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10 Biggest Rebranding Failures to Learn From

10 BIGGEST REBRANDING FAILURES BEFORE BEFORE Your audience is Evolving so should you! AOL O Anımal Planet Different factors compel companies to Rebrand & Innovate AOL's Big Stunt Animal Planet Gets Amateur because every rebranding effort • A negative space disaster • A horizontal scaling disaster does not Pay Off • Rebranded when parted from • Rebranded in 2012 Time Warner • Upsetting design; rejected by • Logo hidden in negative space is almost invisible masses • The logo still exists • The rebrand still exists BEFORE BEFORE BEFORE myspace R RadioShack. Sierra Mist the Biggest Gaffe • Misty font; hard on the eyes Sierra Mist • Redesigned in Oct 2008 • Rebranded again MySpace Goes too Literal The Radio Shack to the Shack • Logo removed • Replacing space with a bracket??? • Negates the brand promise • Rebranded in 2009 • A fine idea replaced with a weird one BEFORE BEFORE • THE SHACK had nothing new in store • Lost their clientele & the brand collapsed • Thinking to rebrand again Ove Royal Mail • Changed the logo again BEFORE Gap's New Look Outrages Everyone Baffles Its Audience Royal Mail Gets Tricky • Well it's Helvetica again, • From Royal Mail to Consignia GAP • Sloppy and confusing re- branding what do you expect? • New name too long; fussy and impractical • Refreshed logo in 2010 • Transition to in 2011 • Lost millions of dollars on a naming rights deal • Extreme criticism received • Rebranded in 2001 at a cost of 1.5 million • Logo changed within a week • Switched back in 3 months • Reverted after a year BEFORE BEFORE Kraft Poor Choice of Font MastCard Rebranding Backfires • Poor use of shadows and gradients • Use of outdated Tekton font KRAFT MasterCard • Rebranded in 2009 • Symbol introduced in 2006 • Indecipherable symbol rejected • Food and drinks giant became bland and generic • Switched back to old logo f /ZILLIONDESIGNS @ZILLIONDESIGNS in /COMPANY/ZILLIONDESIGNS 8* +ZILLIONDESIGNS ZILLION DESIGNS

10 Biggest Rebranding Failures to Learn From

shared by ZillionDesigns on Nov 19
1 comment
Rebranding is a company’s reaction to the change in its surroundings. This inforgraphic talks about the companies who made extremely poor decisions and what you should learn from their mistakes!




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