Published on Monday, October 1st, 2012 by Peter Giffen

Ah, rebranding. The gift that keeps on giving visual identity designers, brand strategists, art directors and digital teams a reason to stay in business. What would we ever do without it?

Seems like two of the biggest such makeovers in recent months have done without us. I’m talking of course about eBay and Microsoft.

Before I rip into these two monumental fails (yawns?), I think it’s important to consider the reasons for “rebranding” (relax, this won’t take long). A brand image is a signal of value. If the signal changes (in this case, the logo), people read it as a sign that something different’s going on in the organization. They expect that something in the way the company does business is also changing. So, looking at these two logos, my first question is, what’s going on back at the ranch? What’s changed? What’s new and exciting? . . .  Read Will Novosedlik’s column.

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