8 big brand logos that never saw the light of day

Logos are the centrepieces of brand identity. The complex range of stories and feelings they convey can become so deeply rooted that many of the best-known brands are hard to imagine with different marks. Would the brand be seen in a different way today if it had adopted a different logo? Would it even have survived? 

But many well-known brands did almost have different logos. For designers it can be instructive to look at the abandoned proposals and consider the lessons that can be learned from them (for more logo lessons, see our logo design guide). Here are eight logos that could have been, and the stories behind why they were ultimately ruled out.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.