When good logos go bad...

[Liquidpope]

Personally I think the older logo was great, and this newer one is much less than great.
Just my opinion, of course, but what do you guys think?
Also, please post any similar examples of logos/designs that you think should have been left alone.

[Raoul Duke]

http://scarletbits.com/blog/wp-content/upLoads/pepsi-logo-new.png
http://www.logoorange.com/upload/DC-logos-history.gif
Starbucks is so good it'll make a mermaid spread her legs.
http://www.unlimitedmagazine.com/blog/wp-content/uploads/2009/03/starbuckslogos1.jpg
The first apple logo sucked, but I like the rainbow colored one most.
http://logoblink.com/wp-content/uploads/2008/03/logo-apple-evolution.jpg
http://www.logoorange.com/upload/microsoft%20old%20logos.gif

[Riley Stark]

I love Wacom products, can't stand their new logo. (Their old one wasn't anything ground-breaking, but at least it wasn't obnoxious and abstract to the point of nonsensical.) It looks like it's made of those stupid vuvuzela horns from the world cup!

.. I will say that I like the font better on the new one, though.

[kab]

Old WACOM logo looks very dated, typical 80s-90s tech both in both color and type, look at how similar the aesthetic is to the 1987 Microsoft logo.

However, the new one is batshit retarded, almost on the level of the recent AOL rebranding or the London 2012 logo, both by the same company that made the Wacom one, Wolff Olins. I guess one should give them credit for going outside the box, but I'm not sure why they have decided to discard any and all rules of what people actually like looking at =p

[Raoul Duke]

The funny thing about the wacom logos is they weren't made with a wacom tablet. If there is any time when hand written script is necessary this would be it.

[lauraheiple]

I like the new Wacom one. The old one feels static and conservative and techy. The new one feels friendly, fun, and the shapes remind me of colored light shining out, which I think is appropriate for a digital art-making tool. I think they are trying to appeal to a new market with their bamboo tablets, and the new logo seems appropriate for that. And I thought the 2012 one was garish when I first saw it, but when I saw all the different applications for it, it made a lot more sense to me. I'm not a logo expert though.

[InCOUM]

I don't know.. but i like the volution of most of the logos posted here(except in the case of "Wacom" & "AT&T".. i think that in most of the cases now they look more modern and clean.

In the case of "StarBucks" logo..the last one doesn't make a big change :B!(i would keep the previous one)

[manlybrian]

I really dislike the current Pepsi logo.

I'm not sure how I feel about the "Mtn Dew" one.
http://upload.wikimedia.org/wikipedia/en/thumb/b/b3/Mountain_Dew_logo.svg/300px-Mountain_Dew_logo.svg.png

[Sickbrush]

oh my. it's horrible.

[Raoul Duke]

Doesn't Mtn. Dew know their core demographic can't read abbreviation. But what do you expect from a company with a slogan like "do the Dew" Maybe that's why larpers smell like doodoo.

[manlybrian]

(Also, that Wacom logo genuinely offends me.)

[Orunitier]

The Coke logo is still nice...but Pepsi's first logo :wtf:
Are there any websites that have the history of Mountain Dew's logo?? I actually liked their hillbilly logo.

[LuckyDevil]

Well i guess you can add gap logo to the list. I loved their old logo, don't know why they chose to go with a default font and a tiny box for their new logo... it's just sad.

http://www.csmonitor.com/var/ezflow_site/storage/images/media/images/1008-gap-logo-redesign/8778612-1-eng-US/1008-gap-logo-redesign_full_380.jpg

[zeejay]

Finally! I never thought there'll people that dislike the new, current Pepsi logo! What's the new logo supposed to mean? A bird with a sun and sea? The 1973 is probably the most iconic for Pepsi - it was very popular.

And Coca-Cola? THE MOST ICONIC LOGO. EVER.

[Elwell]

Well i guess you can add gap logo to the list. I loved their old logo, don't know why they chose to go with a default font and a tiny box for their new logo... it's just sad.

http://www.csmonitor.com/var/ezflow_site/storage/images/media/images/1008-gap-logo-redesign/8778612-1-eng-US/1008-gap-logo-redesign_full_380.jpg


My reaction on seeing the new Gap logo: "So, evidently the Gap is a bank now?"

[Raoul Duke]

huh, never thought the gap brand could get anymore boring. Guess I was wrong.

[Viridis]

I'm rather impressed that Coke's logo has remained more or less unchanged for a hundred years or so. It's really only slightly different handwriting.

I don't much like the new Pepsi logo either. I think the 1973 one is my favorite- bright, colorful, iconic.

Also, wtf Wacom. I had not seen that logo. Is it on the new tablets and everything? o_O

[Sunny]

I dont agree with the premise here. Improvements on logos tend to be far better than the original for modern times. The originals were modern when they were made, making them stand out. But as they get older they need to be reborn. From a graphic design perspective the improvements are really great on most of those logos. They are edgy, fun, and do the job they are meant to do. They dont stray too far from the brand to be unidentifiable but far enough to be new and interesting.

[Liquidpope]

I dont agree with the premise here. Improvements on logos tend to be far better than the original for modern times. The originals were modern when they were made, making them stand out. But as they get older they need to be reborn. From a graphic design perspective the improvements are really great on most of those logos. They are edgy, fun, and do the job they are meant to do. They dont stray too far from the brand to be unidentifiable but far enough to be new and interesting.

I don't disagree with any of that. Logos/branding should be updated as needed.
Times change, people change, core demographics shift in unusual/unforeseen ways... that's a crazy bunch of variables to try to keep up with.

That AT&T logo though just always bugged me. I understand the need to modernize it, I just don't like how they did it. But that's just an opinion.
Someone designed it, made some money and made a client happy.
Can't say anything bad about that.

[Mr Man]

I suppose technically it doesn't really have a predecessor, but I'm counting the default olympic logo. Anyway I don't care because it's just bloody horrible.

http://image.guardian.co.uk/sys-images/Arts/Arts_/Pictures/2007/06/05/olympics460.jpg

[Raoul Duke]

wow that olympic logo does look horrible. It really doesn't make me think of london or the olympics. It looks like some pattern you'd see on hammer pants.

[shrunkendesigner]

I was going to post the London Olympic logo, what was pipped to the post. It annoys me that it cost the tax payer £400,000. Terrible, over priced piece of toss that gave people eppileptic attacks when it was first unveiled. Shame on those who commissioned it and shame on those who made it... That is a terrible piece of design work.

That £400k and the mounting billions the games are costing us Brits should have been spent on our Health Service or invested into solutions that would help ease the country's depbt that went into bailing out the banks.

What a waste of f**king money.

[Orunitier]

There was a thread about the olympics in the lounge, and people were discussing the London logo. I'm sorry but, someone said it looks like Lisa Simpson giving head, then someone posted an animated .gif...That is all I see now when looking at that.

[Plumberry Girl]

Well i guess you can add gap logo to the list. I loved their old logo, don't know why they chose to go with a default font and a tiny box for their new logo... it's just sad.

http://www.csmonitor.com/var/ezflow_site/storage/images/media/images/1008-gap-logo-redesign/8778612-1-eng-US/1008-gap-logo-redesign_full_380.jpg

This makes JOE look even cooler.

[Raoul Duke]

This is why good logos go bad and bad logos go worse.
Wac3aGn5twc

[OmenSpirits]

I'm rather impressed that Coke's logo has remained more or less unchanged for a hundred years or so. It's really only slightly different handwriting.

I don't much like the new Pepsi logo either. I think the 1973 one is my favorite- bright, colorful, iconic.

Also, wtf Wacom. I had not seen that logo. Is it on the new tablets and everything? o_O
I like 1950 Pepsi myself.

the Gap's.....Ewww!

[flowers4love]

@Liquidpope

I dare say that there's no accounting for tastes. In my opinion the new logo of AT&T is great IMPROVEMENT on the old logo. It's much more vibrant and alive because it has that three dimensional effect. The old logo looks much more boring than the new one. Indeed I like the new logo much better than the old one.

[flowers4love]

@intrinsik

What you call obnoxious I call arousing. I confess that my taste may be a bit unconventional, however I really can't see what is obnoxious about wacom's new logo. First of all the colors are eye catching and vibrant and you must admit that they do catch your attention. Secondly, don't forget that the objective of a logo is to catch your potential buyer's attention.

[manlybrian]

First of all the colors are eye catching and vibrant and you must admit that they do catch your attention. Secondly, don't forget that the objective of a logo is to catch your potential buyer's attention.

True, but in catching attention it also has to appeal to the potential buyer. If I didn't already know Wacom was a good brand, and I saw their tablets in the store next to another brand, I would probably think the other brand was superior just because Wacom's logo would really turn me off.

[manlybrian]

http://chrisglass.com/journal/images/2007/1121-burlington.gif

[alain_gilbert]

Well i guess you can add gap logo to the list. I loved their old logo, don't know why they chose to go with a default font and a tiny box for their new logo... it's just sad.

http://www.csmonitor.com/var/ezflow_site/storage/images/media/images/1008-gap-logo-redesign/8778612-1-eng-US/1008-gap-logo-redesign_full_380.jpg

wow! i agree! i loved their old one. new one is... i dont know... boring, old fashioned... i dont know...

[alain_gilbert]

Personally I think the older logo was great, and this newer one is much less than great.
Just my opinion, of course, but what do you guys think?
Also, please post any similar examples of logos/designs that you think should have been left alone.

newer is better, but older letters are better than newer.

my opinion.:confident

[Liquidpope]

I've been spending lots of time at the AT&T store lately, and the new logo is starting to grow on me.
(Corporate brainwashing? Maybe.)

[LazyKat]

I wish I could say the same for the "MTN" Dew logo. Have you seen the new case work for it too? Looks like generic soda. The first time I went to buy some after the change I couldn't find it until I realized that strange, generic, Mountain-Dew rip-off-looking case was actually Mountain Dew. I'm used to it now, but it still doesn't sit well.

Fun fact: The same guy who designed it also designed some new orange juice boxes (I think for Tropicana), and those looked like a generic brand too.

[alain_gilbert]

he is generic guy. :)

[Sphinx]

The Coke logo is still nice...but Pepsi's first logo :wtf:
Are there any websites that have the history of Mountain Dew's logo?? I actually liked their hillbilly logo.

i agree with you but now is more good, i m thinking that this is a good progrees ,pepsi is the second mark of cola ,and when this company start ,i think that this want to be the more similar to coca cola,with the time this one get personality. It s my opinion.

Can you see the head with the hat in the logotype of coca cola?

[LuckyDevil]

What's with companies watering down their logo's... It makes everything look cheap, when are they gona learn that minimalist logo's aren't usually the best way to go. At least thats my opinion, and now starbucks has gone down that same path.

full aricle http://www.thedieline.com/blog/2011/1/6/the-new-starbucks-logo.html

http://www.thedieline.com/storage/post-images/01_05_11_starbucks3.jpg?__SQUARESPACE_CACHEVERSION =1294294218579

[manlybrian]

What's with companies watering down their logo's... It makes everything look cheap, when are they gona learn that minimalist logo's aren't usually the best way to go. At least thats my opinion, and now starbucks has gone down that same path.

Yeah, that new one does look cheap.

[Ionly Dogpaddle]

This whole trend of big companies re-designing their old but well-known logos - don't they know this is a bad idea?! I can understand Starbucks cleaning up the original logo into a nicer graphic format (though that saucy and somewhat grotesque mermaid is much more memorable) when they began to become a really big company but Pepsi and Gap?! Pepsi needs to stop trying to be so new and hip with their logo and just leave it alone. Same for Gap! They're logo was fine and I recognized it. Unless I had seen this post I wouldn't know the new logo was for their company.

Coca-Cola was smart in that their logo has almost always stayed the same (except for that 1985 New Coke stint which I think I only remember seeing maybe on diet cans today?)

[Elwell]

Well i guess you can add gap logo to the list. I loved their old logo, don't know why they chose to go with a default font and a tiny box for their new logo... it's just sad.

http://www.csmonitor.com/var/ezflow_site/storage/images/media/images/1008-gap-logo-redesign/8778612-1-eng-US/1008-gap-logo-redesign_full_380.jpg

Somehow I missed this when it happened, but the reaction to the new Gap logo was so universally negative that they scrapped it within a week:
http://mediadecoder.blogs.nytimes.com/2010/10/12/gap-inc-puts-gap-back-in-logo/?scp=1&sq=gap%20logo&st=cse

[Arshes Nei]

I'm sorry but, someone said it looks like Lisa Simpson giving head, then someone posted an animated .gif...That is all I see now when looking at that.

...cannot unsee... rofl.

[manlybrian]

This one's so bad that I only just now understood it. Either that or I'm retarded but for some reason I always subconsciously thought it was a mistake or something.

http://www.4thringroad.com/wp-content/uploads/2010/10/myspace-new-logo-490x306.jpg

[BlightedArt]

The MySpace one was interesting, I mean heaps of people know what it is.... But ever since facebook came about fewer people seem to be using MySpace.... in time that logo there will just make people go "MyUnderscore? What? Close window."

[shh]

some of the new ones aren't bad, in particular the Starbucks and Myspace, the new Starbucks one is much more immediate than the older one, and the underscore on the Myspace is the mobile phone equivalent of the space-bar.
Myspace users average (last I checked) were on average 31 yo, Bebo had the lowest average age, but it was still late 20's (28iirc), this logo imo looks like an attempt to attract a younger demographic, namely teens and early 20's.

[Spyplane]

Glad someone picked up on the atrocious new Myspace logo. It's just so boring and seems unappealing to people who are still remotely interested in the platform. Should maybe have just used "myspace" in Helvetica.

[Yuzikoi]

When I checked out my space and saw there new logo, I didn't think it helped at all, especially since the site is so cluttered, also the old AT&T logo makes me think of the Death star. And the heavy font helps to reinforce that idea of corporate power.

[MotionWind]

The old:
http://slovaku.webs.com/emag.gif

The new:
http://techdepo.ro/wp-content/uploads/2010/11/emag-logo.png
It's a multi logo in which they put multiple red elements (Like Google)

I say kill the new one with fire

[Little-Maiden]

oh aye, the old one is clearly better, though whats this logo for anyways? Cause i'm having trouble with connecting it with an apple >.>

[MotionWind]

It's for a IT store.
The apple one is a variation, the brute one is this:

http://www.evz.ro/typo3temp/pics/logo_eMAG_76521314bc.jpg

Feels like the designer's hand slipped when he made it :teeth:

[Dr. Quinn]

This one looks like the best of the worst. The old version looks tacky with the drop shadow. They get away with the red/blue on the 'e' in the address bar but it seems to mess with the weight of the letters to much in the main logo.

[DanijelRibic]

This is why good logos go bad and bad logos go worse.
Wac3aGn5twc


Oh lol. so true and horrible :).
we all felt it at least once didn't we :).
How often do we ask ourselves: w..? why would you want that on the logo? O_o, makes no sense

[millz]

Hmmm, some of those brands such as the pepsi one and coca cola ones (after about the 80's) arent exactly a brand change, more of a change to the display of the brand / packaging (changes in the style guide?).

I also must say that alot of the updated brands aren't worse than their predecessors (by todays standards) but they are pretty terrible none the less, it annoys me to see such big companies paying millions to design studios for a brand change that will become outdated in a couple of years, give me the money and i will design a contemporary logo that lasts 50 years.

That wacom brand would be 1000x better as a logotype without the abstract coloured crap.

Anyway, it's all because brands/design, like fashion, follows trends and what may be considered bad now, a few years ago would be good.

I leave you now with my contribution to this thread....

An Australian (and New Zealand?) bank.
http://www.funnycommercialsworld.com/wp-content/uploads/2009/10/ANZ-bank-rebranding.jpg

There old brand became outdated so they got a new one, yes it is more contemporary and not much worse, maybe better but it is too abstract to make any sense, they coulda come up with something a lot better for what they must have payed.

[shrunkendesigner]

My eyes! MY EYES!

How do the big design agencies manage to convince big companies to get to deciding on picking a bad logo and then fork out millions for it. When I worked briefly for a signage business, I chatted with a guy who once worked for a massive logo design company. He said that it can take somewhere between 6 months to 5 years to design a new corporate logo. Companies spend millions on it and will niggle until it is correct, right down to the pixel spacing. When it comes to making decisions, there is so many people to get approval from that the old saying "a camel is a horse designed by commitee" or the "too many cooks spoil the broth" come to mind.

Big companies are like strange lumbering giant creatures to me. They work on a different level to small and middle business. This is why I find it really funny when they okay shocking logos.

[RyanRyan]

@intrinsik

Secondly, don't forget that the objective of a logo is to catch your potential buyer's attention.

This isn't the case with most logos. Especially not company logos. Usually each individual product or range of products will have their own logos, packaging and marketing plans that are used to catch buyers attention. For instance, frosty flakes have their own logo that is separate and distinct from the Kelloggs logo.

Corporate logos function in a different way from other kinds of logos and logotypes.

[john-briner-art]

I agree some brand logos went so bad now, more like the older logos especially the Coca Cola logo before! :)

[rattus]

Norway Postal Service changed their logo in 2008 from this:

http://static.vg.no/uploaded/image/bilderigg/2008/09/04/1220541012278_792.jpg


to something they call "modern" and "innovative".... :

http://static.vg.no/uploaded/image/bilderigg/2008/09/05/1220593943064_296.jpg


??...

[Liquidpope]

Sweet! It's the Pokemon Death Star.

[shrunkendesigner]

Norway Postal Service changed their logo in 2008 from this:

http://static.vg.no/uploaded/image/bilderigg/2008/09/04/1220541012278_792.jpg


to something they call "modern" and "innovative".... :

http://static.vg.no/uploaded/image/bilderigg/2008/09/05/1220593943064_296.jpg


??...

I wonder if they plan on delivering explosive packages to Alderaan.

#fail

[artbox]

I call "watering" down of logos "simplifying". Times have changed, in my opinion, people do not have so much time any more. Everything is faster paced than was before. People do not have the time to "read" a logo these days. To get into their top of mind, logos need to be simplified. Like the Starbucks logo, design wise it may not be the best, but it sure as get the branding/ advertising job done. One glance, you know it is Starbucks and that thought will stick in your mind. There is no time to read "Starbucks" and there is no need to either.

[K-c]

I call "watering" down of logos "simplifying". Times have changed, in my opinion, people do not have so much time any more. Everything is faster paced than was before. People do not have the time to "read" a logo these days. To get into their top of mind, logos need to be simplified. Like the Starbucks logo, design wise it may not be the best, but it sure as get the branding/ advertising job done. One glance, you know it is Starbucks and that thought will stick in your mind. There is no time to read "Starbucks" and there is no need to either.

This is just me but... it doesn't take me that long to read the names of companies on logos. Their 'simplification' wasn't really a 'time-saver' for most people. :p I think they can get away with watering their logo down simply because without the text, it's already identifiable.

[jilted_one]

This is just me but... it doesn't take me that long to read the names of companies on logos. Their 'simplification' wasn't really a 'time-saver' for most people. :p I think they can get away with watering their logo down simply because without the text, it's already identifiable.

I agree to this, so many companies out there simplify their logos to the point where its the identifiable logo and not text. There are instances where simplicity counteracts in a negative way like My space logo. In the end there will always be good logos that stand the test of time like Coke and those that need to evolve as times change, but evolution doesn't mean that you devolve the look. Also logos like the London Olympics [which makes me feel like a teletuby addict designed it] will always happen and what can we do but lamblast them for that atrocity. Sometimes sanity never prevails until its too late.

[steve pete]

Funny, I would have thought that most people on here understood that many of the logos designed by major design studios are heavily intertwined with the likes of Marketing and Psychology.

A logo or brand is not intended just to be aesthetically pleasing but is meant to subconsciously convince you something about the company or brand by drawing on the conditions of the society and target audience.
People fail to understand just how much they are subconsciously influenced and are mistaking the aim of the logos.

These companies aren't trying to consciously convince you something about the brand they are marketing, but subconsciously trying to convince you.

If you need convincing watch a Derren Brown video clip to help understand just how unconscious the motives and views of a high majority of people are.

[manlybrian]

A logo or brand is not intended just to be aesthetically pleasing but is meant to subconsciously convince you something about the company or brand by drawing on the conditions of the society and target audience.
People fail to understand just how much they are subconsciously influenced and are mistaking the aim of the logos.


I am consciously and subconsciously offended by Wacom's logo.


If I didn't already know Wacom was a good brand, and I saw their tablets in the store next to another brand, I would probably think the other brand was superior just because Wacom's logo would really turn me off.

[manlybrian]

(Update. They added "Space")

http://cms.myspacecdn.com/cms//Press%20Site/Myspace%20logo.jpg

[crdf]

There is obviously something wrong with me, because I like the new GAP logo. I also prefer the new sphere for the at&t (the type is terrible).

[billakong]

I like the new logos.. besides the Burlington one, (edit) oh and the myspace one.. Whoever let that designer have his way.. stupid.

[msafs]

What do you make now, DC? Peel away bumper stickers?... It makes me think of those disposable toilet seat covers they have in airports... I think they're dispensed from something of that shape, too.

[JeffX99]

Yeah...the new DC logo totally says "cool comic stories and action inside". Oh wait, nope, no it doesn't. I bet the lettering and logo designers within DC are super happy about it.

[OmenSpirits]

Looks like DC peeling off a band-aid.

:( Bad design for a comic company. Better for a company that deals in clear plastic wrap. :)

[Bjarnsen]

I suppose technically it doesn't really have a predecessor, but I'm counting the default olympic logo. Anyway I don't care because it's just bloody horrible.

http://image.guardian.co.uk/sys-images/Arts/Arts_/Pictures/2007/06/05/olympics460.jpg

every other olimpycs logo would be better but about thisone youre right

http://images.wikia.com/olympic/images/0/05/Url.png
http://www.digitaltoast.co.uk/blog/wp-content/uploads/2007/06/richard_voysey_logo.jpg
even this one:
http://newsimg.bbc.co.uk/media/images/43006000/jpg/_43006857_jethro_offemaria416.jpg
and they put this one:
http://www.boston.com/bostonglobe/ideas/brainiac/thesun.jpg

[IAMTHEZTM]

every other olimpycs logo would be better but about thisone youre right

http://images.wikia.com/olympic/images/0/05/Url.png
http://www.digitaltoast.co.uk/blog/wp-content/uploads/2007/06/richard_voysey_logo.jpg
even this one:
http://newsimg.bbc.co.uk/media/images/43006000/jpg/_43006857_jethro_offemaria416.jpg
and they put this one:
http://www.boston.com/bostonglobe/ideas/brainiac/thesun.jpg

I rather like the 2012don logo. Why the hell could they not've used that? Really, I tried to like the current one, but in the end, it really is a tactless, bright mess.