Rebranding involves giving your business a new look. This may be done by planning to adopt a new logo design, changing the packaging and slogan associated with the brand. Changes may be subtle or a complete overhaul depending on your business strategy. Logo design of a company plays a vital role in establishing corporate identity. Logos communicate with customers at personal level. This affects perception and opinion of the market towards a brand. Sometimes change in logo design can work wonder and at times it can have disastrous consequences. As such companies should be very careful while planning to rebrand. Let us have a quick look at how some recent rebranding attempts failed to produce desired results. Tropicana Orange juice This is an example of how a logo design may go wrong. Perhaps PepsiCo thought that the image of glass full of orange juice would be more inviting (or tempting!) to customers than classic logo of fresh orange pierced with a straw. However, the company was wrong and underestimated the customers’ affection and preference for the “real” orange in old logo. After a month of launching the new logo the company was severely criticized and it promptly rolled back to…
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