Lauren Diana Scalf, a certified business strategist and founder of Laurea Consulting, tells us that she's been with many businesses through big shifts, such as new offers, audiences, and seasons.
"And a rebrand is often one of the most exciting (and risky) moves they make. It’s not just about fresh visuals. It’s about clarity, connection, and creating a brand that actually supports where you’re headed next. When strategy and design work together, it can be a game-changer. When they don’t, it shows," she explains.
"A successful rebrand represents an authentic evolution of the brand and company. This means that the brand is flexing up and evolving to authentically reflect who the company is, their market positioning, personality, etc.," adds brand strategist Alicia Nagel.
When a redesign is unsuccessful, it confuses people, feels disconnected from the original identity, or loses the emotional connection that customers had with the brand, says Scalf. "It doesn’t matter how 'cool' it looks if it doesn’t feel aligned."
Nagel also notes that a rebrand usually fails when a company spontaneously decides it is something that it isn't. "Just like with people, this breeds distrust. When someone misrepresents who they are or simply reinvents themselves in a way that feels inauthentic, we are turned off and distrust them. The same goes for brands," she explains.
An example of an unsuccessful redesign that Scalf provides is GAP. "The new look felt generic, corporate, and totally disconnected from what people associated with the brand. The backlash was immediate, and they switched back in less than a week.
Another big one was Tropicana’s packaging redesign. They made everything so minimal and abstract that customers didn’t recognize the product on the shelves. Sales dropped by $30 million in just a couple of months. That wasn’t a design issue—it was a strategy issue," she suggested.
Meanwhile, Nagel adds Pepsi to the list of unsuccessful redesigns. "Soft drink Pepsi is notorious for continuously redesigning their logos over the years, and for a while there they had an odd arrangement of swooshes in their circular logo that were not very memorable or impactful.
In 2023, they brought back the retro logo, and, in my opinion, it's about time. It's memorable, visually arresting, is an honest presentation of their swoosh in the circle, and says their brand name loud and proud," she says.
These redesign failures often happen because changes are introduced based on preference or trend, not strategy or data, says Scalf. Some other common causes that she mentions include:
- Not talking to customers first.
- Making changes for the sake of change.
- Confusing a visual refresh with a full strategic rebrand.
- Letting design trends lead instead of brand values.
- Failing to explain the why behind the change.
Nagel adds that a rebrand has a higher chance of being unsuccessful if it's done too quickly and is changed too much.
"I never advise a complete rebrand, but a careful re-evaluation of whether the current brand and brand visuals are still an accurate reflection of the company. Often, they could use a little bit of a refresh if it's been a while since they were designed or if it was a low-cost design job to get the company started up. But it's best if a company can keep the brand story and keep some visual aspects of their existing logo," she says.
