Corporate logo redesigns - old vs new

[barrywh]

It seems like a lot of major corporations and brand names are modifying or redesigning their logos these days... The evolution of most are quite natural, trendy and just feels right with the times. Then there are those that make me wonder... WTF? Graphically speaking, I thought I’d post a few of my own opinions on examples of those I’ve noticed lately:

• The new Kraft Foods logo (for instance), and more specifically, the Miracle Whip label... how did those designs get through the company board meetings?
• The new Pepsi logo... Are you more artistic than a 5th grader?
• The WalMart logo... Can you say “dingbat?”
• Yellow Pages... Chicken leg on a stick anybody?
• KFC... The 70’s seemed like much better times...
• Jack in the Box...I’m undecided, but I still think someone doesn’t know Jack.
• Xerox... What’s with the fun-looking velcro “sticky ball?”

Logos I think are simply losing their memorability and character altogether:
• Microsoft Windows... certainly wasn’t my idea...
• Chrysler... Looks like something that belongs in Batman’s utility belt!
• Pizza Hut... Now just “The Hut.” The description of “bland” would be an overstatement for this new concept.
• iTunes... Lost the catchy “eye candy” appeal. It went from “Web 3.0” to just plain ordinary.
• Gatorade... Used to have some “pizzaz.” Now it looks like a high school football team emblem...

There’s certainly a lot more design changes going on out there in the logo and branding world... Here’s a couple interesting links on the subject of “old vs new”:

The Evolution of Corporate Identity Design | LOOKS GOOD Design Magazine

Logo-ly Blind? House of Naked

I would love to hear some feedback on this subject! Come back with what you think are some excellent redesigns... as well as those you believe should not have made the cut... One thing is for certain, there’s a major company out there right now that will definitely be needing a complete branding makeover very soon, if not yesterday... British Petroleum!

[ereis]

Love this. I'm fascinated by redesigns...both the ones that make people look at that brand with new eyes, and the ones that make you wonder "what they were thinking, I could make a better logo than that, and they should most certainly have called me"...an example of that would be Seattle's Best...have you seen their new logo? It looks unfinished to me. Like a work in progress...kind of weird. Check it here. I much prefer the old one.

And of course a positive example: The new Apple "glass" logo. (well, new since 2007) A great redesign indeed. It's fresh, clean, professional, lux. But then I'm always, always impressed with Apple and their marketing.

[barrywh]

You sure nailed it on Seattle’s Best! If it didn’t actually say “coffee,” It could be anything... from bottled water to being a button you wear after donating blood... (lol).. and yes... something IS missing (a silhouette of the Space Needle, maybe - or would that be too cliche?) Even the outline of a coffee mug or some coffee beans would add SOMETHING!

It’s like the evolution of the Starbucks logo... simplification and political correctness seem to be the norm these days. And have you seen the new Baskin Robbins design?
...To me, another typical example of “WTF?” I guess they have more than 31 flavors these days, but does not convey “ice cream” to me anymore at all. It could be a kid’s clothing or toy store...

March/April 2007 — re:marks

But enough negativity... Here’s what i think is a great example a of logo simplification (for the better)... the Arts & Entertainment TV channel logo...

Branding Blog Branding Company Corporate Internet Brand Image Strategy

I’ve always loved the creative use of negative space.

And I wholeheartedly agree with you on the Apple logo. It jams! (Although I have to admit secretly that I still have a great fondness for the old “rainbow” design.)

Thanks for your input, eris. This kind of dialogue really helps to keep updated on current trends and adds inspiration to the creative process.

[chooey98]

I agree with much of the above. What I don't get are companies that use an "abstract" logo, which consist of maybe 3-5 "Swooshes" or distorted droplets and think their logo would stand out, without the name beside it!

[MariMiller]

I agree! so many companies expect people to recognize their logos without text and the likehood of it happen without an all out international campaign is extremely marginal...especially with the logos they are trying to do it with!

[dlhdesigns]

I think sometimes companies go for a redesign because they feel they need to, or because other companies are, regardless of how good their original logo is/was. Change for change's sake, I guess. Not always a good thing! But neither is never wanting to change... Such a dilemma!