What’s in a New Logo? pt 2

Some logos that weren’t apart of the main article I decided to provide below:

this time not from yahoo, but from money.cnn.com:

Tropicana – Too revolutionary

Tropicana - Too revolutionary

Branding has always been an issue at Tropicana: In its original logo, the company featured small, plump “Tropic Ana,” an ambiguously ethnic topless girl with a grass skirt and balancing a bowl of oranges atop her head.

And while its more recent logo — an orange with a straw — wasn’t criticized for being racially offensive, the company’s attempts to make it over earlier this year still met with serious opposition.

Tropicana spent a reported $35 million on what consumers and analysts called an unoriginal and bland redesign, replacing its signature straw-in-orange with a glass of orange juice. While the company appeared to be aiming for a more modern style, it prompted an uproar from consumers, who found it generic.

Gardner believes Tropicana didn’t prepare customers enough for the shift, and the company quickly surrendered to the criticism, dropping the new logo and packaging less than two months after their introduction. “They really underestimated the passion of Tropicana customers,” says Belk. “The change was too revolutionary.”

Pepsi – Wave good-bye to the smile

Pepsi - Wave good-bye to the smile

At first glance, Pepsi’s 2008 redesign may not look like a significant transformation, but it didn’t take long for it to become a hot topic. This February, after the logo hit products, “BREATHTAKING Design Strategy” — a 27-page justification of the new logo attributed to the Arnell Group, the marketing agency that created it — leaked over the Internet, raising lots of questions.

In this “crazy brand manifesto,” as Belk calls it, Arnell explained the redesign and even likened the new symbol to the “Mona Lisa” and the Parthenon. While some, like Belk, appreciated the simplicity of the new logo, many analysts argued that — in addition to the disastrous treatise — Pepsi had abandoned valuable equity in transforming its famous “wave” into the “smile.”

“By taking away the wave, they just stole the legs out from under Pepsi,” Gardner says. “My sense is that in five years, they will go back to the wave.”

Now, if I may, here are some of the ones I’d like to show:

First up:




Late 90’s-early 2000’s (also known as the Attitude era)


from 2002–present:


An explanation for the dropping of the “F” is World Wrestling Federation to World Wrestling Entertainment can be found below, from wikipedia.org:

Name dispute

In 2000, the World Wide Fund for Nature (also WWF), an environmental organization, sued the World Wrestling Federation. The Law Lords agreed that Titan Sports had violated a 1994 agreement which had limited the permissible use of the WWF initials overseas, particularly in merchandising. Both companies used the initials since March 1979. [14] On May 5, 2002, the company quietly changed all references on its website from “WWF” to “WWE”, while switching the URL from WWF.com to WWE.com. The next day, a press release announced the official name change from World Wrestling Federation Entertainment, Inc. to World Wrestling Entertainment, Inc., or WWE, and the change was publicized later that day during a telecast of Monday Night Raw, which emanated from the Hartford Civic Center in Hartford, Connecticut. For a short time, WWE used the slogan “Get The ‘F’ Out.”[15] The company had also been ordered by the Lords to stop using the old WWF Attitude logo on any of its properties and to censor all past references to WWF, as they no longer owned the trademark to the initials WWF in ‘specified circumstances’.[16] Despite litigation, WWE is still permitted use of the original WWF logo, which was used from 1984 through 1997, as well as the “New WWF Generation” logo, which was used from 1994 through 1998. Furthermore, the company may still make use of the full “World Wrestling Federation” and “World Wrestling Federation Entertainment” names without consequence.


Pizza Hut

I can remember this logo for as far back as I’ve been around:


and this one kind of snuck up and took over not too long ago, I guess in a more fun looking and playful manner, this symbol like many of them now look like they are both going for a more modern and kid friendly look:


and, I didn’t have a chance to double check to see if it was real or not, but I did find this Pizza Hut logo, if anyone would like to check to see if it is, that would be great:


There are obviously a lot more, but I thought I could show just one more:


I don’t know how many people realize this one, but again to show a more modern (and in my opinion clean) and more fun and friendly, they moved away from this plain looking logo:


and slightly brightened up, took the stick out of its ass–in a way–and made it look like a fun place to go food shopping:

shoprite logo

The Tropicana people can take some of the food logos into consideration, the best type of logos are the ones that pay homage to its predecesors, even if the intentions are to stay away from them.


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