A visual representation of a company, a logo is often how customers recognize the brand and identify the products or services they offer. Some are quite literal, while others are more clever and creative. Over time, logos can become outdated as the company evolves and graphic design capabilities change, leading to a need for a refreshed look that is different than the previous logo, but not such an immense departure that customers are no longer able to recognize the brand. Unfortunately, not every company is able to balance these two essential keys to success. Even Google, who recently released a new logo to mixed reviews, is not immune to the criticism that comes with a new look. There have been many failed logo redesigns over the years, but these ones take the cake.
15. USA Today
As a national American newspaper, USA Today’s logo is important for both customer recognition and to appear as a trustworthy source of information, which is why it has only been redesigned once in their 33 year history. But some would say that was one too many, as the new look left much to be desired. While the original logo conveyed the message of rapid news delivery from around the world, the new one feels as though they are trying to teach kids shapes and colors. Certainly not the most creative endeavor in the history of graphic design.