Logos Gone Wild

Check out this great site that critiques reinvented logos for companies small and large. Very good insight into why and how certain brands are reinventing themselves or delving into new markets. Of particular note is the Rossignol brand shift and the horror show that is the new Animal Planet log (as a former employee of Discovery when they launched Animal Planet, this makes me feel like I've lost a favorite cousin to a cult or something). And don't miss the "How Not to Logo" ridiculousness that is the South Dakota State University logo redesign project. Let's just say never let too many cooks (or jackrabbits) into the kitchen - regardless of the fact that the end logo turned out pretty damn good. The lesson here is that this result happens in 1 out of 10 billion cases of logo by committee or contest.

PS: Did you know Discovery initally had the old logo design with the elephant's trunk facing down, but changed it when they found out that this meant bad luck in a particular culture (which one escapes me right now). Also the globe was part of that logo to associate it with the parent network, Discovery Channel and bring new viewers over.