With Guy Fawkes Night been and gone, and Christmas advertisements already making the headlines, it seems as if the end of the year is coming at an alarming rate. And, throughout this year, I’ve noticed that a lot of logo changes which have made the news. Some have been welcomed with open arms, whilst others have had much heavier critisisms.
Whilst most of us get used to the changes after some time, there have been occasions where a logo change is so reviled, the brand in question has had to make drastic changes in what’s only a short amount of time. So, here are some of the most disastrous logo-changes which almost left their brands defunct.
I’m only including logo changes which were so bad or outrageous, that the brand in question had to revert back to their old look. Therefore, I’m excluding the ‘London 2012 Summer Olympics’ logo, since whilst it was hated by just about everyone, the logo was never changed back to the former design.
After becoming irritated by his record label, ‘Warner Bros.’, Prince released an album in 1992 with an unpronounceable symbol as its title. A combination of the ‘Venus’ and ‘Mars’ symbols, it was dubbed ‘The Love Symbol’, and later adopted by the artist himself as his new name. With confusion over pronunciation, as well as the awkward ‘O(+>’ to take its place when typed, he was likewise dubbed as “the artist formerly known as Prince”. He reverted back to his original name in 2000, and whilst his single sales have failed to reach the same heights as they used to, Prince is still recording to this day.
With the likes of ‘TVE’ and ‘Mouse’ making their logos more calculated, it seemed obvious in 2009 for ‘Tropicana’ to jump on the bandwagon and have theirs updated too. What ‘Tropicana’ failed to realise was that this trend only really works for digitally-based brands. Furthermore, the packaging was also re-designed with a new layout and subject-matter, leaving consumers confused as to what the brand wanted to market. After one month, the company lost 20% of their sales, and after another month, they discarded their rebrand and reverted back to the classic design.
The ‘Gap’ logo, considering its typography and ‘square style’, is both iconic of our day, and practical, given the logo is often used on small print. Because of this, it’s hard to understand why the company infamously ditched this and reverted to a Helvetica title overlapping a square with a black/blue gradient. Within a single moment, the brand went from looking cool, adaptable and original, to stiff, corporate and straight out of ‘Microsoft Clip-Art’. After an astonishing online backlash, ‘Gap’ returned back to the original logo only one week later.
So, what do you think? was there any major logo-change you know off which almost lead to the death of a brand? If so, let me know in the comment section below…!