The Gap Logo That Barely Made It a Week
In October 2010, Gap replaced its familiar blue-box logo with plain black lettering and a small blue square. Within days, the company said customer…
View exhibit →The identity crisis collection
The 5 Worst Rebrands of All Time
Same company. New confusion. Five brand makeovers selected for the Museum’s wall of questionable judgment.
Recognition was doing a perfectly good job.
Then somebody scheduled a brand workshop. This collection looks at identity changes that made familiar companies harder to recognize, harder to understand, or harder to love.
Our five-file lineup starts with Gap and Qwikster. The remaining three exhibits are being prepared; their places below are reserved, not dead links.
Next on the wall of shame
Tropicana
The orange-juice carton identity crisis.
File in preparationRadioShack / The Shack
A familiar electronics name tries on a new nickname.
File in preparationAnimal Planet
When a wildlife channel’s identity becomes a typography debate.
File in preparation
Open rebrand files
Qwikster: Netflix’s DVD Spinoff That Never Shipped
In 2011 Netflix announced a split: streaming would stay with Netflix, while DVD-by-mail would move to a new service called Qwikster, with separate accounts…
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