12 Logo Changes That Quietly Erased Brand History
Brand logos are powerful symbols that hold years of history, identity, and emotion. When companies change them, even slightly, it can quietly erase pieces of their past. Some redesigns move so far from the original look that they forget what made the brand special in the first place.
- Tricia Quitales
- 4 min read
Logos evolve, but not every change is welcomed or even noticed right away. Many brands have updated their logos in ways that quietly strip away visual elements tied to their legacy. In some cases, bold design choices removed symbols that long-time customers had grown to love. These subtle shifts show how modern branding can sometimes trade identity for minimalism or trend.
1. Gap
Tkgd2007 on Wikimedia
In 2010, Gap swapped its classic blue box logo for a minimalist font with a small gradient square. The redesign was so generic and unpopular that the backlash forced the company to return to the original within a week. It’s a perfect example of how quickly customers notice when a brand forgets its roots.
2. Pepsi
PepsiCo on Wikimedia
Pepsi has updated its logo multiple times, but the 2008 redesign smoothed out its iconic wave and changed the globe’s tilt. Many fans missed the bold, symmetrical look that had defined the brand for decades. The new version leaned into trendiness but lost a little of its historical flavor.
3. Animal Planet
Discovery Communications on Wikimedia
Once known for a wild elephant jumping over the brand name, Animal Planet traded it for a plain green wordmark in 2008. The charm and playfulness disappeared in favor of a clean, modern style. Many longtime viewers felt the heart of the brand had been stripped away.
4. Yahoo!
Yahoo! on Wikimedia
The bubbly, quirky logo that matched Yahoo’s offbeat tone was replaced with a more corporate look in 2013. The exclamation mark stayed, but the energy and personality seemed toned down. It marked a shift toward seriousness that didn’t sit well with loyal users.
5. Instagram
Instagram on Wikimedia
Instagram’s original camera logo felt warm and nostalgic, like a nod to vintage photography. In 2016, it was replaced by a bold, colorful outline that looked nothing like a camera. While the new look was trendy, many missed the charm of the old design.
6. Kraft
Kraft on Wikimedia
In 2009, Kraft ditched its traditional red and blue oval logo for a more abstract design with a spark-shaped icon. The redesign felt too distant from its grocery-store roots. It quietly erased decades of recognition and was eventually reworked again.
7. Mastercard
Mastercard Incorporated on Wikimedia
In 2016, Mastercard removed the name from its overlapping circles, turning it into a symbol-only logo. It was a confident move, but the classic text had been part of the brand for decades. The change leaned into simplicity but lost some visual legacy.
8. Mozilla Firefox
Walter Görlitz on Wikimedia
Firefox’s iconic fox circling the globe slowly faded into abstraction during redesigns. By 2019, the fox had become a stylized flame, leaving many to wonder if the animal was gone for good. The change aimed for modernity but left longtime users feeling disconnected.
9. Uber
Cars in Taiwan on Wikimedia
Uber went from a simple wordmark to a confusing series of abstract logos over the years. For a while, the brand’s identity felt lost in geometric shapes and patterns. Eventually, they returned to a more straightforward design, but much of their original look had vanished.
10. Airbnb
Adrien ldk on Wikimedia
The original Airbnb wordmark was plain but clear, while the 2014 redesign introduced the “Bélo” symbol meant to represent belonging. The logo was sleek, but some critics felt it lacked connection to the company’s original mission. The old-school charm gave way to a more generic tech look.
11. Detroit Pistons
City of Indianapolis | Mayor’s Office on Wikimedia
In the ’90s, the Detroit Pistons changed their logo to a flaming horse, ditching the classic basketball-themed badge. The redesign clashed with the team’s identity and didn’t stick around long. Fans still argue about whether the flashy update was necessary.
12. BBC
BBC on Wikimedia
The BBC once used a blocky, retro font inside slanted boxes that gave it personality. Its modern version is cleaner and more digital-friendly but stripped of the quirks that made it stand out. The change was quiet but symbolized a shift from history to simplicity.