Worst Logo Redesigns: Before-and-After Mistakes and Lessons
Which logo redesigns are widely judged failures, what went wrong in each before-and-after, and what those mistakes mean for vector logo files and usage rights.
Contents
The short answer
The redesigns most often called the worst are the ones that were withdrawn after public backlash. Gap's 2010 logo, Tropicana's 2009 packaging and the University of California's 2012 monogram are the usual examples. In each case the new mark removed something the audience recognized and valued, and nothing that replaced it carried the same meaning. Public criticism alone does not make a redesign a failure, though. Some marks that were mocked at launch were kept and became established. A redesign is better judged by whether it served the brand's recognition and practical use than by how loud the first reaction was.
Redesigns commonly cited as failures
| Brand | Year | What changed | What happened |
| Gap | 2010 | Tall navy box wordmark replaced by a generic sans-serif wordmark with a small gradient square | Reverted to the original logo within about a week after online backlash |
| Tropicana | 2009 | Familiar orange-with-straw image and wordmark replaced by a minimal glass-of-juice design | Previous packaging restored after consumer complaints |
| University of California | 2012 | Traditional seal-based identity supplemented by a modern monogram | Monogram use suspended after a public petition and criticism |
| Jaguar | 2024 | Leaping-cat-led identity replaced by a new stylized wordmark and campaign | Drew sharp public criticism at launch; long-term outcome is a matter of ongoing judgment |
| London 2012 Olympics | 2007 launch | Jagged, unconventional emblem for the Games | Heavily criticized but kept through the event |
| Airbnb | 2014 | New abstract symbol introduced | Widely mocked at launch but retained and became the established mark |
Evidence gap: no source documents were supplied with this brief, so the table reflects widely reported outcomes only. It contains no sales figures, survey results or internal reasons for each decision. Check the specific dates and outcomes against primary reporting before citing them, especially for the more recent cases.
The mistakes behind the before-and-after
- Discarding equity: the strongest recognized element, such as Gap's blue box or Tropicana's straw-in-orange, was removed instead of refined.
- Generic replacement: the new mark used common type and shapes that could belong to any company, so it lost its distinctiveness.
- No audience preparation: the change arrived without a clear story of why it was needed, which invited ridicule.
- Mismatch with use: a design that looks fine in a presentation can fail on packaging, signage or at small sizes.
- Confusing launch with failure: early backlash against marks like Airbnb's faded once the mark was used consistently.
What these cases mean for vector logo files
A quick reversal like Gap's is only practical if the previous master artwork is still archived and usable. Keep the retired logo's original vector source files along with the new ones, together with color specifications and font licensing records, rather than relying on exported images.
Not every file labeled SVG, EPS, AI or PDF contains editable vector paths. Some contain an embedded raster image or only a raster preview, which will blur when scaled or recolored. Open the file in a vector editor and check for actual paths before treating it as master artwork. This matters when rebuilding a before-and-after comparison or restoring an older mark.
Wordmarks often depend on a specific typeface. Converting text to outlines lets the file display without the font installed, but it does not grant a license to use that font for new artwork. Keep a record of the licensing separately.
Downloading, modifying and using famous logos
Being able to download a brand's logo from a press page or a logo archive does not give permission to modify it, redraw it or use it commercially. The artwork, any fonts it uses and the trademark itself may each carry separate rights. Using a before-and-after pair in commentary or criticism is a different matter from altering the mark or using it to suggest an endorsement. For anything beyond editorial discussion, check the owner's brand guidelines or get permission.
Lessons for judging a redesign
- Identify which element of the old logo carried recognition, and check whether the new one keeps or replaces it.
- Test the new mark at small sizes, in one color and on real applications, not only in a launch presentation.
- Separate early reaction from long-term performance before calling a redesign a failure.
- Archive both versions as verified vector masters so either can be used or restored.
- Treat file access, editing rights, font licenses and trademark use as separate questions.