Elon Musk has proposed replacing Twitter’s iconic bird logo with an “X.” The billionaire owner of the site mentioned that the switch could happen as early as Monday morning if a suitable replacement is found in time. However, such a change could be risky, considering the negative reactions previous high-profile rebrands have received. Here are five examples of controversial rebrands:
1. Standard Life Aberdeen: In 2021, the asset manager faced mockery for shortening its name and removing vowels, resulting in “Abrdn.” Despite the criticism, the Edinburgh-based company, established since 1825, has stuck with the new name.
2. Gap: In 2010, the US clothing brand quickly reversed its logo change plans within six days. Consumers heavily criticized the new design, which replaced the familiar blue square with the company’s name with a lowercase Helvetica “Gap” and a small blue square over the “p.”
3. BP: The oil giant introduced a new sunburst logo named the Helios mark in 2000, aiming to rebrand itself as an environmentally conscious energy firm. However, environmental campaigners accused the company of greenwashing, finding the effort unimpressive.
4. Royal Mail: The centuries-old postal service rebranded as “Consignia” in 2001 to create a more modern image. But the £2 million change was criticized as meaningless and lasted less than 18 months before being scrapped.
5. Groupe Eurotunnel: In 2017, the French company operating the Channel Tunnel changed its name to Getlink, indicating its preparation for the post-Brexit era. However, even after six years, many still refer to it by its old name.