Sometimes even ‘bad press’ is bad and these 10 tech rebrands prove it

We love to hear about innovations in consumer technology that will “change the world.” Often, the word “disruptive” is used to describe such innovations. But what happens when the disruption isn’t to the world’s status quo but to those attempting to disrupt it? You get gaffs like Airbnb’s logo rebranding in 2014. Its Bélo symbol was involved in multiple controversies. Sometimes, a rebrand isn’t as apparent as a new logo. Instead, it’s a change in direction, like when Apple launched FCPX and alienated much of its professional audience.