I understand that re-branding is important if your company has some bad stigma associated with it. If you manufactured a product that kills people, like Altria that was a re-brand which was good for business.
However, if your company has never done anything to demand public outrage why re-brand? There really is no point especially if your logo is a classic piece of Americana like Dairy Queen or Pepsi. Was it really necessary for DQ to italicise their logo and add two coloured vector shapes to the top and bottom?
And I don’t think anybody knows what’s going on with this:
Who said: “well we have an internationally recognised logo, let’s change it so people won’t recognise it and it will look like a cheap knock-off.”
“Yes sir we’ll get our best designers on that”.
Perhaps I’m being too harsh maybe there was something seriously wrong with DQ and Pepsi’s logos, maybe they did something demands a re-brand which I am not aware of. If you know please let me know and I will blog a retraction.
For more specifically 2008 re-brands (the DQ logo was 2005) check out Brand New.
2017 Update: I did eventually find out what the Pepsi logo means, the white band is thinner or thicker depending on if it’s diet soda or not.
Several years after I posted this I found this gem which sums up my feelings of the Pepsi logo:
Unfortunately, that’s how I see it.
( I can’t source this image, other then “Lyang” if you know who created it please let me know.)
A further caveat: the longer I design logos the more I bite my tongue when I see logos that repulse me, usually there was a good reason and it’s very difficult for anyone, even the best of the best in the upper echelons of popular design, to take a beloved logo and change it for any reason at all. It’s not an easy job because logos carry a lot more than a brand, they carry our collective experience with the brand. When I think of Tesla, for example, I think of technology, innovation, sustainability, but inevitability I think of that iconic “T” logo, if they ever changed it would drastically effect (at least temporarily) my perception of the brand. So rebranding is always difficult and dicy, that said, 12 and 9 years on respectively, I still like the old Dairy Queen and Pepsi logos better. Perhaps someday, in the near future, I’ll write a more in-depth article on this with years of perspective now behind me.