New Logos: 1 Good, 2 Not so Much

Many companies these days are trying to refresh their look and trying to come up with new website designs, cleaner graphics and even new logos. Success is certain for one, but the other two, not so much.

Back in January, local sub chain Cousins Subs decided to “update” its slightly psychedelic logo for a cleaner version. Personally, I think the new logo lacks the oomph and style of the old one and is now just bo-ring! Yeah, its clean and nice, but the font is uninteresting and really has no personality. You can check out the article from the Journal Sentinel about the change, or just look below at the two versions and decide for yourself:

The second logo FAIL, was the recent attempt by the Gap to change their logo without really thinking through the customer reaction to the change or how this new look would affect the image of their classic logo. After suffering some harsh backlash via Twitter and Facebook, the retail giant withdrew the new logo and reverted back to the iconic original.

Finally, just out in the news last week on the Internet Retailer website, is FAO Schwarz the toy store, with their new logo attempt. Now here we have an elegantly designed, brand appropriate look. The new logo has a classic, timeless feel that really relates to their position as the toymaker of choice. I really love this design. It is not boring and blocky, but well thought out and beautiful.