Full credit and roundup from Underconsideration.com, thanks guys for the fantastic resources!
We follow on the theme of rebranding by major brands by having a quick roundup. Following on from the calamitous Pepsi rebrand here are 20 rebrands that have taken place over the last few months, let us know what floats your boat.
Starbucks, Back to the Future
Howard Schultz returns as CEO of Starbucks and has unleashed an unprecedented wave of brand nostalgia by deploying the original Starbucks logo.
Kraft Foods, making today delicious
With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a facelift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.
— Press release
Hudson’s Bay Co.
Hudson’s Bay Co., founded in 1670 by King Charles II, is a huge Canadian retailer with over 600 retail locations all across Canada.
Sci Fi becomes SyFy
When networks present their new programming, sell big chunks of advertising and announce any major changes — the 16-year-old Sci Fi Channel announced that on July 7 it will change its name and identity to Syfy.
Jack in the box
The old logo had all the fixings of a classic American fast food chain logo: red and quirky typography. Plus years of equity. The new logo is a very contemporary departure from the original, which is par for what’s been happening to fast food logos, and the new, custom script is quite attractive and dynamic. And, pending a press release, I’m pretty sure the tail of the “k” is meant to be a smile.
Citroen
Designed by Landor, the new logo comes as Citroën celebrates its 90th anniversary (founded in 1919) and as it unveils new models of its DS line
Air France
Operating since 1933, Air France has become one of the biggest and most recognized airlines in the world, traveling to nearly 100 countries. A new identity, replacing its last update since 1975, has been designed by Brandimage.
Asian Football Confederation
Hosted by the Asian Football Confederation, Asia’s governing body of soccer, the annual AFC Champions League features the best clubs from each country competing for Asian soccer supremacy. This past December they unveiled a new identity aimed towards the new and growing generation of soccer enthusiasts.
Sprite
Just in time for the NBA All-Star’s Slam Dunk contest which Sprite sponsors they are putting into use a new, dynamic and active logo that, in context, is actually quite decent.
My Fonts
With an ever growing library of more than 62,000 typefaces from more than 400 foundries and designers, MyFonts has been one of the most comprehensive shopping spots on the web since its launch in 1999.
Sandisk
SanDisk / Pound for pound, letter for letter, ligature for ligature, the best redesign of a wordmark that retains the essence of the original while pushing the company into the new, young century.
Ford
Ha! Only kidding. Making sure you’re paying attention.
Pepsi
Pepsi Rebrand, absolute waste of millions of dollars.
Capitol One
Capital One / A swoosh in 2009? And, even by swoosh standards, a crappy one at that?
Xerox
Xerox / Taking the marble-lowercase trend to the extreme. And sucking at it. Barclaycard came in close second in this category.
Barclaycard
Barclaycard / My sister works for them so I best be nice.
Roundup
Pepsi takes the crown for worst logo rebrand in the category years 2006-2009. Our personal winner has to be Citroen, simple, shinny and French – Au revoir!
Full credit and roundup from Underconsideration.com, thanks guys for the fantastic resources!