3 LOGO DISASTERS: Billion Dollar Brand Hires A Design Student!

sometimes highly established brands decide to  rebrand their logo or even their entire identity   and sometimes it does go really well however there  are those other times where it can end up being   a complete and utter disaster often costing  the brand hundreds of thousands of dollars so the first logo redesign fail comes  from a questionable food product brand   and that is craft foods now they're one of the  world's most well-known and iconic food brands   the original logo wasn't pretty let's face it it's  not that attractive to look at but at least it was   somewhat memorable and it was pretty simple people  from all over the world knew of the craft logo   that being said in 2012 they decided to rebrand  the new logo is a mishap of confusion and   chaos the design is way too busy to ever become  iconic with the upper line having two different   logo type weights and then below the strap line  having a new font and in two different colors yeah i get it they were trying to be more friendly  with the use of lowercase and script lettering   but the execution was a complete failure now these  two fonts are not complementary and they do not   work well together as a pair so if you're going  to use two different fonts for a logo at least   make sure they are a good pair also what's  going on with this generic swoosh on the design   but yeah my main issue with this logo is that it  uses nine different colors the layout also is not   a nice setup and it's pretty untidy which causes a  sense of visual disharmony on the right hand side   but the true testament to how much  of a fail this logo design was   is the fact that craft reverted back  to the original logo some months later so the second logo redesign fail  comes from the financial sector   now again the original logo for capital one wasn't  you know a design masterpiece it looks pretty ugly   i mean what's going on with this a on the capital also the one is aligned to the bottom of the p  for some strange reason however the 2008 rebrand   was a whole different kind of ugly the design  was meant to appeal to the younger generation   yet somehow the logo appears more outdated than  the first one the use of a fade and also an   emboss on the swoosh looks like something you'd  expect from microsoft clipart back in the 1990s and again what's with the swoosh what relevance  does a swish have to banking or finance   also take note of how there are very small gaps  between the boomerang and the o so when the logo   is scaled down that gap is going to disappear  and things are going to become blurry but yeah   this layout just induces anxiety in general when i  look at it the logo looks like something you might   pick up on fiverr for well five dollars when  designing a financial logo you want to evoke a   sense of trust and stability and to me this logo  doesn't do that and it just looks really outdated so a logo redesign fail number three is  quite an interesting and a funny story   now jcpenney is a large department store brand  with multi-billion dollar turnovers annually   in 2011 they decided to rebrand but they  had actually rebranded the year before   and they would rebrand again after this second  one now remember i said that this brand turns   over billions of dollars every single year well  they decided to hire luke langhows to redesign   their logo luke was a third year graphic design  student at the university of cincinnati so why   did a huge huge entity in this industry decide  to hire a student as opposed to you know signing   on an established design agency this choice is  completely beyond me and i don't get it at all   now the old logo was firmly cemented in the  minds of the customer base and to be fair   to luke he did keep in with the original font and  the color scheme but he did make some fatal errors   boxing in the jcp like this creates a lot  of confusion because how is it meant to be   read is it jcp any so this design style might  work for some kind of modern architecture firm   but it didn't appeal to the middle  class america that was meant to target   the logo was a failure and the company rebranded  again in 2012 which led to another failure and   loss in sales so finally the company  had to go back to the original design   if you want to learn more about  logo design or just brand identity   do click the video on screen and until next  time guys design your future today peace you

Channel: Satori Graphics

Views: 329,435

Rating: 4.8163061 out of 5

Keywords: logo design rebrands, graphic design, logo design process, redesigning logos, logo design disaster, logo design, how to design a logo, logo, capital one logo, capital one logopedia, kraft logo, kraft logo history, satori graphics, satorigraphics

Id: niWqqDUJAkA

Length: 5min 20sec (320 seconds)

Published: Fri Nov 27 2020