Disgruntled Marvel enthusiasts express outrage over altered logo created by designer
In the world of branding, redesigning a popular design is always a risky endeavour. This was evident in 2025, as two fan-favourite brands, Marvel and Jaguar, underwent logo redesigns that sparked heated debates among fans.
Allan Peters, a designer collaborating with an animation partner, took a more graphic approach for Marvel's redesign, drawing inspiration from the brand's physical comics. The result was an 'M' motif that mimics the pages of a book, aiming to update and re-energize the look of Marvel's logo through animation and graphic refinement. However, the redesign was divisive, with some fans expressing frustration that the "fixed" version missed the mark.
The controversy surrounding Peters' redesign underscores the challenge of balancing innovation with tradition in the logos of fan-favourite brands. Some users felt the new logo had too much going on, comparing it to a generic SAT Prep company or a 90s construction business. Others drew comparisons to the Metro logo and Gmail icon, suggesting a lack of charm in the redesigned logo. Critics also argued that the new design appeared too corporate and sterile.
The Marvel logo's iconic simplicity was another point of contention. Many fans believed that the design didn't need to be fixed. The redesigned logo, while unique, maintains the bold look of the brand's wordmark but is significantly different from Marvel's iconic logo.
Jaguar's divisive rebrand likewise illustrates the tension between refreshing visual identities and preserving brand recognition. Details on the exact changes were not specified, but industry commentary highlights how Jaguar's updated logo caused a split reaction, indicating the polarizing effect major brand overhauls can trigger among enthusiasts and consumers.
Learning from past disastrous rebrands can help in understanding the risks involved in redesigning popular designs. A collection of such rebrands can be found on Creative Bloq. Redesigning a fan favourite design is always a risk, as shown by Jaguar's divisive rebrand.
Peters and designer Nur Amirov's redesign aimed to improve the logo's ability to reduce well, but the controversy sparked by their work raises questions about the importance of preserving a brand's heritage in the face of modern aesthetics. The dynamic of 2025's logo redesigns among popular brands underscores the need for careful consideration when updating cherished emblems.
- Allan Peters' creative approach for Marvel's logo redesign drew inspiration from the brand's physical comics, resulting in an 'M' motif that mimics the pages of a book.
- The redesigned Marvel logo, while unique, maintains the bold look of the brand's wordmark but is significantly different from Marvel's iconic logo, causing a divisive response from fans.
- The controversy surrounding Peters' redesign underscores the challenge of balancing innovation with tradition in the logos of fan-favorite brands, with some fans expressing frustration that the "fixed" version missed the mark.
- Learning from past disastrous rebrands can help in understanding the risks involved in redesigning popular designs, with a collection of such rebrands available on Creative Bloq.
- The Jaguar's divisive rebrand likewise illustrates the tension between refreshing visual identities and preserving brand recognition, causing a split reaction among enthusiasts and consumers.
- Redesigns like Marvel's and Jaguar's highlight the need for careful consideration when updating cherished emblems, as shown by the power of pop-culture and branding in the entertainment industry.
