Why some brands quickly revert to their old logos
The influence of a logo is immeasurable. It is frequently the primary point of contact between a brand and its audience, and can immediately shape one's perception of the company. As a result, businesses expend considerable sums of money on logo redesigns with the help of design studios to enhance their image and draw in new customers.
Nevertheless, not all logo redesigns are welcomed with open arms. In fact, some of the most recognizable brands worldwide have faced harsh criticism for their logo overhauls. Below are the stories of several of the most disputed logo redesigns in existence.
Gap
In 2010, fashion retailer Gap released a new logo featuring the word "gap" in lowercase within a blue box. The design was met with widespread rebuke for being too unembellished and devoid of inspiration. Customers used social media to express their disappointment, and within a week, Gap discarded the new logo and went back to its classic design.
Tropicana
In 2009, Tropicana redesigned its packaging and logo to give the brand a more contemporary look. The fresh design incorporated a glass of orange juice with a white straw and the Tropicana logo in lowercase letters. Nevertheless, customers were perplexed by the new packaging, and sales of Tropicana products dropped precipitously. Within two months, Tropicana reverted to its original packaging and logo.
Airbnb
In 2014, Airbnb launched a new logo that featured a stylized, inverted heart. The design was intended to symbolize "belonging" and "love," but many customers interpreted it as resembling a component of the female anatomy. The logo was subjected to heavy criticism on social media, and even inspired a mock Twitter account named "Airbnb Logos."
Uber
In 2018, Uber revamped its logo for the second time in three years. The new design featured a simpler, more geometric version of the iconic "U" logo. Nevertheless, many customers perceived the new creative design as too similar to other tech logos, and criticized Uber for being unoriginal.
Pepsi
In 2008, Pepsi overhauled its logo for the first time in 11 years. The new design incorporated a "smile" that took on the form of a wave, representing "joy" and "excitement." However, the new logo was widely criticized for resembling the Obama campaign logo and being too similar to the prior Pepsi logo.
These are merely a few examples of the impact of logo design and the likelihood of conflict that comes with companies' attempts to refresh their image. As these businesses discovered, sometimes it's better to stick with what's working rather than risk estranging customers with a new design.
