Brand Logo Changes: When They Work and When They Don’t?

Did you know that over 75% of consumers recognise brands by their logo alone??

Yet, shockingly, over 60% of companies that rebrand with a new logo fail to make a lasting impact.?

Only about 30% of logo redesigns truly succeed in boosting a brand’s image. Changing a logo is a high-stakes move that can either grow the brand to the next level or lead to disaster.

What can be the possible consequences of a poorly designed logo: declining sales, falling client retention, failed projects, and even losing valuable team members???

A weak or poorly thought-out logo can erode trust, diminish brand recognition, and ultimately damage your bottom line. For many companies, the logo is not just a visual marker; it’s the foundation of their entire brand identity. A misstep here can cost far more than just money—it can cost the brand itself.

On the other hand, the world’s most successful brands understand the importance of an iconic logo. They scrutinise every detail, invest heavily in design, and never take their brand’s visual identity lightly. Companies like Apple and Starbucks know that a strong, well-crafted logo is more than just an image; it’s a powerful tool for maintaining relevance, building trust, and driving long-term success. There have been several cases in the market where companies have done logo redesigns from time to time. Some of the logo redesigning succeeded while some failed dramatically.?

Here in this newsletter, we will be discussing 4 cases of logo redesigning. Two cases where brands redesigned their logos and got massive drive while 2 cases will be dedicated to those brands which faced severe losses after the brand logo redesign. Apple and Starbucks got massive drives while Yahoo and Pepsi faced consequences!

Success Stories:

Apple: Simple Yet Strong

Apple’s logo has changed from a complicated drawing of Isaac Newton to the simple, iconic apple with a bite. This change reflected Apple’s focus on clean, modern design, helping the brand become a leader in the tech world.

Starbucks: A Global Symbol

Starbucks has also changed its logo over the years, making it simpler and more modern. In 2011, they even removed the word "Starbucks" from their logo, leaving just the mermaid. This change worked because the brand was already well-known around the world.

When It Went Wrong?

Yahoo: A Misstep in Rebranding

In 2013, Yahoo came up with a new logo that aimed to modernize its image. The redesign was met with criticism for its lack of creativity and perceived departure from the brand’s established identity. Many users felt the new logo was uninspired and did not align with Yahoo’s brand values. This case highlights how a logo change can fail if it doesn’t resonate with the core audience.

Pepsi: A Costly Redesign

In 2008, Pepsi introduced a new logo that was intended to modernize its image. However, the redesign was criticized for its lack of originality and its hefty price tag—estimated at $1 million. The logo’s lack of resonance with consumers made the change controversial, highlighting the risk of making a major visual overhaul without a solid strategy.

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Very important Lesson for the brand owners:

Changing a logo is a big decision that can either help or hurt a brand. Companies like Apple and Starbucks have shown that a well-thought-out logo change can keep a brand fresh and relevant. On the other hand, Yahoo and Pepsi remind us that a logo is more than just a picture—it’s a part of what makes a brand recognizable and trusted.

Want expert advice on your brand’s logo?

I’m offering a free analysis of five brand logos. Whether you’re thinking about a redesign or just want to improve your current logo, I can help you make the right choice. Don’t miss out—reach out today!

Share your brand logo and I will be doing a free scientific logo analysis for you to assess the impact of your logo.

You can also check out my logo-designing playlist on YouTube for more inferences!

With utmost dedication to your success!

Sudhir Kove

The LOGO GURU