Many company logos have gone on to become iconic, which means that changing them can be risky (Gap Clothing comes to mind – this company had to revert back to its original logo after much consumer uproar). However, many companies have taken a risk to make the change – some with more desirable end results than others.


Some logo changes have been fortunate enough to have been hugely successful from the word “go”. LastPass, a well-known password manager, managed to replace its basic asterisk logo with something rounder and more aesthetically pleasing. In addition, it’s a representation of the fact that most passwords are now hidden by dots like those in the new logo instead of asterisks.

Netflix also managed to make a successful logo change, despite the fact that the old and new designs simply state “Netflix” and don’t display any fancy icons. Eliminating the drop shadow and using a crisper font in the replacement makes it look stronger and modern.

Another iconic company that managed to successfully navigate a logo change is the New York Times. While the new logo looks strikingly similar to the original, removing the cluttered background and inverting the colors with the background has given it a fresh overhaul.


Google’s new look doesn’t seem to be cutting it for most users. The odd font used for the “G,” as well as the color choices just don’t seem right somehow. What could have perhaps worked here is implementing the color changing “G” into the original font – this may have made more sense.

Tumblr’s logo change is an ideal example of “fixing what wasn’t really broke” in the first place. While it was a good idea to remove the glossy effect, adding the 3D element is what truly broke the new design. Most consumers who have been surveyed feel that the changed logo is far too busy and amateurish.

When Spotify jumped on the logo changing bandwagon, they forgot the fact that they should have made a few changes to the actual logo itself – not just change the color.

Definitely Not’s

Instagram went from a logo that clearly depicted what it stood for to something that is virtually impossible to decipher. You mean to say that those lines and a spot are supposed to represent a camera?

While the “M” in Medium’s original logo was clear, it’s impossible to tell what the brand is trying to achieve with the new one – which looks more like an “N.”

Uber may have started out with a great icon, but it has definitely failed with the replacement. As with Medium’s change, it’s difficult to see what it depicts.

Saving the worst for last – Airbnb has done more than just fail with its logo change. Not only is the new design a vague representation of an “A;” many people have said that it has a somewhat sexual overtone, which is certainly not the result that a brand should be looking for.

When implementing logo changes, it’s imperative to enlist the help of an expert branding agency. If you would like further information in this regard, feel free to contact our professional team today.