Launching a new logo design to replace an existing one is always a risky venture for corporations. A successful re-branding can boost the corporate image to the skies, while bad company logos can lead the corporate identity into a precarious state. Moreover, redesigning corporate logos mostly incurs massive funds for research and development, so it must be justified with the necessary cost-benefit analysis. |
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Why do companies redesign their logo?
Redesigning logos without reasonable grounds is never beneficial for a company. Corporations must have a solid reasoning for any change in their brand identity. A company may think of a redesign for the following reasons:
- • They need to revitalize their business image and portray a new identity to their customers.
- • A corporate merger or acquisition forces companies into redesigning their logo.
- • When a corporate entity faces a controversy, the need to refresh their identity leads to a logo redesign.
- • A company has diversified its operations and needs a new identity to demonstrate its new business.
Today I have compiled a list of UK brands that have undergone logo redesign so far in 2010. Following are 10 prominent logo redesigns: |
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Rare Logo Redesign
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Rare is a British gaming company since the late 1970s. As part of their 25th anniversary, Rare unveiled a new logo. The redesign involves the “R” enclosed in an octagon. The color is modified from the golden gradient to a grayish tone. While the Octagon containing the letter “R” is given a pink background. |
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UK Space Agency logo
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The new UK Space Agency logo was created by Oxfordshire-based Folio Creative. It has all the features of a United Kingdom logo. Diagonal lines and the RWB color palette are similar to the UK Flag. Apart from the color, the name has been completely altered from “British National Space Centre” to “UK Space Agency”. |
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Claridge’s logo
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Claridge is a luxury hotel in Mayfair, central London. Its logo redesign was done by the design studio “Construct”. This logo replaces the old identity created by the design firm “Pentagram”. The new logo design includes the hotel’s crest, which was not present on the previous logo. |
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Waterstone’s logo design
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Waterstone is a bookstore chain in UK. It redesigned its traditional and classical design into a more contemporary approach. The design firm involved was “Venture Three”. The new logo resembles the McDonalds “M”, only inverted vertically into a “W”. |
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Argos logo
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Argos is the biggest general merchandise and home retailer in the UK with 750 stores in Great Britain and Northern Ireland. It underwent a logo redesign, created by the design agency “The Brand Union”. The visible change is the smile going separate from the “Argos” letters and the red and white colors inverted. |
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Doctor Who
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BBC decided to redesign the logo for its TV Serial “Dr.Who” in 2010. The logo has been transformed into a simpler and abbreviated version of “Dr.Who” denoted by the letters “D” and “W”. The letters are arranged in a 3-dimensional format with a siren on top.
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Skittles logo
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Skittles finally decide to rebrand its logo. Miles Newlyn, a London based logo designer and design agency Dragon Rogue jointly created the new logo for Skittles. The new design portrays a multi-color tongue sketched in the shape of a rainbow. It goes well with the new slogan “Taste the rainbow” |
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Greater Manchester Police
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The Greater Manchester Police have changed their logo by removing the words `fighting crime, protecting people’. GMP wanted a simpler, more memorable identity. The new design is a much simpler and uncomplicated one with the border and strap-line both removed in the redesigned version. |
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Envirofone
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Envirofone is UK’s first mobile phone recycling company. It recently launched its redesigned logo. The new design shows the “O” portrayed by a circular “recycle” sign. Moreover, the “fone” part of the logo is enclosed in a light blue conversation bubble. |
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UK Border Agency
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UK border Agency revamped its logo design, going for a more British design. The new identity includes the typical UK color scheme including blue, red and white. While there is not much difference in its typography, the “UK Border Agency” part has been made more prominent. |
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BP logo still awaiting redesign:
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The present BP logo was created by the design agency Landor Associates in 2000. Because of its shape of a green and yellow sunflower pattern, it is known as the “Helios” design. Lately, Greenpeace UK has initiated a contest to redesign BP logo so as to depict the real image of the oil company. |
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June 11th, 2010 at 12:20 pm
[...] de ella a primera vista. Artículo interesante acerca del rediseño de logo de 10 marcas inglesas. [LINK] AKPC_IDS += "14395,"; Comparte este artículo en [...]
June 17th, 2010 at 9:35 am
Nice post – the BP logo made me laugh
June 18th, 2010 at 8:07 am
Mate, some redesigns are just awesome, but from my view, Argos looked better as it was before.
June 21st, 2010 at 1:10 pm
The skittles logo is absolute work of genius. Thanks for pointing out that it was a concept of a tongue in rainbow colors.
On a different note…does anyone really think that the BP logo will get redesigned?
June 23rd, 2010 at 11:10 am
Did you know that a Dutch based design office “BASE” has proposed an attractive logo redesign for NASA for The Future Laboratory magazine
you can watch the logo proposal here
http://www.notcot.org/post/31125/
June 23rd, 2010 at 11:44 am
Redesigning is never an easy task, be it logos or packaging…this is because redesigning can cause negative impacts on the brand value.
Thanks for the share… i personally like the “enviro fone” redesign concept especially the way they used the chat bubble around the word “fone”
June 27th, 2010 at 8:53 am
the bp logo redesign sections looks like a “wanted” sign.. like people are after the BP logo and all..nice post!
June 27th, 2010 at 8:46 pm
UK border agency redesign is a total mess….i wonder how much did they bill them on that childish redesign?
June 10th, 2011 at 8:22 am
Some of these are pretty poor but Claridge’s and Rare both show a nice improvement.