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Examples Of Failed Logo Changes Over The Years  
User currently offline1337Delta764 From United States of America, joined Oct 2005, 6648 posts, RR: 2
Posted (3 years 1 month 1 week 20 hours ago) and read 6540 times:

I was wondering, does anyone have a list of examples of failed logo changes over the years?

Here are some recent examples:
Tropicana - Replaced the iconic logotype and straw in an orange with a generic picture of a glass of orange juice and a more basic typeface. Original logo was eventually brought back except on Trop50.

Gap - Tried to introduce a new logo, swiftly reverted after backlash from social media groups.

Also, another one that many seem to have forgotten was when Disneyland tried to change their logo in 2001, modeling their logo after the Walt Disney World Resort logo, except the word "land" was in a sans-serif font. That never caught on, as the classic logo was brought back in 2002.


The Pink Delta 767-400ER - The most beautiful aircraft in the sky
24 replies: All unread, jump to last
 
User currently offlinefrancoflier From France, joined Oct 2001, 3845 posts, RR: 11
Reply 1, posted (3 years 1 month 1 week 20 hours ago) and read 6536 times:

Delta airlines?

  



Looks like I picked the wrong week to quit posting...
User currently offlineDeltaMD90 From United States of America, joined Apr 2008, 7978 posts, RR: 51
Reply 2, posted (3 years 1 month 1 week 20 hours ago) and read 6500 times:

Quoting francoflier (Reply 1):
Delta airlines?

I'll agree in liking the old widget and the livery much better, but the current one is pretty sharp IMO. Of course, I can't really talk. And it's "Delta Air Lines"  

I think I have the absolute winner here anyways:



   Just in the name alone



Ironically I have never flown a Delta MD-90 :)
User currently offlineGBLKD From United Kingdom, joined Jan 2011, 345 posts, RR: 0
Reply 3, posted (3 years 1 month 1 week 20 hours ago) and read 6489 times:

B.A. World Tails. Doomed from the second Baroness Thatcher covered them up with her handkerchief in disgust at the launch.

I'm not exactly anywhere near to being the Iron Lady's biggest fan but her reaction did make me laugh at the time.

http://www.youtube.com/watch?v=t4g8zwVfPAI


User currently offlineBabybus From , joined Dec 1969, posts, RR:
Reply 4, posted (3 years 1 month 1 week 19 hours ago) and read 6457 times:

Quoting GBLKD (Reply 3):
I'm not exactly anywhere near to being the Iron Lady's biggest fan but her reaction did make me laugh at the time.

By a weird coincidence I was only thinking of that today. She was right. However, today I was thinking of it in terms of how badly companies get it wrong despite having access to large funds and so called market specialists.

The world tails were a major marketing disaster. I'll keep thinking about failed logos, can't think of any at moment.


User currently offlinedreadnought From United States of America, joined Feb 2008, 8963 posts, RR: 24
Reply 5, posted (3 years 1 month 1 week 19 hours ago) and read 6423 times:



This is an actual logo designed in 1973 for the Catholic Church’s Archdiocesan Youth Commission. It even won an award from the Art Directors Club of Los Angeles.

oops.



A logo for Locum, a Swedish property management company.



Self-explanatory.



Veni Vidi Castratavi Illegitimos
User currently offlinevikkyvik From United States of America, joined Jul 2003, 10338 posts, RR: 26
Reply 6, posted (3 years 1 month 1 week 19 hours ago) and read 6408 times:

Quoting DeltaMD90 (Reply 2):
Just in the name alone

That and Valujet. I think I flew them once....

Quoting dreadnought (Reply 5):
This is an actual logo designed in 1973 for the Catholic Church’s Archdiocesan Youth Commission. It even won an award from the Art Directors Club of Los Angeles.

oops.

A logo for Locum, a Swedish property management company.

Ha, somehow those two seem to fit together.



How can I be an admiral without my cap??!
User currently onlineBraniff747SP From United States of America, joined Oct 2008, 3013 posts, RR: 1
Reply 7, posted (3 years 1 month 1 week 18 hours ago) and read 6351 times:

Quoting DeltaMD90 (Reply 2):


   Just in the name alone

Thank god they changed the name back to Express Jet.


Gap was a failure... Sometimes you just have to ask yourself what some people are thinking.



The 747 will always be the TRUE queen of the skies!
User currently onlineAlias1024 From United States of America, joined Oct 2004, 2808 posts, RR: 2
Reply 8, posted (3 years 1 month 1 week 18 hours ago) and read 6344 times:

The sports world is full of terrible logos. I think one of the worst logos ever used was for the New York Islanders. The problem with this logo is that made everyone think of fish sticks.



Another really bad logo change in sports was the Big Ten going from this:


To this:


I know they couldn't go with the old logo since the 11 didn't work with their expansion to 12 teams, but what the hell is the B1G???

Not to be outdone, the Mountain West Conference also screwed up their logo, going from something distinct to something that looked like a rip off of the logos from the Nintendo Gamecube and television show "Dr. Who"

Old


New



It is a mistake to think you can solve any major problems with just potatoes.
User currently offlineDeltaMD90 From United States of America, joined Apr 2008, 7978 posts, RR: 51
Reply 9, posted (3 years 1 month 1 week 17 hours ago) and read 6320 times:

Quoting vikkyvik (Reply 6):

Quoting DeltaMD90 (Reply 2):
Just in the name alone

That and Valujet. I think I flew them once....

Aww but I liked their logo. I was only 5 or something, but I remember going to ATL and passing some of their planes and liking the little dolphins on their planes (what I thought the little plane logo was.) Oh the memories  



Though maybe I was a crack kid because it doesn't look like a dolphin now!    



Ironically I have never flown a Delta MD-90 :)
User currently offline1337Delta764 From United States of America, joined Oct 2005, 6648 posts, RR: 2
Reply 10, posted (3 years 1 month 1 week 17 hours ago) and read 6283 times:

You can't really call DL's current logo a failed logo idea since DL hasn't reverted to the old logo. However, the Soft Widget logo might qualify.


The Pink Delta 767-400ER - The most beautiful aircraft in the sky
User currently offlinehOmSaR From United States of America, joined Jan 2010, 1212 posts, RR: 0
Reply 11, posted (3 years 1 month 1 week 13 hours ago) and read 6185 times:

I'm sure we'll be adding the...ummm...."Miami" Marlins to this list pretty soon.


I was raised by a cup of coffee.
User currently offlineDocLightning From United States of America, joined Nov 2005, 20343 posts, RR: 59
Reply 12, posted (3 years 1 month 1 week 12 hours ago) and read 6138 times:

Quoting francoflier (Reply 1):

Delta airlines?

You jest, but actually it's a valid point. DL did the "round widget" when they were in "Deltaflot" colors.

They are back to the original widget. Admittedly, this new widget has a different color scheme than the original original, but the shape is preserved.


User currently offlinesteex From United States of America, joined Jun 2007, 1764 posts, RR: 9
Reply 13, posted (3 years 1 month 1 week 9 hours ago) and read 6070 times:

Another from the airline world - Biman Bangladesh abandoned their rebranding after only two months. After ages and ages of this livery...

View Large View Medium
Click here for bigger photo!

Photo © Pavluha


...Biman decided to freshen up their image by introducing this livery...

View Large View Medium
Click here for bigger photo!

Photo © Marco Starke


...on new delivery 738's, leased 772's, and repainted 310's. There was a lot of backlash over completely abandoning the iconic red crane (balaka) logo, so their new 77W's arrived on property in this livery...

View Large View Medium
Click here for bigger photo!

Photo © Gianluca Mantellini

...which is largely a return to the old, though it is nicely refreshed.


User currently offlineDoona From Sweden, joined Feb 2005, 3772 posts, RR: 13
Reply 14, posted (3 years 1 month 1 week 9 hours ago) and read 6064 times:

Quoting dreadnought (Reply 5):
A logo for Locum, a Swedish property management company.

It's not actually their logo, but a stylized version of it used on company Christmas cards and Christmas newspaper ads a number of years ago.

Though I'm thinking it would have made less of a fuss if it actually was a logo-change, since it would probably have been discovered and changed before almost every person in this country had seen it in the paper.   

Cheers
Mats



Sure, we're concerned for our lives. Just not as concerned as saving 9 bucks on a roundtrip to Ft. Myers.
User currently offlineGoldenshield From United States of America, joined Jan 2001, 6119 posts, RR: 14
Reply 15, posted (3 years 1 month 1 week 6 hours ago) and read 5988 times:

Quoting DeltaMD90 (Reply 9):
Though maybe I was a crack kid because it doesn't look like a dolphin now!

Most memories from that young seem like they were experienced on crack due to things like an overactive imagination, naivity, and general inexperience in the world.

My brother always that the Southwest only flew in a southwest direction.

I have a memory of going on a trip from LAX, looking outside the window into what I thought was a hangar, and what I though was a plane with a wing fallen off.

Crazy, eh?



Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.
User currently offlinePHLBOS From United States of America, joined Mar 2004, 7558 posts, RR: 23
Reply 16, posted (3 years 1 month 1 week 4 hours ago) and read 5929 times:

For a few years, the Philadelphia 76ers had this as their team logo:



A year or two ago, they riverted back to their more 'classic' logo.




"TransEastern! You'll feel like you've never left the ground because we treat you like dirt!" SNL Parady ad circa 1981
User currently offlinejohnkrist From Sweden, joined Jan 2005, 1401 posts, RR: 6
Reply 17, posted (3 years 1 month 1 week 2 hours ago) and read 5854 times:
AIRLINERS.NET CREW
HEAD SUPPORT

For me it's SAAB, they had a beautiful logo that showed their origin. When they merged with truck maker Scania they adapted the Gripen design.

Old logo:


Interim logo:


New logo:



5D Mark III, 7D, 17-40 F4 L, 70-200 F2.8 L IS, EF 1.4x II, EF 2x III, Metz 58-AF1
User currently offlineTOMMY767 From United States of America, joined Aug 2003, 6932 posts, RR: 9
Reply 18, posted (3 years 1 month 6 days ago) and read 5636 times:

5 years down the line the "new" United logo might quality as one.


"KEEP CLIMBING" -- DELTA
User currently offlinePlymSpotter From Spain, joined Jun 2004, 11708 posts, RR: 60
Reply 19, posted (3 years 1 month 6 days ago) and read 5620 times:

Royal Mail's disastrous attempt at re-branding to Consignia and the associated logo comes to mind:



They soon returned to the traditional:

http://libcom.org/files/images/news/Royal%20Mail.jpg


Dan  



...love is just a camouflage for what resembles rage again...
User currently offlineL410Turbolet From Czech Republic, joined May 2004, 5743 posts, RR: 19
Reply 20, posted (3 years 1 month 5 days 19 hours ago) and read 5462 times:

Classic Delta Air Lines logo to everything that came after that.

User currently onlineBraniff747SP From United States of America, joined Oct 2008, 3013 posts, RR: 1
Reply 21, posted (3 years 1 month 5 days 17 hours ago) and read 5407 times:

Quoting PlymSpotter (Reply 19):

Royal Mail's disastrous attempt at re-branding to Consignia and the associated logo comes to mind:

That's bad. That's really bad...



The 747 will always be the TRUE queen of the skies!
User currently offlineRevelation From United States of America, joined Feb 2005, 12964 posts, RR: 25
Reply 22, posted (3 years 1 month 5 days 13 hours ago) and read 5326 times:

Classic NBC Peacock:



to the soul-less "N":



Interestingly enough, after paying $1 million to design the "N":

Quote:

In February 1976, NBC was sued by the Nebraska ETV Network, Nebraska's chain of PBS affiliates, for trademark infringement, since the new NBC logo was virtually identical to the Nebraska ETV Network logo, except in the coloring. An out-of-court settlement was reached in which NBC gave Nebraska ETV Network new equipment and a mobile color unit, valued at over $800,000, in exchange for allowing NBC to retain their logo. In addition, NBC paid $55,000 to Nebraska ETV to cover the cost of designing and implementing a new logo.
Epic fail!

Ref: http://en.wikipedia.org/wiki/NBC_log...Cut_N_logo_.281975.E2.80.931979.29



Inspiration, move me brightly!
User currently offlinezippyjet From United States of America, joined Sep 2001, 5549 posts, RR: 13
Reply 23, posted (3 years 1 month 5 days 11 hours ago) and read 5273 times:

Quoting Revelation (Reply 22):
Epic fail!
YES!

Here are 2 of mine:

View Large View Medium
Click here for bigger photo!

Photo © Jordan A. Duncan

This Miami Air livery was fresh, colorful yet simple.


View Large View Medium
Click here for bigger photo!

Photo © Jason Whitebird
View Large View Medium
Click here for bigger photo!

Photo © Spencer Wilmot

It's Fugly replacement looks drab (dreck green glove) dated and cheap. This current livery reminds me of

The worst logo change ever at least in my lifetime:


Bawdy, kitschy an American Icon! Represented what was great about the USA. When Holiday Inn shit canned the Great Sign in the Reagan early 80's Holiday Inn jumped the shark!

to this booorring piece of generic crap.

Holiday Inn, I though may have redeemed itself for a very short time when they revived an amended Great Sign still better than Generic dreck of 1982


And then sadly in the decade from hell (2000's) they rolled out their worst of the worst!


[img]http://www.busymom.net/reviews/holiday_inn.gif{/img]
looks like the logo to

See the resemblance? I rest my case.

[Edited 2011-11-16 22:36:08]


I'm Zippyjet & I approve of this message!
User currently offlineAirstud From United States of America, joined Nov 2000, 2764 posts, RR: 4
Reply 24, posted (3 years 1 month 5 days 11 hours ago) and read 5268 times:

Quoting DocLightning (Reply 12):
They are back to the original widget. Admittedly, this new widget has a different color scheme than the original original, but the shape is preserved.

Except, they still have it wrong - precisely because of the color change. If tain't a red triangle under a blue widget, tain't Delta Air Lines. thbphtpthtbpthtb (i.e. Bronx cheer).

btw Doc, where the heck ya been? The forums (at least the threads I was diggin') were suspiciously Docless for quite some time...



Pancakes are delicious.
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