12 Worst Logo Redesigns That Missed The Mark (and Why)

Logos are a brand’s first impression. They’re the face, the story, and the vibe a company wants to give off in a single glance. A well-designed logo is memorable and speaks to the brand’s identity. But what happens when a redesign misses the mark? In some cases, brands try to freshen things up, but the result is a major miss that confuses or even frustrates customers. Let’s dive into some of the worst logo redesigns that left people scratching their heads.

1. Reebok: Famous Logo Redesign Fail

The old Reebok logo wasn’t exactly iconic—it always felt like a strange mix between the Nike Swoosh and Adidas’s three stripes. So, a redesign to set Reebok apart from the competition made sense.

But instead of creating something unique, they traded one generic logo for another. The new design feels more suited to a bank teller’s polo shirt than to athletic gear. Somewhere along the line, Reebok forgot to ask a key question: “Would anyone actually want to wear this on a t-shirt?” The answer? “Not really.”

Takeaway: Keep the logo’s personality aligned with the brand’s purpose.

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2. Pepsi

Pepsi has updated its logo multiple times over the years, but the 2008 redesign didn’t sit well with fans. The classic red, white, and blue circle was altered into a tilted smile, intended to bring a new energy to the brand. However, the smile was too abstract, and people felt it lacked the charm of the previous logo.

Some even said it looked like a warped attempt at a smiley face! Despite spending millions on the redesign, it went down as one of the worst rebranding efforts in the soda industry, leaving people confused about what Pepsi was trying to convey.

Takeaway: Overcomplicating a simple design can leave fans confused.

3. Gap: Memorable Logo Redesign Fail

In 2010, Gap unveiled a new logo that left fans bewildered. They swapped out their iconic blue box and serif font for a plain Helvetica font and a tiny blue square in the corner. Fans saw this as a boring attempt to look modern and quickly voiced their opinions online.

The backlash was so intense that Gap reverted to its original logo within a week. This was a memorable logo redesign fail that proved even established brands should think twice before making drastic changes to a classic.

Takeaway: If a logo works, don’t change it just for the sake of modernization.

4. Tropicana: Example Of Worst Rebranding

Tropicana’s 2009 redesign was a classic example of a worst rebranding. Known for its orange-and-straw packaging, Tropicana swapped it out for a minimalist design featuring a glass of orange juice. Customers felt it was bland and couldn’t recognize the product on shelves, leading to a significant drop in sales.

Within months, Tropicana reverted to the original design, acknowledging that their fresh look had been a huge misstep.

Takeaway: Recognizability is crucial for consumer brands.

5. Yahoo

Yahoo’s 2013 logo update aimed for simplicity but ended up as one of the worst logo redesigns of the decade. The new design replaced their quirky, playful font with a sleek, modern typeface, but it lost the charm that fans loved.

This rebrand left people unimpressed, and the updated logo was quickly forgotten. Yahoo’s redesign is often cited as a logo redesign fail because it didn’t bring anything new or memorable to the brand.

Takeaway: Losing a brand’s unique charm can leave an updated logo feeling bland.

6. JCPenney: Worst Rebranding In Retail

In an attempt to modernize, JCPenney adopted a new logo in 2011 with a square box design meant to represent a price tag. However, the minimalist logo didn’t resonate with customers, who felt it was too stark and unrecognizable.

This became one of the worst rebranding moves for a retail brand. After losing sales and failing to gain traction, JCPenney eventually went back to a more traditional logo that aligned with their image.

Takeaway: Minimalism doesn’t always resonate, especially in retail.

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7. Animal Planet

In 2018, Animal Planet decided to refresh its logo by replacing the iconic elephant-and-globe design with a simplified, animated-style elephant.

While the intent was to create a more approachable and easily recognizable design, the new logo felt disconnected from the brand’s identity. Instead of embodying a channel renowned for its educational programs on wildlife, the design looked more like something suited for a toy store.

Takeaway: Removing beloved elements can strip away brand identity.

8. British Petroleum (BP)

BP’s logo redesign in 2000 was an attempt to rebrand as an eco-friendly energy company. The new green and yellow “sunburst” logo was meant to represent a fresh start, but many found it ironic, given BP’s association with oil. The logo came under heavy criticism, especially after the Deepwater Horizon oil spill, as the eco-friendly image felt insincere.

BP’s rebranding attempt is now viewed as one of the worst logo redesigns in the energy sector, as it clashed with public perception of the company.

Takeaway: A logo should align with the public’s perception of the brand.

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9. Leeds United: Popular Logo Redesign Fail

Leeds United’s 2018 logo redesign caused a fan uproar like few others. The club swapped their traditional crest for a simple graphic of a person holding a fist to their chest, intended to symbolize unity.

However, fans felt it was generic and didn’t reflect the club’s history. The backlash was so strong that Leeds United quickly scrapped the new design. This redesign will go down as a famous logo redesign fail, showing how important tradition is in sports branding.

Takeaway: In sports, tradition is paramount to fans.

10. Mozilla

In 2017, Mozilla introduced a new logo that spelled out their name with characters meant to resemble a web URL: “moz://a.” The design was intended to highlight Mozilla’s digital focus, but it was a confusing choice that didn’t connect with the general public.

This odd redesign didn’t resonate and became one of the worst rebranding attempts in tech. While it was creative, it missed the mark with users who found it too complicated.

Takeaway: A creative logo is only effective if it’s easily understood by the public.

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11. Burberry: Bad Logo Redesign In Fashion Industry

Burberry’s 2018 logo redesign stripped away the brand’s traditional style and heritage. The elegant, serif font was replaced with a simple, block-letter logo that felt more like an everyday fashion brand than a luxury one.

Fans of Burberry’s heritage weren’t impressed, as the new design lacked the sophistication they associated with the brand. This bad logo redesign failed to capture the essence of Burberry, proving that some luxury brands are better off sticking to their roots.

Takeaway: Luxury brands should retain their elegance and heritage.

12. Oxford Dictionary

In 2020, Oxford Dictionary unveiled a new logo that was intended to bring a modern twist to a classic brand. However, the redesign ended up feeling bland and generic, lacking the gravitas one would expect from such an authoritative institution.

The logo lost the sense of tradition and respectability that had defined Oxford Dictionary for years, making it one of the worst logo redesigns in the publishing world. Fans and readers alike felt the change was unnecessary and failed to capture the dictionary’s esteemed reputation.

Takeaway: Classic brands should prioritize tradition over trendiness.

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Wrapping Up Worst Logo Redesigns

These redesigns remind us that change isn’t always for the better. Each of these worst logo redesigns serves as a cautionary tale: a logo should reflect a brand’s personality, history, and values. When brands stray too far from what makes them unique, the results can be disastrous. For companies thinking about a new logo, these cases prove that understanding the heart of a brand—and its audience—is key to a successful rebrand.

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