🔥 Take Your Logo Design Process To New Heights here: logodesignprocess.com/ or on Gumroad here: satorigraphics.gumroad.com/l/logoguide Or you can learn more about designing logos right here: ua-cam.com/video/eUMjzoiXx-0/v-deo.html
@@danb7067 Fiverr is still full of shitty none talented designer who have no knowledge of proper design philosophy at all most, Zero Design thinking or analysis before they plan out a design.
Because companies does not know anything about design. Either the designer (bad professional or a student) will just talk them into liking it or they just wanted some copy shit they saw somewhere
Dude I have to agree. I was expecting a 2 second intro, instead I got a 22 second intro!!? And a shit load of template-esque transitions. Bad design? Well maybe we should talk bad editing.
The "loss in sales" may not have been from the logo, what changes happened in the market? Did they change their price points or advertising or inventory? Blaming sales on the logo in case of JC Penny might not be accurate or fair
@Baad same, that's the only thing I hate about this channel. It's so over designed to the point that I think the author just wanted to show off his skills. It honestly reminds me of this ua-cam.com/video/SOxutBMCOUc/v-deo.html
First thing that came to my mind when I saw the rebranded Kraft logo was, "jesus christ what the hell is that?!"😳😳, I wasn't expecting something that crazy at all
Yeah that was a disaster, but I think the designer might have been pressured by the company to do what they say (want) instead of the designers own ideas (what they needed).
@@AvtarSDuhra That could very well be the case. However, I would expect a competent design agency never to let it come to that monstrosity. After some research, it appears that the (now defunct) London-based studio Nitro could be responsible for the horrible rebrand.
@@joelkosoff6854 Yeah, I think it works well if they had just tried to fully transition the brand to be "JCP" rather than "JCPenney". Which, to an extent, they tried to do. But they just never got people to cut their attachment to the full name.
2:11 "What's going on with this 'a'?" I... don't know. Is something wrong with it? I'm staring and staring and I can't see anything. Isn't it the same as the other 'a'?
whenever i feel like quitting design and concentrate on video making you always give me a reason to stay since you simply design for me .Thanks so much brother.
It's unbelievable how some businesses still consider graphic design a form of expense and not and investment on their own image. This video it's the proof on how a bad design identity can damage a business income. Great video!
I actually like the jcpenney logo at 4:25, I'm not American and never even heard of the name but it's pretty obvious to me that it's pronounced jc penney
i actually liked it as well.. but i do agree that it will make a confusion.. what if the designer made it only jcp in a box?? edit: sorry i had a lot of writing errors😌😂
These were really interesting, I would imagine the client was driving a lot of the design decisions? Who knows. Regardless, I really enjoy your analysis, it is always on point.
the typeface/fonts have a huge impact in making logos, that's why they need to choose the right one that suits the logo well. Sometimes, the simpliest and most recognizable one is the winner for me. The 'swoosh' and 'bezel' thing should be out of the list for now since we are becoming more and more modern each day.
Hi, I just wanted to appreciate the work you are doing. I have been following the design principles you are preaching and trying to implement those in my projects. I feel my designs are amateur as I am very new to this field. Whenever I learn a new thing and implement it in my existing designs they work like magic. I look forward to learning from you more. Thank you for sharing your experience.
Thanks for sharing. That's great to hear that my content is actively helping your designs improve. Keep researching the basics online and then implementing them into your work :)
Wauw some of these are unbelievable and it sounds like the marketing departments of these companies had a budget smaller than my monthly clothing budget. Which is indeed very small
So as an average consumer, I can say I will never be a designer, but ultimately isn't it the average Joe who decides if a logo is a success based on how they react to it? You can react as a designer based on academic obsession, but when you make an opinion based on those I believe you lose sight of who the target audience is. The Kraft one does look too different for me to regard as Kraft, but ultimately I find it kind and friendly looking. It did fail in makinge me associate it with the brand, but as a logo I consider it an ok if generic logo. I do not get confused by the colors. Capital one I agree looks too much like Colgate, but the original logo looks like it was made in MS word, whereas the new font at least looks updated. And that student JCP logo I think actually looked really good because it maintained the colors and updated the font. I was NOT confused to call it JCPenny because I recognized the color. I would have considered that a good update. The only one I consider a true failure is the third JCPenny logo because it communicates nothing to me. Why is it in a box? Why so much space for the box and not the logo? The fonts are too different. It looks like a GAP logo but for like a toddler brand. If I'm asking all these questions as a consumer, then it has failed it's core intent of being easily understood.
A huge part of the job for a designer is understanding the audience and applying principles attractive to that demographic, regardless of our own tastes. I appreciate what you’re bringing to the table as an average Joe, but billions of dollars are spent every year conducting research to see what the *majority* of average Joe’s respond to. If the final output isn’t to your liking, first and foremost, you may not be part of the target demographic. Second, nothing is going to resonate with everyone, which is why we do the best we can overall with diverse samples within parameters.
Honestly I believe the JCPenny logo done by the student wasn’t really that bad, yes a couple of elements could have been tweaked but a lot of people call it jcp now
"induces anxiety" indeed. But isn't that the goal of banking? Oh, wait . . . And, JCP _ enney, next time you want to spend a fortune and three years NOT changing your logo, I'm available. For less than, well, almost anyone. Loved this video.
4:20 If this is already recognized and memorable for their customers, there's literally nothing better you can do. I'd probably experiment with just using "JCP".
Designer: Presents logo Client: its all well and good, but you need to add more THINGS. Designer: Ok SOMETIMES LATER Satori graphics: massive Logo redesign/design fails.
Thanks a lot Fama! I never use the golden ratio as I think it's a myth (you can look online about it being debunked), but grids can be useful. I don't always use them though
I'd like to see more fails, not because I want corporations to fail but because these are finished works that are on the street. It might be neat to also include the flip side, where the designs and rebrands really worked. I have to say that the Canadian National Railway logo of ancient times (the Brown and orange C N joined as an abstract railway still takes my breath away.
Working as a graphic designer for companies you’d be surprised how often they make big mistakes like this all because they are too cheap to hire anyone and pay them a salary. It’s great to give young designers a chance, but with the mentorship of a talented and experienced art dept. CEOs rarely understand when someone is studying design vs when someone is a designer...two very different things.
I feel so bad for that design student. Like, that’s a HUGE opportunity to rebrand for a company that big. I hope he’s made better designs in the future
Ouch! That hurt just to look at. I was surprised you did not include the now-famous "Tropicana" rebrand fail by Arnell group. Not that the logo was particularly bad to look at, however, it was a prime example of taking something so familiar to customers and turning it into something so generic-looking that most thought of it as being part of a "no-name" brand. Pepsico lost millions in revenue in just 3 weeks and eventually went back to the old logo. While we're at it, the Pepsi logo wasn't very good either despite Arnell's multi-page treatise on how he was influenced by Da Vinci. Black & Decker was another one. Back in 2014, they changed the logo and it was so confusing, so generic. Thanks for the video, mate.
Generally I quite like your stuff (particularly the Illustrator tips), although I don't always agree with everything you say. But one thing that irks me is that as a professional designer, you don't seem to like kerning numbers. The 01 is more gappy than the 02 and 03, and you didn't bother to kern the 2011 and 2012 - when I teach students I do show this as one of the most basic rookie errors.
I love your videos, thank you for these fun examples!!! Just wanted to give a small note, if i put your videos on 1,5 speed theyre still a little too slow paced tbh. Especially the voice over could speak a little faster. Just wanted to tell you as a constructive note. Thank you for your content you're so cool❤
A really funny showcase on how decisions are made in BIG companies: by the same fools without a clue as in the small ones. But costing a thousand times more in losses.
JCPenney did a design contest for that rebrand, that's why they used student work as opposed to hiring an established agency. I believe in my heart that their subsequent financial troubles are retribution from the design gods for going the route of exploitative spec work "contests" to refresh the face of a brand that was generating billions of dollars of revenue.
2:08: Not buying what you're selling on Capital One. They're still using the new logo since 2008. That's 13 years running. The only fail here is that your baseless critique doesn't follow the other two examples, which have given up on their failed logo rebrand attempts. Just because you don't personally like a logo doesn't mean that it failed. It didn't. Also, it's important to understand the timing behind why a company rebrands. Capital One went from a subprime credit card company to offering upscale travel cards, as well as online banking. The old logo has a washed out pastel look, whereas the new logo is bold and colorful. The half-O swoosh that you dislike is actually a logo that sticks... because you don't need to see the name anymore to recognize the logo.
It's hideous and the design community at large agrees. Sure it remains in the consciousness of people - to some degree - but that's like saying everybody remembers 9/11/01 because of the tragedy that occurred. It isn't a positive memory, but it's there.
@@SatoriGraphics The fact is that people now recognize the company solely by that half-O swoosh, that you decry. When a logo can be reduced to a symbol without words, and recognized... it is a success, not a failure. You can't bolster one opinion by using two other companies that had to revert logos as bookends. That's fallacious reasoning. I get it. You don't like it. But, who cares if it was a success?
To quote 'The Design of Everyday Things', "Once a satisfactory product has been achieved, further change may be counterproductive, especially if the product is successful. "
...here in Croatia second fail comes as a standard logo attempt while first fail is what generally comes our as a result when clients are more involved in the design process...xD
@@domagojgalekovic8507 ...definitivno! Tragično je niti da ne znaju bolje, a još manje su spremni naučiti što je dobar dizajn. U moru propalih pokušaja ukus kupaca je postao toliko izobličen da je mediokritet najtraženija roba i zlatni standard. Da ne kažem da klijent uvijek zna "bolje", a kompromis i zdravo razumno rješenje su samo nešto što su čuli na televiziji...jednom davno...
@@t850 meni je bio najjači jedan stariji gospodin koji je odlučio da je 1200kn previše za brending njegove tvrtke, te da će njegov sin koji zna s računalom to brže i bolje napraviti, a i besplatno. Gotovo "mali od kuma" situacija. Grozno. Komentiranje krajnjeg rezultata je nepotrebno.
@@domagojgalekovic8507 ...ne sumnjam da je mali genijalac i pun "million dollar" ideja. xD Još samo da gospodin profitira na tome ili, još bolje, registrira poduzeće kao dobrotvornu zakladu pa da nam svima napravi nešto iz "dobre volje" i učini svima život lakšim. Za njegovo laičko shvaćenje što grafički dizajn jest cijena je sigurno visoka, a za osobu koja je uložila vrijeme da stekne vještine potrebne da efektivno riješi njegov "problem" brandinga (koji on sam nije sposoban riješiti) sigurno i premalo. Problem grafičkog dizajna je njegova nematerijalna priroda koju prosječan čovjek nije sposoban osvjestiti na abstraktnom razini same ideje. Oni niti mogu vizualizirati potencijalno rješenje, a još manje ispravno tumačiti gotova. Dobar dizaj riješava problem na vizualnoj razini, odličan djeluje i na nesvjesnoj. To govorim kao amater, s ovo malo znanja i iskustva koje imam i dijelim onima koji ga cijene. Drago mi je čuti tuđa iskustva, koliko god da gorkog okusa bila. Nažalist nisu iznimke...:)
Q: Again, what's with the swoosh? A: BECAUSE EVERYONE KEEP ASKING FOR IT! Every business whether it be a major corporation or a local store want to have something "iconic." And the first thing they think of is the Nike swoosh, some even demand to have a swoosh. Plus I would argue that redesign logo isn't all that bad. Hell, it may have even helped their popularity as only two major financial companies had a red curvature in their logo (citigroup and Capital One). Also, side note: just because there is a strange change of the font doesn't necessarily make a bad logo, it also would make the whole text recognizable even with compound words. Sorry for the tl;dr rant.
I like this one, the insights of a failed logo design with backstory of how it happened like on the 3rd logo. Are there more? :D Great content as always! #DesignPrinciples
Oh GOD. As someone in marketing who designs a lot of ads for companies, those first two make me want to hit my head on the desk. There's no good bounding box for logos that long that look natural on a small-ass digital ad.
An important thing to think about though is with Luke he went to the DAAP (Design Art Architecture and Planning) department and program at the University of Cincinnati. Which is one of the most sought after design schools in the world I've known many designers from the University of Cincinnati DAAP program and they all have fully employed or full contract signed and ready to start the day after they graduate at enormous companies and design firms. So when you think about that it does kind of makes sense that a third-year design student at the University of Cincinnati DAAP would be given such a large project. Also you're using the word font when you should be using the word typeface. Type face is the actual thing that you see and family that unifies all the fonts within that type family. Fonts are things that adjust the typefaces within the family. Things like bold, compressed, condensed, semi condensed, italic etc.
So true. Some student beat designer that made Kraft and I would say CapitalOne logo. Maybe you don't have to underestimate blindly. Sure it didn't go as planned, but it's not terrible.
Kraft foods = projectile vomiting, Capital One = when Spock went back to rescue Captain Chris Pike and they wore retro uniforms in Star Trek, JCPenney turned into JCB, but not as good. Just seen a photo of a radio station van "It's hit music!" on the back ..... problems with the kerning ..... Keep these tutorials coming out Tom, best way to learn is by others mistakes ...... Now that video store, something flicks ....
The thing these have in common is that they lost sales, not just because they're ugly, but because they had an established brand that was recognizable and credible, and they gave it all up. Honestly the graphic design student one was the best, the only problem was it looked like "JCP enny"
To be fair regarding the JCPenny logo, they are well known company that I honestly feel like the new logo didn't really detract from that at all because we still know that they're "JCPenny" by reputation.
Definitely rethink how you edit these. The first 20 or so seconds are like a car crash, and having the video basically be subtitles to what you're saying with different text animation presets isn't much fun at all. Text and image should complement each other, not present the same information constantly.
All my clients reference Nike as being a good logo because “it is recognizable and you immediately know who they are”. The reason you immediately recognize the Nike logo isn’t because of the logo itself per say but because it has been plastered on everything since the beginning of time. I could see a non designer from Kraft or capital one saying “we need to make our logo have the appeal that nike does”. Hence the reasoning for the swoosh. With no context the nike logo by itself is really nothing special. It is the placement, repetition, and age that make it memorable.
I have a client that wants a Retro Wave logo....I can't think of anything. I can't find any tips on making a good retro wave logo and some how I ended up here.
I would research on Google existing designs like that for inspiration. But also you must go through the design process, which means researching your clients business, the kind of customer they have, and making keywords around everything. This video might help: ua-cam.com/video/2EY-izMONRw/v-deo.html
Another interesting one is Tropicana. It's a very insightful story about how people we interpret a logo...just like the Kraft and JCPenney logo's. A rebrand is very hard to do...I think Tropicana is another one that should fit in this one. Hopefully you'll talk about that one in a different video.
"What relevance does a swoosh have to banking and finance?" Dude, portfolio theory! It's an inverted swoosh that symbolizes the efficient frontier. It's brilliant.
I’m confused .... isn’t designing something meant to be a process that sometimes work and sometimes doesn’t? And aren’t ‘rules’ meant to be a guide and at times broken to suit the design? There wouldn’t be Picasso or Monet etc if everyone is expected to produce magnificent works without failing at times and ‘rules’ were followed strictly because it’s expected!?
@@dorminac It's true, you do need to learn from those examples. But it does matter because some bad design decisions can't be controlled. If it's client change, you fulfill the request or you don't get paid. Clients rarely have any art or design education, and always have a superior that isn't, so the end result is out of your control. If it's your own mistake, then you can strive to not make that mistake again.
The thing about these brands is honestly their logos didn't need to be touched because they are "master brands" meaning these are logos that need to work on every application and every sub product. The making it too complicated makes it hard to be flexible. It's the reason why a lot of big brands are simple cause like Kraft as a brand owns a lot of sub brands that it needs to compliment
me thinking the first and last logo (Kraft and JCPenney) were designed as an intermediate logo, to phase in an even simpler version: Just the swoosh/flower part for Kraft and just the JCP in a box for JCPenney. if they went with this simpler version right from the start, noone would have recognized it. Unfortunately, they were so bad that they couldn't afford this transition period logo
I'm a graphic designer and I have worked with clients that have made their non-designer family members to come up with their logos for their companies... needless to say they were awful...
I agree with every point you made. However, it's VERY likely those decisions were made by clients (or their superiors) and not the original designer or studio/agency that did the work. Always remembers that the majority of clients don't have any education in art and design, so they make decisions based on previous experience (they use word or PowerPoint), other things they've seen, or whatever trend is popular at the moment (i.e. the ubiquitous swoosh). And the JCP is an example where minimalism is not the right answer. Now do a video where you fix the problems in those example and demonstrate what they should look like. That's how you teach...
That's so true. I've worked in agencies, and when the designs are presented the person with the most power or influence (but with NO design sense) picks one and everyone else goes, "oh yes. That's brilliant. That one." Design by committee - yeccccch.
Redesigns are a funny thing because they often happen when CEO's get bored by the old one. The two problems that apear: 1) CEO's are mostly stingy and 2) they don't know what's good design nor do they value pro designers. Many great logos are used for decades. They don't need to be updated at all. But people get bored at looking at the same logo for so long and then they take the risk. A classic logo is always better than a modern logo, because the modern logo has to stand the test of time, a classic logo prooved his worth already and stands for a trusted brand.
I see Kraft trying to get a piece of Amazon's success while Capital One going for Nike. I used to work for a tech company that was once 1st then became last in the competition and the discussion I hear often is "copying the winners."
One logo design fail I've seen personally was: Tropicana orange juice. www.astuteo.com/articles/tropicana-redesign Their packaging features an iconic image of an orange with a straw poking out the top, but in 2009 they attempted a rebrand with completely new package art depicting a goblet of orange juice -- however, this was SUCH a closeup (occupying so much space on the carton) you could barely even identify it as such, looking more like a generic orange swoosh; also not helping was that some varieties in the lineup were assigned different color-coding on their labels than previous. The backlash was so strong they reverted to the previous design _within months._ (Around the same time they also introduced a reduced-sugar lineup based on the new package art, but scaled down to show more of the goblet)
I immediately googled Kraft’s website. Turns out the company name has now changed to KarftHeinz. And the logo isn’t bad at all for a parent company. But the Kraft cheese brand retains the original logo
The main problem why these rebranding failed was because of the company itself who doesn't understand what they need. And the graphic designer I think somehow saw the previous logo and thought well I can design a beautiful logo (beautiful doesn't mean better) so they mix it up and brought much more colors more geometric shapes and unnecessary fonts and changes.
I am curious about what made the businesses deside that a rebrand was a good idea in the first place. It costs a ton, you have to retrain your loyal customers to look for a new thing (not an easy task) and you have no idea if you really need to do it. Being data driven on this seems like a good idea.
🔥 Take Your Logo Design Process To New Heights here: logodesignprocess.com/
or on Gumroad here: satorigraphics.gumroad.com/l/logoguide
Or you can learn more about designing logos right here: ua-cam.com/video/eUMjzoiXx-0/v-deo.html
The fact that THESE companies APPROVED these rebranded logos boosts my confidence 😂😂😂
always try to be confident in your work, but also to see your weaknesses so you can fix them 👍
Same😂
@@danb7067 Fiverr is still full of shitty none talented designer who have no knowledge of proper design philosophy at all most, Zero Design thinking or analysis before they plan out a design.
i mean they were good at least in selling their work xd
Because companies does not know anything about design. Either the designer (bad professional or a student) will just talk them into liking it or they just wanted some copy shit they saw somewhere
Not gonna lie I don’t think you can say anything about a design being “too busy” with that intro. Almost had a seizure
.....almost?
Exactly
Dude I have to agree. I was expecting a 2 second intro, instead I got a 22 second intro!!? And a shit load of template-esque transitions. Bad design? Well maybe we should talk bad editing.
Right. It’s like this guy just learned what templated motion graphics are.
I don’t think it matters if a video intro is busy. It sets the mood, not try to embed itself in the viewers memory like a brand logo
The Capital One logo reminded me more of a tooth paste company than finance 😆
Haha yeah I've heard that a few times in this comment section 😅
*colgate intensifies*
@@duckonaroll1913 bahahahaha
Looks more like an airline to me
Yeah, could've brushed the design a bit
If the 2012 Kraft logo didn't have the word 'foods' I would think it was advertising a childcare facility.
My first thought was walmart for the redesign
I thought childcare aswell
@@tonycummings4588 me too
At least the student JCPenney logo looked better than the other companies' rebrands. I can see why they went for him.
Ikr, then they can put the box logo in every print without spelling the whole name of the brand
The "loss in sales" may not have been from the logo, what changes happened in the market? Did they change their price points or advertising or inventory? Blaming sales on the logo in case of JC Penny might not be accurate or fair
Seizure warning for the first 30secs.
yeah maybe a tad over the top on this one
@@SatoriGraphics felt super weird compared the the rest of the video as well..
@@SatoriGraphics Your habit of illustrating every phrase of the spoken text makes me cringe pretty much all the time (sry)
@Baad same, that's the only thing I hate about this channel. It's so over designed to the point that I think the author just wanted to show off his skills.
It honestly reminds me of this ua-cam.com/video/SOxutBMCOUc/v-deo.html
@@SatoriGraphics it's like that on pretty much your every video
First thing that came to my mind when I saw the rebranded Kraft logo was, "jesus christ what the hell is that?!"😳😳, I wasn't expecting something that crazy at all
lol I know! Ms Paint or Clipart
true so true....
Yeah that was a disaster, but I think the designer might have been pressured by the company to do what they say (want) instead of the designers own ideas (what they needed).
My mouth literally dropped open, I really want to know how they arrived at that 😫
@@AvtarSDuhra That could very well be the case. However, I would expect a competent design agency never to let it come to that monstrosity. After some research, it appears that the (now defunct) London-based studio Nitro could be responsible for the horrible rebrand.
First Logo was actually made me laugh, it has Olympics vibes with all those colors!! and it's way too crowded...
Ya
That was my first expression 🤣🤣
😂😂 same here
Maybe another video showcasing rebrands that ended up being great next? :o
👏
agreed. I've been recommended to a lot of his videos that have a negative undertone to them. I unsubbed.
If JCPenney is referred to as JCP by most then it's not a bad logo at all. The student did real good
he didn't
the box doesnt help in any way
@@rodrigoleonrodriguezramire3596 it. helped emphasised JCP part of the name
@@dharmani_youtube so much that you dont even know how to read it
No he didn't
the jcp in a box logo is literally the most memorable jc penney logo to me. its not ideal but it IS burned into my brain forever
Yeah, I actually thought this was still their logo lol. I couldn’t believe they only had it for a year. I think the college kid did pretty good.
@@joelkosoff6854 Yeah, I think it works well if they had just tried to fully transition the brand to be "JCP" rather than "JCPenney". Which, to an extent, they tried to do. But they just never got people to cut their attachment to the full name.
perhaps if it was accompined by a campaign to rebrand the company name to just JCP, sure, love the design.
but they're not, so...
2:11 "What's going on with this 'a'?"
I... don't know. Is something wrong with it? I'm staring and staring and I can't see anything. Isn't it the same as the other 'a'?
I think he’s referring to both A’s and how they look kind of squished
whenever i feel like quitting design and concentrate on video making you always give me a reason to stay since you simply design for me .Thanks so much brother.
Happy to hear that Jotham
@@SatoriGraphics Your welcm
It's unbelievable how some businesses still consider graphic design a form of expense and not and investment on their own image.
This video it's the proof on how a bad design identity can damage a business income. Great video!
True
To be fair, the first one was a total disaster. The second one seem like neither here nor there. I thought the 3rd one was quite good imo.
You must shop at JCP Enney a lot.
To be fair, by 2012, not even Milton Glaser would have been able to help JCPenny.
You know what this video could use more of? Motion gfx!
whats that?
@Phương Nguyễn im guessing the comment was ironic then? 😂
Alternative title: "I roasted billion dollar companies' logos. Part 1"
These were every interesting ...looking out for more!
The Kraft logo immediately made me think of Yoplait yogurt 😂
haha I'm sure you're not the first to think that.. or maybe you are! But you've got a point 👍
I actually like the jcpenney logo at 4:25, I'm not American and never even heard of the name but it's pretty obvious to me that it's pronounced jc penney
I agree. It works...I see the problem, but my mind is sharp enough to read JC Penney.
My immediate thought before he even said anything was "it looks like jcp enney"
i actually liked it as well.. but i do agree that it will make a confusion.. what if the designer made it only jcp in a box??
edit: sorry i had a lot of writing errors😌😂
@@GReyn I thought about the same.. I think just this small change would've made a world of difference.. 😂
Dude, your editing style is overwhelming and very corny, try to make it a little more simplistic and less seizure inducing
I agree. It's youtube video, not a intro for some crazy hyped stuff.
The banking logo looks like the CEO said, "Hey my nephew has done some design at school. How hard can it be?"
These videos are so informative, along with your voice over, makes it almost impossible to leave the video before it ends.
Something that I have noticed is the best quality content on UA-cam is generally created by designers and you are one of them dude.
I mean JCPenney. is already such a simple logo, how can you even re-design it when today is all about simplicity
These were really interesting, I would imagine the client was driving a lot of the design decisions? Who knows. Regardless, I really enjoy your analysis, it is always on point.
The Capital One logo looks like something I would do for my old high school computer graphics class.
the typeface/fonts have a huge impact in making logos, that's why they need to choose the right one that suits the logo well. Sometimes, the simpliest and most recognizable one is the winner for me. The 'swoosh' and 'bezel' thing should be out of the list for now since we are becoming more and more modern each day.
Hi, I just wanted to appreciate the work you are doing. I have been following the design principles you are preaching and trying to implement those in my projects. I feel my designs are amateur as I am very new to this field. Whenever I learn a new thing and implement it in my existing designs they work like magic. I look forward to learning from you more. Thank you for sharing your experience.
Thanks for sharing. That's great to hear that my content is actively helping your designs improve. Keep researching the basics online and then implementing them into your work :)
Wauw some of these are unbelievable and it sounds like the marketing departments of these companies had a budget smaller than my monthly clothing budget. Which is indeed very small
So as an average consumer, I can say I will never be a designer, but ultimately isn't it the average Joe who decides if a logo is a success based on how they react to it? You can react as a designer based on academic obsession, but when you make an opinion based on those I believe you lose sight of who the target audience is. The Kraft one does look too different for me to regard as Kraft, but ultimately I find it kind and friendly looking. It did fail in makinge me associate it with the brand, but as a logo I consider it an ok if generic logo. I do not get confused by the colors. Capital one I agree looks too much like Colgate, but the original logo looks like it was made in MS word, whereas the new font at least looks updated. And that student JCP logo I think actually looked really good because it maintained the colors and updated the font. I was NOT confused to call it JCPenny because I recognized the color. I would have considered that a good update. The only one I consider a true failure is the third JCPenny logo because it communicates nothing to me. Why is it in a box? Why so much space for the box and not the logo? The fonts are too different. It looks like a GAP logo but for like a toddler brand. If I'm asking all these questions as a consumer, then it has failed it's core intent of being easily understood.
A huge part of the job for a designer is understanding the audience and applying principles attractive to that demographic, regardless of our own tastes. I appreciate what you’re bringing to the table as an average Joe, but billions of dollars are spent every year conducting research to see what the *majority* of average Joe’s respond to. If the final output isn’t to your liking, first and foremost, you may not be part of the target demographic. Second, nothing is going to resonate with everyone, which is why we do the best we can overall with diverse samples within parameters.
Capital One's logo looks like it was a tooth past company XD
A really degenerative toothpaste logo lol
Crest toothpaste specifically.
At times like these, I love the UA-cam algorithm. Great video mate. Hoping to learn more.
More to come and glad you enjoyed it!
These kind of (warning) lessons are priceless. Absolutely marvellous help! Many thanks, Satori! 👌
Haha yes a warning! Cheers for the feedback
Thanks a lot for this video. I really loved the text animation. What software did you use?
The software used in this was After Effects, some templates and some custom animation
@@SatoriGraphics it was really nice
Honestly I believe the JCPenny logo done by the student wasn’t really that bad, yes a couple of elements could have been tweaked but a lot of people call it jcp now
"induces anxiety" indeed. But isn't that the goal of banking? Oh, wait . . .
And, JCP _ enney, next time you want to spend a fortune and three years NOT changing your logo, I'm available. For less than, well, almost anyone.
Loved this video.
4:20 If this is already recognized and memorable for their customers, there's literally nothing better you can do. I'd probably experiment with just using "JCP".
good call
That may have been the original strategy but its more likely the client gave a directive to set the logo up that way.
We have a very large brand in South Africa called Mr Price. They rebranded to MRP. I was thinking the exact same thing wrt JCP.
Designer: Presents logo
Client: its all well and good, but you need to add more THINGS.
Designer: Ok
SOMETIMES LATER
Satori graphics: massive Logo redesign/design fails.
I suffer from this countless times.
@@jhineral3628 creative freedom is a myth
Invaluable videos! Thank you so much for posting all these years!
your videos are always so good and helpful . well what will be the best suitable method in designing logos using grids or golden ratio?
Thanks a lot Fama! I never use the golden ratio as I think it's a myth (you can look online about it being debunked), but grids can be useful. I don't always use them though
@@SatoriGraphics haha alright. thanks for guidance.
I'd like to see more fails, not because I want corporations to fail but because these are finished works that are on the street. It might be neat to also include the flip side, where the designs and rebrands really worked. I have to say that the Canadian National Railway logo of ancient times (the Brown and orange C N joined as an abstract railway still takes my breath away.
Working as a graphic designer for companies you’d be surprised how often they make big mistakes like this all because they are too cheap to hire anyone and pay them a salary. It’s great to give young designers a chance, but with the mentorship of a talented and experienced art dept. CEOs rarely understand when someone is studying design vs when someone is a designer...two very different things.
Thanks for the insight, and I agree fully
I feel so bad for that design student. Like, that’s a HUGE opportunity to rebrand for a company that big. I hope he’s made better designs in the future
Nice video! What do you use to edit your videos? And how do you make those transitions/animations?
Ouch! That hurt just to look at.
I was surprised you did not include the now-famous "Tropicana" rebrand fail by Arnell group. Not that the logo was particularly bad to look at, however, it was a prime example of taking something so familiar to customers and turning it into something so generic-looking that most thought of it as being part of a "no-name" brand. Pepsico lost millions in revenue in just 3 weeks and eventually went back to the old logo. While we're at it, the Pepsi logo wasn't very good either despite Arnell's multi-page treatise on how he was influenced by Da Vinci.
Black & Decker was another one. Back in 2014, they changed the logo and it was so confusing, so generic.
Thanks for the video, mate.
I would like to see a video where you show the epic fails like this and then show what you would do instead.
I don’t think you can talk about “design” with an intro like that...
Tbf he's not the editor of the video
Great video. A take home from this would be, 'if it's not broken don't fix it'.
A sound and useful saying no doubt 👍
Very nice 👍. Expecting more episodes like this 🙂
Generally I quite like your stuff (particularly the Illustrator tips), although I don't always agree with everything you say. But one thing that irks me is that as a professional designer, you don't seem to like kerning numbers. The 01 is more gappy than the 02 and 03, and you didn't bother to kern the 2011 and 2012 - when I teach students I do show this as one of the most basic rookie errors.
I love your videos, thank you for these fun examples!!! Just wanted to give a small note, if i put your videos on 1,5 speed theyre still a little too slow paced tbh. Especially the voice over could speak a little faster. Just wanted to tell you as a constructive note. Thank you for your content you're so cool❤
Please do more case studies like this. There is a lot of bad rebranding design from major companies.
A really funny showcase on how decisions are made in BIG companies: by the same fools without a clue as in the small ones. But costing a thousand times more in losses.
actually, I love logo criticism so much, by the way, I have learned so much from this video. thank you.
Happy to hear that and nice to see you learned something from this video
@@SatoriGraphics ☺️
Amazing, Satori BRO thanks for sharing this tips.
My pleasure
JCPenney did a design contest for that rebrand, that's why they used student work as opposed to hiring an established agency. I believe in my heart that their subsequent financial troubles are retribution from the design gods for going the route of exploitative spec work "contests" to refresh the face of a brand that was generating billions of dollars of revenue.
that is pretty crazy, thanks for sharing that it was a contest. They should have known better and hired an actual design agency or something.
2:08: Not buying what you're selling on Capital One. They're still using the new logo since 2008. That's 13 years running. The only fail here is that your baseless critique doesn't follow the other two examples, which have given up on their failed logo rebrand attempts. Just because you don't personally like a logo doesn't mean that it failed. It didn't. Also, it's important to understand the timing behind why a company rebrands. Capital One went from a subprime credit card company to offering upscale travel cards, as well as online banking. The old logo has a washed out pastel look, whereas the new logo is bold and colorful. The half-O swoosh that you dislike is actually a logo that sticks... because you don't need to see the name anymore to recognize the logo.
It's hideous and the design community at large agrees. Sure it remains in the consciousness of people - to some degree - but that's like saying everybody remembers 9/11/01 because of the tragedy that occurred. It isn't a positive memory, but it's there.
@@SatoriGraphics The fact is that people now recognize the company solely by that half-O swoosh, that you decry. When a logo can be reduced to a symbol without words, and recognized... it is a success, not a failure. You can't bolster one opinion by using two other companies that had to revert logos as bookends. That's fallacious reasoning. I get it. You don't like it. But, who cares if it was a success?
omg my head is literally hurting seeing this monsters that someone had the audacity to call them "logos"
To quote 'The Design of Everyday Things',
"Once a satisfactory product has been achieved, further change may be counterproductive, especially if the product is successful. "
yes, this is a great statement to understand
...here in Croatia second fail comes as a standard logo attempt while first fail is what generally comes our as a result when clients are more involved in the design process...xD
Naša klijentela je 10 godina u zaostatku.
@@domagojgalekovic8507 ...definitivno! Tragično je niti da ne znaju bolje, a još manje su spremni naučiti što je dobar dizajn. U moru propalih pokušaja ukus kupaca je postao toliko izobličen da je mediokritet najtraženija roba i zlatni standard. Da ne kažem da klijent uvijek zna "bolje", a kompromis i zdravo razumno rješenje su samo nešto što su čuli na televiziji...jednom davno...
@@t850 meni je bio najjači jedan stariji gospodin koji je odlučio da je 1200kn previše za brending njegove tvrtke, te da će njegov sin koji zna s računalom to brže i bolje napraviti, a i besplatno. Gotovo "mali od kuma" situacija. Grozno.
Komentiranje krajnjeg rezultata je nepotrebno.
@@domagojgalekovic8507 ...ne sumnjam da je mali genijalac i pun "million dollar" ideja. xD Još samo da gospodin profitira na tome ili, još bolje, registrira poduzeće kao dobrotvornu zakladu pa da nam svima napravi nešto iz "dobre volje" i učini svima život lakšim. Za njegovo laičko shvaćenje što grafički dizajn jest cijena je sigurno visoka, a za osobu koja je uložila vrijeme da stekne vještine potrebne da efektivno riješi njegov "problem" brandinga (koji on sam nije sposoban riješiti) sigurno i premalo. Problem grafičkog dizajna je njegova nematerijalna priroda koju prosječan čovjek nije sposoban osvjestiti na abstraktnom razini same ideje. Oni niti mogu vizualizirati potencijalno rješenje, a još manje ispravno tumačiti gotova. Dobar dizaj riješava problem na vizualnoj razini, odličan djeluje i na nesvjesnoj. To govorim kao amater, s ovo malo znanja i iskustva koje imam i dijelim onima koji ga cijene. Drago mi je čuti tuđa iskustva, koliko god da gorkog okusa bila. Nažalist nisu iznimke...:)
I’m gonna assume that student in charge of JCPenney’s rebrand was a good ole case of nepotism. Probably some executive’s son.
Thats what I was thinking too.
That was what I concluded after thinking about it for a while
He won a competition (which it also states in the text clip shown in the film).
To be fair that actually looked kinda decent.
I looked him up and it turns out Luke Langhus is now an art director at Apple.
Q: Again, what's with the swoosh?
A: BECAUSE EVERYONE KEEP ASKING FOR IT!
Every business whether it be a major corporation or a local store want to have something "iconic." And the first thing they think of is the Nike swoosh, some even demand to have a swoosh. Plus I would argue that redesign logo isn't all that bad. Hell, it may have even helped their popularity as only two major financial companies had a red curvature in their logo (citigroup and Capital One). Also, side note: just because there is a strange change of the font doesn't necessarily make a bad logo, it also would make the whole text recognizable even with compound words.
Sorry for the tl;dr rant.
Every time I like the last word 'Peace'
👍 ✌
Please more vids like this i like it alot!!!!!
I love all the motion graphics in the clip. After effects?
Yeah it was After Effects but I didn't edit the video
@@SatoriGraphics your channel is very inspiring. Getting the courage to do your isometric house tutorial!
I like this one, the insights of a failed logo design with backstory of how it happened like on the 3rd logo. Are there more? :D Great content as always! #DesignPrinciples
Oh GOD.
As someone in marketing who designs a lot of ads for companies, those first two make me want to hit my head on the desk. There's no good bounding box for logos that long that look natural on a small-ass digital ad.
The JCPenny box logo is not bad at all. It’s honestly the only logo I recognize as JCPenny.
Thanks, this video was quite educational for me🙂 Your reviews are always interesting and constructive
An important thing to think about though is with Luke he went to the DAAP (Design Art Architecture and Planning) department and program at the University of Cincinnati. Which is one of the most sought after design schools in the world I've known many designers from the University of Cincinnati DAAP program and they all have fully employed or full contract signed and ready to start the day after they graduate at enormous companies and design firms. So when you think about that it does kind of makes sense that a third-year design student at the University of Cincinnati DAAP would be given such a large project. Also you're using the word font when you should be using the word typeface. Type face is the actual thing that you see and family that unifies all the fonts within that type family. Fonts are things that adjust the typefaces within the family. Things like bold, compressed, condensed, semi condensed, italic etc.
Seriously though, that JC Penny rebrand is decades better than what ever the hell that Kraft thing was
So true. Some student beat designer that made Kraft and I would say CapitalOne logo. Maybe you don't have to underestimate blindly. Sure it didn't go as planned, but it's not terrible.
@@kcersk honestly, just shift the P out of the red, and you have a decent logo.
@@Azivegu Agree.
Kraft foods = projectile vomiting, Capital One = when Spock went back to rescue Captain Chris Pike and they wore retro uniforms in Star Trek, JCPenney turned into JCB, but not as good. Just seen a photo of a radio station van "It's hit music!" on the back ..... problems with the kerning ..... Keep these tutorials coming out Tom, best way to learn is by others mistakes ...... Now that video store, something flicks ....
The thing these have in common is that they lost sales, not just because they're ugly, but because they had an established brand that was recognizable and credible, and they gave it all up. Honestly the graphic design student one was the best, the only problem was it looked like "JCP enny"
To be fair regarding the JCPenny logo, they are well known company that I honestly feel like the new logo didn't really detract from that at all because we still know that they're "JCPenny" by reputation.
Definitely rethink how you edit these. The first 20 or so seconds are like a car crash, and having the video basically be subtitles to what you're saying with different text animation presets isn't much fun at all. Text and image should complement each other, not present the same information constantly.
All my clients reference Nike as being a good logo because “it is recognizable and you immediately know who they are”. The reason you immediately recognize the Nike logo isn’t because of the logo itself per say but because it has been plastered on everything since the beginning of time. I could see a non designer from Kraft or capital one saying “we need to make our logo have the appeal that nike does”. Hence the reasoning for the swoosh. With no context the nike logo by itself is really nothing special. It is the placement, repetition, and age that make it memorable.
I have a client that wants a Retro Wave logo....I can't think of anything. I can't find any tips on making a good retro wave logo and some how I ended up here.
I would research on Google existing designs like that for inspiration. But also you must go through the design process, which means researching your clients business, the kind of customer they have, and making keywords around everything. This video might help: ua-cam.com/video/2EY-izMONRw/v-deo.html
Another interesting one is Tropicana. It's a very insightful story about how people we interpret a logo...just like the Kraft and JCPenney logo's. A rebrand is very hard to do...I think Tropicana is another one that should fit in this one. Hopefully you'll talk about that one in a different video.
what’s wrong with a student designing the logo? wasn’t the Nike swoosh designer a student too?
"What relevance does a swoosh have to banking and finance?"
Dude, portfolio theory! It's an inverted swoosh that symbolizes the efficient frontier. It's brilliant.
I’m confused .... isn’t designing something meant to be a process that sometimes work and sometimes doesn’t? And aren’t ‘rules’ meant to be a guide and at times broken to suit the design? There wouldn’t be Picasso or Monet etc if everyone is expected to produce magnificent works without failing at times and ‘rules’ were followed strictly because it’s expected!?
Your point being...?
Learning from other people's mistakes is a wise move
@@SatoriGraphics Who's mistakes are they? The designers or their clients?
@@theragingdolphinsmaniac4696 Doesn't really matter as long as you learn from them actually xD
@@dorminac It's true, you do need to learn from those examples. But it does matter because some bad design decisions can't be controlled. If it's client change, you fulfill the request or you don't get paid. Clients rarely have any art or design education, and always have a superior that isn't, so the end result is out of your control. If it's your own mistake, then you can strive to not make that mistake again.
The thing about these brands is honestly their logos didn't need to be touched because they are "master brands" meaning these are logos that need to work on every application and every sub product. The making it too complicated makes it hard to be flexible. It's the reason why a lot of big brands are simple cause like Kraft as a brand owns a lot of sub brands that it needs to compliment
me thinking the first and last logo (Kraft and JCPenney) were designed as an intermediate logo, to phase in an even simpler version: Just the swoosh/flower part for Kraft and just the JCP in a box for JCPenney. if they went with this simpler version right from the start, noone would have recognized it. Unfortunately, they were so bad that they couldn't afford this transition period logo
I'm a graphic designer and I have worked with clients that have made their non-designer family members to come up with their logos for their companies... needless to say they were awful...
I agree with every point you made. However, it's VERY likely those decisions were made by clients (or their superiors) and not the original designer or studio/agency that did the work. Always remembers that the majority of clients don't have any education in art and design, so they make decisions based on previous experience (they use word or PowerPoint), other things they've seen, or whatever trend is popular at the moment (i.e. the ubiquitous swoosh). And the JCP is an example where minimalism is not the right answer. Now do a video where you fix the problems in those example and demonstrate what they should look like. That's how you teach...
That's so true. I've worked in agencies, and when the designs are presented the person with the most power or influence (but with NO design sense) picks one and everyone else goes, "oh yes. That's brilliant. That one." Design by committee - yeccccch.
@@DavidMFranks Exactly...
I remember seeing the failed Kraft logo on a pack of OREO biscuits
😲😲😲
Redesigns are a funny thing because they often happen when CEO's get bored by the old one. The two problems that apear: 1) CEO's are mostly stingy and 2) they don't know what's good design nor do they value pro designers.
Many great logos are used for decades. They don't need to be updated at all. But people get bored at looking at the same logo for so long and then they take the risk. A classic logo is always better than a modern logo, because the modern logo has to stand the test of time, a classic logo prooved his worth already and stands for a trusted brand.
I see Kraft trying to get a piece of Amazon's success while Capital One going for Nike. I used to work for a tech company that was once 1st then became last in the competition and the discussion I hear often is "copying the winners."
Loved the motion graphics please continue this
There is also a Credit One Bank with a swoosh but at least they got the font to be consistent.
One logo design fail I've seen personally was: Tropicana orange juice.
www.astuteo.com/articles/tropicana-redesign
Their packaging features an iconic image of an orange with a straw poking out the top, but in 2009 they attempted a rebrand with completely new package art depicting a goblet of orange juice -- however, this was SUCH a closeup (occupying so much space on the carton) you could barely even identify it as such, looking more like a generic orange swoosh; also not helping was that some varieties in the lineup were assigned different color-coding on their labels than previous. The backlash was so strong they reverted to the previous design _within months._ (Around the same time they also introduced a reduced-sugar lineup based on the new package art, but scaled down to show more of the goblet)
JCPenney disaster explanation: Peter Principle. (Not the student-designer, but the project manager.)
How can you screw up Logo 1? Its actually so simple. Get rid of the red shape, and just have the Kraft wordmark!
The real crime in that kraft foods logo is the abhorrent amount of space between the 'f' and 'o', amirite?
I immediately googled Kraft’s website. Turns out the company name has now changed to KarftHeinz. And the logo isn’t bad at all for a parent company. But the Kraft cheese brand retains the original logo
The main problem why these rebranding failed was because of the company itself who doesn't understand what they need. And the graphic designer I think somehow saw the previous logo and thought well I can design a beautiful logo (beautiful doesn't mean better) so they mix it up and brought much more colors more geometric shapes and unnecessary fonts and changes.
Maybe, I should try and design something with all 3 features. lol. If I can make better than their remakes I should be good. 😅
I think the biggest mistake a lot of designers make is not understanding the difference between a logo and a graphic.
I am curious about what made the businesses deside that a rebrand was a good idea in the first place. It costs a ton, you have to retrain your loyal customers to look for a new thing (not an easy task) and you have no idea if you really need to do it. Being data driven on this seems like a good idea.