The 24 Worst Logos of 2024: Lessons in Design Missteps
Branding is a powerful tool, and a logo often serves as the face of a company. When done right, a rebrand can rejuvenate a business, align it with its values, and capture new audiences. But when it goes wrong, a logo redesign can alienate loyal customers and weaken a brand’s identity. In 2024, we saw several rebrands that missed the mark, either by over-simplifying, losing core elements, or failing to resonate with their audience.
This list explores the 24 most disappointing logo redesigns of 2024, analyzing where these brands faltered and offering insights into why their redesigns failed to make the impact they intended.
#1 - Bumble
Bumble’s rebrand replaced its vibrant and welcoming identity with a stark and overly simplistic design. The playful and approachable elements that resonated with users were lost, leaving a cold and uninspiring aesthetic.
Why It Made the List:
• Typography sacrifices warmth for an overly minimal look.
• Muted colors weaken visual recognition and appeal.
• Without color and full iconography, the bee motif loses its charm, diminishing brand personality.
#2 - CW
The CW’s redesign stripped away its vibrant personality, leaving a generic and unmemorable logo. Once associated with energy and boldness, the new design fails to reflect the network’s youthful and dynamic programming.
Why It Made the List:
• The lack of visual elements reduces brand identity.
• The lack of equidistant spacing or flair to the typography feels generic and uninspired.
• The design fails to communicate the diversity of the network’s content.
#3 - Crumbl Cookies
Crumbl Cookies’ rebrand moved toward minimalism but left behind the warmth and fun that defined the brand. The cookie icon, a core part of the identity, was replaced by an overly simple design.
Why It Made the List:
• Removal of the cookie icon weakens brand recognition.
• The updated typography lacks the inviting feel of the original, while at the same time feeling overtly childish.
• The minimalist approach feels generic rather than distinctive.
#4 - DocuSign
DocuSign’s logo update feels flat and uninspiring, lacking the innovative edge associated with the brand. The new design removes the energy and trust that the original logo conveyed.
Why It Made the List:
• The iconography fails to convey what service the company offers.
• Lack of visual balance creates a sense of incompleteness.
• The new icon will make one-color solutions difficult.
#5 - Halo Studios
Halo Studios’ new logo abandoned its bold and futuristic identity in favor of a flat and uninspired design. The update feels disconnected from the franchise’s sci-fi roots.
Why It Made the List:
• The flat design fails to convey the brand’s futuristic essence.
• Simplified elements lack visual excitement and depth.
• The redesign feels rushed and disconnected from fan expectations.
#6 - Jaguar
Jaguar’s redesign chose stark minimalism, removing the iconic leaping jaguar that symbolized the brand’s energy and luxury. The result is a logo that feels generic and devoid of character.
Why It Made the List:
• The absence of the physical jaguar diminishes brand heritage.
• The simplified design lacks the elegance of the original with the mixed Title Case feeling childish.
• The updated typography feels overly corporate and uninspired.
#7 - Kleenex
Kleenex’s updated logo introduces a wavy background element, aiming to refresh its brand identity. However, this addition detracts from the simplicity and elegance of the original, creating unnecessary visual clutter that diminishes the iconic appeal of its well-known script.
Why It Made the List:
• The added wave graphic feels forced, reducing the timelessness of the original design.
• The overall balance is compromised, with the background shape overpowering the signature typography.
• The redesign prioritizes novelty over function, resulting in a logo that struggles to maintain its versatility across various applications.
#8 - Lamar Advertising
Lamar Advertising’s new logo fails to innovate or capture attention. The design lacks creativity, leaving the logo feeling dated and unremarkable.
Why It Made the List:
• Typography feels uninspired and lacks modernity.
• Absence of a visual motif reduces brand impact.
• The redesign does not reflect the innovative nature of outdoor advertising.
#9 - Lamborghini
Lamborghini’s redesign tones down the bold, luxurious appeal of its brand. The flat and minimalist approach feels at odds with the company’s high-performance and aspirational identity.
Why It Made the List:
• Simplified bull icon lacks the strength and detail of the original.
• The flat design diminishes the logo’s premium feel.
• Typography feels overly generic for such an iconic brand.
#10 - Los Angeles Clippers
The Clippers’ new logo misses the mark by failing to capture the energy and vibrancy of an NBA team. The design lacks a mascot, energy, and overall boldness while failing to excite fans.
Why It Made the List:
• Typography is plain and uninspired for a sports team.
• Lack of visual energy diminishes its connection to the game.
• The design feels more suited for a corporate logo than a team emblem.
#11 - Los Angeles Kings
The Los Angeles Kings’ rebrand overly simplified the team’s iconic crown logo, stripping away the regal details that once defined it. The new design fails to reflect the prestige and tradition of the franchise.
Why It Made the List:
• Loss of intricate crown details diminishes the logo’s sophistication.
• Flat design lacks the regal and bold character of the original.
• Typography fails to evoke the strength and pride of the team.
#12 - MotoGP
MotoGP’s redesign feels overly corporate, losing the fast-paced, dynamic energy that defined its previous logo. The new design lacks excitement and fails to reflect the adrenaline of motorcycle racing.
Why It Made the List:
• Static design misses the sense of speed and action associated with the sport.
• Simplified typography and overall prominent “M” feels
• The removal of the flag diminishes the logo’s vibrancy and excitement.
#13 - Mountain Dew
Mountain Dew’s logo redesign flattened its signature boldness into a sterile, minimalist design. The new look loses the high-energy feel that resonated with its youthful audience.
Why It Made the List:
• Lack of dynamic typography reduces brand energy.
• Over-simplified elements strip away the excitement of the original.
• In an attempt to revive the “retro” feel of the old brand the new typography feels too dated.
#14 - Mozilla
Mozilla’s redesign feels generic and lacks the personality that its previous logo had. The quirky, tech-forward charm of the brand is replaced by an uninspired, flat design that feels cringe and generic at the same time.
Why It Made the List:
• Typography feels generic and devoid of personality.
• Over-simplified elements reduce the brand’s innovative image.
• The lack of visual intrigue weakens its connection to the non-tech-savvy audience.
#15 - Paramount
Paramount’s new logo redesign emphasizes simplicity but sacrifices its iconic charm. The removal of the script wordmark and associated branding elements gives the logo a corporate and less cinematic feel. While the mountain silhouette and stars remain intact, the choice of rigid typography and flat design diminishes the nostalgic warmth of its predecessor.
Why It Made the List:
• The classic script wordmark is replaced with standard typography, losing its sense of elegance and legacy.
• While retaining the mountain icon, the redesign misses an opportunity to modernize meaningfully.
• The consolidation of design elements makes the logo feel overly generic, reducing its emotional resonance with viewers.
#16 - PayPal
PayPal’s redesign feels overly clinical, losing the approachable and trustworthy image it previously had. The new logo does not adequately communicate innovation or financial security.
Why It Made the List:
• Typography feels sterile and uninviting for a user-focused platform.
• Simplified design weakens the logo’s ability to convey trust.
• The lack of distinguishing features reduces its recognizability.
#17 - Rate
Rate’s rebrand shifts to a generic and overly corporate look, losing the unique personality of the previous design. The update fails to connect emotionally with users.
Why It Made the List:
• Bland typography reduces brand personality.
• Overuse of minimalism results in a forgettable design.
• The poor placement of the arrow combined the aforementioned points feels more like a rough draft than a finished product.
#18 - SanDisk
SanDisk’s rebrand departs drastically from its established identity, introducing a fragmented, futuristic aesthetic that feels at odds with the brand’s reputation for dependability. The redesign attempts to modernize but sacrifices clarity and recognition in the process.
Why It Made the List:
• Fragmented typography undermines readability, making the logo difficult to identify, especially at smaller scales or in digital applications.
• The design shifts away from trust and professionalism for an overly stylized approach that may confuse consumers.
• Overly stylized design alienates existing customers, who associate SanDisk with simplicity and functionality rather than abstract forms.
#19 - Six Flags Entertainment Corporation
Six Flags’ redesign eliminates the vibrant and fun aesthetic that defined the amusement park brand. The new design feels corporate and disconnected from the excitement of its offerings.
Why It Made the List:
• Lack of vibrant colors diminishes the sense of fun and adventure.
• Simplified design fails to capture the energy of amusement parks.
• Typography feels bland and unengaging for such a dynamic brand.
#20 - Switzerland Tourism
Switzerland Tourism’s logo redesign overly simplifies its iconic imagery, losing the charm and uniqueness of the original. The new design lacks the warmth associated with the country’s tourism appeal.
Why It Made the List:
• Removal of golden flourishes though making the logo easier to reproduce removes the soul from this mark.
• Overly flat design fails to convey the brand’s rich cultural appeal.
• Typography feels uninspired and too generic for an iconic destination.
#21 - Texas Tech
Texas Tech’s redesign sacrifices the bold and collegiate appeal of the original for a flat and uninspired design. The new look does not evoke the school pride or tradition it once did.
Why It Made the List:
• Simplified design weakens the logo’s sense of tradition and pride.
• The typography feels like a half-baked attempt at a transition toward a more athletic collegiate brand.
• The loss of the university moniker makes Texas Tech feel more like a community college.
#22 - The Canadian Army
The Canadian Army’s new logo opts for minimalism at the expense of its historic and authoritative appeal. The redesign feels overly simplistic and fails to honor the rich history of the institution.
Why It Made the List:
• Loss of intricate details weakens the sense of legacy and strength.
• Simplified design lacks visual authority and gravitas.
• Typography feels generic and uninspired for a military institution.
#23 - Tropicana
Tropicana’s latest logo refresh adds heritage-inspired elements but struggles to harmonize them with the modern simplicity of its predecessor. The inclusion of “The Original Since 1947” in a script font introduces clutter and detracts from the clean aesthetic the brand once had.
Why It Made the List:
• The arching tagline feels forced and disrupts the logo’s balance.
• The added orange dot for the “i” is overly literal, diminishing the brand’s subtle sophistication.
• The design feels weighed down by multiple fonts, leading to an inconsistent visual identity.
#24 - Visit Detroit
Visit Detroit’s rebranding takes a bold turn, aiming for a more dynamic and energetic aesthetic. However, the exaggerated script style sacrifices readability and feels inconsistent with the welcoming tone expected of a tourism brand.
Why It Made the List:
• The highly stylized “Detroit” text compromises legibility, especially in smaller applications.
• The angular and fragmented design choices lack cohesion, undermining the brand’s identity.
• The redesign shifts focus away from accessibility, creating a disconnect from its core purpose of inviting travelers to explore the city.
As we examine the logo missteps of 2024, it’s evident that a poorly executed rebrand can undermine a brand’s connection with its audience and dilute its message. While modernization and innovation are vital, staying true to a brand’s essence and values is equally crucial. These examples serve as a reminder that design choices should not only align with current trends but also resonate deeply with the intended audience.
If these redesigns have made you question your own brand’s visual identity, now is the time to take action. Whether you’re looking to avoid common pitfalls or create a logo that truly represents your brand, a thoughtful approach can make all the difference. Let’s collaborate to ensure your next logo is a reflection of your brand’s best self. Get started on your rebrand today!
