A brief history of bad logo redesigns — and what designers can learn from them

A brief history of bad logo redesigns — and what designers can learn from them
Did you know we have an online conference about product design coming up? SPRINT will cover how designers and product owners can stay ahead of the curve in these unprecedented times.

Logo redesigns are a lot like a tightrope act — on a windy day, in a pouring rain, no nifty balancing pole or safety net below. The risks are high, and the margin for error is thin. What’s at stake?

Confusion.

Outrage.

Social media “shame-on-you”s.

We form deep, emotional ties with logos. The shock of change has the power to trigger a disproportionate reaction regardless of a redesign’s quality.

Social media logo reviews can be brutal. Studies show that people with a strong sense of commitment to a brand are also more likely to react negatively to a logo redesign. (Penn State University)
Sometimes, a new logo is an obvious step in the wrong direction. Maybe it’s lacking character or misrepresents the mood of the brand. Other times, a redesign is a definite upgrade, but because it’s different, it takes a while to win us over.

Either way, there are lessons to be learned from high-profile logo updates gone awry, and the takeaway isn’t always “Do better.”

Whether it’s telling the perfect backstory, nailing the unveiling, or simply embracing the reality that it’s impossible to make everyone happy, there are uncomplicated strategies that can favorably influence the public’s perception of logo redesigns.
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