Five times a new logo backfired

 24 Jun 2016  BoringBrands Blog

Stitched proudly on your t-shirt, imprinted on the beverage you can hold dearly, illustrated on the back of your smartphone (easily visible if not covered by a Hello Kitty cover), and on top of the office building where you work your ass off, you will see a logo, which is way more than just a graphical representation of a company. A logo is the visible manifestation of the unique identity and persona of a brand or company.

And imagine if you goof up in portraying the face of the company – that would be catastrophic, wouldn’t it? Something along the lines of a disastrous face swap of charismatic SRK with desperate KRK.



Reputed corporate giants, in their attempts to keep up with ever-evolving trends, carry on needless rebranding strategies and often end up ruining up their perfectly designed logos.

Remember Instagram fiasco? The always-opinionated online community went all guns blazing on the new vibrant logo of Instagram. Twitterati, known for their mercilessness, tagged it as ‘amateur’ and ‘lazy’.



The primary function of a logo is to identify the brand, differentiate it from the competition, and create meaningful associations in the minds of its customers. Faasos’ logo falls short on all these criteria. It seems like the product of someone who sat in a dark room using ‘paint’ for a few hours, with no visible concept or message behind it.



In recent times, vacation rental service Airbnb faced a lot of public outrage for its new logo design. Some mocked it as a very odd looking paperclip while others went to the extent of comparing it to certain male and female anatomies. Naughty, indeed!



Recently, Uber released a new logo and it looks nothing short of a confused jumble of ideas. It aims to describe Uber’s culture as the combination of ‘bits and atoms’. However, the disconnected patterns and imagery doesn’t even come close to represent a brand like Uber.

Moreover, the brand was even accused of copying the logo of another startup, CircleCI, a company that makes container software for computer programmers.



Droom, the online marketplace for used automobiles, received enough flak, criticism, queries, doubts, etc. from even a layman, ignoring the logo experts and graphic designers for its logo design.

The logo is generic and flat, and clearly lacks feeling. At first glance it looks like Google’s logo bought from Sarojini Market.