Rebranding is a strategic marketing process where a company updates its logo, visual identity, name, or overall brand concept. Rebranding can mean a subtle change, a complete overhaul, and anything in between. When executed well, a company rebrand is a wise move that can redefine a company’s presence, improve brand perception, expand reach, and attract new customers.
If you’re considering a rebrand, a great starting point is to draw inspiration from rebrand examples. Analysing what worked well and what missed the mark can provide valuable insights. It is also important to consider how public perception evolves—while drastic changes may face initial backlash, they can often be embraced over time and become widely accepted.
6 Major Rebrand Examples
We are delving into 8 major rebrands, some of which were widely celebrated and others more controversial.
1. Jaguar: Exuberant Modernism
In 2024, we saw Jaguar rebrand with a forward-thinking feel and decision to transition to a fully electric brand. They wanted their rebrand to portray its concept of ‘Exuberant Modernism’. The new brand identity received mixed reactions, with the public confused as to why no cars were featured in its reveal and whether a refresh was required for this timeless brand.
2. Airbnb: Belong Anywhere
In 2014, Airbnb transformed its brand image to align with its new ethos of ‘belong anywhere’ They remade their text-heavy logo into the iconic ‘Bélo’ logo, representing belonging, places, and love. The logo won many design awards, received a positive public reaction, and created a whole new brand identity that matched their vision.
‘Belonging is the idea that defines Airbnb, but the way we’ve represented Airbnb to the world until now hasn’t fully captured this’, Brian Chesky, Airbnb CEO.
3. MailChimp: Less is More
Mailchimp played it safe with their 2018 rebrand, focusing on the ‘less is more’ trend. The rebrand was a welcome refresh with a subtle change from ‘MailChimp’ to ‘mailchimp’, new colours and illustrations. The mailchimp revamp is an example of rebranding while keeping the brand’s core identity.
4. Burberry: Tapping Into Heritage
The year 2023 saw a change in creative direction for Burberry, which gives homage to the past while embracing the future. This was an update on their 2018 rebrand, which had mixed reviews due to its generic sans-serif font. Inspired by their original 1901 logo, they now use a bespoke font as the core of their new identity.
5. Instagram: The Power of Minimalist Design
In 2022, Instagram made subtle updates to its logo, enhancing the colour vibrancy to make it feel ‘illuminated and alive.’ However, its most significant rebrand came in 2016, transitioning from a retro Polaroid-style icon to a minimalist gradient flat logo design. Initially, the change sparked mixed reactions, with many feeling it was too drastic a deviation from the familiar icon they had grown to love. Over time, though, it has become one of the world’s most iconic logos.
6. Oatly: A Bold Shift
Founded in 1994, Oatly underwent one of the most talked-about rebrands in history thanks to its bold shift in brand direction. In 2013, the company completely transformed its identity, moving from a plain and forgettable design to a distinctive, hand-drawn aesthetic that made it instantly recognisable and stand out from the crowd. This dramatic rebrand set Oatly apart from competitors and led to substantial revenue growth.
Key Rebrand Statistics Every Business Should Know
- Nearly three-quarters (74%) of S&P 100 companies undergo a rebrand within their first seven years.
- Businesses invest between 5% and 10% of their annual marketing budgets in rebranding.
- 77% of B2B marketing leaders say branding is key to business growth.
- 68% of consumers see a strong brand or logo as a mark of quality and are more likely to engage with brands they perceive as high-quality.
- 81% of consumers need to trust a brand before considering a purchase.
- Keeping branding consistent can boost revenue growth by 10% to 20%.
Introducing Your New Brand Identity with Promotional Merchandise
When launching a rebrand, you want it to go off without a hitch- not only do you want to get the public on board, but also your staff. A major change can shock at first, but then perceptions soften. What better way to launch your company rebrand than new branded merchandise? This can be used for marketing events, client giveaways and staff gifts. It’s imperative to keep things consistent when launching a new brand, so any previously branded merch will need to be updated.
We have helped many companies showcase their rebrand with promotional merchandise. Popular rebrand promotional products include desk drops for staff, stationery, apparel, and practical gifts like water bottles and bags.
Interested to see how branded merchandise has made an impact in real rebrands? Check out some of our case studies showcasing successful rebrand promotional merchandise:
If you are in the initial stages of a rebrand, we’d love to help bring your vision to life. Get in touch, and we can create bespoke rebrand merchandise for your launch, ensuring your new brand makes a memorable impression right from day one. Let’s work together to make your rebrand a success!
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