Most of the time, re-branding (changing your logo or tag phrase) is a waste of time and money.
Customers usually don't care about that stuff and or the marketing gibberish (like "distinctive typographic treatment") used to justify it.
Furthermore, rebranding can be hugely expensive. It's not unusual for a large company to spend manny millions of dollars on a rebrand effort.
As I said, usually a rebrand is just how marketers navel-gaze, but some rebrands are so egregiously bad that they drive customers away or make them angry.
Recently, the company MadeByOomph sent me a list of disastrous rebrands, which I used as inputs to my top 10 list below.
SEE ALSO: Did you notice that these 20 companies changed their logos this year?
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BP
BP redesigned its logo so that the company might appear more eco-friendly. Naturally, nobody noticed until BP was responsible for the largest oil spill of all time. At that point, the new logo suddenly became woefully ironic.
Esurance
Esurance's "Erin" character was a viral sensation with Allstate bought the company. Allstate's "brand nazis" trashed all that to create brand consistency (the hobgoblin of little minds), thereby allowing their competitor Progressive capture the limelight.
McDonalds
This was a tossup between the ill-fated "Lovin' Beats Hatin'" campaign and the fast food giants new "hamburglar" character. I wonder who thought it was a good idea to turn a kid-friendly nostalgic icon into what looks like a creepy, grade-B super-villain.
See the rest of the story at Business Insider