The best (and worst) logo redesigns

Last October, in an attempt to spiff up its slightly dated image, The Gap made a rare PR misstep. They changed their logo, unveiling a redesigned corporate emblem that was supposed be a transition from the old “classic, American design to modern, sexy, cool” according to a company spokesperson. Nobody outside of the Gap’s inner circle thought it was anything close to sexy, and the company quickly reverted to the classic design.

Messing with a logo is tricky—it’s the public face of a company, after all, and sometimes a classic design is classic for a reason. But when it’s done right, a logo redesign can revitalize and reposition a product or a brand in the marketplace. Click through for ten major logo redesigns, some that flopped, some that succeeded, and why.