatic than the new one.
The Animal Planet logo is another example of bad logo redesign. While the former logo was communicative and meaningful, the new logo is nearly illegible and inexpressive of what the brand stands for.
Do you have favorite logo redesigns in mind – the good, bad and ugly? Who has totally hit the mark and who’s missed? Please leave us your thoughts in the comments.
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