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5 Terrible Company Logos (And Why They Went Wrong)

5 Terrible Company Logos (And Why They Went Wrong)

  • 30/09/201923/09/2019
  • by The Logo Creative
  • Great company logos aren’t always easy to identify, because it takes time to pick up on the nuances. Be honest: how many times did you see the Amazon logo before you consciously recognised that the arrow went from A to Z? Or did you only spot it when you read about it? In this article, we discuss 5 Terrible Company Logos (And Why They Went Wrong)

    But terrible logos, well… those are much more rapidly impactful. Those stick out like sore thumbs, getting the worst kind of attention. They make the companies they represent become jokes in the public consciousness, and they’re extremely hard to recover from. The internet rarely forgets, after all.

    And while it would be nice to think that you and I are far too smart to ever create or approve of truly awful logos, the reality is that everyone is fallible. Anyone can get far too attached to a design idea and resolve to see it through, refusing to consider the problems with the execution.

    So how do we combat this fallibility to prevent ourselves from creating monstrosities? Quite simply, we pay attention to the world around us, learning from the successes and failures alike. The failures in particular are great educational tools, because they train us to be critical — so let’s take a look at 5 company logos that missed the mark, and consider what happened:

    Table of Contents

    • Verizon
    • Bing
    • Meetup
    • IHOP
    • Best Buy
    • Final thoughts

    Verizon

    Fewer big-brand redesigns have attracted more ire than this monstrosity did for Verizon, despite persisting for 15 years. What’s so bad about it? It’s massive, and decidedly unwieldy. It looks like someone signed off on a logo design with a massive tick (red, for some reason), and it got accidentally left in as part of the design. It’s essentially a viable design wearing a bizarre hat.

    Verizon Old Logo Design

    The extended Z in the text is fine, and the colours work well enough. It’s just so difficult to figure out which design team decided that this was the way to go, and why it got left in place for so many years despite being so horrendous.

    When the redesign finally came, of course, it was bad in the opposite way: the tick was many a tiny attachment to the word, in a time of text-centric logos nearing saturation point. It’s better, yes, but against this competition, almost anything would be.

    Bing

    You could make a good case that the world needs Bing. After all, Google’s dominance has long since exceeded the point of being dangerous (the potential consequences of a company having too much control of the web are terrible to consider), and competition is vital. But it’s much harder to make a good case in favour of this logo:

    Bing logo design

    The text looks horribly squashed, and the relative sizes of the shapes make the reading experience quite unpleasant. To my eye, it looks readily comparable to “oing”. I don’t know what the idea behind this was. Simple it might be, but it’s also an eyesore, so when the logo got revamped to a simple green design, it was a big step in the right direction.

    Meetup

    Offering a website and some mobile apps, Meetup is a company that helps people, well, meet up. Anyone can sign up for a plan, list an event they’d like to host, wait for people to sign up, and then arrange it — or just look through existing events and find opportunities to do more with their free time and make new friends.

    meetup logo design

    Initially, the Meetup logo was extremely straightforward, consisting of the name scrawled on a name badge of the kind that you’d typically see at a networking event. It very clearly communicated the nature of the business and set expectations accordingly: the company would help you meet people, and it would be a little awkward at first, but you had to push through.

    One day, though, they changed it to the logo you can see above. Once again, nothing but text, but this time with no style or accompaniment. You might as well take away the golden arches from the McDonald’s logo or the classic tick from the Nike logo. To sum up, this was an outright downgrade, taking away something that really added to an iconic design. I can only hope they’ll realise their mistake and fix it sooner or later.

    IHOP

    IHOP, or the international house of pancakes, is all about making people happy with delicious sugary breakfasts. Doesn’t it make sense, then, to reflect that happiness with the design of the logo? Perhaps through including an Amazon-style curve at the bottom? Well, it really depends on the execution. See below:

    IHOP Logo Design

    This could reasonably be described as nightmare fuel. When you look upon the face, you see the terrifying visage of every malevolent childhood clown, and the kind of raw simplicity that makes every adaptation of Stephen King’s IT feel tame. At least, that’s what I see. Your mileage may vary, admittedly.

    Regardless, it’s bad overall. The previous logo was a classy-looking sign with “Restaurant” on a downward curve beneath the name. If having a smile shape was important, the design team should simply have turned that curve upwards. Instead… this happened.

    Best Buy

    Best Buy is one the classic legacy American electronics retailers, and it’s done reasonably well in adapting to the growth of ecommerce. Unfortunately, in its haste to escape its brick-and-mortar origins, it decided that its classic logo (the company name in black on a yellow price tag) was outdated, and switched to this:

    bestbuy logo

    Yes, that’s right — more name text on a blank background. The price tag shape is still present, and implicitly attached to the brand name, so it isn’t terrible in isolation. What makes it terrible in context is that the previous logo was better, and again it would have been easy to do a far better job than this.

    Why not an updated version of the old logo? A simpler rotation with white text outlined in black, and better spacing? Instead, the logo now shows a blank tag attached to a brand product. Unnecessary, worse, and likely exceptionally expensive. That’s what bad logo design can be.

    Final thoughts

    You can put millions of dollars into marketing campaigns. But the truth is that it takes just 1/20th of a second to gain a customer’s trust. Logos are a massive part of what makes a brand distinctive, appropriate, and trustworthy. The good news is there are various lessons to take from these bad logos: don’t get artsy for the sake of it, don’t throw in shapes to pad things out, remember the importance of symbolism, and definitely don’t make changes for the sake of it. A rebrand should be an improvement, not an excuse to spend your marketing budget and have a press release.

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    Author Bio
    Rodney Laws is an ecommerce platform specialist and online business consultant. He’s worked in the eCommerce industry for nearly two decades, helping brands big and small to achieve their business goals. You can get his advice for free by visiting EcommercePlatforms.io and reading his detailed reviews. For more tips and advice, reach out to Rodney on Twitter @EcomPlatformsio.

     

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    In his New York Times best seller Steal Like an Ar In his New York Times best seller Steal Like an Artist, Austin Kleon gave readers the key to unlock creativity. Now comes the next step in the journey: how to get known.

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Full review can be found on our website link in bio under the book review section.

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We've all been there, sketchbook open ready to capture ideas, but nothing is flowing. 

💡 Solution: 

▶️ Set a routine
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    Austin Kleon’s books have been on my bookshelf f Austin Kleon’s books have been on my bookshelf for quite some time, I finally got round to reading “Steal Like an Artist” and i could not wait to jump in and read his second book “Show Your Work”
 
If you would like to read my full review its on the book review section of our website.

https://www.thelogocreative.co.uk/show-your-work-by-austin-kleon/ 

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader.

Show Your Work by Austin Kleon
Amazon - https://amzn.to/3jh4p0h 
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Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website.

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Join The Community Newsletter Group:
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    It was a pleasure to feature Simon Charwey @simonc It was a pleasure to feature Simon Charwey @simoncharwey In our 4th interview back in 2017. 

Simon is a Asanteman-based brand identity designer based in Kumasi, Ghana.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. 

It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon and @workmanpub

Check out the first look video we posted.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

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    Check out our latest Designer Interview with Micha Check out our latest Designer Interview with Michael Penda @peanutfreepanda a talented graphic designer from Wichita, KS. 

It was a great pleasure to feature Michael, he shares his insights into working as a graphic designer.

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    "It's one thing to be creative, but are you innova "It's one thing to be creative, but are you innovative? 

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Always be open to trying new things and moving in different directions. strive to be both." 

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    It was a pleasure to feature Ian Paget In our 3rd It was a pleasure to feature Ian Paget In our 3rd interview back in 2017. 

Ian is logo and brand identity designer working and living in the UK.

In this interview Ian shares his first logo he designed, his favourite logos and a glimps into his process. 

Be sure to check out the interview , link in bio under the designer interview section.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon

Check out the first look video.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

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    Check out the second Designer Interview from 2016 Check out the second Designer Interview from 2016 with our good friend David Airey.

It was a great pleasure to feature David as he has been an inspiration to so many designers over the years me included.

David shares his favourite logo design, his logo design process and steps he has taken in his design journey.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

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    Awhile back I purchased all three of Austin Kleon' Awhile back I purchased all three of Austin Kleon's books @austinkleon as they had been on my reading list for so long, and never got around to reading them 

I can now say I have finally got around to reading them.

The review for "Steal Like an Artist" is already on the book review section of the website, and if you're subscribed to the newsletter you will have received the newsletter regarding this awesome book.

The review for "Show You Work" is coming this Wednesday, there will also be a newsletter on the way.

I have nearly finished "Keep Going" and again I'm really impressed by all three book I highly recommend them they are well worth the read.

Have you read these books? Let me know your thoughts in the comments. 

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