Pepsi, tell me what you don't like about yourself.
Google
For companies, re-branding with a new logo or fresh look provides a sort of facelift. (Really takes years off their life.)
Some get over-the-top PR, other re-brands slide in under the radar.
Eric's Ad Blog has compiled a list of popular re-brands in the last four years, roughly 2008 to present. For many, it's the first re-design in years.
Is there a downside to all this brand surgery?
Pepsi
- Left: 1987 to 2008 / New Logo: 2008 to Present
Walmart
- Left: 1992 to 2008 / New Logo: 2008 to Present
Best Buy
- Left: 1987 to 2008 / New Logo: 2008 to present
NFL
- Left: 1980 to 2008 / New Logo: 2008 to Present
Holiday Inn
- Left: 1952 to 2007 / New Logo: 2007 to Present
- Left: 1999 to 2010 / New Logo: 2010 to Present
iTunes
- Left: 2008 to 2010 / New Logo: 2010 to Present
Gap
- Left: 1986 to 2010 / New Logo: 2010 to 2010. One week after introducing the logo, Gap returned to the previous logo
Starbucks
- Left: 1987 to 2010 / New Logo: 2010 to Present
YMCA
- Left: 1967 to 2010 / New Logo: 2010 to Present, with different color variations for different programs
Comedy Central
- Left: 2000 to 2010 / New Logo: 2010 to Present
Wikipedia
- Left: 2003 to 2010 / New Logo 2010 to Present
msn
- Left: 1999 to 2010 / New Logo: 2010 to Present, though the old logo is still used as a "secondary" logo
DELL
- Left: 1984 to 2010 / New Logo: 2010 to Present
Playstation 3
- Left: 2006 to 2009 / New Logo: 2009 to Present
Discovery
- Left: 2000 to 2009 / New Logo: 2009 to Present
Animal Planet
- Left: 1996 to 2008 / New Logo: 2008 to Present
Red Lobster
- Founded in 1968, Red Lobster introduced its new logo in 2011
Google Chrome
- Left: 2008 to 2011 / New Logo: 2011 to Present
Petco
- Founded in 1965, Petco introduced its new logo in 2011
Cinemax
- Left: 2008 to 2011 / New Logo: 2011 to Present
StumbleUpon
- Left: 2001 to 2011 / New Logo: 2011 to Present
Subtle re-brands are my favorite. Maybe freshen up the colors or soften the edges. Minor stuff. In and out in less than an hour.
We all need to reinvent ourselves from time to time. Re-evaluate our image and our focus. Brands are no exception. But there's value, too, in brand recognition. Years of building a brand through products, advertising and generations of customers. Only to change things up in the fear of becoming stale.
There's something to be said about an old brand. It's got character, and it's often packed with emotion and memories. Well-built brands are more than just a logo. And a botched re-branding can really look bad.
It's not as easy as it looks on TV.
Just ask GAP.
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