When a company decides to completely rebrand itself, it often comes from a place of hope or desperation.
A failing company might scramble to dispel negative feelings associated with its current look. Or a company that thinks it could be doing better in its market might try to refresh itself for a wider consumer base.
And of course, sometimes executives make horrible decisions for seemingly no reason.
Bad logo changes can alienate the brand's loyal consumers and confuse potential ones.
In 2013, there were plenty of these bad rebranding decisions to choose from.
10. JCPenney
This isn't an endorsement of retailer JCPenney's former logo, but rather a denunciation of the company's three-year-long rebranding nightmare. In 2011, a mildly different logo was supposed to spark a revolution, and then in 2012, the stores re-opened with an entirely new, square logo and an attempt at a hipper feel. After losing almost a billion dollars, the company made lots of personnel changes, reverted to its pre-2011 logo, and issued an apologetic commercial in April that may have been the brand's swan song (note that the video used an entirely different logo).
9. Yahoo
In September, Yahoo CEO Marissa Mayer unveiled her company's logo after 29 days of fun but rejected logos. The new logo, with its weird chisel-effect, isn't necessarily awful, but it just seemed so much worse after a month of hype. And then Marissa Mayer explained that she co-created it with the company's design team using Adobe Illustrator. As she put it:
"I'm not a pro, but I know enough to be dangerous :)"
8. Pandora
Internet radio service Pandora updated its look in preparation for a bigger online presence. The new look is certainly bolder, but when viewed on screens and combined with its ugly app icons, it looks bland and boring.
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