The document discusses several logo redesigns, providing opinions on changes made. It notes that Sprint merged its logo with Nextel's color scheme and symbol. The UPS redesign feels more modern though the 3D effects are disliked. Chicago's new logo features gradients representing the sunset and lake, borrowing from the city flag. Delta's redesigned logo is sharper with more subdued colors and sans serif typeface. BP's redesign transforms its shield logo into a colorful flower.

1. When Sprint merged with Nextel a few years back they underwent
massive re-branding campaign. Nextel’s attention getting black and
yellow color scheme was merged with The Sprint name. The new
symbol is based on sprints signature ‘pin drop’. The switch to a nice
sans serif typeface also does wonders for making the logo look
modern. This logo really shines when the symbol is set in motion.

2. While some may not like the logo – It seems like a step in the right
direction. The old lions logo seemed flat and boring. The new re-
worked illustration has more definition and defines the arms, legs,
mane and face.

3. Paul Rand is probably rolling over in his grave over this
redesign. UPS decided to re-brand themselves a few years ago
(2003 to be exact). The new design feels much more modern
and and clean. That being said I could do without the 3d
effects. The logo was designed by New York-based
FutureBrand.

4. While I was sad to see the brilliant Chicago torch logo go, the new
version of the logo is just as brilliant. The new logo features warm
gradients that represent the sunset and cool gradients that
represent lake michigan. The star is a design element that is
borrowed from the city flag and represents a compass pointing in all
directions radiating out to the world. Overall I think this is a great
redesign full of rich symbolism.

5. More of a realign than a redesign – this new delta logo is
sharp! The colors in the new logo are more subdued and
the choice of a all caps sans serif typeface makes the logo
feel more modern. The new symbol also has a nice
dimensional aspect to it without getting into cheesy 3d
effects.

6. The BP logo redesign takes a boring, static shield with initials
and transforms it into a bright, colorful clean flower. This logo
is an attempt to move the company in a completely new
direction (or just reflect that in the image).

7. Best Buy takes a step away from their large, chunky yellow price
tag and ultra bold typeface for a more modern, less in your face
logo. The new design still features the signature yellow tag – but in
a much more subtle way

8. The new Burger king logo takes a dynamic spin on a classic
logo. This new design takes some cues from food
packaging that features white highlights. The logo retains
part of the color scheme and includes a new yellow and
blue.

9. The original Starbucks logo sported a wood cut type illustration of a
siren from Greek mythology. Today the current incarnation of the
logo is much more streamlined and and memorable.

10. The Wisconsin department of tourism decided to undergo a re-
branding of their state in order to help attract visitors and display a
positive image of the state. First off – the typeface is very strange. I’ve
never seen a W or an N quite like that. The text is also warped to show
a faux-3d effect. The effect is not taken far enough so it just makes the
text look off. The man doing a cartwheel symbol is also cheesy. This
logo could have been approached in an entirely different manner and
been much more successful. I’m sure there were other more iconic
aspects of the state of Wisconsin (cheese???) that could have been
incorporated into this logo.

11. Walmart updated their corporate logo last year, transforming its
identity from a 70’s looking heavy typeface to a much friendlier
sans serif. I’ don’t mind the typeface update, but the orange star
burst says nothing. Much like Kraft’s random-swooshy-flower
thing – this new symbol for Walmart says nothing. Its too generic
and looks like stock art.

12. Another great classic sports logo has bit the dust. This new logo
design misses the mark – removing the maple leaf and the red
makes this logo less distinctive and boring.