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Every cast needs a well-designed, memorable logo, and sometimes it takes added than one attack to actualize one. A strong rebrand can breathe new activity into a company’s accessible image–but aback it doesn’t work, it can about-face the brand into a laughingstock (looking at you, Tronc). Here are the 13 most acknowledged and best awkward logo changes and rebrands of 2018.

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1. The Guardian

U.K. bi-weekly The Guardian revamped its book and website layouts in January and alien a new logo and font. The new architecture swaps the all-lowercase dejected nameplate for a bolder, atramentous one–though the new uppercase “G” cipher bears a arresting affinity to that of golf annual Golf Digest.

2. Evernote

Note-taking app Evernote adapted its logo, an albatross nicknamed Mads, in August. The new Mads is blooming instead of gray, with a coiled trunk, bastard edges, a beyond bend in his ear, and a added aloof eye shape. (The antecedent eye, according to the company’s blog, “had been declared alternately as ‘smiling’ and ‘angry.'”)

3. U.S. Open

To mark the tennis tournament’s 50th anniversary, the U.S. Tennis Association overhauled the U.S. Open’s logo in March. It replaced the flaming tennis brawl architecture with an all-lowercase, sans-serif, minimalist version meant to assignment bigger on agenda platforms. Bonus: The “u” and “n” are rotated versions of anniversary other.

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4. Papa John’s

Papa John’s removed the affinity of architect John Schnatter from its logo on some packaging in July, afterwards Schnatter acclimated the N-word in a appointment call. The pizza chain then trademarked a adaptation of the logo afterwards an apostrophe, which could further dissociate the cast from its founder. (The aggregation said it does not accept actual affairs to start application the new logo.)


To advance its burger offerings in June, pancake alternation IHOP inverted the “p” in its logo to a lowercase “b.” It afflicted the logo aback a ages later, but not afore some pointed out that the chantry looked a lot like that acclimated for the logo of blockade cast O.B. (An O.B. adumbrative said the aggregation was “flattered” by the similarity.)

6. Dunkin’ Donuts

The coffee-and-doughnuts alternation appear in September that it was bottomward the “Donuts” from its name, admitting it would absorb its pink-and-orange blush arrangement and chantry (and would still advertise doughnuts). Admitting abounding barter had already been application the beneath name, some were abashed by the change, which will booty aftereffect at all locations in January 2019. 

7. Best Buy

In May, Best Buy redesigned its big-yellow-tag logo. Now, a small yellow tag sits at the basal appropriate bend of the aggregation name, which is set in a hardly altered font. The aggregation said this architecture is “more avant-garde and easier to read,” but Twitter users were quick to banter the new logo, comparing it to that of Bud Light.

8. Uber

Embattled ridesharing aggregation Uber updated its logo and typeface in September, beneath than three years afterwards its antecedent redesign. The new app icon, which is aloof the company’s name in rounded, high-contrast atramentous and white letters, is added legible, the aggregation said. It replaces an cryptic appearance that was broadly criticized. 

9. Mailchimp

The business platform’s chimp icon, Freddie, had ahead appeared alone from its name; in September, the two were joined in a ablaze chicken and atramentous logo. Mailchimp additionally alien a new typeface and afflicted the “C” from uppercase to lowercase to announce that the aggregation provides added than aloof email services.

10. Animal Planet

In October, the TV approach replaced its 10-year-old, annoying blooming logo with one that appearance lowercase, angled argument beneath a leaping dejected elephant, which recalls Animal Planet’s original logo (an albatross and a globe). Some Reddit commenters called the new logo too generic, while others accepted its simplicity.

11. Travel Channel

Another cable approach additionally underwent a redesign in October. Travel Approach swapped its logo’s red-white-and-blue blush palette for chicken and purple, tweaked the font, and removed the vowels in “travel”–although the channel’s name hasn’t changed. One commenter wrote, “I apperceive absorption spans are accepting beneath but this is ridiculous.”

12. Weight Watchers

Weight Watchers rebranded as WW in September. The aggregation says it’s now focused on wellness and bloom rather than aloof weight loss. Notably, the abbreviated name has alert as abounding syllables, and still redirects to, so the old brand might be adamantine to agitate off.

13. Rinse

Laundry startup Rinse formed out a new logo and blush scheme in July. The aggregation traded in its blue-and-white baptize atom architecture for a august orange “R” on a azure background. The award appearance of the R “symbolizes the added affliction we put into every order,” Rinse’s co-founder wrote.

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