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Brand↕ | Redesign Year↕ | Design Agency / Designer↕ | Public Reception↕ | Known For↕ |
|---|---|---|---|---|
Gap | 2010 | Laird+Partners | Universally hated — reverted in 6 days | The most spectacular logo failure in modern history — Gap replaced its iconic navy-blue box with a Helvetica wordmark and a tiny gradient square, the internet exploded with mockery within hours, they crawled back to the original in less than a week, a masterclass in how not to rebrand |
Pepsi | 2008 | Arnell Group | Controversial — leaked design doc mocked | Cost reportedly $1 million and came with a leaked 27-page pseudo-scientific document invoking the golden ratio, the Earth's magnetic field, and the Mona Lisa to justify tilting the white stripe — the logo itself is fine, but the pretentious rationale became one of design's greatest punchlines |
Instagram | 2016 | Instagram in-house team | Initially hated, now universally accepted | Ditched the beloved retro Polaroid camera icon for a flat gradient purple-orange-pink glyph — millions mourned the skeuomorphic original, but within months the new logo became so embedded in culture that most people forgot what the old one looked like |
Tropicana | 2009 | Arnell Group | Disastrous — $30M in lost sales | Replaced the iconic straw-in-an-orange image with a generic glass of juice and moved the brand name sideways — shoppers literally couldn't find Tropicana on shelves, sales plummeted 20% in two months, reverted to the original, cost the company an estimated $30 million |
Airbnb | 2014 | DesignStudio London | Polarizing — mocked for suggestive shape | The Belo symbol was meant to represent belonging, but the internet immediately noticed it resembled various body parts and anatomical shapes — endless parody accounts sprang up, yet the logo stuck and is now one of the most recognizable symbols in tech |
Yahoo! | 2013 | Marissa Mayer / in-house | Widely panned as boring | CEO Marissa Mayer personally led a weekend design sprint to create a new logo using Optima typeface with beveled edges — the result was a forgettable purple wordmark that satisfied no one, widely seen as a metaphor for Yahoo's confused identity during its long decline |
Uber | 2016 | Uber in-house (Travis Kalanick) | Confused — nobody understood it | CEO Travis Kalanick personally designed a cryptic abstract circuit-board-like icon replacing the clean U logo — riders and drivers had no idea what it meant, different colors for different countries added chaos, quietly replaced in 2018 with a simple UBER wordmark after Kalanick's departure |
Mastercard | 2016 | Pentagram (Michael Bierut) | Widely praised as elegant evolution | Stripped the brand name from the overlapping red and yellow circles, proving the symbol was so iconic it needed no text — Pentagram's Michael Bierut executed a perfect modernization, one of the rare redesigns where literally everyone agreed it was an improvement |
Google | 2015 | Google in-house | Mostly positive, some nostalgia | Switched from the serif Catull typeface to a custom geometric sans-serif called Product Sans — the colorful letter sequence stayed, but the playful serifs that gave Google its quirky personality vanished, replaced by clean Silicon Valley efficiency, the four-dot loading animation became iconic |
Mozilla Firefox | 2019 | Ramotion | Mixed — fox tail only, no globe | Simplified the detailed fox-hugging-a-globe icon into a swooshy abstract flame shape — purists mourned the loss of the adorable fox face, the new mark was technically a 'master brand' icon with the detailed fox kept for the browser, confused almost everyone about what Firefox actually looked like now |
Kraft | 2009 | Brand consultancy | Hated — reverted within 2 years | Replaced the bold red Kraft logo with a lowercase pastel design featuring a smiley-face flower — looked like a greeting card company instead of a food giant, consumers rejected the friendly softness, Kraft quietly brought back a modified version of the strong original |
Animal Planet | 2018 | Chermayeff & Geismar & Haviv | Praised for bold simplicity | Replaced the friendly elephant-flipping-the-M logo with a stark blue jumping elephant silhouette — the playful original had charm, but the network wanted to signal serious wildlife content, the new leaping elephant conveys wild energy instead of cartoon friendliness |
Slack | 2019 | Pentagram (Michael Bierut) | Reluctantly accepted | Replaced the beloved tilted hashtag plaid icon with a cleaner pinwheel of speech-bubble shapes — the old logo was genuinely charming but rendered terribly at small sizes and on different backgrounds, Pentagram's fix was technically necessary but emotionally felt like losing a friend |
Weight Watchers (WW) | 2018 | Pentagram | Confused — brand identity crisis | Renamed to just 'WW' with a tagline 'Wellness that Works' to distance from diet culture — most people had no idea what WW stood for anymore, the rebrand tried to ride the wellness wave but lost decades of brand recognition, members still called it Weight Watchers |
Leeds United | 2018 | In-house concept | Fan revolt — scrapped before launch | The football club unveiled a new crest featuring a saluting fan silhouette that looked like a clip-art bathroom sign — 77,000 fans signed a petition to kill it within 24 hours, the club sheepishly announced a fan consultation process, the original crest survived, a landmark in supporter power over branding |
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