Ever looked at an old logo and thought, “What were they thinking?” Don’t worry, you’re not alone. Logo redesigns-when done right-can breathe new life into a brand, resonate with modern audiences, and even boost sales. But when done wrong? Well… let’s just say the internet never forgets.

In this article, we’ll explore some famous (and infamous) logo makeovers, why they worked (or didn’t), and what you can learn if you’re considering refreshing your own branding-or even creating your own custom logo from scratch.

Let’s dive into these real-world logo transformation stories and the insights behind them.

Why Logo Redesigns Matter

A logo isn’t just a pretty image. It’s the face of your brand. It communicates your company’s values, tone, and even quality before a single word is spoken. Over time, businesses evolve-and logos should too.

Here’s what a great logo makeover can accomplish:

  • Modernize your brand for today’s consumers
  • Reflect company growth or direction changes
  • Improve legibility and adaptability across digital platforms
  • Boost brand recognition with a more memorable identity

In fact, according to a study by Reboot, a consistent visual identity can increase revenue by up to 23%. That’s a big deal for just a few pixels!

1. Instagram: From Retro Camera to Modern Simplicity

Before

Instagram’s original logo featured a detailed retro camera-a nod to its photo-sharing roots. It was nostalgic and artsy, but also cluttered and hard to scale down.

After

In 2016, Instagram shocked everyone by introducing a gradient minimalist logo. The backlash was intense at first (“Did someone make this in MS Paint?” was a common comment). But over time, users adapted-and now, it’s one of the most recognizable icons in tech.

What Worked

  • The clean, scalable design makes it perfect for apps and mobile platforms.
  • The gradient color palette pops on screens.
  • It aligns with the modern, youthful vibe Instagram was aiming for.

Lesson: Don’t redesign just to be trendy-but do it to improve clarity and scalability.

2. Burger King: Going Retro for a Modern Audience

Before

Since the late ‘90s, Burger King used a logo with shiny, 3D buns and a blue swoosh. It was peak ‘90s fast-food branding, but by the 2020s, it felt dated and overly busy.

After

In 2021, Burger King rolled out a new (well, technically old) logo that pays homage to its 1969 design: flat, bold, and straightforward. It ditched the blue swoosh and neon gradients for something more “organic.”

What Worked

  • It embraced the retro trend while still feeling fresh.
  • The simpler design was easier to apply across packaging, digital, and signage.
  • It reinforced the company’s shift toward healthier, more “authentic” ingredients.

Lesson: Sometimes, looking backward is the smartest move forward-if it better reflects your brand identity.

3. Pepsi: $1 Million for a… What?

Before

Pepsi’s globe logo has seen over a dozen makeovers since 1898. Prior to 2008, it featured a symmetrical, 3D look.

After

In 2008, Pepsi paid a branding agency over $1 million for a redesign that introduced a tilted white wave inside the globe-meant to symbolize a smile, energy, and movement. The reaction? Mixed.

What Worked

  • It offered subtle emotional symbolism.
  • The flatter design was more web-friendly.
  • The redesign was part of a broader global rebranding effort.

Lesson: Expensive doesn’t always mean better. If you’re spending big, make sure your audience understands the “why” behind the change.

4. Airbnb: A Logo That Launched a Thousand Memes

Before

Airbnb originally used a generic, bubbly wordmark that didn’t say much about the brand.

After

In 2014, they introduced the “Bélo,” a symbol that supposedly stands for belonging. The abstract heart/letter A/people shape sparked countless memes. Some called it genius. Others… not so much.

What Worked

  • The symbol told a story, which Airbnb explained in a thoughtful launch video.
  • It was instantly recognizable and easily adaptable across platforms.
  • It aligned with the brand’s mission of connecting people worldwide.

Lesson: A logo should reflect your values and story-just be prepared for some memes if it’s too abstract.

5. Slack: The Logo That Confused Everyone

Before

Slack’s original hashtag logo was colorful, playful, and unique-but also hard to recreate accurately.

After

In 2019, Slack debuted a new logo that kept the core colors but adopted a cleaner, more geometric design. Some users complained it looked like a pinwheel… or a swastika. Yikes.

What Worked

  • Consistency across platforms (the original logo had over 11 different color variations).
  • It was more scalable and modern.
  • It marked a new chapter in Slack’s growth after being acquired by Salesforce.

Lesson: Even if the feedback is harsh, focus on long-term brand cohesion and digital usability.

Actionable Tips for Your Own Logo Redesign

Thinking of updating your logo? Whether you’re a solo entrepreneur or a brand manager at a scaling startup, here are some solid guidelines:

✅ Start With Your Brand Strategy

Ask yourself:

  • Has your company changed direction?
  • Are you targeting a new audience?
  • Is your current logo outdated or impractical?

A redesign should reflect evolution, not just aesthetics.

✅ Prioritize Versatility

Make sure your logo:

  • Works in black and white
  • Scales well from favicon to billboard
  • Looks good on both print and digital media

Tools like vector files (SVGs) are essential for flexibility.

✅ Don’t Neglect Typography

Font choices say a lot-from playful to professional. Make sure your typeface matches your brand voice.

✅ Test It in the Wild

Mock up your logo on social media headers, websites, business cards, and signage. Get feedback not just from your team, but from real users.

✅ Consider Creating a Custom Logo Yourself

If you’re on a budget or want to test different ideas, consider creating your own custom logo using platforms like Canva, Looka, or LogoMakr. Many offer AI-based suggestions tailored to your industry.

Final Thoughts: Should You Rebrand?

Not every business needs a logo overhaul-but if yours looks like it belongs on a floppy disk or VHS cover, it might be time.

Just remember: a good logo is simple, scalable, relevant, and memorable. It’s not about chasing trends. It’s about aligning your visual identity with where your brand is headed.

Take inspiration from the makeovers above. Learn from their wins-and their mistakes. Because in the world of branding, your logo is more than just a design… it’s your first impression.