10 Company Logo Makeovers

Gabrielle Gosha

When it comes to a company’s image, the logo plays a crucial part. Branding and marketing materials are one of the key factors in fostering a successful brand that resonates with customers. Just like with websites, the company image can be in need of a makeover from time to time. These makeovers can consist of simple changes like the addition of a slogan, or sometimes a huge overhaul that includes repackaging, substantial logo changes, and even remodeling the physical layouts of stores.

Over the years, we have seen logos come and go for various reasons. We have also seen community backlash when a logo is redone such as with Gap. Logos have played a large part in regards to brand recognition, as some of the most successful companies are recognized by their logo alone. Consider companies like Coca-Cola, Nike, and Ralph Lauren for example. These brands are ubiquitous, but they nonetheless are occasionally in need of a redesign. Today, I’m sharing ten major logo makeovers that have occurred in the last several years.

AT&T

at&t

When reworking your logo, it isn’t always necessary to pull out all the bells and whistles. Sometimes a simple change in font choice and converting your logo to 3D can be just enough to freshen up your design.

BP

bp

Despite what your feelings may be for this company, there really isn’t any denying that the overhaul to the company’s logo was necessary. The new design feels more open and brighter, which gives it a more friendlier and welcoming feel.

Burger King

burgerking

Going back to the idea of simple logos, Burger King’s redesign is a nice take on one of their old designs. While completely redesigning your logo isn’t a requirement, adding extra subtle elements like the blue ring and tilting the design can make all the difference.

Jack in the Box

jackinthebox

The jump from one-dimensional logos to three-dimensional seems to be the trend over the past few years when it comes to logo designs. Jack in the Box’s new design features a box-like shape and even uses a completely different font.

Kraft

kraft

Sometimes, new logo designs aren’t always readily welcomed, as Kraft found out when their new logo was ranked 5th worst logo in 2009. Though the logo itself is rather nice, it goes to show you that sometimes keeping your design simple and traditional is the way to go.

PayPal

paypal

You are probably already aware that PayPal’s site has undergone a slight makeover and with this makeover came the redesign of their logo. The redesign itself isn’t big enough to incur the wrath or praise of many, but it is a nice little change and a bit more professional looking.

Pepsi

pepsi

Beverage companies are so notorious when it comes to the reworking of their logos that when it happens, it isn’t much of a surprise. Pepsi, like a few other well-known soda companies, took the plunge once more with their logo to give it a more modern look.

Pringles

pringles

Giving your logos an up-to-date look is a terrific way to keep the product relevant, especially if you are targeting a younger demographic. While one of the original designs for Pringles is classy, the new modern design of the little man with the mustache has a lot more character.

Starbucks

starbucks

Whether you’re a fan of the company or not, you probably can spot this logo a mile away. Starbuck’s logo has undergone several redesigns over the years. The logo is now a minimal take on one of the earlier designs, and while it may not be liked as much, it’s still very recognizable and thus effective.

UPS

ups

Though a  far cry from being 3D, the new UPS logo is a nice spin on what was originally a simple black and white outline. This particular redesign proves that putting in a little time to your design a can really make a big difference.

There have been many redesigns of popular logos, some more recent than others. The logos featured here are just the tip of the iceberg, and I have undoubtedly neglected some of the more obvious ones. Feel free to share the logos that have not been included.

What do you think of the logos featured? Do you have a favorite or one you don’t particularly care for? 

Win an Annual Membership to Learnable,

SitePoint's Learning Platform

  • http://www.admphoto.com Alan Musy

    Regarding the UPS logo, one of the concerns in the old logo was the string on the package, since UPS does not deliver or accept packages tied with string, but the string was the only way they could make it look like a package.

    • http://digifaceproject.wordpress.com Gabrielle

      Thanks for commenting and sharing that bit of trivia Alan, definitely did not know that.

  • Scott

    This seems like a regurgitated article from a while ago. Many of those logo redesigns did not happen in “the last several years”. I know for a fact (because I was there) that the AT&T logo was redesigned more than a decade ago. And, by the way, it’s not “Cocoa-Cola”, it’s “Coca-Cola”. I really think I saw a nearly identical article at least 5 years ago…

  • http://shop.glamplaza.com Vijay

    Perfect timing for this article, I am also planning to makeover my site logo, personally I like simple logos.

    • http://digifaceproject.wordpress.com Gabrielle

      Best of luck on your redesign and I must agree about simple logos.

  • http://accessibleweb.eu Richard

    “The jump from one-​​dimensional logos to three-​​dimensional seems to be the trend over the past few years”

    That is brave, going straight from a one dimensional line (possibly multicoloured) to a 3d logo skipping 2d altogether – wow.

    • http://digifaceproject.wordpress.com Gabrielle

      Indeed Richard it is brave especially since there is no guarantee that the new logo will be well-received.

  • Ian

    Well done Gabrielle for drawing together a good set of redesigns. I was hoping for a bit more insight as to what was changed and why, and how this has helped the branding. Maybe you can add this as an update?

    I can see the changes, but would really appreciate some analysis as to the psychology behind the changes, and how and why they were thought to have been better than their predecessors.

    Of course, you might not know the priorities and goals that drove these redesigns but I’m sure there is more that can be said about these redesigns.

    Regarding BP, I saw that as being a shift away from ‘dirty’ petroleum to reposition themselves as a ‘clean’ energy company, hence the logo reminiscent of a sunflower. I thought that to be rather disingenuous of them, as they were – and are – still a traditional petroleum company at heart, with all of the pros/cons as their rivals. It was a logo-leap too far, IMHO, and struck me as treating their customers with too little respect, pretending to be something they clearly weren’t.

    With regard to 2D/3D – I have to say that I see the trend in recent times to be *away* from the faux-3D effect (shading, lighting, gradients, etc) towards ‘flat’ designs – witness Microsoft Metro and most recently iOS7. With regard to digital, I am staggered that with higher resolution and colour palettes than ever before, these flat and featureless designs are a throwback to the 1980s!

    • http://digifaceproject.wordpress.com Gabrielle

      Hi Ian thanks for commenting and giving some great feedback.

      I think an analysis for these redesigns that provides a more behind the scenes look, as you pointed out, would be an interesting addition to this article. Perhaps I can find something on each design and write something up as a potential follow-up.

      Also thanks for providing your opinions on some of the logo designs. It’s always nice to know how others feel about redesigns.

  • http://matoweb.com Matej Latin

    I love how seamless the transition in the PayPal case is… you don’t notice the difference until you take a closer look. But the new logo looks fresher…

    • http://digifaceproject.wordpress.com Gabrielle

      I agree Matej, it really just seems like a color change at first glance but a closer look shows there is a difference