{"id":3852,"date":"2025-11-14T14:23:05","date_gmt":"2025-11-14T20:23:05","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3852"},"modified":"2026-03-11T18:26:08","modified_gmt":"2026-03-11T23:26:08","slug":"reblanding-360-degree-brand-update-updates","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/reblanding-360-degree-brand-update-updates\/","title":{"rendered":"Reblanding: 360-degree brand update-updates"},"content":{"rendered":"
\n
\"A
Pictured: Another Cracker Barrel-related mistake.<\/figcaption><\/figure>\n<\/div>\n\n\n

Recently, Cracker Barrel became a source of controversy and not just rustic wooden gee-gaws and heart disease when they hupped and changed their logo<\/a>, I guess in pursuit of a trendier market for their gravy-fronted cuisine. They paid nearly $700 million to drop the old rocking chair guy in pursuit of an all-text logo that looked, at the risk of slipping into marketing jargon, bad.<\/p>\n\n\n\n

Old Rockin\u2019 Chair Guy notwithstanding, the Kountry Kitchen logo reimagining was an interesting choice to accompany their recent Kountry Kohl\u2019s renovations that no one has been clamoring for, and as you might imagine, people disliked it very, very, very much. And in the wake of that $700-million, agency-firing mistake, they changed to logo back all quick-like and made their apologies<\/a>.<\/p>\n\n\n\n

So, that brief national nightmare is over, but Cracker Barrel is merely the most recent examples of brands that have chosen to eff around with their visual identity and find out their market is torches-and-pitchforks attached to that orange with a straw sticking out of it. Here are a few examples.<\/p>\n\n\n\n

Gap<\/h2>\n\n\n\n

Of course, if you want to talk short-lived logo reversals, we have to start with Gap\u2019s six-day Helvetica vacation back in 2010. Turns out, \u201cBut we still have a blue square!\u201d isn’t a compelling-enough appeal to win over an audience.<\/p>\n\n\n

\n
\"Gap
Left: Gap logo, 2010. Right: Gap logo, 2010 and then six days later in 2010.<\/figcaption><\/figure>\n<\/div>\n\n\n

Burberry<\/h2>\n\n\n\n

Also in the realm of fashion is Burberry\u2019s Riccardo Tisci Don\u2019t Live Here Anymore<\/em> rebrand<\/a>. In 2018, under new CCO Riccardo Tisci, Burberry abandoned their century-old serif font and jousting knight in favor of an all-caps wordmark that can best be described as \u201cArial.\u201d (No shade to Tisci, who wrecked shop at Givenchy \u2014 his well-warranted attempts to democratize the Burberry brand did so at the expense of its foundational vibe, is all.)<\/p>\n\n\n\n

Under Tisci\u2019s successor, Daniel Lee, the brand cranked back to a refinement of that original 1901 logo, and y\u2019all, I\u2019m not saying it\u2019s perfect, but if they\u2019re going to be moving in a direction of modernization, this is a better starting place than \u201cYou know Saint Laurent\u2019s new logo? \u2026 Oh, you don\u2019t?\u201d<\/p>\n\n\n

\n
\"Burberry
Left: Burberry logo 2018. Right: Burberry logo 2023.<\/figcaption><\/figure>\n<\/div>\n\n\n

HBO Max\/Max\/HBO Max again<\/h2>\n\n\n\n

HBO celebrated its 2023 merger with Warner Bros. Discovery by, as is sadly the case with so many new relationships, abandoning its identity. It removed the HBO from its streaming service HBO Max, leaving it just \u201cMax,\u201d because We\u2019re more than just HBO, y\u2019all!<\/em>. And then it was Wait, people do like HBO but don\u2019t like HBO+Food Network<\/a>,<\/em> and welcome back, HBO Max.<\/p>\n\n\n

\n
\"HBO
Left: Max (formerly HBO Max) logo 2023. Right: HBO max logo 2020 and then again 2025.<\/figcaption><\/figure>\n<\/div>\n\n\n

Tropicana<\/h2>\n\n\n\n

This should surprise no one in marketing, because it\u2019s basically a case study for re-branding cockups, but: In 2009, PepsiCo thought, \u201cThe problem with Tropicana\u2019s packaging is it visually indicates what\u2019s inside the bottle.\u201d So they dumped $35 million into a packaging update and accompanying ad campaign<\/a>, with a big ol\u2019 orange swoop and a \u201800s generic font and a disturbingly biological orange screw cap. They discovered consumers didn\u2019t recognize it on store shelves and even felt emotionally attached to the old branding, so back to the old branding they went. With a $35 million lesson in modernifying without thinking.<\/p>\n\n\n

\n
\"Tropicana
Left: Tropicana packaging January of 2009. Right: Tropicana packaging 1964 and then again February of 2009.<\/figcaption><\/figure>\n<\/div>\n\n\n

Uber<\/h2>\n\n\n\n

You might not have noticed Uber\u2019s revolving-door logo journey because your eyes weren\u2019t really focusing well by the time you ordered the car. But in 2016, Uber decided a rebrand was in order to better communicate their mission of\u2026 something with bits and atoms, and network infrastructure and something? Key to this was, apparently, kerning, and an icon that looks like a backwards C on an Ikea throw pillow. In 2018, they decided all-caps was the problem, and settled on a logo<\/a> that actually represents the service you\u2019re trying to use.<\/p>\n\n\n

\n
\"Uber
Left: Uber logo 2016. Right: Uber logo 2018.<\/figcaption><\/figure>\n<\/div>\n\n\n

I\u2019m bored, and everything should cater to that.<\/h2>\n\n\n\n

The takeaway here is that brands have gotten boring and I don\u2019t like it, and I don\u2019t care that logos have to be streamlined for a digital environment, because it\u2019s boring and it makes me bored. There\u2019s streamlining, and then there\u2019s prioritizing utility over visual identity that\u2019s representative of the brand itself (and don\u2019t give me that whatever about \u201cour transformation to a more modern blah blah blah and a sophisticated audience that yadda yadda\u201d \u2014 I write brand rationales, too, and I know about the pump-jug of Trite BS under your creative director\u2019s desk).<\/p>\n\n\n\n

Anyway, make things like I want them to be, and if you have an hour and six minutes of \u201clet\u2019s get better at marketing\u201d time, spend it watching oldish but good \u201cBrand Management: Dropping The Stupid Stuff<\/a>\u201d from marketing guy Mark Ritson.<\/p>\n\n\n\n

(I\u2019ll confess that Burberry\u2019s rebrand was the impetus for this entire post, and I\u2019d love for anyone with connections at Diane von Furstenberg to let them know their 2017 logo redesign<\/a> looks like they accidentally hit \u201cfully justify\u201d and then got distracted before they could change it back. I\u2019ll take this shit from Calvin Klein, DVF, but you should be ashamed of yourself.<\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"

Recently, Cracker Barrel became a source of controversy and not just rustic wooden gee-gaws and heart disease when they hupped and changed their logo, I guess in pursuit of a …<\/p>\n","protected":false},"author":1,"featured_media":3845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[14,17,54,55],"class_list":["post-3852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","tag-branding","tag-cautionary-tales","tag-oh-honey-no","tag-one-for-the-art-directors"],"yoast_head":"\nReblanding: 360-degree brand update-updates - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/reblanding-360-degree-brand-update-updates\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reblanding: 360-degree brand update-updates - 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