As a graphic designer, I get approached fairly often to create logos for new companies or ventures. But almost just as often, I get approached by people who think that just because their brand has been around for a while, it’s time for them to create a completely new logo in order to keep things “modern.”
This makes me cringe. Literally.
First things first, your logo should have been designed well enough from the beginning that it is timeless and doesn’t require frequent updates to stay on trend.
** This is exactly why you shouldn’t ask your 14-year-old daughter who took an art class in middle school (and made an A+, I might add) to design your logo. Put the time, money and effort into doing it right from the beginning. Hire a professional. End of story.
But, I admit in some instances a brand may really benefit from a logo “revamp,” which entails making minor changes or alterations without completely altering the brand’s identity. I support this decision, as long as it is executed well and has a sound purpose.
Here are a couple of examples of good, bad and just plain fugly logo revamps.
Good Logo Revamps
Starbucks Coffee
Starbucks has gone through a handful of logo revamps since the beloved coffee giant opened its doors in 1971. As you can see, with each passing revamp, there are clear elements that remained consistent from the previous to the following logo design. That is key. Don’t change everything all at once. There should be just as many, if not more, elements that remain the same as the logo undergoes its transformation.
With the exception of 1998, Google has kept the coloring of its letters consistent throughout the years. Only one element changes with each revamp. Google knows it’s more than a household name. Google is an iconic brand recognized throughout the world. Completely changing their logo and making their brand unrecognizable would be a foolish decision.
Nike
Nike’s Swoosh is one of the most notable logos in the world. I can’t tell you how many times the Nike brand came up in my college graphic design classes. This is the type of logo that all designers strive to create. The check has become synonymous with Nike, so with its latest logo revamp (albeit 20 years ago), Nike simply eliminated its name from the mix. The Swoosh can stand on its own. #SWOOSH
Bad Logo Revamps
Unless you’ve been taking an internet sabbatical for a few weeks, you’ve probably been inundated with two major breaking news stories: one, Jon Snow is back from the dead, and two, Instagram’s heinous rebranding attempt.
All I have to say is, “uuuugh.” Not only is this new logo too trendy, but the designer pretty much changed every single design aspect that is associated with the original look. My biggest question is WHY??? What significance does the yellow to purple gradient have? Why did the designer feel it necessary for a complete rebrand? WHY didn’t he/she think it through a little bit more? These are the questions that haunt me.
Apparently, the snazzy sunset icon “represents [Instagram’s] diverse community.” People’s reactions to the update are apparently just as diverse.
Olive Garden
Don’t get me wrong. I don’t HATE the new logo, but it is a complete disconnect from their original design. The restaurant should have eased into a new logo design, similar to how Starbucks, Google and Nike did, rather than starting from scratch. Another issue with such a drastic difference is that when people travel and see different Olive Garden locations, half of them will be branded with the old logo and the other half will be branded with the new logo. Non buono. Nothing about it even remotely evokes Italian. Maybe that’s why they strategically placed Italian Kitchen at the bottom.
On top of that, it’s pretty generic, which makes the restaurant look like a fast food chain rather than everyone’s favorite fake Italian eatery.
JCPenney
This company is all over the place. Honestly, they just need to get their sh*t together. Why does it change its logo so often? Why does it keep reverting to old versions just to change it again in a year or two? Just no.
Just Plain Ugly Logo Revamps
Amarillo
Although Amarillo isn’t a popular brand, the city’s logo revamp was just downright ugly, and a huge fail. As a longtime Amarillo resident, this makes me sad. Thankfully, it was quickly remedied due to copyright issues. The INTERN who designed it for FREE copied a Dubai company logo, exactly. This is why you hire a professional, people! And if you are going to copy someone else's logo, at least pick a good one. Rant over.
IHOP
As pointed out by discerning coworker, the P suspiciously resembles a certain male sex appendage. And if you don’t see that, you still see a creepy derp face. Fail.
TBS
TBS changed the color, the font, the shape — everything. It’s like the TV station went from using one obscure shape to another, just because someone’s brother said, “TBS has been around for while. I think it’s time for something new,” with no real direction or reason. When will people learn? The new one kind of reminds of JCPenny’s original logo.
Did we cover the best of the best and worst of the worst? Which logo home runs and disasters can you think of? Share in the comments below!
