First of all, it is due to the love of constancy and unwillingness to change anything that is characteristic of most people (perhaps this is the most common reason for dissatisfaction). Secondly, the lack of clear lawyer database reasons for changing the logo confuses consumers (“And how was it worse before?” they ask). And, thirdly, if the new logo is worse than the old one from a design point of view, then you cannot count on it being accepted by the target audience.
The last most unsuccessful rebranding was carried out by the Gap retail chain – a global clothing brand for all age categories. Critics and ordinary users quite harshly assessed the change of the company's logo, which was expressed in ridicule about the not entirely professional work of designers on numerous forums and on the social network Twitter.
