21 Course Altering Business Rebranding Examples

When it comes to business rebranding, there are plenty of different reasons why it is undertaken. It could be an update to make the brand more flexible, it could be a total overhaul as the business has gone down a different route.

But other than looking presumably much better. The success of a rebrand also comes down to making a noticeable and profitable difference to the business.

Below we have brought together some successful business rebranding examples. Showing different ways to inspire your potential business rebrand.


Credit to Onwards Agency

Hussle

Hussle used to be a company called “Pay as you gym”, you might have seen their adverts on TV. This is a great rebranding example, showing how a drastic change can be exactly what is needed.

The old name is incredibly literal but the new “Hussle” branding brings a more conceptual and exciting brand message. Consumers likely to use this brand are on the go, savvy and like to make the most out of the time they have to exercise.

A name and brand visual that projects this in all its materials was the outcome. The old brand feels less thought through and unconsidered. Whereas the new rebrand is an example of how tapping into your consumers can really make your brand appealing. And not only to them consumers, but potential new consumers who want to be like that.


Credit to Disney

Disney’s Hollywood Studios

Disney at the moment seems to be taking over the world with movies, TV, streaming services and of course above all that, the fact they own Star Wars. But some of their branding in certain areas needs a little updating.

The Hollywood Studios logo looked very much the same as I imagine it did when I ventured over to Disneyland Florida many years ago when I was 6. To be honest I do like a multitude of old design styles but it did seem very dated.

This studio’s logo rebrand will bring a cleaner design approach to a younger audience getting to grips with Disney. Some may say its losing its charm. But it was a necessary update to help move the brand in line with a new generation of consumers.


Credit to Deezer

Deezer

Deezer has always been a slight outsider to all the other big music streaming services. It always looked a little less refined. But with this rebrand it has brought itself, visually at least, in line with its competitors. Looking to make a bigger dint in the marketplace.

Lowercase fonts are the go to option at the moment, bringing a more relaxed, friendly and inviting approach.

Bring this together with some more up to date colour choices, gradients and a more considered layout. They have rebranded very well in my eyes.

Even when you see this brand applied throughout the website. You get a much more inclusive and engaging website, allowing consumers to view and purchase easily, which lets be honest is what a company wants.


Credit to Google

Google Ads

If you have done any digital marketing or even dipped into using the full extent of google’s offerings. It can get pretty confusing. So Google has tried to remedy at least a small part of this with an attempt to simplify certain things.

Google Adwords became Google Ads and a few other products changed like Google Marketing Platform and Google Ad Manager. This allowed them to take the opportunity to make some simple changes to the branding.

Bringing them all under a similar visual style of curved edges and similar colour tones. It may be a simple difference but it is amazing how it has made the full product range a more cohesive brand offering. They are now all part of the same tree rather than feeling like separate products.


Credit to Gulf Oil

Gulf Oil

Along with Google, the Gulf Oil rebranding example is nothing groundbreaking. It is tidying and sorting to make sure the brand is flexible enough to use.

Looking at the old logo is actually quite hard after seeing the new logo. The new logo typography has been tidied up and new bold outlining makes the logo stand out. The colours have also been softened becoming more friendly and inviting. In doing this it makes the logo more appealing in the process.

A big thing with rebranding when you are a big company is to try and keep the brand equity you have built up over the years. Gulf do a good job in making a change but not pushing the boat out to much to lose the brand itself.

As we have seen with the first example in this post, making a drastic change can be just as successful. So its always worth exploring both options in the early stages of a rebranding project.


Credit to Trip.com

Trip.com

Trip.com is one of the world’s leading online travel sites. And there rebrand really gets down to the interaction side of dealing with customers. Yes a new swanky logo can do a nice job, but understanding your consumers should always trigger thoughts of rebranding.

Looking through the project outcome for Trip.com is amazing. They have got down to small things such as the motion of text on a screen. This extensive dive into your brand can take a lot of testing. But researching into how consumers interact with the brand can pay off in the long run.

So if you are doing a rebrand, make sure you know your customers and target audience inside out. You can then build a brand that works for them and keeps them coming back. But don’t forget, your target audience is constantly changing. So make sure your rebrand is flexible.


Credit to Glitschka Studios

Kiwi

The Kiwi brand has been around for tens if not hundreds of years (its main thing is shoe polish, you will recognise it). With the old brand you could tell it was looking tired and dated.

But the problem is making sure you don’t lose all that history and recognition in a rebrand while still making a considered step forward. Kiwi have done this by creating a bold and confident Kiwi character. Partnered with the bold brand name gives a much needed update to the brand.

Everything still holds its brand recognition with the bright red colour and the simplicity of the setup. Kiwi is a great example of a solid rebrand. Nothing to drastic but a considered approach to bring the brand into a new part of its history.


Credit to Staples

Staples

Staples in the US has been making an attempt to build on there office supply services since 2017. This prompted a rebrand to push towards expanding these services.

They have brought in a totally new brand identity with new messaging and its own product range. For all the logo is very simple it works in context with its messaging.

Staples have realised if they wanted to push a different side to their business. They need to market towards this and this meant changing the brand visuals completely to do this. So if you are pushing a certain service or moving into something new. Rather than a singular advertising campaign, think about a possible rebrand.

But don’t rush, this should not be a decision taken lightly. It needs plenty of thought. But it does offer another route, rather than dropping a single campaign.


Credit to Jones Knowles Ritchie

Dunkin

Dunkin is similar to Staples above. But they made a change after realising the coffee offering is hugely successful. So to not create confusion with customers the “Donut” was dropped. We have featured Dunkin in another post we did about food packaging design.

Some would say it is quite a simple change, some would say it is drastic. It has always been known as “Dunkin Donuts”. But as the brand has developed into one of the biggest food brands in the states, it no longer needed to build brand recognition.

As a brand grows its target audience also grows. And as businesses add offerings and services, the main contributor to the business can change, and with that change, a brand also has to change. So after a rebrand the identity needs to be kept on top of. This is why we offer a partnership rather than a project, we want to keep evolving your brand and so should you.


Credit to Collins

Mailchimp

Mailchimp is a marketing platform for small businesses and has been constantly expanding since it opened its doors 2001. As they continue to grow they have created a new brand.

The old brand had disjointed elements and hierarchy issues, which needed tidying. But the main thing for Mailchimp was to not lose what made them appealing to their first customers. But make sure they also look like a more coherent brand.

They wanted to keep the elements that made them… them. And there is nothing wrong with that. Don’t feel you have to step in line with bigger companies or anyone else because you want to get to that stage. You have to be you and a brand has to show you as you are and what differentiates you from others. Especially in today’s world where every consumer is looking for something a little different.


Credit to Wieden and Kennedy

Formula 1

Now most of the examples in this post will be very successful. To a point so will this Formula One logo, but the title of this post is “Course Altering”. And the new Formula 1 rebrand came with a lot of contention from fans and designers alike. If you want to read a little more about the rebrand. We have featured it in another post about sports branding.

An opinion we read was even though the existing logo was old and a little outdated. The F1 logo brought with it a seal of quality, similar to the olympic logo. Which we agree with, but I also like the idea of constant change, and nothing in this world is set in stone.

After seeing it all over for a couple of years now I have come to like it. But it is a reminder that the customer is always right. So if you are going to rebrand, make sure you have done your homework before you make the step.

In the same token, don’t be afraid to make a statement and do something different. If you understand some customers won’t like it but it is something you can deal with. Then make the step, just be prepared in a world where everyone has an opinion, how much the digital world can affect your business.


Credit to Only

The British Academy

Similar to the Formula 1 brand, The British Academy had an air of quality and academic pedigree behind it. The normal approach in a rebrand would be to make sure they hold onto that tightly.

And for all we still think they do, The British Academy took a different approach. In times of major division and the wrong information, they want to push past this academic pedigree. To get to the heart of problems and help people progress.

This approach opens the door to connect with its users on a more social level. In doing so they are interacting and reacting to users, pushing across a clear message. The British Academy does this with a foundation of strong typography.


Credit to Dragon Rouge

Macmillan Cancer Support

Although the new and old logos look very similar. The Macmillan rebrand is a big effort to make sure they can appear across every platform possible with no issues. Making sure that everyone who needs there support can access it and know it exists.

Simpler things like making the logo slightly smaller and creating a social platform logo can go a long way to extending your brand reach. A lot of big brands are creating more flexible versions of there branding to great effect.

This constant changing, from laptops to phones, from phones to watches. Means you have to keep on top of how your brand looks and be constantly developing it. Rebranding can be a small and large project, but it has to make sure you stay relevant.


Credit to Dinamo

MFO

MFO was in dire need of a rebrand. The logo itself reminded me of something from my big grey windows 95 computer from the mid 90’s. MFO is made up of 3 musical organisations coming together to form one company. Supporting any artistic professional through a multitude of ways.

Using elements that represent the movement, intensity and rhythm of the musical and artistic form. They have created a brand with many logos. This diversity in their logo sits perfectly with the organisation. Creating a constantly changing brand logo much like the constant change in the musical and artistic forms.

Although the logo has many different variations the same style is used throughout. Bringing through all the different emotive feelings you get from art forms in one style.


Credit to Lovers

Alexandra Palace

Often through years of business your marketing approach and your brand can begin to feel a little fragmented. With plenty of different styles and campaigns coming through. This can be a great time to rebrand. Bring a fresh face to the brand and consolidate all your efforts moving forward.

Alexandra Palace is a great example of this. Rebranding to create a more coherent brand strategy and visual. But a logo is not the be all and end all. You need to look deeper into how your brand is used throughout its consumer reach.

Setting up this strategy can seem a little silly and necessary. And surely when you have picked your fonts and colours everything will be fine? Wrong! How, When and Why you use your brand elements are key to a successful and coherent rebrand. Alexandra Palace has the main logo font and a separate display font.

Looking through there branded items you get a feel for when each font is used and how it is used. The display font being the larger heading option and the other being used to display information. This is the tip of the iceberg, you can delve deep into your brand and explore how it works.


Credit to Mr B And Friends

Bristol City Football Club

We have seen a lot of football teams take the plunge and rebranding the common coat of arms design. Some looking back to there history to inspire new club crests, like Manchester City. And some taking a different approach like Juventus. Most are successful updates, but some are met with a little more resistance. So much so they sack off a rebrand all together.

Bristol City have done a great job. They have taken the approach to bring back a long known symbol of Bristol City Football, The Robin. The old crest represented the city of Bristol and not the Football Club. So this new crest brings a lost symbol back to the crest and the teams brand.

As businesses grow and develop, sometimes values can be lost in the visual identity. This can be down to many factors, but not necessarily anyone’s fault.

It is important to constantly be looking at your own brand identity. Checking if it represents you and your values in the correct way? If it does then can it be tweaked? and if it doesn’t, it may be time for a rebrand to bring your values back into the brand.


Credit to Landor

Petbarn

As businesses grow and develop, they can shift from one service to another. Similar to what Staples did in a previous example. Petbarn was moving from the utilities and focusing on care more than ever.

We all love our pets, we would do anything for them, so a more caring and more sensitive approach was needed for the brand. The old brand has four simple icons of pets and they look a little cold. The new brand brings in illustrations for a family of pets, bringing through a personality for each character.

This created a living and breathing brand visual. Representing all the weird and wonderful personalities of each single pet they want to help care for.

Bringing your brand to life can be a struggle, but when you need to connect to your customers on an emotional level it is key. The Petbarn rebrand doesn’t have a huge logo or colour change. It brings to life a previously static and un-emotive brand.


Credit to Red & White

BT

BT has been in the midst of a rebrand, and it is being rolled out in due course. It has had plenty of scathing opinions online already and has some pretty strange elements to it. But the old brand got a much needed face lift, it screamed the early 2000’s.

When you look at the application of the new brand it really works. It may be simple but when you add the pink and blue shapes that come from behind it brings another level to the logo. It has also moved from the old dull colours to bold and bright with great effect. Until the rebrand is rolled out, determining its impact will be hard, but we think it works well.

BT have made a pretty big change and with being such a big company is always going to come up against opposition no matter what they do. But don’t let this deter you from making that big change. If you have thought through your rebrand then you should stand by what you have done.


Credit to Gretel

Nike By You

When I was in school Nike ID was like the holy grail of trainers. If you could afford to slap your terrible high school nickname on the back of your new bright illuminous green Air Max 90s then you were sorted.

But since then there has been an explosion in trainer culture. Every woman, man and dog are getting the new Nike and Supreme collab costing them £200 a pair (not a real shoe). So having your own trainer with your name seems a little less appealing. Nike have made the ID more personal with the introduction of “Nike By You” to replace ID in the name.

It represents the idea of Nike being the constant and controlled aspect. While the “You” is the expressive side. I love this move, it makes everything feel a little more personal.

This is again an example of connecting with your consumers. The world is changing, becoming more social (yes it may be on a screen, but let’s not get into that conversation). Which means the language retailers and businesses are using is also becoming more social and friendly. This is a great method to be able to interact with your clients.


Credit to Sylvain Labs

WNBA

The WNBA has felt in my eyes like the little sister of the NBA. Having a similar brand and not much in terms of its own identity. But in times of massive social change and the illuminating of deep rooted problems. The WNBA has taken the step outside of the NBA logo box with a new rebrand.

The WNBA needed to have its own personal identity, break away and grow like the sport of women’s basketball has. It is creating its own path, its own identity.

It’s important to understand as a brand where you come from, but it’s also very important to know where you are going. History is great and I have mentioned in some of the examples that you have to make sure you don’t lose brand equity. But it is important to carve out a path for the future of your brand.

So making a big statement with a significant rebrand could be just want you need.


Credit to Landor

BP

The BP rebrand is quite a strange one. We have covered BP in a previous post of branding failures! After a bumpy road with certain disasters you may have heard of. It wasn’t the best move when they rebranded trying to pursue a greener customer perception.

But even in light of all the bad things that came after the rebrand. Its rebranding project actually started to change customers perceptions for a while until… well you know.

This example shows how, as a business you can change customer perceptions. You can change bad to good and good to even better. If you put thought into your rebranding along with having a clear goal of what you are wanting to achieve. You can begin to change customer perceptions.

Conclusion:21 Course Altering Business Rebranding Examples

Hopefully these examples have given you plenty of inspiration on how you could go about rebranding. What different routes you could take, whether that be a radical change or a small change.

But most importantly, hopefully this post has given you some reasons as to why a rebrand could be needed. You could be moving into different a service offering. Or you could be refreshing an out of date brand or you could be wanting to make a statement.

In any case, there is plenty to think about when it comes to rebranding. If you have any questions or thoughts about rebranding and would like to have a chat, please get in touch.

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