With more companies rebranding, I’ve also seen many businesses close down, some for good, at an alarming rate. This shows that rebranding is a luxury that not all businesses can afford.
I want to use my “worst” article as a guide for businesses considering a rebrand. So, let’s look at the top 9 worst logo disasters and see what lessons we can learn from these rebrands.
1. SMUCKERS
Smuckers’ new logo can’t be replicated in one color because of the overlapping transparencies. The updated look is too modern, losing the “Mom and Pop” feel the company is known for. As Smuckers rebrands, the new corporate style detracts from the familiar “Smucker’s” name that made it famous.
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2. PETCO
Petco’s new brand voice uses guilt to promote healthier products. The updated typography is nice, but removing the pet images loses brand personality. The color change to deep blue aims for a serious look but loses the fun-loving attitude Petco had built over the years.
3. DAVE & BUSTERS
The new Dave & Busters logo is hard to read from a distance. The blue-on-orange color scheme doesn’t work well together and causes visual discomfort. While the old logo wasn’t perfect, this new design is a step backward.
4. TVA
TVA’s new logo is even blander and doesn’t explain what TVA is. The “V” and “A” are hard to read from a distance. If you didn’t know TVA was one of Quebec’s largest TV networks, neither logo conveys the identity of a major news network.
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5. LUMBER LIQUIDATORS
Lumber Liquidators’ rebranding to “LL Flooring” loses its distinct voice. The old logo had a good balance of icons and readability, but the new one lacks any iconography, making it feel incomplete and generic.
6. SAILOR
Sailor, a pen company, tried to create a calligraphy-inspired logo but ended up with reduced legibility. The previous logo wasn’t perfect, but it was easy to read. Although the new logo looks beautiful, it doesn’t convey what the company does, and the “A” disappears at small sizes.
7. LOS ANGELES RAMS
The Los Angeles Rams’ new logo has overlapping gradients, making it difficult to reproduce in one color, which complicates merchandising. It has a hyper-modern look that doesn’t convey aggression, and the gradient is hard to replicate on stitched or screen-printed apparel.
8. MOLSON COORS
Molson Coors’ new logo feels lifeless and doesn’t convey what the company does. Removing the iconic “Coors” script without updating it was a mistake.
9. SHIPT
The new Shipt logo isn’t bad, but it disconnects from the brand’s voice. While the wordmark is an improvement, removing the ship icon is a bland choice. At smaller sizes, the shopping bag icon is hard to recognize.
I know this feels like a lot of negativity, but that’s the point of this article. It’s a short case study on what doesn’t work. Not all these logos are bad; many just need a small tweak to become great. Even logos that miss the mark offer a chance to keep improving.
I write these articles to give perspective to companies thinking about a rebrand. Creativity is subjective, and you don’t have to agree with my views, but I hope my thoughts spark conversations and help guide your own rebranding efforts.
It’s crucial for businesses to establish a strong brand identity, regardless of the industry. If you’re considering a rebrand or want a FREE consultation, reach out to me, and let’s create a brand that truly represents your business!