Worst Rebrands: Logo Redesigns That Failed

 

The world evolves, times change and society advances at a pace that is sometimes dizzying. Brands strive to catch up by adapting to new technologies or implementing services that meet new customer demands. One of these changes is usually the modernization of the logo that characterizes companies, however the idea does not always work out. From Amazon to Burger King, here are some examples of failed logo redesigns:

Netflix

The old Netflix logo evokes the classic typography of Hollywood movie studios with its thin white letters and bold shadows on a red background. The new logo, which was launched in 2014, is a mere skeleton of the previous design. Many people feel that it no longer triggers the strong association with Hollywood and movies.

amazon

Amazon has quietly changed one of its most famous logos again, as the redesign only lasted a month, after people started comparing it to Hitler. Yes, you read that right, with Hitler. The Amazon shopping app logo on phones changed from the basket to a package with the famous smile logo and a strip of blue packing tape on top. Unfortunately, people took to social media and compared the jagged tape to a toothbrush-style mustache, the Nazi dictator's most infamous one.

Black & Decker

The familiar Black & Decker logo, which was revamped in 2014, features a hex nut symbol and a thick bold font. Swapping the hex nut symbol and bold black letters for a softer, more contemporary type in orange and a more modern sign, many customers have concluded that the logo has lost its distinctive character and DIY vibe, and now it's blandly generic.

Airbnb

Airbnb faced a similar backlash on social media when it changed its well-known blue brand logo in 2014. A host of cheeky tweeters compared the wavy red design, which the short-term rental site calls 'Belo', to various female and male private parts. According to the company, the design actually denotes the universal symbol of belonging.

Burger King

Founded in 1953, Burger King actually started life as Insta-Burger King, but after just a year it changed its name to Burger King. Their first logos featured a hamburger bun with the name inside. But in 1999, Burger King added a blue crescent around the burger bun and put the burger and text at an angle. This logo lasted 21 years until December 21, 2020, when Burger King decided to make a change. The simpler approach is part of the brand's journey from a meat-focused chain to a company moving toward healthier ingredients.