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When – and Why – Rebranding Goes Wrong

Changing your corporate brand can be an exciting – and scary – process. It’s a necessary task; designs become dated, company missions and objectives change, and competition is fierce in every professional vertical. A good logo/brand change can rejuvenate an established brand, rope in new and diverse audience segments, and increase sales. However, a bad branding initiative can confuse or alienate your customers, and diminish your brand’s visibility. And it’s not just small businesses that are susceptible to misguided design; enormous global brands have been guilty of implementing an unsuccessful rebranding attempt. We examine 3 of the worst, and why they are so unsuccessful:

1. Brooklyn Public Library

Brooklyn Public Library Branding

It’s easy to see why the Brooklyn Public Library chose the design direction it used in the design; the flat, sans serif font is far more modern and better suited to digital collateral than the original block logo. But this logo fails in a fundamental way: it undermines the brand’s mission statement. Libraries promote literacy and education; as such, they should never have gone with a “creative” word spelling.

2. Gap

Gap Branding

 Clothing brand Gap introduced a new logo in 2011; while the design aesthetic is simple and clean, the logo failed in a major way: it clashed with Gap’s loyal consumer base, which recognized and loved the original logo for its representation of the casual, clean brand that Gap was known for. However, Gap recovered from the gaffe with grace; after issuing an apology to customers, the company reverted to the classic design.

Continue to read on our blog: When – and Why – Rebranding Goes Wrong
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This entry was posted on October 7, 2013 by in online marketing.
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