The Gap's aborted logo change isn't the first time a brand makeover has gone badly. Sometimes, even the most thoroughly tested, market-researched changes can be rejected by loyal consumers—and sometimes, bad design or bad ideas are obvious from the start. Here's a look at some of the worst rebranding efforts in recent memory.
New Coke
When we talk about messing with a classic, New Coke is the first thing that comes to mind. Despite being the uncontested No. 1 cola in the country, Coca-Cola decided to fiddle with the formula. After an expensive foray into development, research, and marketing, New Coke was unveiled in April 1985 to widespread disdain. That July, the original formula—now labeled "classic"—returned to the shelves.
Tropicana Carton
The “straw in the orange” had been Tropicana’s signature logo for years. But in January 2009, the company replaced the famous icon with a sleeker, more minimalist design (far left). So minimalist was the design that some consumers couldn't even find Tropicana on the shelf. Sales fell by 20 percent, and the redesign was dropped six weeks later.
Facebook's New Look
Facebook has had almost as many redesigns as iTunes has had updates. But Facebook's changes aren't always well-received. A March 2009 redesign intended to help the site compete with Twitter was decried by users for being too cluttered and intrusive. Facebook has since released several updates and tweaks attempting to get it right.
Animal Planet Logo
Designers seem to hate the new Animal Planet logo (above right), which, they are quick to point out, includes neither an animal nor a planet, unlike the former design (above left). But that hasn't stopped the network from sticking with the new logo, adopted in 2008.
Ceren Şenol
No comments:
Post a Comment