In 2010, Gap unveiled a new logo for their brand. It was nothing particularly shocking: Helvetica paired with a tinted blue square, referencing the familiar blue square used in its classic logo.

Stop Freaking Out About the New Disney Plus Logo. It’s a Lesson in Smart Branding. ... plenty of examples of companies that change branding or logos because maybe someone in the C-suite got bored.

The move cost £4.5m ($7m) in brand research, with tens of millions more dollars to be spent supporting the change. Environmentalists accused the firm of spending more on the logo than on ...