Rebranding can be a double-edged sword, with some shifts igniting fervent debate. Among the most contentious rebrands in history, the 2010 overhaul of Gap’s logo is a prime example. The company faced a public backlash that prompted a swift return to its original design. Similarly, Tropicana’s 2009 packaging redesign aimed to modernise the brand but backfired, resulting in a staggering 20% sales drop within just two months.
Pepsi has also faced criticism over the years, notably during its 2009 attempt to refresh its logo, which many deemed similar to earlier versions and uninspired.
In 2018, Uber attempted to revamp its image with a new logo and slogan but struggled to escape the controversies surrounding its corporate culture and scandals.
Another notable rebrand was the 2018 update to the brand of the University of California, which led to backlash from students and alumni who felt it erased the institution’s historical identity.
Each of these cases underscores the risks inherent in rebranding, as companies must balance modernisation with the loyalty and values of their existing consumer base. These dramatic shifts illustrate that while a fresh image can be a strategic move, it’s a fine line between innovation and alienation. Ultimately, successful rebranding involves not just aesthetics but also a deep understanding of consumer sentiment.