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BRANDING

7 Brands That Redesigned Their Logos the Right Way

These companies' logos were good at first but had worn out their welcome. The goal: Make the familiar better.
7 Brands That Redesigned Their Logos the Right Way
Getting to superb
Creating a new logo is a risky proposition for any company. Get it wrong (see Tropicana's industrial-strength dumb logo change in 2009 and you can alienate everyone from investors to current and potential customers. But how do you know when it's right? A good logo is one that identifies a product so that it's differentiated from other things that surround it, says design guru Milton Glaser. A superb logo incorporates a design that develops affection toward the product. Did these brands make it from meh to good to maybe even superb? You make the call.
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Last updated: Jun 25, 2014


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