Why Before and After Logo Redesign Examples Matter
A logo is more than a pretty symbol. It is the first impression your brand makes, the visual shorthand that tells customers who you are in a fraction of a second. When that impression starts to feel outdated, cluttered, or disconnected from what your company has become, it is time for a redesign.
But how do you know if a redesign actually works? The best way is to look at before and after logo redesign examples from real companies. By studying what changed and why, you can start to see patterns that separate a smart rebrand from a risky one.
In this post, we break down more than 20 compelling logo redesigns across different industries, analyze the strategic thinking behind each change, and help you figure out whether your own brand could benefit from a visual refresh.
What Makes a Logo Redesign Successful?
Before we dive into examples, let us set a quick framework. A successful logo redesign typically achieves one or more of the following goals:
- Modernization: Updating visual elements to match current design trends and digital requirements.
- Simplification: Removing unnecessary detail so the logo works at any size, especially on mobile screens.
- Repositioning: Signaling a shift in the company’s audience, values, or product offering.
- Consistency: Creating a cleaner system that works across web, print, packaging, and social media.
- Memorability: Making the brand easier to recognize and recall.
Keep these criteria in mind as you review the examples below.
Before and After Logo Redesign Examples by Industry
Technology and Software
1. Google (2015 Redesign, Evolved Through 2025)
Before: A serif wordmark with subtle shadowing and a traditional feel.
After: A clean, geometric sans-serif wordmark in the same iconic color palette.
Why it worked: Google dropped the serifs to signal a shift toward a mobile-first world. The new typeface (Product Sans) is legible at tiny sizes on phone screens and feels friendly rather than corporate. The colors stayed, preserving instant recognition.
2. Microsoft (2012 Redesign)
Before: An italicized, slightly aggressive wordmark with a Pac-Man-style notch in the “o.”
After: A flat, four-color window icon paired with a light Segoe font.
Why it worked: The redesign aligned the logo with the Metro (now Fluent) design language across Windows, Office, and Azure. It signaled a company evolving from a software seller into a cloud and services giant.
3. Adobe (2025 Rebrand)
Before: The classic red “A” inside a rounded rectangle, used since the early 2000s.
After: A refined version of the iconic “A” with updated geometry and a more vibrant red tone, plus a flexible identity system for its growing suite of AI-powered creative tools.
Why it worked: Adobe needed a logo that could represent not just Photoshop and Illustrator but an expanding ecosystem of generative AI products. The subtle update kept brand equity while signaling innovation.
4. Slack (2019 Redesign)
Before: A multicolored hashtag icon with 11 different colors and complex overlapping shapes.
After: A simplified four-color pinwheel that uses just four primary colors plus white.
Why it worked: The old logo was a nightmare to reproduce consistently across different backgrounds. The new mark is instantly recognizable, works on dark or light backgrounds, and scales perfectly from a favicon to a billboard.
Food and Beverage
5. Burger King (2021 Redesign)
Before: A glossy, swoosh-heavy logo with a blue crescent shape that tried to look futuristic.
After: A flat, retro-inspired logo that returned to the bun-and-wordmark concept of the 1969 and 1994 versions.
Why it worked: Burger King leaned into nostalgia while embracing modern flat design. The new logo feels warm, appetizing, and authentic. It also works perfectly on packaging, apps, and uniforms without complex gradients.
6. Pepsi (2023 Redesign)
Before: A globe with a white wave, paired with a lowercase wordmark set outside the icon.
After: A bolder globe with the “PEPSI” wordmark placed inside the circle, using a chunky, uppercase custom font and a more electric blue and red color scheme.
Why it worked: Pepsi brought back energy and confidence. The integrated wordmark makes the logo work as a single unit, and the stronger colors pop on shelves and screens. It references the brand’s heritage from the 1980s and 1990s while feeling very contemporary.
7. Dunkin’ (2019 Rebrand from Dunkin’ Donuts)
Before: “Dunkin’ Donuts” in the familiar pink and orange with a coffee cup graphic.
After: Simply “Dunkin'” in a slightly modernized version of the same font and color palette.
Why it worked: The company wanted to position itself as a beverage-led brand, not just a donut shop. Dropping “Donuts” from the name (and logo) widened the brand’s identity. The familiar font and colors ensured no one was confused about who they were.
8. Pringles (2021 Redesign)
Before: A detailed, cartoon-style Mr. P character with hair, a bow tie, and a bushy mustache.
After: A stripped-down, geometric version of Mr. P with thicker lines and fewer details.
Why it worked: The simplified character translates better to small digital screens and limited-color packaging. It also feels more playful and modern, which resonates with younger consumers.
Automotive
9. BMW (2020 Redesign)
Before: A 3D-effect roundel with a black ring and metallic shading.
After: A flat, transparent version of the roundel with no black ring fill and clean vector lines.
Why it worked: BMW wanted to appear more open and forward-looking as it moved into electric vehicles. The transparent logo works beautifully in digital contexts and motion graphics while maintaining over a century of brand recognition.
10. Kia (2021 Redesign)
Before: A chrome oval badge containing the word “KIA” in a traditional automotive font.
After: A stylized, angular signature-style wordmark without the oval.
Why it worked: Kia was moving upmarket with EVs and premium models. The new logo looks sleek and futuristic. Interestingly, many people initially misread the logo as “KN,” which generated massive search volume and free publicity for the brand.
11. Volkswagen (2019 Redesign)
Before: A chrome-effect, beveled “VW” emblem with strong 3D shadowing.
After: A flat, two-dimensional “VW” in a thinner line weight, optimized for digital displays.
Why it worked: VW was launching its ID. electric vehicle line and needed a logo that symbolized a fresh start (especially after the emissions scandal). The flat design is versatile, digital-friendly, and communicates transparency.
Fashion and Luxury
12. Burberry (2023 Redesign)
Before: A simplified sans-serif wordmark introduced in 2018 under Riccardo Tisci.
After: A return to the serif wordmark and the Equestrian Knight emblem, modernized with a rich royal blue color.
Why it worked: The 2018 minimalist logo had stripped away too much heritage. The 2023 version, under creative director Daniel Lee, reclaimed Burberry’s British roots and prestigious identity. It proved that sometimes a redesign means going back to your strengths.
13. Yves Saint Laurent to Saint Laurent (2012)
Before: The famous interlocking “YSL” monogram paired with “Yves Saint Laurent” in a classic serif.
After: “SAINT LAURENT PARIS” in a tight, bold, all-caps Helvetica-style font.
Why it worked (commercially): Under Hedi Slimane, the rebrand signaled a complete creative overhaul. While controversial among purists, the stripped-back logo positioned the fashion house for a younger, edgier audience and drove significant revenue growth.
Entertainment and Media
14. Warner Bros. (2023 Redesign)
Before: A heavily detailed, 3D rendered shield with gold trim and lens-flare effects.
After: A clean, flat blue and white shield with a simplified “WB” monogram.
Why it worked: The new shield is versatile across film, TV, streaming, and gaming. It acknowledges the brand’s heritage (the shield shape dates back to 1923) while being adaptable for modern media platforms.
15. Eventbrite (2025 Redesign)
Before: An orange wordmark with a stylized bracket/ticket shape.
After: A refreshed wordmark with updated typography and a more dynamic color system designed to scale across event categories.
Why it worked: The platform wanted to communicate that it serves everything from small community gatherings to large concerts. The redesign gave Eventbrite a more energetic and flexible brand system while staying recognizable.
Retail and Consumer Brands
16. Mastercard (2019 Redesign)
Before: Two overlapping circles (red and yellow) with “MasterCard” written across them in a serif font.
After: The same overlapping circles, but without any text in many applications. When text is used, “mastercard” appears below in a clean, lowercase sans-serif.
Why it worked: Mastercard achieved something rare: its symbol became so universally recognized that it could drop the name entirely. The simplified logo works on tiny payment terminals, smartwatch screens, and anywhere space is limited.
17. Airbnb (2014 Redesign)
Before: A light blue wordmark in a bubbly, playful font.
After: The “Belo” symbol (a combination of a heart, a location pin, and the letter A) paired with a clean wordmark.
Why it worked: Airbnb moved from a functional travel booking site to a global community brand. The Belo symbol communicates belonging and is universally understandable regardless of language.
18. Petco (2020 Rebrand to “Petco, The Health + Wellness Co.”)
Before: A red and blue wordmark with a dog and cat graphic integrated into the text.
After: A cleaner, more modern wordmark with refreshed colors and a new tagline emphasizing health and wellness.
Why it worked: Petco repositioned from a pet supply retailer to a health and wellness brand for pets. The logo redesign signaled this strategic shift to consumers and investors alike.
19. Cracker Barrel (2025 Update)
Before: A highly detailed, nostalgic illustration of a man sitting on a barrel with ornate typography.
After: A simplified, less detailed version of the same concept with cleaner lines.
Why it divided opinion: This redesign sparked intense debate online. Many loyal customers felt the charm and warmth of the original had been lost. It is a reminder that simplification is not always universally welcomed, especially for brands built on nostalgia and tradition.
20. Nokia (2023 Redesign)
Before: The classic blue wordmark that had been synonymous with mobile phones since the 1990s.
After: A reimagined angular wordmark in a variety of colors, with the letters styled from geometric shapes.
Why it worked: Nokia needed to shed its legacy as a phone manufacturer and position itself as a B2B technology and networking company. The new logo looks nothing like the old one on purpose. It is a complete identity reset.
Side-by-Side Comparison Table
| Brand | Year | Key Change | Primary Reason |
|---|---|---|---|
| 2015 | Serif to sans-serif | Mobile-first readability | |
| Microsoft | 2012 | Added window icon, flat design | Cloud/services pivot |
| Adobe | 2025 | Refined geometry, vibrant red | AI product ecosystem |
| Slack | 2019 | 11 colors to 4 | Consistency across platforms |
| Burger King | 2021 | Retro flat design | Warmth and authenticity |
| Pepsi | 2023 | Wordmark inside globe | Unified, bold identity |
| Dunkin’ | 2019 | Dropped “Donuts” | Beverage-led positioning |
| BMW | 2020 | 3D to flat/transparent | Digital adaptability, EV era |
| Kia | 2021 | Oval badge to angular signature | Premium repositioning |
| Volkswagen | 2019 | Chrome 3D to flat 2D | Fresh start, digital-first |
| Burberry | 2023 | Returned to serif and knight | Heritage reclamation |
| Warner Bros. | 2023 | 3D shield to flat shield | Cross-platform versatility |
| Mastercard | 2019 | Dropped wordmark from icon | Universal symbol recognition |
| Airbnb | 2014 | Added Belo symbol | Community brand identity |
| Nokia | 2023 | Complete identity reset | B2B repositioning |
| Cracker Barrel | 2025 | Simplified illustration | Modernization (controversial) |
Common Patterns in Successful Logo Redesigns
After reviewing dozens of before and after logo redesign examples, several clear trends emerge:
1. Flat Design Dominates
Almost every major redesign in the last decade has moved away from gradients, 3D effects, and metallic textures toward flat, two-dimensional graphics. This is driven by the need for logos to look crisp on screens of all sizes.
2. Simplification is the Default Direction
Fewer colors. Fewer lines. Fewer details. Brands are stripping logos down to their essential elements. The goal is instant recognition, even at the size of a smartphone app icon.
3. Custom Typography Replaces Generic Fonts
Many brands now invest in custom typefaces that are unique to them. This creates a stronger visual identity and makes the brand harder to imitate.
4. Heritage Can Be an Asset
Not every redesign moves forward. Burger King, Burberry, and Pepsi all looked backward for inspiration, pulling from their own archives. When a brand has a strong history, leaning into it can feel more authentic than chasing the latest trend.
5. Strategy Comes Before Aesthetics
Every successful redesign on this list was driven by a business reason: a new market, a new product line, a repositioning, or a shift in consumer behavior. The visual changes were a consequence of the strategy, not the other way around.
Signs Your Logo Might Need a Redesign
Looking at these before and after logo redesign examples might have you wondering about your own brand. Here are some practical indicators that it could be time for a change:
- Your logo does not scale well – If it looks blurry or loses detail on a mobile screen or social media profile picture, it needs simplification.
- Your business has evolved – If you serve a different audience or offer different products than when the logo was created, your visual identity should reflect that.
- It looks dated – Gradients, clip art, or early-2000s effects can make an otherwise great company look behind the times.
- You are embarrassed to put it on things – If you hesitate to print your logo on business cards, pitch decks, or merchandise, trust that instinct.
- Competitors look more modern – Perception is relative. If every other player in your space has a clean, updated brand and you do not, you risk looking less credible.
- You are entering new markets – International expansion, new demographics, or premium positioning often require a visual reset.
- It does not work in digital environments – A logo designed primarily for print in 2005 may not perform well as a favicon, app icon, or animated element.
How to Approach Your Own Logo Redesign
If you have decided it is time, here is a step-by-step process to follow:
- Define your goals. What business objective is the redesign supporting? Write it down before you touch any design tool.
- Audit your current brand. What works? What does not? Gather feedback from customers, employees, and partners.
- Study your competitors. Look at what others in your industry are doing. Identify opportunities to stand out.
- Hire a professional. A logo redesign is not the place for DIY experimentation. Work with a designer or agency that understands brand strategy.
- Test before you launch. Show the new logo to a sample audience. Check it at different sizes and on different backgrounds.
- Plan the rollout. Update all touchpoints: website, social media, packaging, signage, email signatures, and more. Inconsistency during a transition confuses customers.
- Communicate the change. Tell your audience why you updated your look. People appreciate transparency, and it generates excitement.
Lessons from Logo Redesigns That Missed the Mark
Not every redesign is a success. It is worth noting a few cautionary examples:
- Gap (2010): Replaced its iconic blue box with a generic Helvetica wordmark and a small blue gradient square. The backlash was so swift and severe that Gap reverted to the original logo within six days.
- Tropicana (2009): Swapped its recognizable orange-with-a-straw imagery for a generic glass of juice. Sales dropped 20% in two months. They reversed course quickly.
- Cracker Barrel (2025): As mentioned above, the simplification of a beloved, detail-rich logo sparked significant customer pushback, with many feeling the brand’s personality was stripped away.
The takeaway? A redesign should evolve the brand, not erase what people love about it. Always protect the core equities that make your logo recognizable and emotionally meaningful.
Frequently Asked Questions
How often should a company redesign its logo?
There is no fixed schedule, but most brands refresh their logo every 7 to 15 years. The trigger should be a strategic business need rather than an arbitrary timeline. If your logo still works well across all platforms and reflects your brand accurately, there is no rush to change it.
How much does a logo redesign cost?
Costs vary enormously. A freelance designer might charge anywhere from $500 to $5,000 for a small business logo. A full brand identity overhaul from a major agency can run into six or seven figures. The key is to match your investment to the scale of your business and the complexity of your brand system.
What is the difference between a logo refresh and a full rebrand?
A logo refresh is a subtle update: cleaning up lines, updating colors, or modernizing typography while keeping the overall look recognizable. A full rebrand involves changing the logo, and potentially the name, messaging, brand voice, and visual system. Most of the examples in this post are refreshes rather than complete rebrands.
Can a logo redesign hurt a brand?
Yes. If the redesign removes elements that customers strongly associate with the brand, it can cause confusion and backlash. The Gap and Tropicana examples are proof. The best approach is to evolve gradually and test with real audiences before committing.
Why are so many logos becoming minimalist?
Digital platforms demand simplicity. A logo needs to be legible at 16×16 pixels (as a favicon) and on screens of every size. Detailed, ornate logos often lose clarity when scaled down. Minimalism also tends to age better and feel more versatile.
Should I keep any elements from my old logo?
If your current logo has strong brand equity, such as a recognizable color, shape, or symbol, it is usually wise to retain those elements. The most effective redesigns evolve the brand rather than starting from scratch.
Final Thoughts
These before and after logo redesign examples prove one thing clearly: a well-executed redesign is not just a cosmetic change. It is a strategic move that can reposition a company, connect with new audiences, and breathe fresh life into a brand.
Whether you are running a global corporation or a growing local business, your logo matters. Take the time to evaluate whether yours is still working hard for you. And if it is not, the examples above should give you confidence that the right redesign can make a real difference.
If you are considering a brand refresh and need a new website to match, we can help. A modern logo deserves a modern online presence.