Pepsi, tell me what you don’t like about yourself.
For companies, re-branding with a new logo or fresh look provides a sort of facelift. (Really takes years off their life.)
Some get over-the-top PR, other re-brands slide in under the radar.
Eric’s Ad Blog has compiled a list of popular re-brands in the last four years, roughly 2008 to present. For many, it’s the first re-design in years.
Is there a downside to all this brand surgery?
Pepsi
Left: 1987 to 2008 / New Logo: 2008 to Present
Walmart
Left: 1992 to 2008 / New Logo: 2008 to Present
Best Buy
Left: 1987 to 2008 / New Logo: 2008 to present
NFL
Left: 1980 to 2008 / New Logo: 2008 to Present
Holiday Inn
Left: 1952 to 2007 / New Logo: 2007 to Present
Left: 1999 to 2010 / New Logo: 2010 to Present
iTunes
Left: 2008 to 2010 / New Logo: 2010 to Present
Gap
Left: 1986 to 2010 / New Logo: 2010 to 2010. One week after introducing the logo, Gap returned to the previous logo
Starbucks
Left: 1987 to 2010 / New Logo: 2010 to Present
YMCA
Left: 1967 to 2010 / New Logo: 2010 to Present, with different color variations for different programs
Comedy Central
Left: 2000 to 2010 / New Logo: 2010 to Present
Wikipedia
Left: 2003 to 2010 / New Logo 2010 to Present
msn
Left: 1999 to 2010 / New Logo: 2010 to Present, though the old logo is still used as a “secondary” logo
DELL
Left: 1984 to 2010 / New Logo: 2010 to Present
Playstation 3
Left: 2006 to 2009 / New Logo: 2009 to Present
Discovery
Left: 2000 to 2009 / New Logo: 2009 to Present
Animal Planet
Left: 1996 to 2008 / New Logo: 2008 to Present
Red Lobster
Founded in 1968, Red Lobster introduced its new logo in 2011
Google Chrome
Left: 2008 to 2011 / New Logo: 2011 to Present
Petco
Founded in 1965, Petco introduced its new logo in 2011
Cinemax
Left: 2008 to 2011 / New Logo: 2011 to Present
StumbleUpon
Left: 2001 to 2011 / New Logo: 2011 to Present
Subtle re-brands are my favorite. Maybe freshen up the colors or soften the edges. Minor stuff. In and out in less than an hour.
We all need to reinvent ourselves from time to time. Re-evaluate our image and our focus. Brands are no exception. But there’s value, too, in brand recognition. Years of building a brand through products, advertising and generations of customers. Only to change things up in the fear of becoming stale.
There’s something to be said about an old brand. It’s got character, and it’s often packed with emotion and memories. Well-built brands are more than just a logo. And a botched re-branding can really look bad.
It’s not as easy as it looks on TV.
Just ask GAP.
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Some of the logo changes are so subtle, do you think they spent more money in a redesign then worth it?
Hey, Sheila. Good point. I know Gap consulted for months on its redesign…before unveiling the logo above. And then going back to the original (one week later) after all the negative press. I’m sure that wasn’t a cheap move.
I’d have to believe some have internal designers and/or agencies. That would make minor changes a little easier. Maybe something I’ll have to look into. Which marketing or ad agencies are handling the above accounts.