4 Rebranded Identities

A look at the rebranding of 4 well known organisations

GAP Rebrand 2010

This rebrand only lasted for a few days!

Many demanded a return to the older logo design on social networks such as facebook and twitter.

Gap responded hastily and reverted back to the old design.

Marka Hansen, president of Gap Brand North America, explained the action reminding us, “We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back.

“So we’ve made the decision to do just that – we will bring it back across all channels.”

Gap also wisely admitted to not having listened to its customer base.

Marketing expert Craig Smith reminds us that, “Where marketers often go wrong is they think they have identified an opportunity for the brand to evolve and become something else, become more modern, and they think they can shortcut this by changing the visual identity, and carry the customers with them.

“It’s a fundamental error because customers may not be ready to go with you. The product positioning has to change first, then the logo should be the last thing.”

BP Rebrand 2000

When BP decided to ditch the shield and adopt a greener, livlier logo design many watched and took note.

The new sleek logo resembled a flower assembled of green and yellow shapes. It looked interesting and came with a brand new slogan too, the aptly worded ‘Beyond Petroleum’.

10 tears later and we see the dangers of an oil company adopting a greener logo design.

The Deepwater Horizon Oil leak in the Gulf of Mexico opened the company to criticism and essentially reminded us that this was an oil company claiming to be eco friendly.

The new logo has been adapted by many since. Probably not what BP had hoped for.

Tropicana 2009

In 2009 Tropicana dropped the famed orange and straw illustration from its packaging.

The brand’s owner PepsiCo adopted a new packaging consisting of a glass and orange juice.

The aim was to contemporise the Tropicana graphics.

Countless complaints and criticism followed from customers demanding the old design be reinstated.

PepsiCo relented and brought back the orange and straw. The new brand was fine but strayed too far from the original ‘look’ the company had strived for.

Conservative Party 2006

Lord Tebbit described it as “a bunch of broccoli”.

Others felt it looked like a child had drawn it. This was the reaction to the replacement of the Conservative Party’s blue torch with a scribbled tree in 2006.

The rebrand was a reaction to the changed policies of the Conservative Party under their new leader David Cameron.

Whilst many derided the new ‘look’ it has survived right through to 2011.

Since 2006 the Conservative Party have also won an election and govern the United Kingdom in a Coalition Government alongside the Liberal Democrats.

Perhaps this rebrand helped nudge them in the direction of this success.

January 12 2011 01:00 am | Xtra

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