Sometimes, a brand's identity needs a facelift—they went bankrupt, they're trying to appeal to another audience, or they look outdated. That's when a re-design comes in. Unfortunately, not all re-designs are created equal, and some are so awful that they set a brand back a couple years. Usually the designers or agencies are either over or under-thinking it, when they should take the time to find a balance.
Many of these re-designs have happened in the last 20 years and were met with extreme backlash. You might even be familiar with a few of them already. Check out The Most Hated Logo Re-designs and learn from a few mistakes in design and judgement.