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Companies put a lot of effort into distinguishing themselves from others and establishing their unique brand. Over time, people get used to everything businesses associate themselves with, from their values to their logos and slogans. So when a brand introduces some changes, a lot of their customers feel apprehensive about them, especially if the rebrand completely misses the mark.
Many instances of questionable redesigns await you in the list below, and while you’re scrolling through them, don’t forget to express your opinions on whether a rebrand for these specific logos and designs was a good idea or not.
Bored Panda also reached out to Lauren Diana Scalf, a certified business strategist and founder of Empowered Marketing Co, and brand strategist Alicia Nagel, who kindly agreed to chat with us more about rebrands.
This post may include affiliate links.
#1
April Pickett 8 months ago
Go back to the old one. The old one looks powerful and sleek, like the cars. The new one looks like an old, beat-up VW bus.
Cuppa tea? 8 months ago
If they want to boost sales in USA, they should return to original name.
Geoffrey Scott 8 months ago
The 'Detroit 3' drive me nuts. Got a crappy car? Change the name with the next one. Hmmm..how long has the Camry or Accord been on the market? Instead of pretending it never existed, they refine the vehicle until it's acceptable.
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#2
PunchinelloTX 8 months ago
What? What even is the point of doing such a redesign? Who is the target audience?
Stannous Flouride 8 months ago
Skinny Velma? Is she alright? Has she developed an eating disorder? Or is she not well?
Uncle Panda 8 months ago (edited)
What amazes me about Scooby Doo is that the show has had one plotline since the early 60s.
#3
April Pickett 8 months ago
Bad, bad, bad. You look at the old one and are comfortable. It's well done and interesting because someone cared about the finished product. All they did was take off the banner and the gold, and did a little north-south stretch. Boring.
Lauren Diana Scalf, a certified business strategist and founder of Laurea Consulting, tells us that she's been with many businesses through big shifts, such as new offers, audiences, and seasons.
"And a rebrand is often one of the most exciting (and risky) moves they make. It’s not just about fresh visuals. It’s about clarity, connection, and creating a brand that actually supports where you’re headed next. When strategy and design work together, it can be a game-changer. When they don’t, it shows," she explains.
"A successful rebrand represents an authentic evolution of the brand and company. This means that the brand is flexing up and evolving to authentically reflect who the company is, their market positioning, personality, etc.," adds brand strategist Alicia Nagel.
#4
RiceRiceBaby 929 8 months ago
This one. I can't unsee the K and backwards N. I read that a lot of people googled KN, thinking it was a new car brand 😅
Cynthia Mangold 7 months ago
Yeah, that's what I did too.... appeared to be KIA. Not a very smart logo if ppl don't even know the name of your brand that way.
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Boris Long-Johnson 8 months ago
Might be in the minority here but on the actual cars I think the new logo looks good and suits their new more upmarket design.
Daniel Atkins 8 months ago
that was my thought when i first started seeing the logo.
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JL 8 months ago
Not that the original logo was all that great, but they certainly didn't improve on it. Plus whenever I see the name, I think "killed in action".
person (i think) 8 months ago
I wonder if they chose to obscure it for those reasons
Load More Replies... SMC 1 month ago
I think it’s much, much better the new one, it is fluid, technological and modern. The old one looks a bit archaic and too “Fordy”. There’s no point in trying to sell a history and old prestige KIA really does not have when compared to other more tradicional car brands (i.e. Ford), better to position itself as new and technologically updated.
Just stopping by 3 months ago
Actually I like it. The first one looked so basic and just generic.
Phantom Phoenix 8 months ago
If they only went from the bottom right of the A up to the middle of the left of it - I think that one little line would complete the A and suddenly the whole logo would make sense. Just saying
#5
Grape Walls of Ire 8 months ago
Why? Because he's bald now? What do they have against bald people?
Zoe Vokes 8 months ago
I assumed it was hair but the fact they replaced it with eyebrows makes me think the original design was maybe supposed to be bushy eyebrows.
Load More Replies... #6
When a redesign is unsuccessful, it confuses people, feels disconnected from the original identity, or loses the emotional connection that customers had with the brand, says Scalf. "It doesn’t matter how 'cool' it looks if it doesn’t feel aligned."
Nagel also notes that a rebrand usually fails when a company spontaneously decides it is something that it isn't. "Just like with people, this breeds distrust. When someone misrepresents who they are or simply reinvents themselves in a way that feels inauthentic, we are turned off and distrust them. The same goes for brands," she explains.
#7
Daniel Atkins 8 months ago
It was like they said the clown was drawing too many kids, but kids are the reason most people go there.
TheForrestGreene (he/they/it) 8 months ago
yeah, the old one had a red roof and stuff, now its all black and gray and looks like a post office. the red roof one was McDonald's, the gray one is the galarian McDonald's (please tell me someone gets that reference)
#8
#9
Data1001 8 months ago
With Disney losing their copyright on Mickey Mouse eventually (the original "Steamboat Willie" cartoon is already in the public domain), this may be part of a strategy to move away from relying on the Mickey ears as part of their corporate iconography.
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An example of an unsuccessful redesign that Scalf provides is GAP. "The new look felt generic, corporate, and totally disconnected from what people associated with the brand. The backlash was immediate, and they switched back in less than a week.
Another big one was Tropicana’s packaging redesign. They made everything so minimal and abstract that customers didn’t recognize the product on the shelves. Sales dropped by $30 million in just a couple of months. That wasn’t a design issue—it was a strategy issue," she suggested.
#10
LillieMean 8 months ago
Oh no, my memories, my dear memories! Now it feels like I've lost some of my game saves.
#11
Vinny DaPooh 8 months ago
This one makes sense though. Left is the more serious comic book version. Right is the funny comical styling
Lost Panda 8 months ago
I grew up with Teen Titans. My children grew up with Teen Titans Go! It is insane how different they were
BeesEelsAndPups 8 months ago
I like teen titans go. They are the most useless super heroes and it's hilarious
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TheForrestGreene (he/they/it) 8 months ago
bruh, I've been trying to find what this show was called for AGES, now I found it
Daniel Atkins 8 months ago
The left was a comic book cartoon with a good story, the right is four morons that live together or something couldn't stand watching it enough to figure it out.
#12
Dolly_of TheCowboy 8 months ago
What is it with car designers having these massive multi-storey grills on every car and truck?? Is there a functional airflow reason because if it appearance only then for me they definitely looks worse
Load More Replies... Boris Long-Johnson 8 months ago
I don't mind the look of the new BMWs - some are a bit rough, the new X3 for example, but it’s the interior that’s taken the worst of the spanking. No buttons for stuff that really should have, cheap plastics replacing metal and leather etc.
ucp 8 months ago
The loss of the click-wheel on the ConnectedDrive system is immense. I used mine over the touchscreen almost entirely.
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Meanwhile, Nagel adds Pepsi to the list of unsuccessful redesigns. "Soft drink Pepsi is notorious for continuously redesigning their logos over the years, and for a while there they had an odd arrangement of swooshes in their circular logo that were not very memorable or impactful.
In 2023, they brought back the retro logo, and, in my opinion, it's about time. It's memorable, visually arresting, is an honest presentation of their swoosh in the circle, and says their brand name loud and proud," she says.
#13
#14
Mr. Karate 8 months ago
I liked it, in fact, more than a redesign, it's a retro design... trying to look like the 80s logo. Pepsi_bi_1...7f-png.jpg 
PataSata 8 months ago
The image You linked was the Pepsi logo I knew from my childhood.
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Joe Publique 8 months ago (edited)
You mean they've changed it back to resemble the original after ruining it in 2006, right?
#15
These redesign failures often happen because changes are introduced based on preference or trend, not strategy or data, says Scalf. Some other common causes that she mentions include:
- Not talking to customers first.
- Making changes for the sake of change.
- Confusing a visual refresh with a full strategic rebrand.
- Letting design trends lead instead of brand values.
- Failing to explain the why behind the change.
#16
Otto Katz 8 months ago
What's with that timeline? it's all over the place. Fixed it Screenshot...d3-png.jpg 
Skullface VonHornhelm 8 months ago
The one I like isn't even in this picture. It had kind of a green and yellow ☯️ shaped like a 🍋.
#17
S. E. in Indiana 8 months ago
HBO was always the brand channel not Cinemax. They need to change it back to HBO. This is the brand more people are familiar with. Home Box Office
Jumping Jellyfishes 8 months ago
I always thought "Home Box Office/HBO" was a cool brand name. "Max" is boring, uninspiring and the word "max' is overused in brand names.
#18
Nagel adds that a rebrand has a higher chance of being unsuccessful if it's done too quickly and is changed too much.
"I never advise a complete rebrand, but a careful re-evaluation of whether the current brand and brand visuals are still an accurate reflection of the company. Often, they could use a little bit of a refresh if it's been a while since they were designed or if it was a low-cost design job to get the company started up. But it's best if a company can keep the brand story and keep some visual aspects of their existing logo," she says.
#19
glowworm2 8 months ago
THey were made with Chemical X--how "natural" can one get?
Load More Replies... glowworm2 8 months ago
Giant soft bow instead of one that could poke somebody's eyes out as a weapon.
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#20
Skullface VonHornhelm 8 months ago
Does it bother anyone else that the fourth row is out of order?
Bruce Johnson 8 months ago
Old one was bad. Good design doesn't mean "put glossy and shadows on everything".
Angus McCoatup 4 months ago
Apple just do what Samsung do but 5 years later and claim it as new
Vilis Lacis 8 months ago
No, Windows 8 did it one year earlier, with their ugly flat Metro interface… it was in 2012 and we’re still suffering from this awful trend!
Michal Pifko 8 months ago
Actually an improvement. Still too cluttered compared to other phones.
#21
PoutDragon 8 months ago
I like it too, the little robot-guy looks way happier.
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"If a brand or brand visual identity is changed too much, too quickly, the company risks jeopardizing the positive brand equity they've built over time through their hard work and reputation, and they risk causing distrust in their brand amongst their customers and target audience," she further explains.
"Also, the itch to change for change's sake—this can cause a rebrand failure because it's mostly to do with ego and little to do with an authentic representation of the company."
#23
The Other Guest 8 months ago
There seems to be some confusion on this one. The bottom logo with the bent-staple L is the *old* logo, not the current one. You can see the top version if you go to their website: https://www.staples.com/
El Cucuy 8 months ago
It's easy to get confused on this one. The top one is indeed their new logo, but many of the product shots on their website show the old logo.
Load More Replies... #24
Scalf seconds that an unsuccessful rebrand can cost customers' trust. "If people don’t recognize you or feel like you’re not 'you' anymore, they pull back. That hesitation impacts everything, sales, loyalty, engagement, and even team morale.
A confusing or misaligned rebrand also makes it harder for people to describe or refer to your business. It muddles your message. And in a crowded market, clarity is everything."
#25
Lost Panda 8 months ago
I was going to say the new one looks like they were going for retro, then read the note
Huddo's sister 8 months ago
I prefer the original, but I'm more used to it saying Hungry Jacks :)
#26
To increase their chance of a successful rebrand, companies should carefully plan for it, keeping the customer and their people in mind, says Scalf. "Start with the strategy, not the visuals. Know your people. Know what they value about you. Know where you’re going and how the brand needs to evolve to support that.
Before launching anything, test and get feedback. Ask your most loyal customers what they associate with your brand. Find out what feels essential to keep and what feels outdated. That insight is going to be what's most valuable," she suggests.
"And when it’s time to launch, bring your people along for the journey. Share the story behind the changes. Let them be part of the evolution. People support what they feel connected to. Airbnb did this well when they unveiled their new logo and brand identity. They didn’t just present a new symbol, they shared a story. They explained the deeper meaning, invited the audience into the mission, and made it feel like a movement rather than just a design swap."
#27
Lady Eowyn 8 months ago
Downvote for using "woke," the way that word is usually used has no relationship to this. This is just dumbing down. No longer anything distinctive.
antoinette maldari 8 months ago
Same with people painting the interior of their home gray and white.
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Hell'n Damnation 8 months ago
They all look the same now; before they had individual character.
Kat Alison 8 months ago
This sucks….all the old ones are better…but “woke” does not apply to fonts.
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Michal Pifko 8 months ago (edited)
Most of these are just returns to an earlier era by removing unnecessary gloss, gradients and flourishes. The logos look less tacky and are easier to see when small (like on a phone screen). Although some of them do lose originality, particularly when the new logo is just black text. Also, trends are circular and now we are moving to a different era of logos that is slowly replacing the flat design of the 2010s.
PunchinelloTX 8 months ago
Several of these “redesigns” are returns to an original logo or branding which likely predates the generation griping about the product being somehow forever ruined because it doesn’t look as it did when they “discovered” it.
Na Schi 8 months ago
I hate the redesign of the German airline Lufthansa. Their old colors were blue and yellow: like a blue crane in a yellow circle surrounded by blue. Now they turned the blue in for white. It's absolutely generic looking. Plus you can't easily distinguish their planes anymore from all the other airlines which uses blue & white.
Joe Publique 8 months ago
I don’t get some of these. Lots of companies are finally ditching their awkward, over-designed logos of the last two decades and reverting to cleaner, more timeless versions that they probably should have stuck with in the first place. Meanwhile, some Gen Z-ers are having meltdowns because they’ve only ever known the bad redesigns and somehow think those were the classics. Also, it's insane that 43% of people in that poll believe they should have input into a company's design process and that it would 'increase their satisfaction' with the product.
Paulina 8 months ago (edited)
Thank you! I thought it was just me, thinking for the most part this list contains good redesigns. Especially in case of those cheaply looking pseudo-3D logos. Today, when logos appear in so many different contexts online, often quite small, the old designs were simply illegible! And yes, people thinking brands should ask them for input about future designs are just silly 😂
Load More Replies... TheForrestGreene (he/they/it) 8 months ago (edited)
the one that made me sad when it changed was the Firefox logo. I will miss the original logo
Trashy Panda 8 months ago
In 20 years they'll switch back and people will complain all over again
Arthur Waite 8 months ago
I think a lot of these 'upgrades' and 'redesigns' are just someone in the design/advertising department trying to justify their six-figure salary. Same for tech, like cell-phones and computer stuff. Do we really need all these features, or are the staff just keeping busy?
Michal Pifko 8 months ago (edited)
Most of these are just returns to an earlier era by removing unnecessary gloss, gradients and flourishes. The logos look less tacky and are easier to see when small (like on a phone screen). Although some of them do lose originality, particularly when the new logo is just black text. Also, trends are circular and now we are moving to a different era of logos that is slowly replacing the flat design of the 2010s.
PunchinelloTX 8 months ago
Several of these “redesigns” are returns to an original logo or branding which likely predates the generation griping about the product being somehow forever ruined because it doesn’t look as it did when they “discovered” it.
Na Schi 8 months ago
I hate the redesign of the German airline Lufthansa. Their old colors were blue and yellow: like a blue crane in a yellow circle surrounded by blue. Now they turned the blue in for white. It's absolutely generic looking. Plus you can't easily distinguish their planes anymore from all the other airlines which uses blue & white.
Joe Publique 8 months ago
I don’t get some of these. Lots of companies are finally ditching their awkward, over-designed logos of the last two decades and reverting to cleaner, more timeless versions that they probably should have stuck with in the first place. Meanwhile, some Gen Z-ers are having meltdowns because they’ve only ever known the bad redesigns and somehow think those were the classics. Also, it's insane that 43% of people in that poll believe they should have input into a company's design process and that it would 'increase their satisfaction' with the product.
Paulina 8 months ago (edited)
Thank you! I thought it was just me, thinking for the most part this list contains good redesigns. Especially in case of those cheaply looking pseudo-3D logos. Today, when logos appear in so many different contexts online, often quite small, the old designs were simply illegible! And yes, people thinking brands should ask them for input about future designs are just silly 😂
Load More Replies... TheForrestGreene (he/they/it) 8 months ago (edited)
the one that made me sad when it changed was the Firefox logo. I will miss the original logo
Trashy Panda 8 months ago
In 20 years they'll switch back and people will complain all over again
Arthur Waite 8 months ago
I think a lot of these 'upgrades' and 'redesigns' are just someone in the design/advertising department trying to justify their six-figure salary. Same for tech, like cell-phones and computer stuff. Do we really need all these features, or are the staff just keeping busy?
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