Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<keyword id="10879" type="General" weightage="100" keywordseo="youtube" source="Orion">YouTube</keyword> fans have been puzzled by a subtle change in the platform’s familiar look recently. Several users have been noticing how the red progress bar when you watch a video is shifting to a pink gradient. This subtle change has sparked talk of a broader rebranding effort, perhaps even a logo update. Given the platform’s last major visual redesign was in 2019, it’s possible YouTube is gearing up to align itself with a fresher, more modern look, a common trend across digital brands today.<br /><br /><h2>YouTube logo getting changed soon?<br /></h2><br />YouTube has long retained a clean, recognisable identity with its bright red colour. Yet, the shift to pink in the progress bar could hint at broader changes, especially as other tech giants are also embracing gradient colours and experimenting with logos to keep their brand aesthetic current. <br /><br />“The visual changes rolling out on web and mobile will also come to the YouTube app on TV. Keep an eye out for new pops of pink, as well as other light touches that add dynamism to the YouTube you know and love,” the company mentioned in a blog post last month.<br /><br />YouTube also disclosed the change in a post on X, via a relatively unknown handle called Google Design. <br /><br />"YouTube's identity just got a refresh. The new YouTube color palette features a brand gradient that elevates the UX and reinforces the brand. Say hello to a softer shade of red and eye-catching magenta-infused gradients," the post reads. <br /><br />  <div type="image" title="7" msid="115050326" hostid="261"></div><br />YouTube may similarly be looking to refresh its look while balancing the identity that’s made it iconic. However, nothing about an official logo update has been announced.<br /><br />With that being said, if a logo redesign indeed follows, its impact can be tricky to predict. For example, many brands have misfired in the past when attempting major redesigns, alienating their loyal audience instead of attracting new interest. A potential logo update would mark a big step for YouTube, especially since subtle changes like these can dramatically affect user perception.<br /><br />As YouTube reportedly considers a new logo redesign, the move brings to mind some memorable and turbulent logo changes from other major brands. Redesigning a logo isn’t a simple task; it can redefine a company’s image, reinforce brand values, and appeal to new audiences. However, as these examples show, a logo change can easily backfire if it doesn’t resonate with consumers or fails to reflect the brand’s core identity. Let us take a look at some examples from the past where a logo redesign didn’t go as planned.<br /><br /><h2>1. Gap’s Short-Lived redesign<br /></h2><br />  <div type="image" title="3" msid="115050331" hostid="261"></div><br /><br />Gap, the popular clothing retailer, experienced one of the most infamous <keyword id="23849484" type="General" weightage="20" keywordseo="logo-redesign-failures" source="keywords">logo redesign failures</keyword> in 2010. With the aim to align with contemporary design trends, Gap abandoned its iconic blue box for a minimalistic Helvetica-based look. This redesign faced immediate backlash, with customers expressing disappointment over the loss of the brand’s warmth and heritage. <br /><br />Within a week, Gap reverted to its original logo, realising the new version lacked the authenticity their audience valued. This incident underscores the importance of respecting a brand’s legacy. A logo redesign can’t just be trendy; it must feel connected to what loyal users have come to love.<br /><br /><h2>2. Tropicana’s misguided simplicity<br /></h2><br />  <div type="image" title="5" msid="115050344" hostid="261"></div><br /><br />In 2009, Tropicana attempted a redesign that would prove costly. The bright, recognisable logo was replaced with a simplistic and sterile version, alienating consumers. Sales plummeted as customers struggled to identify the new packaging, which resembled generic brands rather than a trusted favourite. <br /><br />Within a few months, Tropicana reverted to its original look, learning the hard way that standing out on the shelves was crucial to its appeal. A toned-down design might not align with a brand that aims to capture and hold people’s attention.<br /><br /><h2>3. Uber’s identity shift<br /></h2><br />  <div type="image" title="2" msid="115050352" hostid="261"></div><br /><br />In 2016, Uber tried to distance itself from its ride-sharing origins with a logo that removed its familiar “U” in favour of a geometric symbol. The change confused users, and the loss of instant brand recognition led Uber to make adjustments, later adding the name “Uber” below the symbol for clarity. By 2018, Uber dropped the icon altogether, reverting to a more traditional logo that better aligned with its global user base<br /><br /><h2>4. Pepsi’s pricey tilted strip<br /></h2><br />  <div type="image" title="1" msid="115050360" hostid="261"></div><br /><br />Pepsi reportedly spent a staggering $1 million in 2008 to reorient the white stripe on its logo into a “smile,” hoping to evoke a friendlier brand image. However, the change was so subtle that many consumers didn’t notice or understand the rationale behind it. The company’s large expenditure didn’t translate into brand enhancement, serving as a reminder that a high investment doesn’t guarantee a logo’s success.<br /><br />Last year, Pepsi’s logo changed again and brought back the white wave closer to how it was before the 2008 design change. <br /><br /><h2>5. Myntra’s logo controversy<br /></h2><br />  <div type="image" title="4" msid="115050367" hostid="261"></div><br /><br />In early 2021, Myntra, an Indian e-commerce giant, faced a unique challenge when it had to change its logo following a complaint from a social activist. The activist claimed that Myntra’s then-redesigned logo was offensive and insulting to women, and the company had to update the design. <br /><br />DCP Rashmi Karandikar of Mumbai Police's Cyber Crime Department had said at the time, "We found that the logo was offensive in nature for women. Following the complaint, we sent an email to Myntra and their officials came and met us. The officials said they will change the logo in a month's time."<br /><br />This case highlights the importance of anticipating public perception, especially in today’s highly connected and sensitive social environment.<br />

YouTube is turning pink: Times when logo redesigns failed to impress

<ul class="summary-list"><li>Toblerone is set to drop the iconic image of Switzerland's Matterhorn mountain from its packaging.</li><li>That's because Mondelez, its US parent company, is moving some Toblerone production to Slovakia.</li></ul><p>Six years after a <a href="https://www.businessinsider.com/toblerone-gate-chocolate-bars-shrink-to-cut-costs-2016-11">heavily criticized modification</a> to the shape of its chocolate bars, Toblerone is set to make yet another change — this time, it's looking to drop the iconic image of the Matterhorn mountain from its chocolate packaging.</p><p>Mondelez International Inc., the US parent company that owns the chocolate brand is moving some of Toblerone's production to Slovakia — which means the chocolate may not meet Switzerland's legal definition of "Swissness," according to <a href="https://www.aargauerzeitung.ch/wirtschaft/adieu-matterhorn-toblerone-nimmt-abschied-vom-matterhorn-wegen-swissness-regeln-darf-es-das-nationalsymbol-bald-nicht-mehr-zeigen-ld.2423039" target="_blank" rel="noopener">Aargauer Zeitung,</a> a Swiss media outlet that first reported the news on Friday.</p><p><a href="https://www.fedlex.admin.ch/eli/cc/1993/274_274_274/en" target="_blank" rel="noopener">Legislation to protect "Swissness"</a> came into force in 2017. Now, Swiss law dictates that any food item marketing itself as being "made in Switzerland" must source at least 80% of its raw ingredients from the country</p><p>Milk and dairy products labeled "made in Switzerland" need to source 100% of their raw materials from the country — although there are exceptions for raw materials that cannot be produced in Switzerland — such as cocoa, <a href="https://www.icco.org/wp-content/uploads/Production_QBCS-XLVIII-No.-4.pdf" target="_blank" rel="noopener">most of which comes from Africa.</a></p><p>The law also covers the use of Swiss symbols, including those that indicate geographical territory. </p><p>Toblerone's new design will feature a "modernized and streamlined" logo instead of the Matterhorn's jagged outline, Mondelez International told Insider in a statement on Monday. The Matterhorn <a href="https://www.toblerone.co.uk/en/story-page" target="_blank" rel="noopener">debuted on Toblerone's packaging</a> in 1970, according to its brand page.</p><p>The redesign will also include the signature of its founder, Theodor Tober, on its packaging and will still feature its <a href="https://www.businessinsider.com/hidden-bear-toblerone-logo-2016-9">"hidden bear,"</a> the company added.</p><p>But it's dropping "made in Switzerland" from the packaging. "We'll relaunch the Toblerone packaging from this summer, saying the brand was 'established in Switzerland,'" Livia Kolmitz, a spokesperson for Mondelez, told <a href="https://www.reuters.com/business/retail-consumer/toblerone-loses-swiss-exclusivity-production-shifts-east-2022-06-23/" target="_blank" rel="noopener">Reuters.</a></p><p>"For legal reasons, we have to adapt our packaging to the Swissness legislation and, among other things, remove the Swissness notice on the front of the Toblerone pack," said Mondelez in its statement. But the company will still produce some chocolate bars in the Swiss capital of Bern, the snack-food giant added.</p><p>The imminent change to Toblerone's packaging comes after its controversial move in 2016 to <a href="https://www.businessinsider.com/toblerone-gate-chocolate-bars-shrink-to-cut-costs-2016-11">reduce the weight of the bars</a> in the UK by making the gaps between each triangular chocolate "peak" more prominent to cut costs. It <a href="https://www.bbc.com/news/uk-44910195" target="_blank" rel="noopener">reversed the move</a> less than two years later.</p>

Toblerone chocolate could lose its iconic Swiss mountain logo because it won't be able to meet the country's standard of 'Swissness'

<ul class="summary-list"><li>Patagonia filed a lawsuit against Gap, claiming that Gap copied the clothing brand's snap-front fleece pullover.</li><li>The suit says that Gap's product could fool shoppers into thinking it's a Patagonia collaboration.</li></ul><p>Patagonia is suing Gap, claiming the rival retailer ripped off the design of one of Patagonia's most well-known products.</p><p>The outdoors retailer says <a href="https://affiliate.insider.com?postID=63862bdfc4cc6f7abc2b1bf3&amp;site=bi&amp;u=https%3A%2F%2Fwww.gap.com%2Fbrowse%2Fproduct.do%3Fpid%3D479514042%26vid%3D1%23pdp-page-content">Gap's Arctic Fleece pullover</a> for men and kids uses "look-a-like" design elements of <a href="https://www.patagonia.com/product/mens-synchilla-snap-t-fleece-pullover/25450.html?dwvar_25450_color=OAT">Patagonia's Snap-T Fleece</a>. The similarities could confuse shoppers, who may think the fleece is part of a collaboration with Patagonia, the company claimed in a suit filed this month in US District Court in Northern California. </p><p>The filing claims that Gap intentionally copied several elements of Patagonia's fleece, including the piping on the collar, cuffs, and waist; the snap pocket and matching snap placket rendered in contrasting colors to the fleece; and the rectangular logo placed above the pocket.</p><p>Gap's logo also bears a striking resemblance to Patagonia's mountain-range logo, Patagonia says. </p><p>"Not all consumers will 'zoom in,' either at point of sale or post-sale," Patagonia's suit reads. "And even if consumers do zoom in, they are likely to believe this is one of Gap's many collaborations." </p><div type="image" title="Composite photo of Gap fleece jacket pocket at left and Patagonia fleece jacket pocket" height="1920" width="2560" msid="95865449" hostid="261" sizebytes="193392"></div><p>Patagonia introduced the Snap-T Fleece in 1985, and by the late 1990s, several other brands were using fleece in their products, including L.L. Bean, Lands' End, and Gap, <a href="https://www.nytimes.com/2011/11/27/magazine/fleece-scratchy-to-snuggie.html">according to The New York Times</a>. The product description for Gap's fleece pullover says that the product was "pulled from our archive and redesigned for today," and though it's unclear when Gap's Arctic Fleece line was introduced, similar Gap products from the '80s and '90s are available to buy now on resale sites like <a href="https://www.depop.com/products/ratdogvintage-really-awesome-vintage-1980s-gap-fb15/">Depop</a> and <a href="https://www.grailed.com/listings/24754680-gap-x-vintage-vintage-90s-gap-arctic-light-fleece-1-2-zip">Grailed</a>. </p><p>Patagonia said in its suit that it had previously warned Gap that its designs violated Patagonia's trade dress, or the look and feel of a product, and that "its adoption of designs and logos bearing even more similarity cannot have occurred by accident." </p><p>Patagonia has requested a trial and is demanding the Gap hand over its entire inventory of fleeces and as well as profits from its sales of the product, plus damages. </p><p>A spokesperson for Gap told Insider that the company doesn't comment on pending litigation. </p><p>Patagonia's suit comes amid a challenging time for Gap, which is dealing with a surplus of inventory — the result of both disrupted supply chains and a shift in consumer demand — and <a href="https://www.businessinsider.com/kanye-west-walking-away-from-gap-deal-millions-2022-9">the demise of its partnership with Kanye West's Yeezy.</a> Gap <a href="https://www.businessinsider.com/kanye-west-companies-cutting-ties-adidas-gap-balenciaga-vogue-tweet-2022-10">pulled Yeezy products from its stores</a> in October, and the company said during its third-quarter earnings this month that it sustained a $53 million write-down related to Yeezy Gap merchandise. </p>

Patagonia is suing Gap, claiming the retailer copied its fleece pullover and is hoping to trick shoppers into thinking it's a collab

<p>After spending a month <a href="http://www.businessinsider.com/marissa-mayer-finally-got-rid-of-yahoos-horrible-logo-2013-8">teasing the internet</a> with possible redesigns, <a href="http://www.businessinsider.com/this-is-yahoos-brand-new-logo-2013-9">Yahoo unveiled its new logo</a> at midnight and it is ... mostly the same. The letters are less jumbled, and <keyword id="6363100" type="CITY" weightage="60" keywordseo="Yahoo">Yahoo</keyword> darkened it purple <keyword id="135160" type="UNKNOWN" weightage="60" keywordseo="branding">branding</keyword>. It also kept the trademark exclamation point, as it said it would all along.</p>
<p><strong style="line-height: 1.5em;">Old <keyword id="58848" type="UNKNOWN" weightage="60" keywordseo="logo">logo</keyword>:</strong></p>
<p><div class="image-container click-to-enlarge"><div class="image"><a title_source="" title_caption="" class="zoomin" href="http://static5.businessinsider.com/image/4fd8dcb7eab8eab648000004-960/yahoo_logo-1.jpg"><span class="click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source">Yahoo!</p></div></div></p>
<p><strong><br /></strong></p>
<p><strong>New logo:</strong></p>
<p><strong><div class="image-container click-to-enlarge"><div class="image"><a title_source="" title_caption="" class="zoomin" href="http://static2.businessinsider.com/image/52288681eab8ea39548b4569-960/yahoo-new-logo-1.png"><span class="click-to-enlarge-icon" title="Click to enlarge"></span></a><p class="source">yahoo</p></div></div><br /></strong></p>
<p><span style="line-height: 1.5em;">The new logo has <a href="http://www.theatlanticwire.com/technology/2013/09/yahoo-introduces-new-hipper-logo-and-s-pretty-much-it/69063/">widely been viewed as a let-down</a> on the internet, which has spent the past month hoping the teaser designs Yahoo released (one a day for the past month) were merely a set-up for a more exciting swerve on Day 30. </span></p>
<p>The <keyword id="6358815" type="COMPANY" weightage="60" keywordseo="tech">tech</keyword> press verdict on <a href="https://twitter.com/search?q=yahoo%20logo&amp;src=typd">Twitter</a> is that the logo is "boring," and <a href="http://newnewyahoologo.tumblr.com/">some amateur designers are having a field day</a>, on Yahoo-owned Tumblr, creating lame Yahoo logos of their own.</p>
<p>Matti Lesham, founder and CEO of the marketing strategy agency Protagonist, said Yahoo missed an opportunity to create a logo reflecting the "aspirational" quality of the company under <keyword id="319703" type="PERSON" weightage="60" keywordseo="Marissa-Mayer">Marissa Mayer</keyword>.</p>
<p>Lesham said instead of the incremental change it ultimately made, Yahoo should have unveiled a logo that showed off the company's<span style="line-height: 1.5em;"> recent commitment to high-quality user experience and more substantial news and entertainment products. </span></p>
<p><span style="line-height: 1.5em;">Since Mayer took over in July 2012, Yahoo has acquired more than 20 companies and <a href="http://www.businessinsider.com/yahoo-embraces-mobile-native-ads-2013-8">redesigned some of its most popular news verticals</a>.</span></p>
<p><span style="line-height: 1.5em;">"The new Yahoo logo has nothing going for it," Lesham told Business Insider. "Brand is meaning, and one's brand is represented by the logo. The opportunity for Yahoo to completely reinvent themselves and show the aspirational consumer the new Yahoo's potential has been sorely missed."</span></p>
<p><span style="line-height: 1.5em;">But while the logo change itself perhaps leaves something to be desired, the staggered, 30-day rollout was successful both in <a href="http://www.businessinsider.com/tropicana-packaging-change-failure-2013-9">getting people to talk about Yahoo</a> and in preparing consumers for the change to come. </span></p>
<p><span style="line-height: 1.5em;">In posts to the company <a href="http://yahoo.tumblr.com/post/60332693287/introducing-our-new-logo">blog</a> and on Mayer's personal <a href="http://marissamayr.tumblr.com/post/60336044815/geeking-out-on-the-logo">Tumblr</a>, Yahoo went to great lengths to articulate the combination of "whimsy" and "evolution" the new logo was intended to evoke. </span></p>
<p><span style="line-height: 1.5em;">Connie Birdsall, creative director of brand strategy firm Lippincott, said that while <a href="http://www.underconsideration.com/brandnew/archives/new_logo_for_yahoo_designed_in-house.php#.UiiOL2SgljE">the design community</a> may find the end product disappointing, the 30-day lead-in was successful in promoting the company's change of direction and giving lapsed users a reason to visit the site every day.</span></p>
<p><span style="line-height: 1.5em;">Birdsall commended<span> Yahoo for being consistent with its message and continuing the incremental change Mayer has been working toward since taking the helm. </span></span></p>
<p><span style="line-height: 1.5em;">"Do I think it's the most interesting design of the century?" Birdsall asked. "No, but it's definitely a more grown-up Yahoo."</span></p>
<p>"I think that day after day, we saw purple logos with not a lot of design happening, and we thought that maybe on day 30, there'd be this big 'Woah!' superchange," Birdsall said. "But I think that the new logo was more about building the idea of change into the psyche of people who use the site."</p>
<p>Though Birdsall and Lesham disagreed over whether the logo rollout would ultimately improve Yahoo's brand, both said the change was unlikely to harm the company.</p>
<p>Though companies like Gap and Tropicana <a href="http://www.google.com/url?q=http%3A%2F%2Fwww.businessinsider.com%2F14-brands-that-had-to-reverse-their-horrible-attempts-at-rebranding-2012-3%3Fop%3D1&amp;sa=D&amp;sntz=1&amp;usg=AFQjCNH5ok6LwqcqQW9SkVMpNHjVh5_jSQ">have experienced disastrous logo changes in recent years</a>, the two brand experts we spoke to said Yahoo would not experience a similar catastrophe because it has clearly communicated why it made the change and because it's not a physical product consumers need to locate in stores.</p>
<p>"The worst case scenario is that people get mad for a day and write vitriolic letters," Lesham said. "I can't see people not liking the logo and then not using the site."</p>
<p>Now that we've asked the experts, what do you think?</p>

The Entire Internet Hates Yahoo's New Logo

<p>Good morning and welcome to <keyword id="11420569" type="UNKNOWN" weightage="60" keywordseo="insider-finance">Insider Finance</keyword>. I'm Dan DeFrancesco, and here's what's on the agenda today:</p><ul><li>So-called meme stocks get the benefit of an influx of retail traders, but many of the new investors aren't <a href="https://www.businessinsider.com/cannabis-amc-meme-stocks-retail-investors-shareholders-proxy-voting-2021-6">participating in proxy voting</a>. </li><li>Executives at Stash, DailyPay, and HMBradley detail why they <a href="https://www.businessinsider.com/fintech-redesigning-brands-logo-marketing-maturation-hmbradley-stash-dailypay-chime-2021-6">invested in new brands and logos</a>.</li><li>Medline's roughly $34 billion buyout could set the stage for a string of more <a href="https://www.businessinsider.com/medlines-private-equity-record-buyout-mergers-acquistions-financing-2021-6">large-scale M&amp;A</a>. </li></ul><p>Insider <keyword id="25455" type="ORGANIZATION" weightage="100" keywordseo="finance">Finance</keyword> will be off on Friday to observe Juneteenth. We'll be back in your inbox on Monday. </p><p>Join Insider on June 24 at 1 p.m. ET for a live, exclusive webinar event in which three top financial services executives from Deutsche Bank, AllianceBernstein, and Accenture will break down how the future of work will look like as <keyword id="42111" type="COMPANY" weightage="60" keywordseo="Wall-Street">Wall Street</keyword> gets back to the office. <a href="https://www.businessinsider.com/insider-webinar-hybrid-rotational-wall-street-deutsche-bank-alliancebernstein-accenture-2021-5" target="_blank" rel="noopener noreferrer">Sign up here to attend</a>.</p><p><a style="font-weight: bold;" href="http://newsletter.businessinsider.com/join/4np/insider-finance">If you're not yet a subscriber, you can sign up here to get your daily dose of the stories dominating banking, business, and big deals.</a></p><p>Like the <keyword id="621414" type="PERSON" weightage="60" keywordseo="Newsletter">newsletter</keyword>? Hate the newsletter? Feel free to drop me a line at <a href="mailto:ddefrancesco@businessinsider.com">ddefrancesco@businessinsider.com</a> or on Twitter <a href="https://twitter.com/dandefrancesco">@DanDeFrancesco</a>. </p><h3><a href="https://www.businessinsider.com/cannabis-amc-meme-stocks-retail-investors-shareholders-proxy-voting-2021-6">Meme stock shareholders may have diamond hands, but they're not voting on things like exec pay and M&amp;A deals. And that's creating a big headache.</a></h3><p><a href="https://www.businessinsider.com/cannabis-amc-meme-stocks-retail-investors-shareholders-proxy-voting-2021-6"><div type="image" title="Reddit WallStreetBets WSB" height="2677" width="3569" msid="83602325" hostid="261"></div></a></p><p>Companies with large retail-investor bases face difficulties reaching a quorum in shareholder votes - but upstart digital investor-communications tools are looking to bridge that gap.</p><p><a href="https://www.businessinsider.com/cannabis-amc-meme-stocks-retail-investors-shareholders-proxy-voting-2021-6">Get the full rundown here.</a></p><h3><a href="https://www.businessinsider.com/fintech-redesigning-brands-logo-marketing-maturation-hmbradley-stash-dailypay-chime-2021-6">As fintechs come of age, they're upgrading brands and logos to move beyond their 'stick-it-to-the-man' roots</a></h3><p><a href="https://www.businessinsider.com/fintech-redesigning-brands-logo-marketing-maturation-hmbradley-stash-dailypay-chime-2021-6"><div type="image" title="Stash Chief Creative Officer Chidi Achara" height="562" width="750" msid="83602328" hostid="261"></div></a></p><p>DailyPay and Stash recently underwent full redesigns, while HMBradley hired a creative director before even launching. <a href="https://www.businessinsider.com/fintech-redesigning-brands-logo-marketing-maturation-hmbradley-stash-dailypay-chime-2021-6">Here's why fintechs are so keen to rework their looks</a>.</p><h3><a href="https://www.businessinsider.com/medlines-private-equity-record-buyout-mergers-acquistions-financing-2021-6">Medline is financing its record LBO with roughly $17 billion from debt markets - and it could set the stage for a surge of massive buyouts</a></h3><p><a href="https://www.businessinsider.com/medlines-private-equity-record-buyout-mergers-acquistions-financing-2021-6"><div type="image" title="Medical supplies" height="3543" width="4725" msid="83602331" hostid="261"></div></a></p><p>Bankers will look to bond and loan markets across multiple currencies to fund the deal. <a href="https://www.businessinsider.com/medlines-private-equity-record-buyout-mergers-acquistions-financing-2021-6">Here's what to expect</a>. </p><h3><a href="https://www.businessinsider.com/blackrock-wall-street-investors-buy-homes-neighborhoods-single-family-rental-2021-6">Wall Street firms like BlackRock are snapping up every single American home they can find. Here are the 6 most important things to know about this trend pricing out everyday people.</a></h3><p><a href="https://www.businessinsider.com/blackrock-wall-street-investors-buy-homes-neighborhoods-single-family-rental-2021-6"><div type="image" title="housing bubble burst" height="1414" width="1885" msid="83602335" hostid="261"></div></a></p><p>A tweet has begun an outrage cycle by blaming BlackRock for big Wall Street investments in US homes. <a href="https://www.businessinsider.com/blackrock-wall-street-investors-buy-homes-neighborhoods-single-family-rental-2021-6">Here are six facts breaking down the market</a>.</p><h3><a href="https://www.businessinsider.com/jeff-sine-profile-bio-raine-group-softbank-deals-banker-masa-2021-5">Dealmaker Jeff Sine has one of the most enviable client lists on Wall Street. Here's how he broke away from the pack to build a $1 billion business.</a></h3><p><a href="https://www.businessinsider.com/jeff-sine-profile-bio-raine-group-softbank-deals-banker-masa-2021-5"><div type="image" title="Masayoshi Son, Rupert Murdoch, Jeff Sine, and Ari Emanuel with a WeWork office building on fire and The Raine Group logo patterned on a green background." height="1051" width="2102" msid="83602336" hostid="261"></div></a></p><p>Jeff Sine is an under-the-radar dealmaker who is quietly one of the most trusted advisors to SoftBank CEO Masayoshi Son, as well as other corporate titans like Rupert Murdoch and Ari Emanuel. <a href="https://www.businessinsider.com/jeff-sine-profile-bio-raine-group-softbank-deals-banker-masa-2021-5">We took a deep dive into his investing empire.</a></p><h2><strong style="color: #222222; font-size: 15px;">Odd lots:</strong></h2><p><a href="https://www.wsj.com/articles/morgan-stanley-hires-greg-weinberger-away-from-credit-suisse-11623849681?mod=hp_lista_pos3">Morgan Stanley Hires Greg Weinberger Away From Credit Suisse (WSJ)</a></p><p><a href="https://www.bloomberg.com/opinion/articles/2021-06-15/did-no-one-hear-jpmorgan-s-jamie-dimon-warn-about-trading?sref=5xrDvJna">Did No One Hear Jamie Dimon Warn About Trading? (Bloomberg)</a></p><p><a href="https://fortune.com/2021/06/16/plaid-visa-fintech-unicorns-zach-perret/">Plaid, Visa, and the best fintech deal that never happened (Fortune)</a></p>

Voting issues for meme stocks - Wall Street home-buying controversy -  New-look fintechs

<p class="p1">Every company is defined by a few things: its name, logo, and brand identity. Successfully executing a change in any of those three areas can change the face of a company, whether freshening up the brand or signaling a new direction. Fail at that task, however, and you will likely have a public relations nightmare on your hands. </p>
<p class="p1">Rebranding is notoriously difficult, especially with businesses that have an established identity and history. In recent years, many companies have completely botched rebranding attempts.</p>
<p class="p1">We've collected the 11 worst rebranding disasters in recent memory. If there's one lesson, it's that a rebranding isn't to be taken lightly. It requires overhauling a company's goals, message, and culture - not just the logo. </p>
<h3>The SciFi Channel's "text-friendly" new name is a slang word for syphilis.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>SyFy/Screenshot</span></p></div><p></p></div></div></h3>
<h3 class="p1"> </h3>
<p class="p1">The SciFi Channel, a TV channel that broadcasts science fiction, fantasy, supernatural, and horror programming, rebranded to the SyFy Channel in 2009. The company's main justification was two-fold: It couldn't own the trademark on SciFi, and it wanted to go with something that was more "cutting edge."</p>
<p class="p1">To pick the name, it asked tech-savvy 18- to 34-year-olds (its predominant demographic) for feedback, who told them that SyFy was <a href="http://www.editorialemergency.com/component/content/article/306">how someone would text the name</a>.</p>
<p class="p1">The company bought in, but it was ill-advised. It turns out "syfy" is <a href="http://www.urbandictionary.com/define.php?term=Syfy">a slang term for t<span>he STD</span> syphilis</a>. The new name association was ridiculed, and many longtime fans decried the name change. </p>
<h3 class="p1">Pepsi spends $1.2 billion on this rebrand, with the logo alone costing $1 million. We can't figure out why.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Pepsi/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">Pepsi has never been a stranger to brand redesigns, having undergone one nearly once a decade over its 100-plus-year history. In 2008, Pepsi unveiled the latest redesign, which saw the company rotating its iconic circular logo and adjusting the tilt of the white stripe. The entire rebranding effort cost the company a whopping $1.2 billion over three years. <span style="background-color: #ffff00;"><br /></span></p>
<p class="p1">It's not exactly a revolutionary change, so where the price tag comes from we're not sure. </p>
<p class="p1">The white stripe is supposed to vary across each Pepsi product, getting wider or thinner depending on the product. The stripes are supposed to look like smiles, but it's hard to see and most customers didn't notice. </p>
<p class="p1">For a company that's competing with one of the most iconic American brands around (Coca-Cola), it can be forgiven for trying something new, but this rebrand comes across as a giant waste of time and money.</p>
<h3 class="p1">London goes "modern" with its logo for the 2012 Summer Olympics. Everyone thinks it's just ugly.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>IOC/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">For the unveiling of the 2012 Olympics logo, London officials were looking to go for something modern and fresh. According to the official website, the logo was meant to be "<a href="http://www.olympic.org/licensing">simple, distinct, bold, and buzzing with energy</a>." </p>
<p class="p1">Unfortunately, most people didn't agree. The Atlantic called it "<a href="http://www.theatlanticcities.com/design/2012/04/are-londons-2012-logos-worst-olympic-history/1838/">a slapdash mess in acid colors</a>." An unofficial public poll by the BBC found that 80% of those surveyed gave the logo the lowest ranking possible.</p>
<p class="p1">Its garish character wasn't the only issue. It was also impossible to decipher what it meant. Iranians claimed <a href="http://www.bbc.co.uk/news/uk-12724166">it looked like the word "Zion</a>," while bloggers suggested the logo looked <a href="http://laist.com/2007/06/04/does_this_logo.php">like Lisa Simpson was performing a sexual act</a>. </p>
<p class="p1">All in all, not a great day for Great Britain.</p>
<h3 class="p1">RadioShack tries way too hard to be hip with "The Shack."<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Radioshack/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">It took RadioShack a while to get the memo, but sometime around 2009, it realized that radios weren't exactly cutting-edge technology. Instead of embracing its history, the company attempted to go hip by ditching "radio" in favor of "The Shack."</p>
<p class="p1">Unsurprisingly, it was widely ridiculed. Engadget's Joshua Topolsky pointed to the automatic horror-movie connotation: "<a href="http://www.engadget.com/2009/08/02/radio-shack-rebranding-to-the-shack/">They <em>wanted </em>us to immediately picture a remote place where very, very bad things happen</a>."</p>
<p class="p2"><span class="s1">In an interview with Business Insider in 2011, branding guru Rob Frankel <a href="http://www.businessinsider.com/rebranding-failures-2010-3?op=1">questioned the company's motives</a>. </span>"Why would anyone throw away decades of brand value, which actually shows up on the balance sheet as an intangible asset, just to try to be cool for a few minutes?" asked Frankel<span style="line-height: 1.5em;">.</span></p>
<h3 class="p1">Capital One revamps its logo with a swoosh that is equally dated.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Capital One/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">In an effort to rebrand to a newer, younger demographic in 2008, Capital One added a "swoosh" to its logo. It was about a decade too late. </p>
<p class="p1">Perhaps <span>Capital One execs </span>wanted to capture the Nike crowd, but as Alice Bergin of <a href="http://method.com/">award-winning brand agency Method, Inc</a> told Business Insider, "it's been done a million times before."</p>
<p class="p1">"They wanted to have more of a consumer-facing feel, but this is too obvious," said Bergin.</p>
<h3 class="p1">Andersen Consulting picks up a new name that sounds like corporate jargon.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Accenture/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">In 2000, Andersen Consulting broke all ties with Arthur Andersen, the company's namesake, after a nasty dispute over money. As part of an arbitration between the company and Andersen, the consulting company agreed to change its name. </p>
<p class="p1">The company can't be faulted for ditching a historic brand-name, but the new name its leaders chose was about as nonsensical as it gets - Accenture. Time's editors called it "<a href="http://content.time.com/time/specials/packages/article/0,28804,1914815_1914808_1914804,00.html">one of the worst rebrandings in corporate history</a>."</p>
<p class="p1">According to Frankel, it sounds like the quintessential, meaningless, "big corporation" name. "It tells the customer nothing" she said. </p>
<p class="p1">And that is a bad sign.</p>
<h3 class="p1">Blackwater tries to erase its past, fails, and tries to erase it again.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Academi/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1"><a href="http://www.nytimes.com/2007/10/08/world/middleeast/08blackwater.html?pagewanted=all">Get caught killing innocent Iraqi civilians</a> and you too might want to execute a corporate name change. That was the thought when notorious private security firm Blackwater Worldwide rebranded to Xe, <a href="http://abcnews.go.com/Blotter/blackwater-names/story?id=9634372">a name that was meant to evoke exactly nothing</a>.</p>
<p class="p1">It may have been successful on that front, but the meaninglessness of the name simply caused most people to continue to refer to the company as Blackwater, which lead the company to try a second rebrand just three years later.</p>
<p class="p1">The new name, Academi, was chosen to reflect "<a href="http://www.washingtonpost.com/blogs/checkpoint-washington/post/ex-blackwater-firm-gets-a-name-change-again/2011/12/12/gIQAXf4YpO_blog.html">the changes we made in the company</a>," its president, Ted Wright, told The Washington Post. </p>
<p class="p1">The new name is supposed to evoke the idea of a <span style="background-color: #ffffff;">"Platonic Academy," the Ancient Greek ideal of a philosophical institution where ideas are debated, </span>because what else says distinguished thinkers like a private army. </p>
<h3>Tropicana learns the golden rule: Don't mess with a classic.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Tropicana/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">Around the same time that PepsiCo was putting the finishing touches on the redesign of its flagship Pepsi brand, it was also tinkering with Tropicana, perhaps the most recognizable orange-juice brand around. </p>
<p class="p1">In 2009, PepsiCo rolled out its new carton designs for Tropicana, ditching the iconic orange-with-a-straw, in favor of a cleaner, more type-heavy design.</p>
<p class="p1">The reaction was not kind. PepsiCo was bombarded with emails, phone calls, and social media posts blasting the new carton. According to the New York Times, customers described the new design as "ugly," "stupid," and reminiscent of "<a href="http://www.nytimes.com/2009/02/23/business/media/23adcol.html?_r=1&amp;gwh=652C9BC4A14591A116DBEB68FCDE48C8&amp;gwt=pay">a generic store brand</a>."</p>
<p class="p1">The reaction bore out in the numbers. Sales of <a href="http://adage.com/article/news/tropicana-line-s-sales-plunge-20-post-rebranding/135735/">the Tropicana Pure Premium line plummeted by 20%</a>. PepsiCo quickly reverted back to the old design.</p>
<h3 class="p1">Comcast tries a slick, new name to make customers forget about its poor service. It doesn't work.</h3>
<h3 class="p1"><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Comcast/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">Also named in <a href="http://content.time.com/time/specials/packages/article/0,28804,1914815_1914808_1960618,00.html">Time's Top 10 Worst Corporate Name Changes,</a> Comcast's decision to rename itself "Xfinity" in 11 of its U.S. markets was met with confusion by near<span style="background-color: #ffffff;">ly everyone, including us at the time. </span><span style="line-height: 1.5em;"><span style="background-color: #ffffff;">As Da</span>n Frommer wrote for Business Insider, "</span><a href="http://www.businessinsider.com/memo-to-nbc-dont-let-the-cable-dudes-name-anything-2009-12">Xfinity? Seriously? What does that mean?</a><span style="line-height: 1.5em;">"</span></p>
<p class="p1">Comcast hoped the new name would help customers forget its high prices and poor customer service, but when Comcast is just about the only option in town either way, no amount of rebranding is going to change customers' opinions.</p>
<h3 class="p1">The Gap tries to freshen its brand, but instead makes its loyal customers irate.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Gap/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">During the Christmas season in 2010, Gap decided to roll out a complete rebrand with no warning. Gap's iconic logo was replaced with a new one, featuring "Gap" in a different font with a light blue square fading diagonally to dark. </p>
<p class="p1">The backlash was intense. Thousands of tweets and Facebook statuses derided the logo, <a href="http://mashable.com/2010/10/11/gap-logo/">and a parody Twitter account and Gap logo generator went viral</a>. </p>
<p class="p1">The company quickly responded in what was one of the fastest branding turnarounds ever. Six days after releasing its new logo, the company reverted. </p>
<p class="p2">"Ok," the company wrote on its Facebook page. "We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback."</p>
<p class="p1">Two lessons: Don't spring a drastic redesign on an unsuspecting public, and listen to your customers.</p>
<h3 class="p1">Netflix tries to separate its streaming and mail service brands. It's an utter disaster.<div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Netflix/Screenshot</span></p></div><p></p></div></div></h3>
<p class="p1">There are perhaps few worse ways to announce a massive rebrand <a href="http://blog.netflix.com/2011/09/explanation-and-some-reflections.html">than in a public apology from your CEO</a>. At a time when Netflix should have been flying high, due to the exploding popularity of its streaming service, CEO Reed Hastings was apologizing to customers for the way that the company handled the separation of its core-DVD business and new streaming service. </p>
<p>Instead of learning from past mistakes, Hastings doubled down, announcing that the DVD business would become a new company called Qwikster. <span style="font-size: 15px; line-height: 1.5em;">The reaction was immediate and negative. Thousands of people blasted Hastings' move in the comments section of the blog post. </span></p>
<p>While the product itself was doomed from the start, the branding compounded the damage. No one knew what "Qwikster" was supposed to mean or how to spell it. Add in an association with both convenience stores (like the Kwik-E-Mart) and defunct tech companies like Napster and Friendster, and you can start to see where this went wrong.</p>
<p>Customers ultimately felt betrayed and confused by the new product. A month after Qwikster was announced, Netflix <a href="http://www.thestreet.com/story/11272674/1/5-rebranding-blunders-netflix-joins-list.html">killed the venture and folded the DVD-rental service back into the company</a>.</p>
<p><em>Additional reporting by Bianca Male.</em></p>

11 Major Rebranding Disasters And What You Can Learn From Them

<p><div class="KonaFilter image-container float_right"><div class="image on-image"><p class="source"><span>Daniel Goodman for Business Insider </span></p></div><p></p></div>With 2013 coming to a close, Google has released its annual Google Trends lists showing the people, places, and things searched for most often by users around the world.</p>
<p>Here are the 10 retail and apparel brands that were searched most often in 2013:</p>
<p><strong>1. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/037x4r&amp;date=1/2013+12m&amp;geo=US">Kohl's</a> - </strong>Kohl's appears atop this year's list of most Googled retail and apparel brands for reasons the company would probably rather not talk about. The company <a href="http://www.businessinsider.com/five-reasons-kohls-is-in-big-trouble-2013-11">has struggled financially</a> this year, and its search mentions peaked during the week of Thanksgiving and Black Friday, when police officers <a href="http://abclocal.go.com/wls/story?id=9343722">shot a man in a Kohl's parking lot in Illinois</a> to prevent an alleged shoplifting.</p>
<p><strong>2. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/026h1w&amp;date=1/2013+12m&amp;geo=US">JCPenney</a></strong> - Like Kohl's, JCPenney had a 2013 it would rather forget. The company <a href="http://www.businessinsider.com/ron-johnson-out-at-jcpenney-2013-4">canned CEO Ron Johnson in April</a> after his <a href="http://www.businessinsider.com/ron-johnsons-failed-plan-to-turn-around-jcpenney-2013-4">"shop-in-shops" strategy</a> was deemed a failure, and <a href="http://www.businessinsider.com/jcpenneys-new-logo-2013-5">redesigned its logo so many times</a> that consumers no longer recognized it.</p>
<p><strong>3. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/01fc_q&amp;date=1/2013+12m&amp;geo=US">Nordstrom</a></strong> - By contrast, Nordstrom had a very strong 2013. The company won praise for its ability to adapt during a time of great change in the retail industry, bringing internet shoppers to its stores by <a href="http://www.businessinsider.com/nordstrom-showrooming-with-blue-nile-2013-12">forming a partnership with online retailer Blue Nile</a> and <a href="http://www.businessinsider.com/nordstroms-pinterest-in-stores-plan-2013-11">allowing its Pinterest community to influence in-store displays</a>.</p>
<p><strong>4. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/08s_k4&amp;date=1/2013+12m&amp;geo=US">Forever 21</a> </strong>- Teen retailer Forever 21 continued its impressive run of success in 2013 with <a href="http://www.businessinsider.com/forever-21-dominating-teen-retail-market-2013-3">aggressive expansion</a> and <a href="http://www.businessinsider.com/why-forever-21-is-winning-teen-retail-2013-11">a keen eye for the latest trends</a>. With its low prices and rapid growth, it's no wonder competitors like Abercrombie &amp; Fitch <a href="http://www.businessinsider.com/abercrombie-is-out-of-touch-2013-11">are heading for the hills</a>.</p>
<p><strong>5. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/02pvjn&amp;date=1/2013+12m&amp;geo=US">Victoria's Secret</a></strong> - As you might expect, searches for Victoria's Secret peaked in late November and early December, when the lingerie retailer films and broadcasts its hotly anticipated annual fashion show. What's more, the company's <a href="http://www.businessinsider.com/victorias-secret-will-beat-competition-2013-9">focus on value</a> has made it the dominant player in the lingerie industry.</p>
<p><strong>6. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/0263lp&amp;date=1/2013+12m&amp;geo=US">Old Navy</a></strong> - Like many of its peers on this list, Old Navy's searches topped out during the time period around Black Friday. Otherwise, it's been a fairly quiet year for Gap's downmarket sister brand.</p>
<p><strong>7. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/01pkxd&amp;date=1/2013+12m&amp;geo=US">Macy's</a></strong> - Macy's saw an upward trend in mentions starting in late October, when anticipation began to mount for Black Friday and the Macy's Thanksgiving Day Parade. And the retail giant had other reasons to send up balloons in 2013: its third-quarter earnings <a href="http://www.businessinsider.com/macys-crushes-earnings-expectations-stock-surges-2013-11">crushed expectations</a>, even as chief rival Sears continued <a href="http://www.businessinsider.com/signs-sears-is-edging-closer-to-death-2013-10">its plunge into obsolescence</a>.</p>
<p><strong>8. </strong><a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/034zyt&amp;date=1/2013+12m&amp;geo=US"><strong>American Eagle</strong></a> - American Eagle had a rough year in 2013, with <a href="http://www.businessweek.com/articles/2013-12-06/as-shoppers-turn-cheap-american-eagle-turns-to-cheap-stuff">profit dipping 68% in its most recently reported quarter</a>. In 2014, it has plans to lower its prices in the vein of successful competitor Forever 21 by closing traditional stores and opening factory outlets.</p>
<p><strong>9. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/0lwkh&amp;date=1/2013+12m&amp;geo=US">Nike</a> </strong>- The athletic gear mainstay held a steady presence in Google searches throughout the year, a testament perhaps to its year-round sports marketing efforts and <a href="http://www.businessinsider.com/college-footballs-biggest-rivalry-no-longer-features-schools-iconic-uniforms-2013-11">running stream of newly designed uniforms</a>.</p>
<p><strong>10. <a href="http://www.google.com/trends/explore#cmpt=q&amp;q=/m/057my7&amp;date=1/2013+12m&amp;geo=US">Dillard's</a></strong> - The upscale department store rounds out our list. The company both <a href="http://www.arkansasbusiness.com/post/92270/for-dillards-one-door-closes-and-another-opens">opened and closed retail locations in 2013</a>, which might have led prospective customers located near new and old locations to search for the latest news.</p>

You Searched For "Gap logo redesign" and got 8 results

YouTube is turning pink: Times when logo redesigns failed to impress

Divyanshi Sharma

Toblerone chocolate could lose its iconic Swiss mountain logo because it won't be able to meet the country's standard of 'Swissness'

Huileng Tan

Patagonia is suing Gap, claiming the retailer copied its fleece pullover and is hoping to trick shoppers into thinking it's a collab

Avery Hartmans

The Entire Internet Hates Yahoo's New Logo

Aaron Taube

Voting issues for meme stocks - Wall Street home-buying controversy - New-look fintechs

Dan DeFrancesco,Jordan Parker…

11 Major Rebranding Disasters And What You Can Learn From Them

Harrison Jacobs

Victoria's Secret, JCPenney Make Google's List Of The Most-Searched Retail Brands Of 2013

Aaron Taube

THE COST OF WINNING: Tim Armstrong, Patch, And The Struggle To Save AOL

Nicholas Carlson

Popular Keywords

Buying Guides