Redesigning Well Known Logos

31 Aug

When redesigning a logo it is vital to first ask what the business objective of the change is and/or whether there even are any significant business objectives. If there are no good business reasons to change the logo, it is probably unnecessary.

If the business need is to create a new identity for the brand or to change existing opinions of the brand than a full redesign resulting in a totally new and different logo is most likely appropriate. On the other hand, if the brand is well known and the existing logo is already strongly associated with the organizations brand identity, than a full redesign often carries a low potential of being well received. In fact, a full redesign may even alienate some of the brands long-term, loyal customers. In cases where logos begin feeling outdated or an organization is simply trying to freshen up their image, but a strong brand identity already exists, it is best to make only small tweaks to the logo leaving it fully recognizable by the existing consumer base. Below are two examples of companies who have executed this well. Notice that they have kept their color schemes consistent, and the original sentiment and premise of the logo has been maintained.

Toys R Us Logo Redesign (Image via Logo Design Love)

MSNBC Logo Redesign (Image via Logo Design Love)

An example of a well known logo redesign disaster is the GAP. Customers were not made aware that a change was coming, the logo was not adequately tested among the target audience, and the redesign was a flailing disaster. Loyal fans of the Gap were outraged that the classic logo they loved was taken from them, and the Gap experienced a large financial loss in association with the logo change. They quickly reverted to the traditional logo design. Lesson learned.

Gap Logo Redesign (Image via Designer Daily)

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