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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><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>

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

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Business Insider</span></p><p class="caption">Mashable's sign in their New York office.</p></div><p></p></div></div></p><ul><li><strong>Mashable was in deep trouble financially before it sold for far below its one-time valuation of $250 million, according to documents reviewed by Business Insider.</strong></li><li><strong>The company was heavily reliant on digital <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> advertising revenue, the documents show. </strong><strong>It also lost $4.2 million in the three months through September. </strong></li><li><strong>Ziff Davis is hoping to improve Mashable by focusing on search engine optimization and e-commerce, and says the Mashable addition makes Ziff Davis the "largest tech brand."</strong></li></ul><p>The price tag was the first clue that a once high-flying digital media startup, was in serious trouble.</p><p>Mashable agreed to sell itself to Ziff Davis, owner of an assortment of digital media brands from PCMag to Askmen.com, for a <a href="https://www.recode.net/2017/12/5/16735262/ziff-davis-mashable-sold-50-layoffs-pete-cashmore">reported</a> $50 million. </p><p>That was a steep discount for a company had been valued at as much as $250 million in a fundraising round just last year. Shareholder documents reviewed by Business Insider help explain why the fire sale was necessary. The documents relate to the sale agreement, and paint a bleak picture of a company that <a href="http://www.businessinsider.com/mashable-could-be-for-sale-for-as-much-as-300-million-2015-12">failed to meet its own outsized expectations</a> and was heavily exposed to a reckoning in digital advertising.</p><p>Weighed down by large long-term expenses like the high rent on its offices in New York, London and Singapore, Mashable ended September with about $4.65 million in cash on hand, down from $8.4 million at the start of the year, the documents show. Its loss for the three months through September was $4.2 million, and the financial statements suggest revenue growth was slowing. </p><p>The company essentially auctioned itself off, soliciting bids from 40 potential bidders. But it only received what it considered to be two serious offers, including the one it ultimately settled on from Ziff Davis. Mashable's board believed the sale was preferable to subjecting shareholders to the "risks and uncertainties of the company's business plan and prospects," according to the documents. </p><p><span style="font-weight: 400;">While management and major investors saw some of the $50 million the company sold for, outstanding stock options provided to employees at various points during Mashable's ascension, were completely worthless in the sale, the documents show.</span></p><p><span style="font-weight: 400;">Ziff Davis declined to comment for this article. Mashable did not respond to repeated requests for comment in time for publication. </span></p><h2><strong>Mashable looked set to miss its revenue targets</strong></h2><p>The Wall Street Journal reported in November that Mashable had raised revenue by 36% to $42 million in 2016, and was eyeing $50 million in revenue this year, potentially breaking even.</p><p>But details included in the shareholder agreement suggest the company was nowhere close to meeting those goals. They show that in 2016, revenue increased by 25% to $40.6 million, up from $30.1 million in 2015.</p><p>For 2017, the documents include revenue details for the three months through September. In that period revenue totaled about $8.6 million. It's important not to extrapolate too much from one quarter's financial statements, because the last six months of the year tend to be the largest for digital media revenue. That year-end growth can come on fast, and for Mashable it meant sales rose from $1.97 million in July to $3.6 million by September. </p><p>Still, even using the September sales as a monthly benchmark suggests annual sales of about $43 million - barely over the 2016 total.<div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Business Insider</span></p></div><p></p></div></div></p><h2><strong>It is heavily exposed to digital advertising at a challenging time</strong></h2><p>As rivals sought other revenue streams, Mashable was heavily exposed to digital advertising uncertainty at a time when Facebook and Google continue to eat up virtually every dollar of new ad spending. </p><p>Roughly 72% of Mashable's revenue came from digital ads in the last three months before the sale; the next largest revenue source was distributed content, which accounted for 15% of revenue.</p><p>Though Mashable's distributed revenue is about average - premium publishers <a href="http://www.businessinsider.com/dcn-report-shows-publisher-revenue-from-google-facebook-snapchat-2017-1">generated</a> around 14% of their overall revenues <span>from distributing their content on third-party platforms in the first half of 2016</span> - other revenue sources that could've buoyed the site were too small to make a significant impact.</p><p>E-commerce accounted for just 2% of the Mashable's revenue in the latest three months, around $163,000. Events made up 7% of revenue, and licensing made up 3% of revenue. By comparison, Gizmodo Media Group <a href="https://www.thestreet.com/story/14089501/1/univision-s-big-bet-on-e-commerce-built-on-gawker-s-ashes.html">expects</a> e-commerce to make up a third of its total revenue this year, <a href="https://digiday.com/media/love-complexities-publishers-confront-challenges-growing-events/">while other digital media publishers</a> boast that events may make up 20% of their revenue by next year. </p><h2>It was losing millions of dollars</h2><p>Meanwhile, Mashable lost over $2.1 million in July alone, and more than $1 million in August and again in September, according to the documents. </p><p>Income statements from the last three months before the sale showed that the company spent over $470,000 on travel, meals, and entertainment for staff. The company also spent $100,000 on telecommunications, a figure far larger than that of many digital media companies, while production costs - presumably for advertising and other campaigns - cost $362,086.</p><p>Combined office rent in New York, Los Angeles, San Francisco, London, and Singapore climbed steadily over several years to $3,748,000 in 2016.</p><p>The majority of the costs were focused on its flagship office in Union Square in New York, located in the same building as other digital media companies including The Intercept and GMG. Conversations with executives from two other digital media companies in similarly high-priced areas suggest the company was paying significantly more for space compared to competitors of equivalent sizes.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Business Insider</span></p></div><p></p></div></div></p><p><span>To be sure, many independent, venture capital backed publishers are feeling the pain as they vie for leftover ad budgets. Even some of the biggest players in that world, BuzzFeed and Vice, have fallen short of revenue goals this year. And multiple mid-sized publishers, including Mic and Refinery29, have recently been hit with layoffs as they grapple with a new, smaller ad revenue reality in 2018.</span></p><p>But this much is clear: The results of Mashable's financial predicament set the terms for the sale, which included a restructuring plan alluded to on numerous occasions throughout the merger agreement.</p><p>Ziff Davis said it would not enter into the merger unless Mashable CEO Pete Cashmore signed a continued employment contract (the documents BI reviewed did not disclose the amount the founder received as part of that contract). And the company established a $2.2 million pot to encourage top employees to stay. The allocation of that pot will be determined in consultation with an advisory committee made up of Cashmore, chief operating officer Michael Kriak, publisher Greg Gittrich, and chief technology officer Robyn Peterson.</p><p><span style="font-weight: 400;">But when the sale closed on December 5, the company laid off 50 staffers.</span></p><p>For its part, Ziff Davis appears to be taking action to remedy some of the issues at Mashable.</p><p>The company seemed to suggest during an all-hands call last week that it could only guarantee that its current New York and Los Angeles offices would remain open. It shut down offices in San Francisco in October - many of its employees there are now working from home, and plan on moving into the IGN office - and relocated its London team to a separate office.</p><p>In a separate meeting following the sale, managers announced that some staffers from PCMag, Geek, Computer Shopper, and IGN are set to move to Mashable's office in New York (In a cruel twist, part of the Mashable logo sign at the New York office fell apart on Monday). They also announced plans to consolidate and integrate employees from Mashable's business side into other teams at Ziff Davis. </p><p>Execs are hoping to boost search traffic by improving the so-called page-level-authority of individual posts, perhaps by writing longer, more in-depth stories, and said there was a site redesign in the works.</p><p>Further, Mashable appeared to abandon the pivot to social video <a href="http://www.businessinsider.com/mic-staff-layoffs-pivot-to-video-2017-8">that it embarked on in 2016 when it laid off two dozen editorial staffers</a>, a likely product of the company's failure to garner significant revenue<span style="font-weight: 400;"> from distributed channels.</span></p><p>Ziff Davis expects that the changes to the brand and restructuring will significantly improve the business. </p><p><span style="font-weight: 400;">In an all staff meeting earlier this month, Ziff Davis executives said that with the help of Mashable, by the end of 2018, it will be profitable.</span></p><p>Ziff Davis General Manager Mike Finnerty acknowledged the company needed some "quick wins," but added if it does the "right things...we're going to be number one in comScore tech."</p><p>"We're going to be the largest tech brand now with the combination of Mashable and all of the other things in the portfolio," Finnerty said.</p><p><em>Andy Kiersz contributed reporting.</em></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/tiny-buttons-rivets-jeans-2016-11">What those tiny rivets on your jeans are for</a></h3>        <div>                    </div>    </div>

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