Rebrand Flops...

I've remained silent - at least on social media - for a few months about this, but I simply cannot help but wonder about the motivations behind some of the rebranding I come across out there. More specifically, I'm dumbfounded with the rebranding of a credit union I drive past quite regularly.

On the left is the previous logo, with the new name and logo on the right. I cannot help but wish I was a fly on the wall in the meetings as this 70-yr old institution made the decision for such a drastic and (I assert) disconnected change.

If you're familiar with Idaho State University, the semi-arch in the previous logo hints at the Holt Arena, and the orange is an obvious school color any Bengal would recognize. In fact, quite brilliantly, the architecture for the branch in Idaho Falls also hinted at the arch in the logo.

While still a shade of orange, this new pale tone isn't reflective of the Bengal colors, nor is the slate blue background in the logo/signage. I understand this new company name and brand is part of an attempt to expand outside of the "shadow" of the university and enter into new communities, but fail to see how it helps them still "honor their legacy of serving Idaho State University's students."

Questions I would have asked those in charge of the rebrand might have included:

1. How does ISU Credit Union not allow expansion outside of the Pocatello and Idaho Falls area? Aren't there satellite campuses in several cities throughout the state?
2. If Lookout is going to be the name... Why go with the scout camp/military base look instead of looking just up the hill to the iconic lookout above the campus? Wouldn't the Greek-like columns that residents and students in the area hike to for a literal lookout over Pocatello make a more 'bank-esque' logo than a military watchtower?

Oddly, the brand consulting agency hired for this project has a solid portfolio of brands, including several financial institutions. Which makes this outcome all the more puzzling.

What seems most contradictory with this rebrand is the message from the credit union stating they feel this new logo honors their legacy and speaks to those they will continue serving - yet the name, images, colors, and fonts are significantly different. Each of these changes speaks to different moods and personalities, which would leave one feeling the credit union is a completely different organization now than it was a few months ago.

That may sound like an overly simplified judgment, however, anyone looking at this brand redesign has to see a completely different approach, that there is not a single related aspect between the two (apart from "Credit Union" which has nothing to do with the actual brand, rather what), and - frankly - see a less professional tone in the representation.

What brand flops have you seen or personally experienced with your own business?