When it came to high-profile rebrands and logo redesigns, 2014 was very busy indeed. As a New Year begins, we figured it’s a good time to take a look at 50 of the more notable examples.

Almost any advice you’ll get on logo design (including our own) will invariably include the word “timeless.” As in your logo can never, ever change. Overall it’s sage advice, but only partially accurate and a rule that can be broken. While it’s certainly true that a logo only manages traction from repeated and lengthy use, you can still (once in a while) change things up a bit to reflect a different corporate culture or as a response to changing markets. To be sure, major corporations change their logos all the time, and a new logo release can actually be a fantastic marketing gimmick in of itself. To illustrate this point, here’s 50 top rebrands and logo designs from last year. As opposed to a “best to worst” list (far too difficult a task,) they’re presented in chronological order (the dates may not be exact, depending on when the logo was officially announced, noticed by accident or rolled out on product shelves and storefronts.) In any case, let’s start way back in January of 2014..


Made in Britain

Agency: The Partners
made in britain new logo
The year started with a new identity for the Made in Britain campaign, an initiative to promote British-made products. The new logo replaced a previous design that was selected from a student competition.


Agency: Beardwood
brut new logo
Brut‘s new logo (combined with rejigged packaging and product line) represent the line’s response to increasing competition in the men’s grooming product space. Viewed as a “single fragrance brand” since its inception as part of the Fabergé family in 1963 (bought out by Helen of Troy Limited in 2003) Brut has seen its position squeezed by an ever increasing number of multi-product competitors like Axe & Gillette. The new design eschews the use of the traditional serif font and filigree for a more “chiseled,” bold shield and typography based on sports team crests, and attempts to reestablish ‘The Essence of Man’ as a relevant brand.

Black + Decker

Agency: Lippincott
black + decker new logo
The new Black + Decker logo and branding was met with mixed reactions. The design lost the nut graphic that’s been with the company since day one and changed the ampersand into a plus sign. Gone also was the bold condensed font, replaced by an upscale sans serif version that is more suitable for small household appliances, an area that the company have expanded into. Personally, I’ve been a fan of Black + Decker tools forever and this logo just doesn’t say tools to me. Toaster, microwave and blender? Maybe. But not tools. Definitely not tools.

Virgin Media

Agency: Wolff Olins
virgin media new logo
Virgin Media added the Union Jack to their infinity symbol inspired logo back in 2011. In 2014, they took it out again.


Agency: Internal (designer: Nathan Korkus)
cadillac new logo
Cadillac’s logo has gone through multiple iterations (nearly 40 in the brand’s 111-year history) but has remained mostly true(ish) to the original inspiration – the historic family coat of arms of Antoine de la Mothe Cadillac, the founder of Detroit. There’s been wings and ducks and crowns, but the colored grid has for the most part, remained intact (according to crest lore red stands for power, blue for valor, black for wisdom, gold for wealth, and silver for purity and charity.) This version adheres to that formula, save losing the wreath – viewed as old-fashioned for a company positioning itself as cutting-edge. The new streamlined logo also gives automobile designers more flexibility when positioning it on cars. Oh yeah, they stretched it out horizontally just because that’s what they do.

Marriot Hotels

Agency: Grey
marriot hotels new logo
Marriot is a hotel chain. It’s also an umbrella corporation that owns a lot of other hotel chains. The new logo is for their hotels and has to do with their “Travel Brilliantly” branding. The umbrella corporation still uses the old logo. The new logo was announced summer of 2013 but just started rolling out in January. Which is why it made our 2014 top 50 when it actually shouldn’t have. Confused? Apparently we are too, but fifty!!

Oxford Dictionaries

Agency: Unknown
oxford dictionaries new logo
The old logo for Oxford Dictionaries wasn’t really a logo, just some stodgy old typeface, no doubt culled from the pages of a stodgy old dictionary. Stodgy no more. They started off the year with the launch of a new logo that featured a modern sans-serif font, a refurbished blue and a nifty monogram icon made up from the initials of the organization. Similarity to Beats by Dr. Dre headphone logo duly noted.



Agency: Chermayeff & Geismar & Haviv
avery new logo
The red paperclip Avery triangle was originally designed for Avery Dennison by Saul Bass way back in 1975. It remains cool and all, but in 2013, Avery (the office and consumer products division of Avery Dennison Corporation) was purchased by CCL Industries. While still viewed by consumers as Avery, the name was changed to Avery Products Corporation and needed a “modern and forward-looking” identity, distinct from the former parent company. While everybody at CCL loved the symbol, it was deemed to be impractical as Avery Dennison was going to keep using it. The solution was a simple and distinctive wordmark, rather than attempting a new symbol.


Agency: Unknown
reebok new logo
Athletic company Reebok lost their stripy logo and went for a delta themed rebrand. Each delta slice is supposed to representing the changes – physical, mental and social – that occur when people embrace an physically active life and according to marketing guys at the company, the new design “isn’t a logo, it’s a symbol…a way of life.” What the design also isn’t is new. It was used on Reebok’s Crossfit brand for a couple of years. Some people at ABC think it looks like the Tydirium Shuttle from Star Wars so there’s that too.

Fiat Chrysler Automobiles

Agency: Unknown
fiat chrysler new logo
Every corporate merger needs a new logo. Take two strong marks, including a 51 year-old pentagon symbol that everybody is familiar with. Remove that, along with charm, integrity and sense of design. Toss in some badly kerned font work and voilà – except for some severely pissed auto fans, you’re good to go.


Mack Truck

Agency: VSA Partners
mack truck new logo
Fun fact: Mack got it’s iconic bulldog back in WWI, when the reliability and toughness of its trucks in trenches won the admiration of British soldiers. They dubbed its AC model the bulldog, a moniker that the company adopted for their logo and hood ornaments (currently, Mack is owned by Sweden’s AB Volvo.) The new logo still features that bulldog, but it’s received a modern facelift to conjure up a more high-tech image for the company. The loopy chrome font has been replaced by a flat, block letter version and the bulldog has been simplified, facing right rather than straight ahead. The company also has a new tagline: “Born Ready.” When announcing the new design in Las Vegas, company officials were quick to point out that the bulldog hood ornaments remain unchanged.

City of Mississauga

Agency: Internal
city of mississauga new logo
Mississauga is now Canada’s sixth-largest city with a population of 745,000 and is home to 54,000 businesses, 62 Fortune 500 companies and a pair of hospitals and post-secondary institutions. For the city’s 40th birthday, they rolled out this $170K identity.

Olive Garden

Agency: Lippincott
olive garden new logo
The Olive Garden overhaul is part of a so-called “brand renaissance,” announced last March by parent company Darden Restaurants. This logo update, the first in more than 15 years, is part of an overall strategy to win back customers lost to other fast-casual brands which offer freshly prepared food at lower prices. The overwrought design of the old design (and grapes) has been replaced with a bland clip-arty workup (and olive leaves.) “Italian Restaurant” has also been replaced with the presumably more homey “Italian Kitchen.” The reaction to this logo wasn’t mixed – pretty well everyone hated it.


Agency: Here Design
bacardi rum new logo
The bat has been Bacardi‘s symbol since its 1862 foundation in Cuba by Spanish-born entrepreneur Don Facundo Bacardi Masso, shortly after his wife saw a colony of fruit bats in the rafters of their rum distillery. The winged creatures are symbol of ‘good luck, good fortune and family unity’ in Spanish and Cuban culture but also became the company’s logo due to the inability of many Cubans to read – they could still order their favorite booze by recognizing the symbol. The new logo was illustrated by woodcutter Andrew Davidson and heralds back to the hand-drawn designs from the early 1900s, replacing the graphic version that was viewed as “cartoonish” by current owners. The retro style also coincided with a new Bacardi heritage mantra – “untameable since 1862.”


Television Academy

Agency: Siegel+Gale
television academy new logo
Everyone’s heard of the Emmy Awards. Fewer people know that they were put on by the Academy of Television Arts & Sciences (ATAS.) Even fewer realize that ATAS is an important nonprofit trade organization made up of over 18,000 members spanning performers, directors, producers, executives, and more. To bring the organization out of the shadow of their once-a-year award show, ATAS christened themselves the Television Academy, lost the Emmy award statue from their logo (except for a highly simplified version for certain usage) and released a simple text-driven design. FWIW, the line represents the screen of a television.

Graphic Designers of Canada (GDC)

Agency: Dennis Boyle and John Ngan
graphic designers of canada new logo
Hailed as a new era for Canadian graphic designers, the Society of Graphic Designers of Canada rebranded themselves as Graphic Designers of Canada. That called for a new logo and a more usable acronym. Still had to crowbar that French translation into the logo proper.

City of Halifax

Agency: Revolve Branding
city of halifax new logo
Halifax got a “bold” new logo that was supposed to help put the city’s “best foot forward and show the world what a great place our region is to live, work, visit and invest,” according to Mayor Mike Savage. The new logo refers to the municipality as simply “Halifax,” not “Halifax Regional Municipality” (the legal name will not actually change) and features the new slogan, “Be Bold.” As part of the project, 20,000 people were questioned on how they saw the city, most of whom referenced Halifax’s east-coast charm and nautical heritage (present in old logo, absent in new.) Reception on the design was decidedly mixed, with many referencing the design as “bland,” “generic” and having an “insurance-company-meets-generic-tech” vibe. Many were also critical of the almost $300,000 cost.


Agency: Unknown
netflix new logo
Netflix lost its shadow. And its outline. That’s about it.



Agency: Fuseproject
paypal new logo
Online payment processor PayPal, which has 143,000,000 active accounts, said this of their new logo: “The design brings together PayPal’s online and mobile imagery in a single brand identity that is more flexible for devices from small wearable screens and mobile devices all the way up to 72” flat screen TVs.” The new identity contains several updated elements; a new wordmark with typefaces, a new monogram of PayPal’s double PP’s as well as a new dark and light blue color scheme.

IFC Channel

Agency: Gretel
ifc channel new logo
It’s only been four years since IFC (Independent Film Channel) rebranded and even though the revamp is more of a facelift than a total overhaul, some critics questioned the relatively short shelf life for the old logo. After exploring various design avenues and some drastic changes, it was decided the IFC logo was of the “if it isn’t broken” variety. A font tweak, shear and drop shadow were the extent of the redesign. The goal was to make the mark “feel like a logo for a production company or an independent theater space.” What is different is that the “Independent Film Channel” is gone forever, and the channel is now officially referred to as IFC. Just IFC. The new brand also retains the original slogan – “Always On. Slightly Off” – but it can be swapped out for variations and promotions. As long as the “slightly off” is exactly 120 degrees off the baseline.

Disney Channel

Agency: BDA Creative and Royale
disney channel new logo
The original Disney Channel logo was supposed to be a temporary fix, trotted out when widescreen television sets became the norm, but it stuck for years for years and became the accepted mark. The new design took the various elements – Mickey Mouse ears (natch) and the Disney signature (natch,) rearranged them into a less boxy configuration. This horizontal aspect ratio allows for a more consistent branding across a wide range of media, while still staying true to the logo that viewers had come to love. How successfully? Due to Disney’s ferocious protection of their trademarks, there’s an old saying in Hollywood – “don’t fuck with The Mouse” – something which Disney themselves found out when the redesign was announced. Many viewed their Mouse as being fucked with, and the internet was not happy.


Penguin Random House

Agency: Pentagram
penguin random house new logo
The new PRH logo was released after the merger between the two publishing giants, Penguin and Random House and represents the company’s publishing division which in turn, oversees some 250 brands. During the transition, numerous attempts at combining penguins and houses were made, but the outcomes were described as “zany” and it was decided the only real solution was to lose both. A typewriter font was selected to provide a “connection to the traditional world of writers and writing.”


Agency: Vigilantes
hootsuite new logo
This was the year of flattened design and online marketing tool Hootsuite‘s redesign was no different. Take owl. Lose the drop shadow, take out the details and make it flat. Change the font ever-so-slightly and we’re done.


Agency: CBA Design Paris
nescafe new logo
Even though the redo was minimal, it represents the first time in the Nescafé’s 75-year history that the same branding will be used across all 180 countries where it is sold. The new look features a modernised brand icon, a red accent and the new slogan ‘It all starts with a Nescafé’. Parent company Nestlé says the new designs have been created ‘with new, younger consumers in mind’.



Agency: Siegel+Gale
monster new logo
Recruiting and job seeker company Monster unveiled their new logo to a lot of head-scratching. Gone was the monster eye and roughly hewn type, replaced with a sanitized sans serif font on a purple flag. Meant to be a symbol of “relentless innovation, vibrancy and quality, serving to unite job seekers and recruiters.. literally planting your flag as a personal mark that you have successfully arrived.” Fun fact: there’s actually no country in the world that uses purple in their flag (used to be the color was rare, expensive to produce and reserved for royals) hence the color used here to represent uniqueness and status. All fine and dandy, one supposes, except the new design was a reproduction-limiting animation, leading many to ask “what’s up with the new Monster logo?

LCBO (Liquor Control Board of Ontario)

Agency: Leo Burnett
LCBO new logo
The LCBO’s new minimalist logo simplifies the font and loses the grapevine background (much to the chagrin of the wine guys) and a new tagline – “Let’s Get Together” – replaces the old – “Discover the World.” As the LCBO is a government owned chain, they wanted Ontario taxpayers to know that they will roll out the new brand slowly – using up existing stocks of branded merchandise before printing new products. New signage will be implemented as stores embark on major renovations. Sounds all financially responsible and stuff for the monopoly that raked in $1.7 billion in sales last year. Ontario taxpayers were less than impressed with the cost of research and development of the new logo – just under $500,000.


Agency: DesignStudio
airbnb new logo
Accommodation booking service Airbnb was looking to rebrand as they felt their existing identity – in place since 2008 – ‘didn’t capture what Airbnb is.’ When the new identity was released, social media pounced, seeing all sorts of genitalia, sexy-time imagery and naughty visual symbols in the icon (referred to as the Belo.) While many focused on the new logo’s supposed resemblance to breasts, buttocks or a vagina, many also noticed a similarity to software company Automation Anywhere’s identity (who subsequently changed it.) The internet went mad for a week, the logo went viral and dozens of websites asked visitors to submit mashed-up versions of the design as click-bait and user participation. Ironically, this echo-chamber of hype and engagement was exactly what Airbnb wanted to create – they wanted a logo that could be bastardized and adapted by users – and when the dust settled, the Airbnb rebrand is undoubtedly the most successful new rollout of 2014.


Agency: Red Antler
foursquare new logo
If you’re not familiar, Foursquare’s community of 50 million users leave reviews and recommendations of places as well as ‘checking in’ to reveal their location to unlock offers and freebies. The new Foursquare logo embraced that methodology with an F icon that hints at a location pin. Throw in a tidier font and Bob, as they say, is your Uncle.



Agency: Interbrand
korea new logo
Yeah, we get it. Countries can have logos too. The old Korea logo was awful (what’s with the upside-down “i”?) The new logo, supposed to drum up tourism, is less so. And still not as bad as North Korea’s blatant knock-off of the Nasa logo.


Agency: Unknown
wwe new logo
The WWE officially announced a glitzy, yet clinical re-work of their ‘scratch’ logo at Summer Slam to a generally positive reception. Not a terribly dramatic departure, more of a clean-up of their famous scratchy version that’s been around since 1997 when the (then) WWF (World Wrestling Federation) adopted the roughly-hewn theme. We took a closer look at this design back in August, finding what appears to be a design flaw that could be fixed with 3 minutes in Illustrator.

Imperial Oil

Agency: Unknown
imperial oil new logo
While you may have never heard of it, Imperial Oil Limited is a Canadian petroleum company that’s been around since the 1800s. It’s actually an umbrella corporation for a lot of gas brands – Exxon Mobil owns a lion’s share. Its retail operations include Esso service stations and is known for its holdings in the Alberta Oil Sands.


Agency: Internal (font by Alexander Design Associates)
hershey new logo
The redesign of the Hershey’s mark was part of the 120-year-old company’s wider rebranding to expand its identity beyond just chocolate bars and to attract a broader customer base. The new logo tossed out the 3-D styling of its old (and a photo-realistic treatment of a Hershey’s Chocolate Kiss,) replacing it with a simpler and more modern flat design. Hershey’s was also abbreviated to just Hershey (the corporate umbrella logo also features “The Hershey Company” as a strapline.) When the new design was released late August, it took Twitter about five seconds to see the similarity between the Kiss icon and a pile-of-poo emoji. The inevitable snark tore up Twitter for days and our Tweet about the kerfuffle was featured on the lead article of Mashable and even a few TV spots.


Agency: Stockholm Design Lab
VOLVO new logo
The ‘circle and arrow’ Volvo logo – called the Ironmark – has been in use since 1927 and is based on the chemical symbol for iron. It’s been modified a few times since then, but the basic shape has remained. This time around, we’re looking at 30% less shiny. The arrow’s also been tilted ever-so-slightly, to correspond with the diagonal slash across the grille of Volvo cars.



Agency: Internal and Tank Design
vistaprint new logo
Established in 1995, Vistaprint claims to serve more than 16 million micro businesses and consumers each year. With a broad range of customized printing and marketing products, 25 websites globally and shipping to more than 130 countries they do it pretty well, with sales well over a billion dollars a year. In spite of that coin, Vistaprint’s brand has always sucked major ass, their logo screaming cheap and crappy, as opposed to quality or professional. Over the years, they’ve taken a few stabs at it, their most recent an abomination of loopy, swooshy half-circles that didn’t say anything at all. That changed in 2014, with a really decent new brand that tossed out the CMYK color palette, an obvious visual metaphor for printing and a tired constant with earlier logos. A major, major improvement.

All 4 (Channel 4 UK)

Agency: Internal and We are Seventeen
channel 4 new logo
The new digital branding for UK’s Channel 4 and their All 4 network is delicious and a personal fave. It pays homage to the original groundbreaking logo (created over 30 years ago) but modernizes the children’s block theme for the digital age. The logo is designed to be interactive – when a user navigates through the All 4 digital platform, the logo will respond to highlight each channel brand.

Frontier Airlines

Agency: Unknown
frontier airlines new logo
The new Frontier Airlines is more of a reboot than a new design. One of the airline’s original logo was designed in 1978 by Saul Bass and featured an iconic F inside a red circle. That “F” is back but instead of a standalone icon, incorporated into the wordmark itself. There was some minor carping about inconsistency between the fonts with some suggesting the logo now read “Ronteir” with a wing icon. Never mind that. Saul Bass is back!

Southwest Air

Agency: Lippincott
southwest air new logo
The name for 43 year-old Southwest Air’s new brand is “Heart.” You can probably figure out why.

MLS (Major League Soccer)

Agency: Athletics and Berliner Benson
MLS soccer new logo
When rumors of a new MLS logo started swirling on Twitter mid-summer, some soccer fans were thrilled – the old design has always been a bit contentious with many. Never understood why – I always loved that version with its simplistic shapes forming a fairly illustrative and representative logo. When the new design finally hit in September many were perplexed – what’s up with the blank spot at the bottom? Official explanation went something like this – the three stars represent the pillars of the brand: for club; for country; and for community. The outline represents the lines that mark the field of play, while the blank divisible space “brings you in and out of the MLS world.” The crest is actually supposed to be a brand system for the league, with teams invited to change it to their kit colors and overlay their own logos over the empty spot. How it will work – we’ll see during the 2015 season – is anybody’s guess.


Spirit Airlines

Agency: Barkley
spirit airlines new logo
Discount Spirit Airlines has received plenty of press in recent years for all of the fees (or as Spirit likes to call them, “optional services”) it has charged customers: a fee for printing a boarding pass at the airport, or cost-cutting that shoehorns a dozen extra seats than competitors within the same size plane. These moves have “won” the brand such accolades as being the only U.S. carrier on the World’s Worst Airlines list. It has been recognized for hiring the “rudest flight attendants” and being the “most complained about” airline. It has inspired such venom that customers have formed Boycott Spirit Airlines and Spirit Airlines Sucks groups. The airline takes it in stride, thinking of itself as the Honey Badger of the industry. This is their new logo – sketchy cause they didn’t pay some fancy designer for pristine fonts (though they actually did.) Haters have at it.

Amalgamated Bank

Agency: Pentagram
amalgamated bank new logo
While the new logo for Amalgamated Bank updates its brand with a dynamic icon it also honors the bank’s historic legacy and literally weaves a back story together. Amalgamated has its roots in the Amalgamated Clothing Workers of America union, now part of Workers United, the current majority owner of the bank. This heritage from the garment manufacturing industry is reflected in the two abstract shapes that are stitched together like fabric, suggesting an ‘A’ and ‘B’. The two folded loops also suggest strength and unity (the very definition of amalgamate – ‘combining or uniting to form one organization or structure.’) while functioning as a standalone monogram. The black and red color palette has been swapped to that of blue and orange, a nod to the colors of New York City’s flag (and two of the city’s sports teams,) where the bank was launched. The design features the sans serif font Circular.

Western Bulldogs

Agency: Canyon
western bulldogs rugby new logo
This new logo for Australian football team Western Bulldogs – replacing the old Robodog icon with a more illustrative approach – had actually been designed several years ago and was leaked on sports forums long before the formal launch. That premature release allowed another sports organization to knock off the design and the official release was marred by accusations of plagiarism against the aggrieved party, the Bulldogs themselves.

Columbus Crew Soccer Club

Agency: Internal
columbus crew soccer club new logo
The guys in the hard hats – a staple of the Columbus Crew‘s logo since their 1996 opener – will be a thing of the past come next season. The football club’s name has changed but the new logo maintains their traditional black and gold colors, in a circular shape, hinting at the city’s German heritage and tradition of circular crests in the German Bundesliga football league. They also mirror the “O” from the Ohio State flag. The design also features three key elements: a “96” in reference to the year of the club’s founding, nine black-and-gold diagonal lines that highlight the nine other charter clubs from MLS’ inaugural season (it’s no coincidence that they’re the same angle as the slash from the new MLS brand system logo) and a black-and-gold checkerboard pattern that represents a soccer ball. There’s a really nice and graphic intensive explanation of the new logo here.

K Swiss

Agency: Internal
k-swiss new logo
The new look for US tennis shoe company K Swiss, founded in 1966, sees the five stripes on the K Swiss shield retained, but now pointing up at 58 degrees “to signify the brand’s momentum towards the future.” This angle is also reflected in the edges from the “K” and “S.” The red, white and blue palette has remained, but updated with the introduction of a new “Brunner blue,” named after company founders Art and Ernie Brunner. To further emphasize K Swiss’s positioning as the only American heritage tennis brand, the new typeface is based on a font used by the US Federal Highway Administration on interstate road signs.

Glenfiddich Whiskey

Agency: Purple Creative
glenfiddich whiskey new logo
Although Glenfiddich is 125 years old, the stag from their logo did not appear on bottles until 1968 and was not updated until 2007 when it became more streamlined. Fun fact: Based on his antler points, the stag in the old logo is 8 years old. The new version sees him as a royal stag – a majestic 12 pointer, denoting the alpha male, masculinity, power, confidence and maturity. The design features a new copper palette, known as Pagoda Copper, inspired by the second-hand copper stills that William Grant bought in 1886, when he founded The Glenfiddich Distillery. The font is a custom set, suitably named Glenfiddich Modern, and based loosely on Grant’s hand-written correspondence in the company archives, reflecting the copybook style of the Victorian period. There’s also a secondary font set called Founder’s Script, used for body copy.

Russia FIFA World Cup

Agency: Brandia Central
russian FIFA world cup new logo
Just like the face palm logo of the Brazil World Cup, the unveiling of the 2018 Russia FIFA World Cup logo wasn’t without its detractors. According to the official design rationale, the logo features “magic windows” that “invite you to participate” in the World Cup. The windows are also supposed to reinforce the shape of the “magic ball”, which pays homage to Russia’s Sputnik spacecraft. Human figures in the design are supposed to reference “the exuberance of football players and excitement of fans as well as mankind’s ambition to reach the stars”. To top off all the spacey stuff, the logo was first revealed by cosmonauts on the International Space Station, shortly before it was projected on to the side of the Bolshoi Theatre in Moscow. That was cool and all, but the logo also went viral, mocked without mercy and compared to everything from an electric razor to a gas mask to a bug-eyed alien.


Pizza Hut

Agency: Deutsch
pizza hut new logo
After rival pizza chain Domino’s launched a new identity in 2013, it was only a matter of time before Pizza Hut followed suit and this new brand represents a radical departure from their old logo. The iconic hut roof and script wordmark remain but they’ve been stripped of color, flattened and placed inside a smear of tomato sauce (the hut roof is also used as a standalone icon, sans the company name.) A new tagline “The Flavor of Now” – box designs, website and staff uniforms were also introduced as part of the mammoth visual shakeup. The rebrand comes as Pizza Hut is overhauling its menu, introducing new crust flavors, new premium ingredients and according to chief executive David Gibbs represents the “most significant (they’ve) made” since the company was founded in 1958.

Adelaide Airport

Agency: Nicknack
adelaide airport new logo
The new logo for Adelaide Airport is part of a new, 30 year business “Vision” for Australia’s 4th biggest. Plans include tripling the size of its domestic and international terminal and the creation of an ‘Airport Business District’ featuring industry clusters. The old logo was terribly dated and in definite need of some TLC but while the new design is a vast improvement, it still ain’t great. There’s some weirdness happening with the typography (almost like a butchered, roundy Helvetica or something) and while the Möbius strip, Escher-like treatment of the ‘A’ is almost there, it isn’t quite.


Agency: Arthur Steen Horne Adamson (ASHA)
ymca england new logo
While still based on Christian values, the 170 year-old YMCA no longer caters exclusively to men, Christians or young people. It now has thousands of centers in 119 countries but as its reach has increased, so too has the lack of awareness about what it does. In 2010, the US YMCA aimed to address this by renaming itself The Y, launching a new logo and brand strategy. It’s now the YMCA England‘s turn. Their new visual identity includes a strongly geometric logo, a bold adaptive color scheme and a triangular system applied to merchandise, literature and the charity’s website.



Agency: Pepsico (Internal)
7up new logo
Unlike soft drink rival Coca Cola who have held on to their signature brand like grim death, Pepsico‘s 7up logos are in a constant state of upheaval and reinvention. The identity has undergone numerous transitions, permutations and evolutions since its release in 1936 (when it was renamed 7up from the mouthful moniker of Bib-Label Lithiated Lemon-Lime Soda) its most recent update in 2010. Four years later, 7up is at it again, this time returning to its roots with a flat, retro approach. There’s also a new slogan “Feels Good to be You” which is about as pointless as a slogan can get.

Deviant Art

Agency: Moving Brands
deviant art new logo
The DeviantArt website was set up in 2000 as a service for people who wanted to share modifications to computer applications, but over the years it transformed into an art sharing platform. DA currently has 32 million international registered users who upload some 160,000 artwork files a day. They call themselves Deviants. Some of them were less than pleased with the new design.


A few notes to add here: where possible we’ve tried to credit everybody for their work. If we missed you, or got something wrong, just let us know and we’ll update it. You can also download a free PDF version for offline reading. Should go without saying, but the logos featured here are the property of their respective owners and/or the people that made them. Finally and in closing, the gang at The Logo Factory would also like to take this opportunity to wish you and yours a very happy and prosperous New Year.

Thanks for the support in 2014 and hope to see you throughout 2015.