sometimes highly established brands decide to rebrand their logo or even their entire identity
and sometimes it does go really well however there are those other times where it can end up being
a complete and utter disaster often costing the brand hundreds of thousands of dollars
so the first logo redesign fail comes from a questionable food product brand
and that is craft foods now they're one of the world's most well-known and iconic food brands
the original logo wasn't pretty let's face it it's not that attractive to look at but at least it was
somewhat memorable and it was pretty simple people from all over the world knew of the craft logo
that being said in 2012 they decided to rebrand the new logo is a mishap of confusion and
chaos the design is way too busy to ever become iconic with the upper line having two different
logo type weights and then below the strap line having a new font and in two different colors
yeah i get it they were trying to be more friendly with the use of lowercase and script lettering
but the execution was a complete failure now these two fonts are not complementary and they do not
work well together as a pair so if you're going to use two different fonts for a logo at least
make sure they are a good pair also what's going on with this generic swoosh on the design
but yeah my main issue with this logo is that it uses nine different colors the layout also is not
a nice setup and it's pretty untidy which causes a sense of visual disharmony on the right hand side
but the true testament to how much of a fail this logo design was
is the fact that craft reverted back to the original logo some months later
so the second logo redesign fail comes from the financial sector
now again the original logo for capital one wasn't you know a design masterpiece it looks pretty ugly
i mean what's going on with this a on the capital
also the one is aligned to the bottom of the p for some strange reason however the 2008 rebrand
was a whole different kind of ugly the design was meant to appeal to the younger generation
yet somehow the logo appears more outdated than the first one the use of a fade and also an
emboss on the swoosh looks like something you'd expect from microsoft clipart back in the 1990s
and again what's with the swoosh what relevance does a swish have to banking or finance
also take note of how there are very small gaps between the boomerang and the o so when the logo
is scaled down that gap is going to disappear and things are going to become blurry but yeah
this layout just induces anxiety in general when i look at it the logo looks like something you might
pick up on fiverr for well five dollars when designing a financial logo you want to evoke a
sense of trust and stability and to me this logo doesn't do that and it just looks really outdated
so a logo redesign fail number three is quite an interesting and a funny story
now jcpenney is a large department store brand with multi-billion dollar turnovers annually
in 2011 they decided to rebrand but they had actually rebranded the year before
and they would rebrand again after this second one now remember i said that this brand turns
over billions of dollars every single year well they decided to hire luke langhows to redesign
their logo luke was a third year graphic design student at the university of cincinnati so why
did a huge huge entity in this industry decide to hire a student as opposed to you know signing
on an established design agency this choice is completely beyond me and i don't get it at all
now the old logo was firmly cemented in the minds of the customer base and to be fair
to luke he did keep in with the original font and the color scheme but he did make some fatal errors
boxing in the jcp like this creates a lot of confusion because how is it meant to be
read is it jcp any so this design style might work for some kind of modern architecture firm
but it didn't appeal to the middle class america that was meant to target
the logo was a failure and the company rebranded again in 2012 which led to another failure and
loss in sales so finally the company had to go back to the original design
if you want to learn more about logo design or just brand identity
do click the video on screen and until next time guys design your future today peace
you