In the world of business, it’s all about creating that “wow” factor.
This is why so many entrepreneurs scramble to create a recognizable, and unique logo design that makes them stick out like a sore thumb!
So, why do famous brands change their familiar logos?
It’s simple: Tastes change with time.
And it’s all about creating a brand image that’s relevant to your audience.
We’ve compiled a list of well-known brands that have undergone logo redesigns in the past few years.
SEE ALSO: The six different types of logos and how to use them to your advantage
01. Mastercard
Design by Pentagram
Mastercard isn’t just representing a credit card service anymore, it needs to position itself as a global digital payment service - with choices. So, a more stripped-down, flat and minimalist design was needed. The simplified lowercase geometric sans font also helps to create an easily digestible logo for the modern consumer.
02. Google
Design by Google
One of the more surprising logo redesigns came from Google - a simple font change to the (ironically, not so revolutionary) geometric san serif typeface, and a flatter design that gives it a fresher, more explosive effect. With the quirky “e” and the new capital “G,” Google amplifies its playful brand personality, and really stands out from its more boring predecessor.
03. Instagram
Design by Instagram
In a dramatic twist, Instagram ditched its iconic logo for a new purple, orange, and pink gradient icon design. There’s a certain cleverness in the way that the new “camera” icon translates so easily with so few details, unlike the old icon. Despite the negative reactions to the update, there’s no doubt that the icon will become THE Instagram icon by the end of the year.
04. Qantas
Design by Houston Group
Let's start off by saying I like this new logo design - it works. The whole design just screams modern and luxurious. BUT only Qantas could pull something like this off. And only for the reason that their icon has been established to be a kangaroo for so long, that you could cut off its arms and head, and everyone would still know that it is, indeed, a kangaroo. And that's exactly what they've done - they've made it so heavily abstract that it's become a truly unique brand symbol. The un-italicized and wide structure of the new wordmark also gives off a luxurious vibe.
05. Deliveroo
Design by DesignStudio
At two opposite ends of the spectrum - the old Deliveroo logo delivered a literal rendition of the kangaroo-holding-a-delivery-bag concept, while the new logo offers an abstract, quirky and arguably over-the-top kangaroo concept. There’s a great synergy between the new icon style and the wordmark - which refreshingly, differs from the trend of geometric sans serif by rotating the “d” and “o”s so that the thinnest part of the letters is at the side as opposed to the top and bottom. The wild color palette is a great way to help their brand ambassadors (drivers) stand out in the city.
06. Twitter
Design by Twitter
Out with the bubbled text, and lowercase “t” to represent Twitter, and in with the new and improved Larry the Bird icon! To strengthen their symbol-only approach, Twitter has made a few tweaks to their bird icon, changing its posture, beak, and wings - which in the end creates a very striking icon for their brand.
07. Spotify
Design by Fast Company
By now, you’ve probably noticed that your favorite music streaming service - Spotify - ditched the muted, earthy green for a fresh coat of neon. Like Google and Apple, they’ve also opted for a flatter design, removing the gradient in the original logo, and splashing on some color that stands out against the black backdrop. There’s a certain elegance about the new logo redesign.
08. Freelancer
Design by Freelancer
Freelancer.com is one of the most popular websites for employers and freelance professionals looking to collaborate on great projects. We underwent a simple logo redesign, updating the color palette to a more bold, and eye-catching sky blue. Really makes it pop, doesn’t it?
09. Microsoft
Design by Microsoft
As far as logo redesigns go, Microsoft is one company that did it right. They’ve elected to replace their iconic italics with a simple logotype using Segoe font and a multi-colored symbol to represent the company’s diverse range of products. There’s definitely something special about the minimalism in Microsoft’s branding - it really sets itself apart from the other big tech companies such as Apple.
10. Optus
Design by Re
The old logo had a cute and casual feel, but it quickly started to feel out of date. The bonus of the new logo is the adaptability, but the downside is that it’s very plain. The main element of the redesign is actually the ‘yes,’ which appears in most of their advertising - reducing their brand name to an afterthought. If that’s the goal, then the unassuming plain font is a great choice - and ‘yes’ is a nice, simple positive statement to focus on in the busy modern world. Everything about this promises simplification.
11. TP-Link
Design by Futurebrand
Something about the old logo definitely said “specialist IT.” The new logo redesign attempts to look more up-to-date and consumer friendly - but there seem to be doubts about the effectiveness of that, with people complaining the new color scheme reminds them of telephone companies.
12. Universal Studios
Design by Struck
In updating the logo for Universal Studios Hollywood, Struck stuck with the classic look. The logo makes use of a carefully researched custom font in order to evoke the Golden Age of Hollywood while updating the logo. While some people feel that the logo redesign didn't go far enough, there's no denying that it's a sharper image which keeps the classic Universal feel. And if that feel is a throwback, who really minds?
13. Uber
Design by Uber
At first glance, not much has changed in this new Uber icon but the typeface. It goes along with a bigger rebrand though, which includes changing the app icons. The typeface is a good choice as far as it goes, replacing the rather weak font chosen previously with something a little bolder which will render better on any screen or design, but the app logo redesign just has people confused. What does it have to do with Uber? I’m none the wiser.
14. Gumtree
Design by Koto
Almost anything would be an improvement on the original logo, which looks so dated you expect to be logging into AOL to access the site. The new logo redesign keeps things simple and stylized while keeping with the ‘tree’ theme. The bright green is nice and bold, though it doesn’t always stand out well against a background image. The sans serif font is pretty standard; it’s so nondescript it’s probably being used by half a dozen other companies as well.
15. Vevo
Design by Violet Office
The new logo redesign might look pretty simple, but there’s a lot going on. If the old logo with its italic style and bright red color palette evoked a poppy feel, this new style says that Vevo does all genres. The simplicity makes it feel classic and applicable to anything, and it can be paired with any colors. The appeal to simplicity really works, especially for a modern audience who expect to be able to access any sort of music they want.
16. Subway
No design credit given.
Subway’s new logo redesign isn’t really much of a change. Adding another color to the logo might help with branding efforts, but otherwise, the same concept is in play - and the solid heavy letters take away from the dynamism of the older logo. Overall, this probably won’t make much of a difference to how Subway is perceived by consumers: it’s less an update than just change for change’s sake.
17. Medium
Popular publishing website, Medium decided to forego their simple “M” to a more modern, 3D design that gives it a fascinating and dynamic geometric figure. This is one of the better logo redesigns, having come from a very bland original logo to a logo that screams “LOOK AT ME!”.
18. Facebook
Design by Facebook & Eric Olsen
When Facebook got a logo redesign, there wasn’t any cover story, or huge media storm - probably because it’s one of the most subtle logo redesigns we’ve ever seen. But, these subtle changes make for a wildly different wordmark. The most notable difference is in the “a” and “b” which gives the new logo a modern aura that pops.
19. Fanta
Design by Drinkworks
Fanta’s old logo had the zany feel they wanted to associate with their brand, but a refresh gives them a chance to make sure they don’t just fade into the background. The new logo redesign does a great job, even though the style is different: there’s something cartoonish about the new lettering and bold outlining of the leaf on the logo. The winking ‘A’ is a nice touch, too. The whole logo has just the right fun feel for Fanta’s target consumers.
20. AT&T
Design by Interbrand
AT&T’s logo is pretty recognizable at a glance, and they wisely chose to keep that brand recognition going. The colors are flatter and easy to reproduce on any surface, but the globe says “AT&T” to consumers straight away, so creating a stylized version just makes it more versatile - suitable for all the different ways they need to use it in branding across digital and traditional markets.
21. Personal Group
Design by SomeOne
The old logo was pretty traditional. The new logo redesign changes all that with a quirky and young look. The bright yellow background makes it stand out to just about anyone - black on yellow are the colors supposedly best for people with sight impairments to read! - and the little face effect is fun. The P and the G make a surprisingly effective little expression. If anything, though, it’s a bit too ‘young and quirky’ looking, more suitable for…almost anything but employee benefits and financial services.
22. IHOP
Design by Studio Tilt
IHOP replaced the word “restaurant” with a smiley face that better reflects the happiness and memories that the IHOP experience has helped to create. They’ve also opted for a flatter design, dropping the shadow in the original logo, and retaining the original, playful typeface. Talk about turning a frown upside down!
23. Sbarro
Design by Sterling Rice Group
Sbarro underwent a branding overhaul, ditching the Italian flag, and opting to use a literal pizza slice for their iconic symbol (donning the classic Sbarro colors). The change from lowercase to uppercase typography serves to give the chain of restaurants a more upscale feeling.
24. Emerald Nuts
Design by GIRVIN
The original Emerald Nuts logo design looked more like a logo that belonged on the grill of a car, than one that was intended for a company that offers a line of nut snacks. The new logo redesign is a clever and unmistakable play on how cut emeralds look, creating a very strong visual effect. Getting rid of the gold stroke, and creating a sharper shape that compliments the typeface creates an overall modern and sleeker logo.
25. The Ritz-Carlton
Design by Pentagram (Abbott Miller)
What does the brand Ritz-Carlton make you think of? Luxury. And that’s exactly what the new logo redesign aims to do. By adopting a light shade of blue as its backdrop, bold-faced typography, and a cleaned up version of their iconic lion crest, their logo changes are subtle but pack a punch.
26. Johnnie Walker
Design by Bloom
In an attempt to target the younger generation, Johnnie Walker - which has one of the most iconic drink-related logos - took to updating their “striding man.” A more detailed walking character (tipping his hat), coupled with contemporary lettering and the tagline “Keep Walking” adds another level of personality to the brand and sophistication that appeals to millennials.
27. Spike Network
Design by Bluemarlin
Spike reinvented its branding by creating a more mature logo that appeals to a broader audience. The intentional slice through the “P,” “I” and “K” to create a literal spike is a clever trick that gives off a very cool and sophisticated feeling.
28. Verizon
Design by Pentagram
Talk about a logo redesign that took the world by storm. Verizon adopted a stripped-down logo, with their famous (not to mention tiny) “checkmark” icon sitting to the upper right side of the wordmark. It’s a case of out of sight, out of mind. And what really takes over is the bold, Helvetica wordmark. There’s nothing overtly special about this logo, but it does offer a tidier, more digestible design.
29. Coors
Design by Turner Duckworth
This bar-staple underwent an evolution from a very loud, almost cartoonish logo to a more subdued and sophisticated design that is practical. The bright red and white palette has been dull red, almost pink and gray color palette. This a great example of a stunning, and playful logo design.
30. Logitech
Design by DesignStudio
Logitech cut all ties to their old identity with their stunning new wordmark - a geometric sans serif typeface with a distinct abstracted “g.” It’s such a clever logo redesign that stays true to the brand, doesn’t compromise readability and is the perfect way to usher to the new Logitech into the world.
31. Lenovo
Design by Saatchi & Saatchi New York
There’s only one word to describe this logo redesign: uninspired. Sure, it’s better than the original, but in a world where tech companies are plentiful, to stand out your logo design needs to pack a mighty punch. If their ultimate goal was to one-up their original logo - they’ve done it. But, the slanted “e” and the rectangle backdrop just screams “boring”!
32. OpenTable
Design by Tomorrow Partners
Neither of the designs are really evocative of the dining experience, but the new logo redesign looks cleaner and more iconic. Simplifying the color scheme and choosing a more rounded font helps make the image more striking, where the old beige colors did it no favors. The animated version gives a better idea of what the logo is intended to portray, but on its own, it could equally be a tech company or anything else!
33. Echo
Design by Brand Brothers
Echo’s old wordmark was just too plain to stand out - somehow it looked similar to a dozen other brands, and it said nothing about the product. The new design is also in an unremarkable geometric sans font, but they make it eye-catching with the clever ‘echo’ marks that make up the ‘e’ and the ‘o.’ It looks good in color and in monochrome and will make for a very consistent brand look which will draw in new consumers.
34. U.S. Soccer
Design by Nike and Type Supply
The old logo is a little too busy, with the stars and stripes, a double border, and the multiple colors. The new logo redesign takes the basic idea and strips it down to something simple and effective. The slightly darker blue makes it stand out more, while still referencing the red, white and blue.
35. Zocdoc
Design by Wolff Olins
The new Zocdoc logo is an inspired choice, and it really comes into its own when used practically in adverts and merchandise. The emoji effect works surprisingly well, without being fussy or too detailed. Honestly, this is one of the more effective logo redesigns we’ve seen lately!
36. Kentucky Fried Chicken (KFC)
Design by Grand Army
The KFC logo is so iconic; you’d think that people would hesitate to mess with it. This design keeps the central element of the older design, the drawing of the Colonel, but flattens and simplifies it. The result is a clean and minimalist look which will be much more memorable than something cluttered. It’s a wise update which will appeal to modern customers.
37. Asana
Design by Asana and Moving Brands
The old logo doesn’t really stand out in the crowd, and it certainly doesn’t tell you anything about the company and what they do. As a matter of fact, Asana is an application which helps teams collaboratively track their work - and this new logo says that straight away. The soft radiating colors of the three dots definitely express collaboration and sharing, while the wordmark complements the colors without being too eye-drawing.
38. Los Angeles Clippers
No design credit given.
This one is just unfortunate! If the original logo was a little busy-looking, at least it didn’t have this many elements. Aspects of this might look good on their own - like the LA logo - but it has a very thrown together look. The old logo has some vintage appeal, which modern consumers definitely enjoy, and it has a history; this one is just a mess.
39. Deviant Art
Design by Moving Brands
Honestly, anything would be an improvement on the old logo, with its unappealing color palette of rather sickly looking yellowish green and an unrecognizable monogram. The new logo redesign still doesn’t feel quite right, though: it tries to be edgy, appealing to the ‘deviant’ artists, but the monogram just looks unfinished, and the cropped and clipped text has an odd look. The colors are an improvement, though - a step in the right direction!
40. Foursquare
Design by Red Antler
This is a fairly big refresh for Foursquare, in line with changing what their app actually does. Unsurprisingly, it doesn’t really keep any elements of the old logo - which is a relief considering how outdated the old logo looks. It’s something a school kid could rig up with a few minutes on Photoshop, or maybe even Word, so it’s a relief to see a more professional looking logo. The map pin look is perfect for Foursquare, and I can see this one becoming iconic.
41. Airbnb
The old logo for Airbnb wasn’t terrible, with a sort of comfortable look quite appropriate for the company. But the new logo from 2014 is a much-needed update considering the need for branding and product placement: it’s an easily reproducible icon which people can use to show they’re part of the scheme, and it has a good chance of becoming as easily recognized as Apple’s logo.
42. Codecademy
Design by Pentagram
Codecademy’s old logo was created in a word processor using a free font, and it showed. It didn’t reflect anything about the site, and it wasn’t likely to attract the kind of internet-savvy consumers who are the ideal target. The new logo redesign looks like it’s about programming, with a monospace-esque font and the word “code” framed in the wordmark.
43. ThinkGeek
No design credit given.
The old logo had a certain geeky charm, with the old fashioned font and muted colors. The new logo freshens things up to appeal to a new generation of geeks who don’t associate themselves with the old-fashioned. In that sense, it works as an update, but there’s nothing inherently ‘geeky’ about the new wordmark.
44. Electrolux
Design by Prophet
This update is hardly a revolution, but it results in a much cleaner-looking logo. The old tagline - which looked out of place anyway - was removed, while the font was changed to a proprietary sans serif font. The font itself doesn’t look particularly special, but the overall effect is of minimalist sophistication, and keeping the old ‘E’ logo is a good move for continuity of the brand.
45. Olive Garden
No design credit given.
The old logo has a lot going on, with a traditional, ‘homemade’ feel which evokes that ‘Italian’ feel which only Italian restaurants (and not Italy itself) ever have. The new logo is flat and easy to reproduce, should look good at any angle and size, and definitely has a more up to date feel. It makes it look a bit more professional and sophisticated, signaling a professional and modern brand with good food and high standards.
46. The World Wrestling Entertainment
No design credit given.
The old logo had a kind of edgy look, while the newer WWE logo has overtones of sleek professionalism which they hope appeals to the modern market. It signals a more serious brand, focused on business, and fans have commented that it better matches their business model and outlook in the present day.
47. Penguin Random House
The amalgamation of Penguin and Random House was a world-shaking event for publishing. The new logo tries to bring everything together under one identity, but it seems like a shame to lose that iconic Penguin icon, familiar from dozens of books and related products. The new logo might streamline everything together, but it’s a lot less distinctive.
48. Bacardi
Considering all the hypermodern logos which are flattening out for easy reproduction, like AT&T’s sphere, Bacardi have gone the opposite way, with a less stylized and more realistic bat for their new logo. Somehow it looks more vintage, calling up the history of the brand and inviting new customers to be part of a tradition. The wordmark is bold, but the accent mark on the ‘i’ is a bit too prominent.
49. PayPal
Paypal’s new logo redesign sticks to basically the same concept as the old one, but the design recalls something of Mastercard’s traditional linked circles while keeping Paypal’s distinctive colors. It’s still recognizable - people might not even notice it has changed - but the new look helps it catch the eye and suggests a trustworthy, up to date brand.
50. American Airlines
With such a classic logo by such an iconic designer, it’s a little surprising American Airlines chose to go through a rebrand at all. The new design looks clever, bringing in elements of the American flag and the eagle with the tailfin like shape. To many, it doesn’t scream ‘American Airlines,’ but the clever placement of the logo could make it look very good - and modern consumers love cleverness.
51. Arby's
Design by Adrienne Weiss Corporation & Alcone Marketing
The latest change to Arby’s logo has been a massive relief to everyone. The 3D effect on the 2012 logo was clearly an attempt to inject some more life into the brand, but it just looked wrong. The new logo redesign is flattened out again, making it easier to reproduce and to look at. It looks like the classic logo, but with a heavier, more natural looking typeface that overall produces a nice effect. It might not be the most revolutionary change, but it’s a relief after the unpleasant 3D effect on the 2012 logo.
52. Nivea
Nivea’s new badge logo is nothing revolutionary, but that’s never been what Nivea is about. The simple update drops gradients and effects and focuses on a look which emphasizes the reliability and ubiquitous appeal of Nivea’s products. It’s just enough to give it a bolder look while still appealing to anyone.
53. Billboard
Billboard chose a new bolder look, with heavier letters. With the bright colors filling in the gaps, it’s similar to their old logo, but adding the colors to the inside of the ‘b’ and making all the letters lowercase makes it look more cohesive. The bright colors give it that ‘young’ look, hoping to appeal to modern readers.
54. Harvard University Press
Design by Chermayeff & Geismar
The old logo was definitely in need of a reboot. While this minimalist look is a fairly complete change, the dark red color is very much the same, providing a hint of continuity. Simplifying it brings it out of the world of musty old books into contemporary academic publishing, with glossy pages and sharp covers, and the minimalist look complements this effect.
55. Lucky Strike
Design by G2
In a world where smoking is becoming less and less popular, it’s no surprise that Lucky Strike is appealing to a vintage sort of aesthetic, with a look that nearly reproduces the vintage tins. It looks classic, and a sense of nostalgia might well draw customers in this age of everything shiny and new. A bit of tradition isn’t a bad thing, as the taste for vintage items shows.
56. WNBA
The original logo has a classic sporty look, but the new one brings something even more dynamic. The orange color might not be quite as suggestive of sport and the USA, but the suggestion of movement is eye catching. The Women’s National Basketball Association deserves a logo redesign that makes you sit up and take notice, and the new orange logo definitely does that.
57. 21st Century Fox
The original logo is a classic which almost anyone would recognize, but the new logo is a clever reference to that which simplifies it. Now it’s easy to render on all kinds of surfaces, in all kinds of contexts, but you still look at it and remember the original logo with its beams of light. It’s a clever way of keeping continuity, and the updated look is clean and appealing.
58. Domino's Pizza
No design credit given.
The new logo isn’t a huge break with the old one, but it breaks a little bit away from the old pizza-focused aesthetic. It’s a streamlined new take on an old logo which remains instantly recognizable - a smart move for Domino’s to keep attracting new customers as well as keeping the old ones coming back.
59. JC Penney
No design credit given.
Neither logo tells us much about JC Penney as a company. The new logo redesign goes for something more self-contained and slick, but the overall effect isn’t particularly striking. This is a case where reinvention should probably be pushed a step further, to make the logo do a little more work.
60. DC Comics
The old DC comics logo is a great design, cleverly incorporating both the D and the C in a way that screams ‘comic book shop.’ The new design is a fairly neutral one, perhaps in hopes that DC fans won’t find so much to nitpick as DC tries to launch its Rebirth comics. The effect is overall underwhelming, but it definitely sets it apart from the DC which launched the ‘New 52’ comics - which were, it seems, almost universally criticized.
61. Wendy's
No design credit given.
The old logo screamed ‘old-fashioned,’ literally. The new logo simplifies and updates the image, ditching the ‘olde time’ feel for something a bit fresher. The wordmark captures something casual, friendly, maybe even ‘homemade’ - associations a fast-food burger service needs to capture to get more health-conscious modern consumers to visit. It works well without feeling like a sudden shift.
62. Chrome
Design by Google
An early version of Chrome’s logo featured a glossy, 3D creation which actually kind of evoked a Pokeball. The flat, matte version looks a lot more mature, even though it’s less eye-catching. Wisely, they kept the color scheme, which matches the Google logo on their search engine, giving us continuity across the brand. Not surprisingly, they haven’t looked back since!
63. Marvel Comics
No design credit given.
The older Marvel Comics logo is more upfront about what exactly they’re selling, from the dotted coloring to the hand-lettered look of the “comics”. The simpler version, in use in various very similar forms since 2002, looks more up to date, and with its simple, bold look still manages to evoke something of the comic book world.
64. McDonald's
No design credit given.
The McDonald’s logo is so iconic, there’s not much they can do to get away from it. You’ve got to have the golden arches by now! But the newer look drops the shadow, and sometimes even the red background, while slightly updating the font. It looks a bit crisper, and flat logos are a recent trend in simplicity and minimalism. It looks fine, but it’s nothing revolutionary.
65. Olympics
Design by Tatil
There have been so many variations on the Olympic logo that it’s hard to know where to start. The five overlapping rings are a staple going back to the 1930s, but different countries have made better and worse uses of it. The London logo is a bit of a disaster – memorable to some because of the controversy around it, and to others just because of the bizarre jagged shapes. The rings just seem dropped onto it. In contrast, the Rio logo incorporates the intertwined characteristic of the rings in both the image and the text; it all flows very nicely.
66. Penn State
Design by Jerry Kuyper
Penn State’s new logo is a rethink on the same theme as the old design. Like the older version, it incorporates the Nittany Lion Shrine, the university’s mascot. The white staring eyes look a little odd in the logo, but if you know the origin, it makes sense as a faithful representation. Overall this one has a more modern look, and the shield looks less like an afterthought in this new version.
67. Volvo
Design by Stockholm Design Lab
Volvo’s redesign was subtle, but effective. It simplifies what they already had without sacrificing recognisability. The matte finish gives it a lighter, more elegant look, while the Volvo wordmark is more integrated into the design. It’s going to look especially good on paper, where the shiny chrome effect sometimes looked tacky.
Looking For A Great Logo Redesign?
Your logo is the suit of your business. A great logo can dress up your business, while a poor and outdated logo can bring you down. A potential customer wants something that they can relate to, something that’s bold and recognizable from across the room.
So, if it’s time to refresh your logo, look no further than the design talent available on Freelancer.com. We have thousands of graphic designers that are locked and ready to give your logo the revamp it needs.
Simply post a project and you’ll never hear the words “...back in the day” again!
