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<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

<p>People rarely consciously look at logos. Their shopping habits were formed years ago, and don't change, especially for essentials. But when packaging suddenly changes in a big way, they definitely notice. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. </p>
<p><a href="http://www.bloomberg.com/video/market-makers/">Bloomberg's Market Makers</a><span style="line-height: 1.5em;"> brought on Olson Chief Creative Officer Dennis Ryan, a veteran of campaigns for Target and Budweiser, to discuss <a href="http://www.businessinsider.com/marissa-mayer-finally-got-rid-of-yahoos-horrible-logo-2013-8">Yahoo's logo strategy</a>. He reminded viewers of Tropicana's efforts to modernize its classic straw-in-orange packaging. </span></p>
<p><span>"About five years ago [Tropicana] went to this very clean but kind of cold-looking <keyword id="58848" type="UNKNOWN" weightage="60" keywordseo="logo">logo</keyword>, and <strong>their sales dropped 20% in one month.</strong> Some pundits said they weren't recognizable," Ryan said. "Tropicana has something like eight feet in the refrigerated section. People recognized it. They didn't trust [the new logo]."</span></p>
<p><span style="line-height: 1.5em;">Here's the offending logo, alongside the one that preceded it:</span></p>
<p><span><div class="image-container"><div class="image"><p class="source"><a href="http://www.bloomberg.com/">Bloomberg</a></p></div></div><br /></span></p>
<p>People don't like change. And when a logo or packaging  for a favorite product changes, it creates trust issues. The package has changed and they wonder if what's inside has, too. The generic logo made people expect a generic product. </p>
<p>It's one of the reasons <keyword id="6363100" type="CITY" weightage="60" keywordseo="Yahoo">Yahoo</keyword> has chosen to <a href="http://www.businessinsider.com/marissa-mayer-finally-got-rid-of-yahoos-horrible-logo-2013-8">ease people in and experiment</a> rather than up and change things without some preparation. </p>

This Logo Change Caused Tropicana Sales To Plunge

<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, AdLand. Here's what you need to know today:</p>
<p>McKinney updated the <strong>Mentos </strong><span>jingle <a href="http://www.nytimes.com/2013/09/04/business/media/an-old-campaign-learns-a-new-song.html?partner=rss&amp;emc=rss&amp;_r=0">for its first commercial since taking over the account from the Martin Agency</a></span></p>
<p></p>
<p><strong>Dannon</strong> <a href="http://adage.com/article/special-report-super-bowl/dannon-buys-super-bowl-ad/243948/">is coming back to the Super Bowl</a> with an ad to promote its Oikos Greek <keyword id="6419239" type="UNKNOWN" weightage="60" keywordseo="yogurt">yogurt</keyword>. <span style="font-size: 15px; line-height: 1.5em;">The company says it does not know whether the ad will include actor John Stamos, who appeared in its Super Bowl commercial in 2012.</span></p>
<p><strong><keyword id="1761229" type="PERSON" weightage="60" keywordseo="Deutsch">Deutsch</keyword> LA</strong> <a href="http://adage.com/article/agency-news/pete-favat-named-chief-creative-deutsch-los-angeles/243951/">hired Arnold's Pete Favat to be its chief creative officer</a>. During his 14 years at Arnold, Favat spent time working on the Volkswagen account, which now belongs to Deutsch.</p>
<p><strong><keyword id="44719" type="PERSON" weightage="60" keywordseo="Land-Rover">Land Rover</keyword></strong> <a href="http://www.adweek.com/news/technology/land-rover-unveils-huge-tv-and-digital-push-152181">is unveiling a major integrated campaign that will feature television spots and an online game</a>. The campaign, run by Y&amp;R, Wunderman, and Mindshare, will promote the Land Rover's off-roading capabilities.</p>
<p><strong>Vimeo</strong> <a href="http://www.fastcocreate.com/3016690/vimeo-partners-with-toronto-international-film-fest-to-offer-filmmakers-15m-in-support">is partnering with the Toronto Film Festival to offer entrants $1.5 million in financing</a><span style="line-height: 1.5em;">.</span></p>
<p><strong>Petco</strong> <a href="http://adage.com/article/cmo-strategy/petco-launches-15-million-campaign/243926/">is rolling out a $15 million "brand transformation"</a><span> with new ads highlighting the bond between pets and their owners. Redscout and Vitro worked on the campaign.</span></p>
<p>McKinney updated the <strong>Mentos </strong>jingle <a href="http://www.nytimes.com/2013/09/04/business/media/an-old-campaign-learns-a-new-song.html?partner=rss&amp;emc=rss&amp;_r=0">for its first commercial since taking over the account from the Martin Agency</a>.</p>
<p>Digiday looks at <strong>Bloomberg News</strong>' <a href="http://digiday.com/publishers/bloombergs-online-video-success/">success with online video</a>.</p>
<p><strong style="line-height: 1.5em;"><keyword id="321314" type="COMPANY" weightage="60" keywordseo="Vevo">Vevo</keyword></strong><span style="line-height: 1.5em;"> </span><a href="http://adage.com/article/digital/vevo-hires-nielsen-digital-exec-revenue-chief/243954/">hired Nielsen executive Jonathan Carson to be its first revenue chief</a><span style="line-height: 1.5em;">.</span></p>
<p><span style="line-height: 1.5em;"><strong>News Corporation</strong> <a href="http://www.nytimes.com/2013/09/04/business/media/news-corporation-sells-group-of-local-publications.html?adxnnl=1&amp;partner=rss&amp;emc=rss&amp;adxnnlx=1378299753-LLiymZ12JfHP0paNWYVJ7g">sold 33 local publications to a private equity and hedge fund firm</a>.<br /></span></p>
<p><strong>OMD's</strong> <a href="http://adage.com/article/agency-news/big-reshuffle-omnicom-group-s-u-s-media-operations/243956/">U.S. CEO Alan Cohen is leaving to start Giant Spoon</a>, a new agency backed by Omnicom, OMD's parent company. Cohen's spot will be filled by Monica Karo, the U.S. CEO at fellow Omnicom agency PHD. Karo's old job will be filled by Robert Habeck, executive director of global accounts for Omnicom Media Group.<span style="line-height: 1.5em;"> </span></p>
<p><strong>Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:</strong></p>
<ul>
<li>
<p><a href="http://www.businessinsider.com/ad-compares-coming-out-to-shooting-your-dad-in-the-heart-2013-9">Unilever Apologizes For Ad Comparing Coming Out To Shooting Dad In The Heart</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/heineken-holds-instagram-scavenger-hunt-2013-9">Heineken Is Using Instagram In An Awesome, Innovative Way</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/nominate-the-most-creative-people-in-advertising-right-now-2013-9">Tell Us Who The Most Creative Person In Advertising Is Right Now</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/cheerios-ad-remixes-nellys-ride-wit-me-2013-9">The Cheerios Bee Gets A Hip-Hop Makeover</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/tropicana-packaging-change-failure-2013-9">This Logo Change Caused Tropicana Sales To Plunge</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/chobani-pulls-yogurt-from-shelves-2013-9">Chobani Pulls Yogurt From Shelves After Customers Complain About A Horrible Taste</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/gisele-sings-classic-rock-in-new-hm-ad-2013-9">See Gisele Bundchen Sing Classic Rock In H&amp;M's Latest Ad</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/shoe-company-apologizes-for-dead-dog-ad-2013-9">Shoe Company Apologizes For Ad Insinuating Dog Owners Could Run Their Companions To Death</a></p>
</li>
</ul>

Mentos Completely Changed Its Jingle [THE BRIEF]

<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>

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