The Best and Worst Rebrandings of 2007
January 31, 2008 | Levent OZLER
2007 saw some huge companies rip their logos up and start again.
Self- confessed brand junkie Armin Vit tells Media Circus his best and worst of the year.
"Just like for you or me, the need for improvement - and in some dire cases complete reinvention - is a top priority among corporate and consumer entities.
Anything that looks, feels or even smells out of date can quickly become obsolete, forgotten or irrelevant.
When all goes well a rebranding can breathe fresh air and vitality into a stagnant product or service, but a rebranding gone awry can suck the life out of the most well intentioned effort.
Defining what is well and what is awry is no easy task, as any critique of the resulting work is decidedly subjective, making the exercise easily disposable by those on the receiving end.
To varying degrees of complexity I have critiqued close to a hundred identities and I mention this not to brag (who brags about something like that?) but to establish that I have seen and dissected my share of identity work."
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