Points to consider for a logo redesign:

Business without a corporate logo is like an entity with no unique identity. Logos deserve particular attention and before a logo is redesigned, one should know why the redesign is needed. Following things should be considered before redesigning corporate logos:

• Analyze what the existing company logos lack.
• Remove unnecessary features from the previous logo design.
• Try to single out a striking feature of the logo to work on.
• Fill in the gaps left by the previous logo design with creative thoughts.

Over the years, we have witnessed many famous brands who have tried to refresh their corporate identity with a logo redesign. Today, I have selected 22 of the most famous logo redesigns of 2009 that came under immense limelight.  

Segd

Movistar

City of Melbourne

Master Card

Audi

Good Humor Ice Cream

Toys Rus

Play Station 3

Skittles

UEFA EURO

Peugot

Missile Defense Agency

British Petroleum

Quicktime

Argos

Blackwater

Msn

Kraft Foods

Telecom

AOL:

FireFox

1 ) About the Blackwater Logo Designs – Old and New:

The company’s infamous bear-paw and crosshairs logo design became an icon within the private-security industry, to the extent that some Blackwater guards had it tattooed on themselves. After the September 2007 shooting, the company attempted to soften the look of their company logo and changed its name from Blackwater to Xe Services LLC. The new logo design is a stylish black "X" on a white background, with a small "e" superimposed on it. Many believe that this new logo design is a bizarre cross between the old Xerox corporate logo and the brand mark for Xena: Warrior Princess.

2 ) Why the sudden redesign?

Interestingly, the executive board of Blackwater has indirectly confessed that it had to change Blackwater’s name and corporate logo due to massive criticism it faced. Blackwater’s President Gary Jackson has said that,

The former name and company logo “Blackwater” has also been removed from its various business units.

3 ) Experts’ opinion on the new corporate logo:

                  The MTV-owned cable channel, Nickelodeon has come a long way to be on the list of world famous brands, with big fan following from territories including Europe, the Middle-East, Russia and Asia. The channel aims to entertain children of ages 6 to 20 and is an important part of the golden memories of our childhood and teenage. Since its launch December 1, 1977 the Nickelodeon team thinks it’s high time that 30-year-old identity should be changed.

1) The memorable old “Nickelodeon Logo":

2) The New “Nickelodeon” Logo:

3) Why “Nick” wanted a new Corporate Identity?

Armin (from under consideration) inquired the reason of this change from Russell Hicks (executive vice president and creative director of Nickelodeon), who explained that internet has made kids very fast. They enjoy innovative and trendy stuff. Therefore, the 30-year-old identity had to change.

Nickelodeon today is a media enterprise that consists of multiple channels that air in 175 countries, a motion picture production company, an ever-growing online presence, and outlets of numerous consumer products. Therefore, the team working on the redesign was briefed how the new logo should compliment different upcoming projects (channels and divisions.)

4) Will you miss the old logo:( ?

         Hey friends…today I have another big and high-budget logo redesign to share with you all. However, this time it is not any soft drink or Software company logos which is redesigned. The city of Melbourne, Australia revealed their new corporate identity last week. The identity design was developed by the Sydney office of Landor, who were paid $A91, 000 (US$74,000) in “preliminary research for the new brand” and $A148, 000 (US$120,000) for the design itself.

Last week when Melbourne’s new logo was announced, the fat block of “M” costing for $240,000 was highly criticized.
Lord Mayor Robert Doyle unveiled the new logo for the city, saying:

“Old logo was "a bit daggy" and Melbourne needed a new design to reflect its cool sophistication on the world stage.”  

To defend the claim of extra cost, he explains that the new logo would save the council money in the long run by gradually replacing about 50 different logos the city now uses for its various services. Furthermore, on the Melbourne’s website, Dr Kathy Alexander lists the benefits the City will be earning from this redesign.

• Consolidation of multiple logos into a single, strong, cutting-edge design
• Better identification of services City of Melbourne is delivering
• Greater brand impact and flexibility
• More cost and time-effective in-house design and brand management

Where, majority people find the new logo to be a disaster, some design experts find it quiet sensible, saying:

"It’s certainly not a disaster and considering the amounts some companies spend on rebranding, it might even turn out to be a bargain,”

says the managing director of  Brand Behavior, Karl Treacher.

Further, Mr Treacher quotes:

"Of course, when you’re a government or public body people will say the money could have been spent elsewhere or possibly better. But in the scale of logos $240,000 isn’t over the odds.”  

The main grounds, government is using to avoid facing criticism is that of “London Olympic Logo 2012” They think it is less of a disaster than London’s logo for the 2012 Olympic Games as within hours of its launch in 2007,  30,000 Britons signed a petition calling for it to be scrapped.

Here, I will drop my opinion and would like to know yours…don’t you think, it is utterly unethical of government to support their wrong decision by referring to any old blunder. If they have ended up with something foolish, at least they should have the guts to accept it.

So guys, how do you see this redesigned logo of Melbourne city…. a waste of money or a step towards progress?

On 24 th June, 2009, Vistaprint Limited (Hamilton, Bermuda) the small business marketing company, unveiled its global brand strategy with some noticeable changes including a new logo, tagline and a complete Website redesign. The main aim behind this new look and feel is to highlight the wide range of products and services available for small and home businesses.

The company offers small businesses personalized printed products such as business checks, business letterheads, rubber stamps, promotional apparel including hats and T-shirts; and marketing services, websites, design and postcard mailing. It is believed to be catering more than 19 million small businesses and consumers by offering them the easiest ways to promote their business at the most affordable prices.  

However, we are here to talk about the redesigned logo of VistaPrint. The logo has been highly criticised with its idea of showcasing arches of CMY(no K) gushing out of their name. Although the earlier version was also not much impressive but this time sophistication lacks badly and the symbols says nothing about the company’s high targets.

Well, I want to appreciate their attempt to replace the thin lines and lowercase of their old logo but they failed bringing up any progressive change. A blog well-known for announcing redesigns has highly criticised the logo: “The typography looks like the bastard child of Tobias Frere-Jones’ Interstate and Avenir.”

However, the old and the new logo do not have much difference and both are claimed to be equally unappealing. Many people balme VistPrint.com for providing  cheap, fast and mediocre quality. So they think their redesign well-explain their services…do you think so?

Do write in to give your honest comments…Do you think VistaPrint New Logo is the worst logo redesign of year 2009?

        We all know that a redesign can do big wonders if we get it right, however in other case, results can be terrible and shaking.

Please don’t consider this post as another display of remarkable redesigned logos which you have been seeing at number of other blogs. The interesting part is that I bring you not-so-famous redesigns….hopefully, something new for you all to enjoy.

Well, you must have seen several examples of great redesigns but I bring you a combination. Following are 22 redesigned corporate logos, displaying the old and new version both. I leave it up to you all, to categorize them as …good and bad ones.

Well, after researching so much for you guys to bring these redesigns, I think I should assign some work to you all as well.

It will become really exciting if you rate these redesigns under two categories… the good ones and the bad ones.

Johnsons Baby:

Not a very obvious redesign but the new, softer look is more appealing.

Jack in the Box:

The lively and funky look of the new logo is a smart redesign option by Duffy & Partners.

Steinlager:

The packaging and logo, both have been made bigger. Although not a bad change but old version looks better.

Pyramid Beer:

The new redesign is emphasizing more on the Pyramids but the real change has been added by new fonts.

AppleBee’s:

This is a great example of a subtle redesign as the concept stays same but excuted with a modern feel.

QVC:

It’s a huge brand but its revamp was not acknowledged much. However, I consider it a nice and simple change.

Detroit lions:

You all will agree that the new logo defines more details and elements while the old lions logo seemed flat and boring.

The Bahamas:

I failed to find the old logo but had the information that this is the new version. The new impressive look makes me to see the old one too

Direct TV:

I wouldn’t describe it as a major revamp. All seems to be the same… concept, shape and fonts.

Argentina:

For this logo I failed to find the old version and will really appreciate if you could find it for me. Well, let me tell the ribbons here express the speed, smooth movement and innovation.

Sierra Mist:

The old logo is also not much appreciable but the new one seems to be a real blurred blunder.

Mail Chimp:

I think the new chimp says more about the service and I think this change must have arrived long time back.

Envato:

This sleek redesign is adding more reliability and personality to the brand.

Gatorade:

The logo and packaging both have been changed for Gatorade and I remark it as an improvement. The new simplified G with a lightning bolt and bulky fonts, is delivering a positive effect.

Kraft Logo:

The Kraft logo redesigning has been criticized for all its new additional elements and customers have clearly disapproved it telling they preferred the previous, heavily type faced logo more.

Tropicana Logo:

Although Tropicana Logo was redesigned to make it look more down to earth but unfortuantely the idea failed. The iconic image of an orange with a straw, has lost its recognition in this new concept

Lays Baked:

I don’t consider it a logo redesign as it appears to be more of a packaging redesign. However the new look is much tidy and sophisticated.

Sunkist:

The new smooth swirls are making the drink look more enjoyable and inviting for the customers. I think the new swirly look is for better.

British Telecom:

I think such elaborate redesigns present the dynamic aspect of a company. It is a far much better idea then just having a horn blowing man for a logo.

Fanta:

So many elements in this new logo make it appear too busy and less attractive.

Discovery Kids:

Although I am very much in love with the new Discovery Logo but at the same time “Discovery Kids Redesign” failed to attract me much. Although it’s a neat and simplified redesign but not much appealing.

Mountain Dew:

The new ‘MTN DEW’ design is part of the Pepsi re-brand but personally I did not like it at all and deny

            I consider redesigning of logos a healthy and pleasant exercise, as it helps you maintain a unique corporate identity. However, one should be lucky enough to get the redesign work out successfully for the brand. It is a little rude to say that Kraft food products tried to come up with a joyful logo to make its customer smile with appreciation but unfortunately the redesign blunder made everyone laugh with annoyance. The new logo makes you wonder if the designer ran short of creative ideas while redesigning the logo.

The press releases explain the beauty and aim of the rebranding as below. Have a read.

Positive aspects of the redesign: Capital bold fonts of the old logo have been replaced by the lowercase text, adding a soft and welcoming look to the logo. The lower case letter “K” is believed to be the best part of the redesign. The red smile ends with a colorful burst of seven colors, each standing for a division of the company but at the same time it has been deeply criticized as well.

I think I have discussed my perspective over the redesign quiet openly without knowing what you all have got to say about it. So, I take my hands off and pass it to you.