Worst Corporate Rebrand in History

A rebrand is the rare corporate decision that everyone outside the company gets to grade, which is why the bad ones are remembered for decades.

Each card shows the same thing twice: the identity a company spent years building, and the one they paid an agency to replace it with. Gap put a Helvetica box on its storefronts and took it down six days later. Cracker Barrel removed the old man and the barrel, which were the only two things in the logo. Jaguar announced Copy Nothing and then removed the cat. HBO Max dropped the three letters people were paying for and put them back two years later. None of these were accidents. Every one of them was presented in a boardroom, approved, and paid for.

The ones that got reversed are here next to the ones that stuck, because surviving is not the same as being good. Some of the worst decisions on this list are still on the storefront.

Pick the one that did the most damage. Most people find the final comes down to a logo they can still picture and a name they still refuse to use.