One of the most influential things you could work on as a graphic designer is being involved in the development or overhaul of a brand logo. In today’s business world, brand management is paramount and this all begins with the creation of an effective logo. A good logo created by graphic designers can go a long way in establishing a connection between a company and the heart and mind of the consumer. You only have to look at the biggest and the best brands to realize this. Take Coca-Cola, for example. Not only is it the world’s most popular soft drink, but it is also one of the most recognizable trademarks around the world – more than 90 percent of the global population are familiar with the famous red logo.

Many food and beverage brands have suffered from poor sales during this economic downturn. In an attempt to counteract this, some of the big name brands are going out on a limb and altering their logos in an attempt to win back the market and grab the eye of potential consumers. Take a look at the reasons behind why the following five brands have all experienced a logo makeover.

Gatorade

PepsiCo America’s big brands are experiencing big changes. The reason behind Gatorade’s transformation is due to its poor sales figures, which according to The Wall Street Journal have been going downhill since 2007. The logo was revamped in an attempt to become more modern and accessible to those non-sports inclined customers, whilst retaining the traditional bolt of lightning that previous users have come to recognize and associate the brand with.

Coors

The approaching release of Coors’ cold activated cans comes with a redesign of the can itself. The advances in beer packaging allow Coors to experiment with their redesign. With this new can, they are able to turn the outline of the Rocky Mountains blue when the beer is considered to be at the best drinking temperature possible.

Snapple

Not only has Snapple experienced a logo makeover, but the ingredients and packaging themselves have also changed. According to Forbes, Snapple sales declined by 4 percent last year. The change from corn syrup to real sugar in the ingredients was done to promote an “all natural” flavor.

Pepsi

Like Gatorade, PepsiCo America’s biggest brand, Pepsi, has drastically changed their logo. PepsiCo’s CEO Indra K. Nooyi wanted, “Pepsi to be an elegant product people like to be seen with,” akin to the iPod. Pepsi opted for a minimalist look and altered the direction of the white stripe in the middle of the circular logo to curve upwards, mirroring a smile and conveying a sense of optimism.

Tropicana

One brand redesign that did not achieve its goals was the overhaul of the Tropicana logo. The loyal consumers of Tropicana made their feelings known that they were not happy with the brand makeover – so much so that sales went down by 20 percent. PepsiCo acknowledged the voice of the consumer and ditched the modern look for the old time favorite.

Source: Woman’s Day.