Logo designers can gain valuable insights by studying how global brands have redesigned their logos by learning what works, what doesn’t, and what to avoid in their own projects. Let’s explore some standout examples that reveal the best and worst logo redesigns from around the world.
Key Takeaways:
Here are some of the worst examples from the best and worst logo redesigns, showing how missteps in execution, strategy, or brand understanding can lead to negative reactions and weakened brand identity.
Gap’s 2010 logo redesign became infamous as one of the worst corporate rebranding failures, where the brand replaced its iconic blue square logo with plain black text and a small blue square. Other than looking generic and corporate, there’s no trace of Gap’s visual heritage in the new logo without a clear justification.
As a result, despite Gap’s damage control, outrage spread quickly, with over 2,000 negative comments in 24 hours on design blogs. Compounded with heavy criticism from other internet users, Gap reverted to its previous logo after just six days.
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Tropicana’s 2009 packaging redesign replaced its iconic orange-with-straw image with minimalist text and generic orange liquid visuals. Instead of winning the customers, they were confused as to why Tropicana replaced its packaging details.
The logo’s new design removed elements that once signified freshness, quality, and heritage built over decades. Even worse, the packaging’s generic photography couldn’t reflect Tropicana’s premium positioning in the industry.
Jaguar’s recent logo redesign removed the iconic leaping jaguar symbol, replacing it with minimalist typography that immediately drew criticism. The new look abandons the elegance and prestige expected in luxury automotive branding.
Jaguar’s misstep shows that luxury brands must retain visual elements reinforcing heritage and premium positioning. Instead of providing value, the minimalism stripped away distinctive traits that supported premium pricing and emotional connections.
Xerox’s logo redesign failed due to unnecessary complexity and poor brand connection. Once introduced in 2008, the new logo featured lowercase typography with a shiny, sphere-shaped symbol filled with crisscross lines.
However, in the redesign process, the logo eventually abandoned the strong, recognizable pixelated ‘X’ mark, resulting in the loss of significant brand equity and criticism that thought the new logo unbalanced and amateurish.
The Yahoo logo redesign led by CEO Marissa Mayer in 2013 retained the brand’s signature purple color and the iconic exclamation point, though with subtle updates, to make the font look more modern.
However, the redesign received mixed feedback due to the thin typography and symmetrical letter adjustments, which some found unbalanced. While Yahoo’s story isn’t as bad as Gap’s and Tropicana’s, it still serves as a cautionary tale for global brands.
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Now, let’s explore the best examples from the best and worst logo redesigns, where brands successfully refreshed their visual identities through thoughtful evolution, clarity, and adaptability.
Pepsi’s logo evolution is a success story that shows how longstanding brands can adapt to shifting markets and consumer tastes. As seen above, the 2008 redesign added dynamic wave elements for energy, while the 2023 update reintroduced heritage features for nostalgic appeal.
Pepsi’s approach highlights the power of evolutionary over revolutionary change in logo development. By retaining core elements, the brand ensures stability and emotional continuity when it updates its logo.
Burger King’s logo redesign strategically revived heritage elements while modernizing for today’s audiences. By simplifying the old 3D logo into classic typography and colors, the brand reconnected with its roots while improving digital functionality.
As we can see from the redesign’s success, Burger King shows how returning to brand roots while balancing the logo with modern sensibilities can create powerful market differentiation.
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The success of Figma’s latest rebranding is how it changes from a simple design tool to a full creative collaboration platform. The redesign introduced dynamic visuals, diverse color palettes, and flexible elements that reflect its growing user community.
This transformation shows how tech brands can align visual identity with product evolution and audience expansion. Figma proves that embracing complexity can strengthen brand positioning when done strategically.
PayPal’s recent logo update shows how subtle refinements balance modernization with brand recognition.
Using its new logo, the company improved the logo’s typography for digital legibility and unified blue tones for consistent presentation. Since the redesign focused on digital optimization, it ensured strong performance across mobile apps and payment interfaces.
Lloyds Bank’s logo redesign demonstrates how heritage brands can modernize without abandoning their iconic elements. The black horse symbol received subtle refinement with cleaner lines for digital optimization, paired with contemporary typography and refreshed green color tones.
This approach shows that impactful rebranding doesn’t require dramatic changes. Sometimes, respecting brand tradition while embracing modern design trends is just what businesses need.
Pringles’ logo update exemplifies smart simplification through strategic mascot refinement and digital optimization.
In its logo redesign, Mr. P received a streamlined makeover with cleaner design elements and flat color treatment, making the brand more adaptable across digital platforms and packaging applications. Pringles shows that thoughtful streamlining can preserve brand essence while ensuring contemporary relevance in digital-first markets.
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From the best and worst logo redesigns above, you now understand how powerful visual changes can shape public perception and brand evolution. However, not every simplified logo brings positive results if it fails to retain its brand value. The key is to redesign strategically and never lose sight of your brand’s core identity.
Just as maintaining your brand’s essence is crucial, choosing the right typography is equally important. Typography in a logo can make or break the design, so it’s essential to choose carefully. If you ever need to find an outstanding font for your logo, you can always rely on Zarma Type, a clever solution to streamline your redesign process.
