Other people's logos.

1. 01 Gap The Gap logo redesign: how to undo a brand identity in six days In 2010, Gap swapped a twenty-year-old logo for something that looked like a placeholder. The internet said no. Six days later, so did Gap. →
2. 02 Tropicana Tropicana's packaging redesign: the carton that drank its own sales In 2009, Tropicana redesigned its carton so thoroughly that shoppers could no longer find it. Sales reportedly dropped by about a fifth in weeks. The old design came back. The lesson stayed. →
3. 03 X (Twitter) Twitter to X: the most expensive logo deletion in branding history In 2023, one of the most recognised brand names on earth was replaced with a letter. Analysts put the value written off in the billions. You cannot buy a clearer lesson in brand equity. →
4. 04 Airbnb Airbnb's Bélo: the rebrand the internet mocked, then quietly copied In 2014, Airbnb launched a symbol the internet turned into a joke within hours. A decade later it is one of the most recognised marks in travel. Both things are lessons. →
5. 05 Mastercard Mastercard dropped its own name. The logo did not even flinch In 2019, Mastercard removed its name from its logo and let two overlapping circles do the talking. It is what winning at brand recognition looks like. →
6. 06 Jaguar Jaguar's Copy Nothing rebrand: brave repositioning or expensive dare? In late 2024, Jaguar launched a rebrand with no cars in it and split the internet in half. Whatever you think of it, it is the most instructive branding argument in years. →

Every teardown here is commentary on publicly reported brand moves. We were not in those rooms. We just take notes so you do not pay for the same lesson twice.