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Rachel Arandilla is a curious subject -- she appreciates things that are quirky & clever. She loves spontaneity and adventure. She is a carefree soul, has a deep love for travel, culture and languages. And she's beginning to wonder she keeps on referring to herself in third person perspective.

35 Comments Best Comments First
  • Gina

    Tuesday, May 1st, 2012 21:53

    35

    Great picks for both successes and failures! However, there is one major failure that wasn’t listed here: Tropicana. They completely redesigned their logo which took away the orange and the straw and also made the caps on the cartons resemble oranges. While I was able to identify their products easily while they had the new logo, I’m sure most people could not recognize it. By far one of the biggest rebranding flops I can think of… it was not a great way for them to spend $35 million dollars! Thankfully, they are back to the original logo.

    +1
  • Bruno

    Sunday, April 10th, 2011 20:41

    10

    Thanks a lot for this article. As El, San Diego Zoo and Yellow Pages are also the best for me.

    0
  • Benny Schmidt

    Sunday, April 10th, 2011 21:14

    12

    There are wonderful and bad logos but I can’t remeber that KRAFT changed their logo? (by the way: I’m from Germany :))

    0
  • Renato Alves

    Monday, April 11th, 2011 02:58

    11

    Google and Kraft Foods logos are the best in my opinion. Although I liked so much the Kraft foods redesign, as you said it was a big change and not everybody is open-minded to change. Let’s see if it’s gonna work for them. Cya!

    0
  • Nathan Swan

    Monday, April 11th, 2011 09:42

    14

    Notice WACOM’s logo isn’t in the “Needs Improvement” section :P

    0
  • Nick Heer

    Tuesday, April 12th, 2011 04:18

    16

    AOL is now Aol. With a dot. Using a Helvetica font (or a variant of it).

    Wow, is it that difficult to spot Futura?

    0
  • Paul Mckay

    Monday, April 11th, 2011 15:28

    15

    Thanks for the post. I’m with Gary on the fact this is just another post reiterating what people have previously said, however I find it interesting to read other people’s views on good and bad logo rebranding and what they view as good and bad design.

    I agree with the comments and views that you’ve mentioned regarding all the logos displayed in this post and only want to mention a few points on the Starbucks logo.

    I personally am a fan of the previous logo design (with the writing), however I understand why Starbucks is branching off in this minimalistic style direction. With the companies long term view to start their own alcohol range as well as their existing ice cream product range, the company needed to produce a logo design that was functional, recognisable and clean. The fact of the matter is, you can’t have a logo with ‘COFFEE’ written all over it on a wine bottle.

    I think my favourite logo out of this selection has to be the ‘Google’ logo. I love the use of bright, primary style colours to represent the search engine and think it’s a very bold statement to make, especially in this day and age. The doodles that appear now and again turns the logo into something more, almost as though it’s a living entity that keeps up with the modern times and celebrating key figures of the past. It allows us to interact with the logo without us knowing it and also becomes a viral aspect to google. All in all, it can be seen as a great marketing piece and a brilliant way to get people to their site.

    The logo I dislike the most has to be Aol. The execution is poor and in my opinion, looks boring. Considering they’re a large multi-national corporation, their rebrand looks childish and unprofessional. Their determination to attract the younger generation appears forced and feels fake, making them look like they haven’t done the required research necessary.

    0
  • Heather Fonseca

    Sunday, April 10th, 2011 23:39

    9

    You forgot to add the goodwill. Their new logo is great! Very hip

    0
  • Derek

    Tuesday, April 12th, 2011 18:26

    17

    AOL; now pronounced A-’ole. Classy!

    0
  • Gary Ludwig

    Sunday, April 10th, 2011 19:23

    3

    You’re going for pretty low-hanging fruit here. It would have been more interesting if you hadn’t simply reiterated what pretty much every good/bad logo blogger has been saying over the course of the past year.

    A few points, though:

    MasterCard Worldwide: It was quite clear from the initial press releases this was the parent company logo, not the retail product logo. The strategy is very sound, the design actually quite good (comments to the contrary notwithstanding). People commenting on branding should really know what they’re taking aim at before they pull the trigger.

    Seattle’s Best Coffee: It’s quite possible all the attributes you ascribe to the old Seattle’s Best Coffee logo are exactly why they changed it. So it wouldn’t look like scores of other vintage, cozy, homey, fussy undifferentiated coffee logos. And I’m very tired of people professing on the one hand to be savvy enough to comment on the design, but on the other to being so easily “confused” by what’s being sold by a logo that says “Coffee” right in it.

    Aol: Describing the Aol logotype as “a Helvetica font (or a variant of it)” creates the impression you lump all sans serif typefaces together. There isn’t much there (aside from the absence of serifs) that looks like Helvetica.

    You’re entitled to your opinions, and I’d defend your right to express them whether I agree or not. But you haven’t added anything new or interesting to the conversation about these brands.

    0
  • SAiNT

    Sunday, April 10th, 2011 14:36

    2

    good writing, i enjoyed the article.

    0
  • Dave Saunders

    Sunday, April 10th, 2011 13:47

    4

    I also like the Starbucks logo change. Too many “branding experts” seems to be reciting tired opinions from text books about it being somehow wrong, but I find it to be bright and vibrant. Even if it does turn out to “fail” (which I don’t think it will), kudos to Starbucks for having the courage to stretch.

    0
  • Daveido

    Sunday, April 10th, 2011 21:21

    5

    Great article, really enjoyed it! I love how the KFC logo is almost the same, but so much better! Well, the latest Starbucks logo is for my taste a little bit too simple… Every time something disappears from their logo. Next time it will be only a green dot.. ;)
    But the gap logo! Oh my! I haven’t seen this one yet, but it is a huge disaster, my jaw dropped when I saw it! I just couldn’t beleive my eyes…

    0
  • Daniel

    Sunday, April 10th, 2011 22:38

    8

    The BT logo rebrand and the LV= rebrand are good examples of a complete change that worked really well.

    0
  • Adrian

    Sunday, April 10th, 2011 22:02

    7

    Great to read this article. I also like the Starbucks logo change.

    0
  • Tim

    Sunday, April 10th, 2011 21:51

    6

    The Google logo is boring. That’s why they have to do funky things with it every time there is a holiday. It looks like someone typed it in Microsoft Word back in 1997, made it too many colors and said, “My 6 year old thinks it looks great, let’s use it!” If a client hired me to design a logo for them and I charged $1000 and this is what I came back with, he would never hire me again.
    The Starbucks logo is nice, however, I don’t think it would work as signage on a building. You really need to have the name of your store on your sign. In fact, some cities have rules about that sort of thing. I think it works great on the products and cups, though.

    0
    • Rachel Arandilla

      Monday, April 11th, 2011 05:13

      13

      well then, it’s a good thing they didn’t use Comic Sans but Times New Roman.

      0
      • Nick Heer

        Wednesday, April 13th, 2011 05:04

        18

        It’s Calluna, not Times New Roman.

        0
  • El

    Sunday, April 10th, 2011 12:26

    1

    San Diego Zoo and Yellow Pages are the best for me

    0
  • Reynolds

    Tuesday, June 21st, 2011 21:20

    29

    Gap really did have a stinker with that new logo, can’t beat the London olympics logo though!

    0
  • ishaan

    Saturday, August 13th, 2011 17:27

    30

    Cool post ! Thanks for sharing and i like the google logo very much.

    0
  • Ed

    Monday, August 22nd, 2011 22:57

    31

    Verry cool post, but the AOL. logo is not the official used! ( now )

    0
  • bud

    Saturday, March 24th, 2012 11:18

    34

    where’s Paul Rand ?

    0
  • Rikard

    Wednesday, September 7th, 2011 17:47

    32

    Interesting. I had heard of the GAP logo redesign but not some of these others. It’s interesting to note that quite a few of the badly designed “new” logos violate one of the basic principles of logo design—making it reproducible in black and white. Gap, MasterCard, Kraft—all using colours and gradients which, if turned black and white, simply won’t work.

    0
  • kim

    Tuesday, April 26th, 2011 15:26

    27

    kraft and Yoplait logo are similar to amazon logo :)

    0
    • Butterfly

      Friday, May 20th, 2011 15:48

      28

      I bow down humbly in the presence of such gretasnes.

      0
  • jumi

    Wednesday, April 13th, 2011 20:13

    20

    i like the Google logo…on one hand its simple; which i think is necessary as its TG is the whole world, on the otherhand, it brings in the fun of doodle which creates people involvement and generates curiosity and interest…great job done, if u ask me!

    0
  • Russell Gillman

    Wednesday, April 13th, 2011 01:04

    19

    I thought Starbucks were very brave to remove the name from their logo, but it seems to have worked so far. The Yellow Pages logo is simple and beautiful, and—for me—the KFC logo is the perfect example of how to update an old logo and actually build on the success of the original.

    0
    • Mel

      Friday, April 22nd, 2011 12:58

      26

      It would be even more brave if Starbucks removed their name from the signs outside their stores ;-)

      0
  • Jafar

    Wednesday, April 13th, 2011 21:08

    21

    I like the new Seattle’s Best Coffee logo. In fact I’ve been buying more of their product because of its simplicity.

    The old one was boring to me. The new one is fresh.

    So yes, it is working on some people.

    Good article btw.

    0
  • Shane

    Thursday, April 14th, 2011 12:34

    22

    Awesome article, so many great redesigns. The KFC redesign is perfect! I’m not too sure about the new Starbucks logo, It’s nice but I personally prefer the previous one.

    My least favourite has to be the GAP redesign, as you said the old one was very liked and familiar to almost everyone so radically changing it was a definite mistake.

    0
    • Jussi Sivonen

      Monday, October 31st, 2011 14:22

      33

      Same here, I think that the Starbucks one was not redesign success.

      0
  • David

    Thursday, April 21st, 2011 03:34

    25

    The Google logo works well as a strong brand but I think it looks horrible. Not sure why people love it so much.

    0
  • Bruno Moura

    Wednesday, April 20th, 2011 19:12

    24

    I lol’d with the new GAP logo… LOL

    0
  • Michael

    Sunday, April 17th, 2011 12:24

    23

    I’m pretty sure that’s Avant Garde in the AOL logo.

    0
  • Gina

    Tuesday, May 1st, 2012 21:53

    35

    Great picks for both successes and failures! However, there is one major failure that wasn’t listed here: Tropicana. They completely redesigned their logo which took away the orange and the straw and also made the caps on the cartons resemble oranges. While I was able to identify their products easily while they had the new logo, I’m sure most people could not recognize it. By far one of the biggest rebranding flops I can think of… it was not a great way for them to spend $35 million dollars! Thankfully, they are back to the original logo.

    +1
  • bud

    Saturday, March 24th, 2012 11:18

    34

    where’s Paul Rand ?

    0
  • Rikard

    Wednesday, September 7th, 2011 17:47

    32

    Interesting. I had heard of the GAP logo redesign but not some of these others. It’s interesting to note that quite a few of the badly designed “new” logos violate one of the basic principles of logo design—making it reproducible in black and white. Gap, MasterCard, Kraft—all using colours and gradients which, if turned black and white, simply won’t work.

    0
  • Ed

    Monday, August 22nd, 2011 22:57

    31

    Verry cool post, but the AOL. logo is not the official used! ( now )

    0
  • ishaan

    Saturday, August 13th, 2011 17:27

    30

    Cool post ! Thanks for sharing and i like the google logo very much.

    0
  • Reynolds

    Tuesday, June 21st, 2011 21:20

    29

    Gap really did have a stinker with that new logo, can’t beat the London olympics logo though!

    0
  • kim

    Tuesday, April 26th, 2011 15:26

    27

    kraft and Yoplait logo are similar to amazon logo :)

    0
    • Butterfly

      Friday, May 20th, 2011 15:48

      28

      I bow down humbly in the presence of such gretasnes.

      0
  • David

    Thursday, April 21st, 2011 03:34

    25

    The Google logo works well as a strong brand but I think it looks horrible. Not sure why people love it so much.

    0
  • Bruno Moura

    Wednesday, April 20th, 2011 19:12

    24

    I lol’d with the new GAP logo… LOL

    0
  • Michael

    Sunday, April 17th, 2011 12:24

    23

    I’m pretty sure that’s Avant Garde in the AOL logo.

    0
  • Shane

    Thursday, April 14th, 2011 12:34

    22

    Awesome article, so many great redesigns. The KFC redesign is perfect! I’m not too sure about the new Starbucks logo, It’s nice but I personally prefer the previous one.

    My least favourite has to be the GAP redesign, as you said the old one was very liked and familiar to almost everyone so radically changing it was a definite mistake.

    0
    • Jussi Sivonen

      Monday, October 31st, 2011 14:22

      33

      Same here, I think that the Starbucks one was not redesign success.

      0
  • Jafar

    Wednesday, April 13th, 2011 21:08

    21

    I like the new Seattle’s Best Coffee logo. In fact I’ve been buying more of their product because of its simplicity.

    The old one was boring to me. The new one is fresh.

    So yes, it is working on some people.

    Good article btw.

    0
  • jumi

    Wednesday, April 13th, 2011 20:13

    20

    i like the Google logo…on one hand its simple; which i think is necessary as its TG is the whole world, on the otherhand, it brings in the fun of doodle which creates people involvement and generates curiosity and interest…great job done, if u ask me!

    0
  • Russell Gillman

    Wednesday, April 13th, 2011 01:04

    19

    I thought Starbucks were very brave to remove the name from their logo, but it seems to have worked so far. The Yellow Pages logo is simple and beautiful, and—for me—the KFC logo is the perfect example of how to update an old logo and actually build on the success of the original.

    0
    • Mel

      Friday, April 22nd, 2011 12:58

      26

      It would be even more brave if Starbucks removed their name from the signs outside their stores ;-)

      0
  • Derek

    Tuesday, April 12th, 2011 18:26

    17

    AOL; now pronounced A-’ole. Classy!

    0
  • Nick Heer

    Tuesday, April 12th, 2011 04:18

    16

    AOL is now Aol. With a dot. Using a Helvetica font (or a variant of it).

    Wow, is it that difficult to spot Futura?

    0
  • Paul Mckay

    Monday, April 11th, 2011 15:28

    15

    Thanks for the post. I’m with Gary on the fact this is just another post reiterating what people have previously said, however I find it interesting to read other people’s views on good and bad logo rebranding and what they view as good and bad design.

    I agree with the comments and views that you’ve mentioned regarding all the logos displayed in this post and only want to mention a few points on the Starbucks logo.

    I personally am a fan of the previous logo design (with the writing), however I understand why Starbucks is branching off in this minimalistic style direction. With the companies long term view to start their own alcohol range as well as their existing ice cream product range, the company needed to produce a logo design that was functional, recognisable and clean. The fact of the matter is, you can’t have a logo with ‘COFFEE’ written all over it on a wine bottle.

    I think my favourite logo out of this selection has to be the ‘Google’ logo. I love the use of bright, primary style colours to represent the search engine and think it’s a very bold statement to make, especially in this day and age. The doodles that appear now and again turns the logo into something more, almost as though it’s a living entity that keeps up with the modern times and celebrating key figures of the past. It allows us to interact with the logo without us knowing it and also becomes a viral aspect to google. All in all, it can be seen as a great marketing piece and a brilliant way to get people to their site.

    The logo I dislike the most has to be Aol. The execution is poor and in my opinion, looks boring. Considering they’re a large multi-national corporation, their rebrand looks childish and unprofessional. Their determination to attract the younger generation appears forced and feels fake, making them look like they haven’t done the required research necessary.

    0
  • Nathan Swan

    Monday, April 11th, 2011 09:42

    14

    Notice WACOM’s logo isn’t in the “Needs Improvement” section :P

    0
  • Benny Schmidt

    Sunday, April 10th, 2011 21:14

    12

    There are wonderful and bad logos but I can’t remeber that KRAFT changed their logo? (by the way: I’m from Germany :))

    0
  • Renato Alves

    Monday, April 11th, 2011 02:58

    11

    Google and Kraft Foods logos are the best in my opinion. Although I liked so much the Kraft foods redesign, as you said it was a big change and not everybody is open-minded to change. Let’s see if it’s gonna work for them. Cya!

    0
  • Bruno

    Sunday, April 10th, 2011 20:41

    10

    Thanks a lot for this article. As El, San Diego Zoo and Yellow Pages are also the best for me.

    0
  • Heather Fonseca

    Sunday, April 10th, 2011 23:39

    9

    You forgot to add the goodwill. Their new logo is great! Very hip

    0
  • Daniel

    Sunday, April 10th, 2011 22:38

    8

    The BT logo rebrand and the LV= rebrand are good examples of a complete change that worked really well.

    0
  • Adrian

    Sunday, April 10th, 2011 22:02

    7

    Great to read this article. I also like the Starbucks logo change.

    0
  • Tim

    Sunday, April 10th, 2011 21:51

    6

    The Google logo is boring. That’s why they have to do funky things with it every time there is a holiday. It looks like someone typed it in Microsoft Word back in 1997, made it too many colors and said, “My 6 year old thinks it looks great, let’s use it!” If a client hired me to design a logo for them and I charged $1000 and this is what I came back with, he would never hire me again.
    The Starbucks logo is nice, however, I don’t think it would work as signage on a building. You really need to have the name of your store on your sign. In fact, some cities have rules about that sort of thing. I think it works great on the products and cups, though.

    0
    • Rachel Arandilla

      Monday, April 11th, 2011 05:13

      13

      well then, it’s a good thing they didn’t use Comic Sans but Times New Roman.

      0
      • Nick Heer

        Wednesday, April 13th, 2011 05:04

        18

        It’s Calluna, not Times New Roman.

        0
  • Daveido

    Sunday, April 10th, 2011 21:21

    5

    Great article, really enjoyed it! I love how the KFC logo is almost the same, but so much better! Well, the latest Starbucks logo is for my taste a little bit too simple… Every time something disappears from their logo. Next time it will be only a green dot.. ;)
    But the gap logo! Oh my! I haven’t seen this one yet, but it is a huge disaster, my jaw dropped when I saw it! I just couldn’t beleive my eyes…

    0
  • Dave Saunders

    Sunday, April 10th, 2011 13:47

    4

    I also like the Starbucks logo change. Too many “branding experts” seems to be reciting tired opinions from text books about it being somehow wrong, but I find it to be bright and vibrant. Even if it does turn out to “fail” (which I don’t think it will), kudos to Starbucks for having the courage to stretch.

    0
  • Gary Ludwig

    Sunday, April 10th, 2011 19:23

    3

    You’re going for pretty low-hanging fruit here. It would have been more interesting if you hadn’t simply reiterated what pretty much every good/bad logo blogger has been saying over the course of the past year.

    A few points, though:

    MasterCard Worldwide: It was quite clear from the initial press releases this was the parent company logo, not the retail product logo. The strategy is very sound, the design actually quite good (comments to the contrary notwithstanding). People commenting on branding should really know what they’re taking aim at before they pull the trigger.

    Seattle’s Best Coffee: It’s quite possible all the attributes you ascribe to the old Seattle’s Best Coffee logo are exactly why they changed it. So it wouldn’t look like scores of other vintage, cozy, homey, fussy undifferentiated coffee logos. And I’m very tired of people professing on the one hand to be savvy enough to comment on the design, but on the other to being so easily “confused” by what’s being sold by a logo that says “Coffee” right in it.

    Aol: Describing the Aol logotype as “a Helvetica font (or a variant of it)” creates the impression you lump all sans serif typefaces together. There isn’t much there (aside from the absence of serifs) that looks like Helvetica.

    You’re entitled to your opinions, and I’d defend your right to express them whether I agree or not. But you haven’t added anything new or interesting to the conversation about these brands.

    0
  • SAiNT

    Sunday, April 10th, 2011 14:36

    2

    good writing, i enjoyed the article.

    0
  • El

    Sunday, April 10th, 2011 12:26

    1

    San Diego Zoo and Yellow Pages are the best for me

    0

Comments are closed.

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