Logo design, roughly speaking, is not only bread, but also oil from the design industry. The best of the best logos of all times and peoples are hotly debated. Some logos, developed in the distant past, are so deep in the public's mind that an attempt to “refresh” them in any way, to add innovations or changes is perceived extremely negatively and sometimes causes a lot of noise and dust. Therefore, sometimes new versions of old “rebrandili” logos are returned, returning to the people a beloved company trademark.
01. American Airlines
For 46 years (since 1967), American Airlines firmly adhered to the logo, designed by the famous designer Massimo Vignelli, his name is among the greatest designers of our time.
However, in 2013, the company decided to redesign the logo. It is clear, even the beloved classic logos such as Coca-Cola need to be updated over time, but American Airlines did not modernize, but touched the “root” of the old logo. The new product was developed by Futurebrand, the same colors were used in it, and the flying eagle was not forgotten ... but that’s not the task, that special American spirit that causes nostalgia was lost.
02. Best Western
Since its founding in 1948, Best Western has had several logos. But the logo created in 1993 with an unusual color scheme, a strange typography and a slightly crazy emblem of the crown - has become a landmark. In 2015, instead of several changes, a completely new logo developed by the MiresBall agency (San Diego) appeared.
By itself, the design is not bad, even very good, but it is in such a gap with the previous, beloved. Even the distinctive blue-and-gold color scheme was discarded, and it was she who “helped” thousands (if not millions) to find the sign of the Best Western hotel with their eyes.
03. Black & Decker
Here is another favorite logo, for many years with him, society has "formed" a deep emotional connection. Unfortunately, this project was the victim of a mania of uncontrollable minimalism.
The classic logo for tool makers was created in 1984, its distinctive elements - the nut and bold condensed font - were replaced in 2014. A brand new logo was developed by Lippincott Consulting in New York.
All that remains of the original version is the location of the name, the label and a similar muted color scheme. A new font was used - vanilla sans-serif, the favorite icon was discarded, and the ampersand was replaced with a more modern plus sign. The result was a modern logo that would be more suitable for a sports company or an online store. The feeling of dust and noise inherent in the repair company has disappeared somewhere.
04. Gap
Gap redesign in 2010 has already become a true story for designers about how not to deal with logos. Since 1984, the American company, the largest clothing retailer in the United States, has successfully used its classic logo, when all of a sudden, out of the blue, an updated product from Laird & Partners was introduced.
According to Gap representatives, it seemed to them that a departure from the original logo to the new one would show the evolution of the company from “classic, American design to modern, sexy”. In the end, this decision turned out (as it looked) stupid. Gap quickly hid the new logo and went back to the old design.
05. Tropicana
Here is another project that the company itself acknowledged as a failure. In May 2009, the PepsiCo Tropicana trademark (juice maker) decided to give its classic, cartoon brand new notes.
Arnell was hired by the agency (after the failure ceased to exist) to develop a new packaging. The redesign was radical: the orange tube was gone, and the orange itself, making the brand recognizable.
It was a complete failure. Sales fell by 20% because shoppers stopped recognizing their favorite juice on store shelves. The company’s office received numerous complaints; as a result, they returned to the previous project within two months.
06. Kraft
This classic Kraft Foods logo was developed in 1988 and was used until 2012. But in 2009, Kraft Foods Inc. (not the Kraft brand) has released a completely new logo design. His success was zero.
This bright and colorful logo is pleasant enough, but what is the connection with food? .. Fortunately, this did not last long. In 2011, Kraft Foods Inc. divided into two new companies: Mondelez and Kraft Foods Group. So Kraft Foods Group returned to a slightly modified version of the old red and blue Kraft logo.
07. Co-op
The British Union of Cooperatives is 165 years old, has about 4.5 million active members. Over the history of the Cooperative, there were several logos, but the classic design of the “clover leaf” of 1968 was deeply remembered by more than one generation of British people.
The new design of 1993 is less friendly and welcoming. When the North agency was asked to come up with a new logo for the Cooperative in 2016, the idea was proposed to simply return to the wheel that had been invented for a long time - the 1968 logo.
Now it is the turn of successful, albeit temporary changes in the logos of world brands. Such “shaking” is used by world corporations as a powerful way to convey an important message.
01. Lacoste
Together with the International Union for the Conservation of Nature Lacoste, they thus wanted to convey to society the whole need for the preservation of the animal world, the crocodile icon was replaced with 10 endangered species of animals. It was the first change in the logo for the entire 85-year history of the French fashion brand Lacoste, of course, such actions caused excitement in the media.
The project was implemented, polo T-shirts (limited edition) were released, totaling 1,775 pieces: among them 350 with a Sumatran tiger, 231 with a California Condor, 67 with a Javan rhino, 50 with a North Lemur, 40 with a Burmese turtle.
At Fashion Week in Paris, T-shirts were sold for $ 183, the profit was transferred to the International Union for Conservation of Nature.
02. PRODUCT (RED)
Product Red (stylized (PRODUCT) RED) is a campaign that aims to raise funds for the Global Fund to Fight AIDS, Tuberculosis and Malaria. It was founded in 2006 by the soloist of the U2 group Bono and Robert "Bobby" Shriver from ONE Campaign / DATA.
Seven global brands took part in this campaign: Nike, American Express, Apple, Coca-Cola, Starbucks and Gap.
Over the past 12 years, the campaign has shown fantastic success, has attracted global brands, they have “clothed” their logos in brackets (RED), having provided enormous help to the fund: such charitable financing on a global scale. Each affiliate company has created a product or product range with a logo and in the colors of PRODUCT (RED), with up to 50% of the profits being donated to the Global Fund to Fight AIDS, Tuberculosis and Malaria.
03. Google Doodles
Google worked with several illustrators to create a “fresh” Doodle to celebrate International Women's Day 2018.
Google loves to play with the logo. Back in 1998, the founders Larry Page and Sergey Brin added a drawing to the second “o” (Google) to show that they were at the Burning Man festival. This was the first Google Doodle.
Since then, redrawing and various manipulations with the logo have already become commonplace, no event or significant date can do without its Google Doodle. Google has its own doodlers team.
Such a change in the logo is not only a bright, dodgy way to add playfulness to the brand, but also a way to convey an important message to users through illustrations.
04. CokexAdobexYou - working with fans
Previous brands were developing changes in the logos, let's say, inside companies, Coca-Cola in 2017 decided to provide this opportunity for designers, developers from outside.
To celebrate the Olympic Games in Tokyo 2020, Coca-Cola, in collaboration with Adobe, launched the global competition CokexAdobexYou - a project where anyone with the help of Adobe Creative Cloud tools could participate in creating a masterpiece for the brand.
05. McDonalds
McDonald's turned his landmark "M" to celebrate International Women's Day in 2018 and show respect for the achievements of the weak half of humanity around the world. In addition to updating its brand on social networking pages, including Twitter and Instagram, a giant sign was flipped over a branch of a restaurant in Lynwood, California.
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