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Lessons Learned From Iconic Logo Redesigns

A good logo is one of the most important steps in creating a brand. It’s a symbol that says your brand is unique. It separates you apart from the rest, but more importantly, it’s something that is branded in the memories of your consumers, which is why there are so many design agencies dedicated to creating outstanding logos.

Many things can change over the lifespan of a brand from acquisitions and mergers to new
products, new markets and even changes in the logo. Rebranding is not an easy process, and it can make or break a business. Done well, and it can give a struggling company a second chance. Done wrong, and it can ruin the perception of even the most well-established brands.

So, what is it about a logo that grabs our attention? Why do we trust specific brands more than others, and what makes the design process so crucial? To help answer these questions, this study redesigned the logos of eight iconic food brands based on three factors: color, font and design details. In this survey of 8,000 Americans, they were given altered designs and real logo to which one people remembered most and what elements of the designs were most impactful. Read through this study to explore the findings.

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