5 Controversial Abandoned Logos

⁣Some logos are best forgotten. Either involving poor design, weak branding, or being out right terrible. Here are 5 logos that were so poorly received they were completely abandoned.

Chapters
0:00 Intro
0:15 Tropicana
1:05 Leeds United
1:56 Chicago Fire
2:40 University of California
3:22 Gap (obviously)

Sources and further reading
Tropicana

https://gothamist.com/food/tropicana-...

News report: • Tropicana Orange Juice Waste $35 Million o...

https://adage.com/article/news/tropic...

https://www.packaging-gateway.com/ana...


Leeds United

https://twitter.com/LUFC/status/95613...

• How the new Leeds United badge was created...

https://www.dezeen.com/2018/01/25/lee...

https://cmagency.co.uk/that-leeds-uni...


Chicago Fire

https://www.si.com/soccer/2019/11/21/...

https://www.forbes.com/sites/demetriu...

Bad rebrand: https://www.underconsideration.com/br...

Goo rebrand: https://matthewwolff.com/portfolio/ch...


University of California

https://www.cbsnews.com/news/new-univ...

https://www.californiagoldenblogs.com...

https://designbull.co.uk/university-o...

https://archinect.com/news/article/63...

Petition: / stoptheuclogochange


Gap

https://adage.com/article/news/gap-in...

https://bettermarketing.pub/gaps-mill...

https://www.bbc.co.uk/news/business-1...

https://www.thebrandingjournal.com/20...

https://twitter.com/gaplogo?lang=en

NBC Nightly news: • NBC Nightly News: Gap Logo