7 Worst Rebrands: Logos Gone Wrong
7 Rebranding Disasters
History has seen many famous companies rebrand themselves and fail. Some fail miserably.
This usually happens because the rebranding process was not done right.
Logo design process gets especially complicated when company has something to lose.
There is a lot of risk associated with rebranding, because of the equity the company built
If the logo design goes wrong, an established company can not only lose big money on the launch of unsuccessful redesign (think about everything that this logo touches needs to be replaced), but also entangles a potential lost in revenue due to different factors.
I’m going to cover those factors on real rebranding examples in this article and explain why those companies lost millions in revenue, confused customers and ultimately had to either go back to their previous logo or redo the process.
Worst Rebrands of Famous Brands
There is a lot of risks associated with redesigning a logo of an established company, because there’s an equity that the company has built over time, totally opposite to startup logo design.
Also check my article with examples of bad logo designs from Shark Tank Tv Show.
Why big companies redesign their logos
Rebranding is normally done when there is a change in business strategy, a shift in focus, a change in the target segment of customers or merely a faded and monotonous brand image.
At the core of all good brands is the fundamental understanding of the aspirations, beliefs, and fears of the target audience.
Many major corporations do a re-brand in order to reinvent themselves and convince someone, anyone, to purchase their services or products.
A logo is a highly polished mirror that, when a customer sees, they see themselves.
So, the company’s rebrand must be done the right way, because there’s to much at stake to make mistakes.
If we’re talking about logo redesigns, and the worst of same, it’d be very remiss of me not to mention the new Pepsi logo.
