Many popular brands reinvented themselves this year — but not necessarily for the better.
We went through graphic-design collective UnderConsiderations' Brand New blog to see which brands decided to change their logos and chose our least favorite. All opinions are our own.
10. Bacardí
The world-famous rum brand Bacardí decided to embrace its roots this year with a new logo that harks back to a design from the 1930s and an ad campaign dramatizing Cuban history. While we find the new direction interesting, the bat icon could use some polish to pop — and we're not crazy about the font, especially the slanted tilde used as an accent mark.
9. Cole Haan
Cole Haan is best known for its men's footwear but is cementing its image as a fashion brand with a variety of clothing, shoes, and accessories for both men and women. Part of this strategy involves the transition to a new logo and monogram, which we find sharp on their own, but we think Cole Haan has dialed back some of its artsy charm to fit in more with the likes of Ralph Lauren and Calvin Klein.
8. Olive Garden
Olive Garden had a rough year. It announced a major redesign meant to appeal to a younger, hipper crowd in March, but a critical presentation in September from activist hedge fund Starboard got much more media attention. The new logo looks flat, and the faux handwritten font is unappealing. It does not seem likely to attract the new customer base the company is after.
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