Why Do People Hate Brand Redesigns? Insights and Strategies

Types of Brand Redesign

The author, Kushaan Shah, classifies brand redesigns into three categories: successful, survivors, and returners. Two major factors cause negative feedback: visual interference and identity. An anecdote about Smuckers illustrates how a new minimalist logo sparked strong criticism on social media despite the CEO’s rationale.

Visual Interference

Visual interference occurs when a new logo differs enough to disrupt existing brand recognition. Marriott’s subtle color change retained the familiar “M,” while Mastercard’s simple transition caused little disruption. Olive Garden’s redesign succeeded by adding easily accepted elements. The familiarity heuristic explains why consumers feel uneasy with unfamiliar designs.

Identity

Consumer identity with a brand strongly influences reactions to redesigns. Research by Karen Winterich showed that participants with high brand attachment reacted negatively to new logos for Adidas and New Balance. This “Starbucks effect” reflects emotional bonds that can be disrupted by logo changes, as seen with Tropicana, Gap, and Smuckers.

What Brands Can Learn

Brands redesign for expansion, market repositioning, mission shifts, or mergers, but small, familiar changes to colors and symbols often reduce resistance. Companies should explain the reasons, highlight unique value, engage customers before launch, and ensure the new design matches existing familiarity.

Surveys show 73% of people preferred Slack’s new logo, indicating that negative reactions are more about psychology than design quality.