Best and worst corporate logo changes

Any logo change is a massive undertaking for a company. The stakes are high, and so is the failure rate, if consumers and critics are to be believed.

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Jun 2, 2013 9:32AM
It seems to me that places like JC Penneys are just trying to help people to be lazy. Like actually reading the whole name is too much work. Truthfully most of these places are shortening their names, probably so it can be texted faster. It just seems to me that people are getting too into instant gratification. It takes too long to read. Just lazy.
Jun 2, 2013 2:52PM
The change in icon represented a change in philosophy, which was needed at JCP, since most consumers were becoming tired of their deceptive pricing strategies.  Before, in their store you'd might find something 20% off, but right next door their competitor would have the same thing at regular price for 50% of JCPs stated regular price.  Everyone was aware of JCPs pricing methods and no one ever believe that something was actually on sale, accept for maybe the clearance rack.  The CEO finally realized that the "game was up" and had honest pricing.  At that point, sales in this area appeared to go up with revitalized interest.  All the same, many felt that it was just another one of JCPs deceptive ploys and continued to avoid the store only observing how they would trend over time.  That said, if JCP continues their deceptive practices they will go out of business and very few would be troubled over their demise.
Jun 2, 2013 6:07AM

a good number of these corporate icons went to far, trying to be politically correct(yikes!), or chose to update based upon "tired" idea's, hokey graphics, and/or to be more (sur)realistic.


i once got fired-up when amazon changed the simplicity of their website, becoming more sophisticated,but in time it was permanent. i eventually waivered and love the modernized amazon.


sometimes we the consumers win, sometimes we loose. my favorite is wendy's, their old logo i though was really too old-school and "rusty" and like the new one which reflects the REAL Wendy Thomas whom inherited her father Bill Thomas's legacy(i also think to mark her "signature" take-over of the business). i think it was done to mark a new start for the fast food franchise and to clean up the mildly slippery image and work policies of the restaurant(some of them were being run by childish people and or treating their customers badly). as for the jc penny logo? all i can say is..lololol!  my biggest grip is arby's, shame on them for getting rid of the "old-west" ,"layman's", humble, patriotic, spririted, country-like logo, it has/had the charisma and charm of their "soul"! change is only good when it is proven good for business not just to be complacent and please the demand for some sort of "Facelift". i would laugh my tail off if facebook and/or twitter did this!

Jun 2, 2013 2:56PM
discorporate and we'll begin....escape from the weight of your corporate logo!   Frank Zappa;  Absolutely Free, circa 1967.
Jun 2, 2013 9:52AM
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