En dan denk je, ‘neeee, doe het niet!’. Deze bedrijven veranderden hun logo het afgelopen jaar - en hadden dat volgens de redactie van Business Insider beter niet kunnen doen.
Many popular brands reinvented themselves this year — but not necessarily for the better.
We went through graphic-design collective UnderConsiderations’ Brand New blog to see which brands decided to change their logos and chose our least favorite. All opinions are our own.
The world-famous rum brand Bacardí decided to embrace its roots this year with a new logo that harks back to a design from the 1930s and an ad campaign dramatizing Cuban history. While we find the new direction interesting, the bat icon could use some polish to pop — and we’re not crazy about the font, especially the slanted tilde used as an accent mark.
Cole Haan is best known for its men’s footwear but is cementing its image as a fashion brand with a variety of clothing, shoes, and accessories for both men and women. Part of this strategy involves the transition to a new logo and monogram, which we find sharp on their own, but we think Cole Haan has dialed back some of its artsy charm to fit in more with the likes of Ralph Lauren and Calvin Klein.
Olive Garden had a rough year. It announced a major redesign meant to appeal to a younger, hipper crowd in March, but a critical presentation in September from activist hedge fund Starboard got much more media attention. The new logo looks flat, and the faux handwritten font is unappealing. It does not seem likely to attract the new customer base the company is after.
While we don’t want to pick on a charitable organization, the new YMCA England logo is clearly a failed attempt to “modernize” its look. It looks like a lesser version of the AC/DC logo.
Any logo with a photorealistic image of one of its products doesn’t belong in 2014, and so it makes sense that the Hershey Company decided to update its logo. The removal of the last S and the flattening of the rest of the logo is fine, if a bit underwhelming, but — maybe we just have the maturity of a 13-year-old — we agree with the group that points out the similarity to the poop emoji.
Men’s grooming line Brut wanted to find a way to compete with the likes of Old Spice and Axe, which are more popular with younger men. To do this, it dropped a classy pseudo-traditional design and went with a simpler one that could be better adapted to adolescent-friendly scents like “Blue Wave” and “Black Ice.”
Nationwide insurance decided to bring back its pre-1998 eagle logo with some modern updates. The company says it found that its eagle is 50% more recognizable than the blue frame, but we think it looks like a bad college logo.