Rebranding should be part of a clear marketing strategy. A successful rebrand can transform a company's brand identity, attract new audiences, and reaffirm its core values. In today's fast-paced market it's crucial to maintain a relevant image and in this article &above's Head of Design is going to walk us through his top 10 best rebrands that have made a significant impact.
What is a rebrand?
A rebrand is a strategic process that involves changing the corporate image of an organisation. This can include modifications to the brand logo, visual identity, messaging, and overall brand personality. Rebranding is often undertaken to stay relevant, appeal to a new target audience, differentiate from competitors, or reflect significant changes in the company’s direction, such as a merger like &above's or acquisition.
Rebranding VS new branding
While new branding involves creating a brand identity from scratch for a new company or product, rebranding is transforming an existing brand - we like to call it a brand evolution. New branding establishes the initial visual identity, voice, and brand strategy. In contrast, rebranding revisits and revises these elements to better align with the company's evolved vision, mission, or market positioning. Essentially, new branding sets the stage, while rebranding redefines it.
The best rebrands of 2024
That being said, some branding agencies do it better than others. Here are our Head of Designs current favourites and why...
&above
The rebrand of &above blends artistic inspiration with modern tech aesthetics. Influenced by Japanese Hokusai paintings, the new visual identity features minimalistic elements from nature, evoking a sense of creativity and innovation of how the agency empowers tech companies with a human storytelling. The '&' symbol, paired with a sleek, contemporary font, represents the seamless integration of their service offering - strategy, creativity, and technology. This bold rebrand reflects &above's commitment to exceeding expectations and delivering exceptional results. It reflects an evolution in their product offerings and brand strategy.
Eurostar
Eurostar's rebrand features an animated compass star logo reminiscent of vintage French Riviera posters - fitting of Eurostars affluent demographic of nostalgic travellers who can afford to jump on the mode of transport. The rebrand combines a classic typeface and evocative wordmark with a modern motion and colour palette. This sophisticated blend ensures the brand feels timeless yet contemporary.
&Walsh
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&Walsh stands out as an advanced tech company rebrand that focused on creating a more human-centric social platform. With a unique green and yellow logo that embodies inclusivity without relying on overt symbols, this queer-owned platform showcases a tasteful, modern yet retro aesthetic. It’s a great example of avoiding superficial “pink-washing” while authentically representing its community.
Wise
Wise's rebrand cleverly evokes the idea of money through its green, chunky typography reminiscent of dollar bills. The flat colours complemented by 3D illustrations create a balance between simplicity and quirkiness, enhancing the brand's authenticity and human touch. The consistent brand equity across touchpoints creates a reliable image for customers to trust Wise with their money internationally, making it a standout rebrand.
Leeum Museum of Art
The Leeum Museum of Art's rebrand generated significant press due to controversy over its legibility. However, with its innovative circular logo featuring a word-mark that spins and animates, it works across all touch points. Completely defying traditional branding rules, the logo's flexibility and connection to the museums architectural shapes symbolise how art brings people together. Their new, modern logo, updated colour palette, and refreshed marketing materials position the brand strategically.
Camp
Camp’s rebrand brings fun to, often dull, family-focused branding. Unlike the typical designs for kids’ products, Camp’s branding is thoughtful and expansive, exploring retro styles for parents who would be considering buying the products. The vibrant colour palette, strong typography, and flexible logo variations make it engaging and playful while maintaining a cohesive brand identity spanning across retail stores, clothing, and posters.
Natural History Museum
Designed by Pentagram, this new brand identity was another controversial release. Many people initially resisted its departure from stereotypical museum imagery. For such a visual institution, there are numerous elements typically associated with museums, so stripping their visual identity back to just the title was a bold move. Then using animation and imagery, transforming letters into fireworks, sound waves, or storm clouds, inject excitement into the museum experience. This approach may have aimed to generate conversation around their new branding, and it succeeded. Now, everyone recognises the new brand, has shared it with a friend, and talks about it because they dared to do something bold. This dynamic approach invites families to engage with the museum in a new, thrilling way.
Venmo
Money can often be a sore, awkward subject. Venmo’s rebrand makes financial transactions fun with a vibrant colour palette that moves away from traditional monetary associations. Instead using playful characters and scenarios, like splitting a pizza or buying a gift, bringing a more positive feeling that resonates with everyday users, making the app approachable and enjoyable. The rebrand aligns with changing consumer thoughts surrounding money, while retaining the brand’s core identity.
Finding the right agency for your rebrand
Selecting the right branding agency is crucial to achieving a brand identity that truly resonates with your company and industry. An agency that understands your market dynamics and industry-specific challenges can navigate a rebrand that aligns with your business goals and speaks to your evolving target audience. Look for an agency with a experience in your sector, showcasing their expertise through case studies and client testimonials. They should be able to offer tailored solutions, from comprehensive rebranding strategies to specific marketing materials, ensuring a cohesive and impactful brand presence.
Rebranding Strategy
These examples demonstrate how a well-executed rebrand can create a new identity, engage target audiences, and stay relevant in a competitive market. Whether you're considering a partial rebrand or a complete overhaul, these success stories provide valuable insights into the transformative power of rebranding.
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