??? 度假公寓租賃服務(wù)網(wǎng)站Airbnb上周發(fā)布的一個(gè)新logo引來(lái)了不少人的批評(píng)。有人說(shuō)它像一枚三角型的曲別針,，更無(wú)節(jié)操者甚至說(shuō)它像是女性的某個(gè)器官,。但是Airbnb公司仍然支持這個(gè)logo，該公司把它稱做Bélo,，并稱它象征著歸屬感,。Airbnb在其官方博客上稱：“它是一個(gè)象征，代表了那些想要在家中獲得新的體驗(yàn),、感受新的文化,、開(kāi)啟新的對(duì)話的人?！贝蟾胖挥行币曆鄄拍芸吹贸鰜?lái)吧,。

????正如所料，品牌專家們對(duì)這個(gè)設(shè)計(jì)并不十分感冒,。他們的結(jié)論是：以前那個(gè)logo效果挺不錯(cuò)的,，為什么要換。

????品牌代理公司CBX的創(chuàng)意總監(jiān)里克?巴拉克表示：“我的意見(jiàn)是,，舊的Logo對(duì)于這樣一家創(chuàng)業(yè)公司來(lái)說(shuō)就相當(dāng)不錯(cuò)了,。”

????Airbnb的舊logo，就是把該公司的名字用藍(lán)色的英文字母表示出來(lái),。巴拉克認(rèn)為這個(gè)logo既簡(jiǎn)單而且又有創(chuàng)業(yè)公司的感覺(jué),。它既傳遞了品牌的含義，同時(shí)又深深根植在用戶的腦中,。不過(guò)巴拉克雖然不喜歡這個(gè)新logo,，但他認(rèn)為Airbnb還是得堅(jiān)持下去，他預(yù)測(cè)道：“外界的怒火很快就會(huì)平息下去,?！?/span>

????在Airbnb發(fā)布新logo的背景下，《財(cái)富》也收集了另外幾家公司選用了失敗的logo的案例——至少人們的主流觀點(diǎn)都認(rèn)為這些logo是失敗的?，F(xiàn)將這些例子羅列如下：

????Vacation rental service Airbnb unveiled a new logo last week that generated a wave of criticism for its design. Some likened it to a triangular paperclip or, even more crudely, to certain female anatomy. But the company still stands by the logo, which it calls Bélo and says represents belonging. “It’s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations,” Airbnbsaid on its blog. Well, maybe if you squint.

????As to be expected, branding experts aren’t exactly thrilled by the design. Their verdict: Why futz with something that seemed to work just fine.

????“My issue is that the original logo was pretty good to begin with,” said Rick Barrack, chief creative officer at CBX, a brand agency.

????Airbnb’s prior logo – the company’s name in light blue lettering – was simple and something that more start-ups should do, he said. It communicated the brand and stuck in the mind of its users. Despite backlash, Barrack said that Airbnb should now stay the course. “The outrage will go away very quickly,” he predicted.

????Against the backdrop of Airbnb’s logo Fortune is exploring other examples of corporate branding that – at least according to popular opinion – missed the mark. Here are a few examples:

????純果樂(lè)

????發(fā)布日期：2009年

????壽命：將近2個(gè)月

????作為百事可樂(lè)旗下的果汁品牌,，純果樂(lè)聲稱要為顧客提供“100%純粹鮮榨的佛羅里達(dá)的陽(yáng)光”。不過(guò)五年前該公司推出新包裝時(shí)還是遭遇了一陣“陰天”,。當(dāng)時(shí)公司換掉了它的經(jīng)典logo——一只插著吸管的橙子,，換成了一杯橙汁的圖案。結(jié)果負(fù)面反應(yīng)非常嚴(yán)重,。據(jù)《廣告時(shí)代》稱,，當(dāng)時(shí)純果樂(lè)的競(jìng)爭(zhēng)對(duì)手銷量有所上漲，而純果樂(lè)自己的銷量卻下跌了20%,。才過(guò)了一個(gè)多月,，純果樂(lè)就匆忙換回了之前的設(shè)計(jì)。

????Tropicana

????Date released: 2009

????Lifespan: Nearly two months

????The Pepsico-owned juices , which claims to deliver "100% pure squeezed Florida sunshine" to its customers, had somewhat of a cloudy day branding-wise five years ago when it introduced new packaging. The company replaced its iconic logo - an orange-with-a-straw-stuck-in-it - in favor of a glass filled with juice. The backlash was fierce: Sales by Tropicana rivals increased, while its own fell 20%, according to AdvertisingAge. A little over a month later, it switched back to its previous design.