What is #Rebrand?

#Rebrand refers to changing a company’s visual identity, messaging, or positioning—updating logos, colors, typography, and brand voice to reflect evolution, modernize, or repair reputation.

Origins

Rebranding as a business practice has existed for decades, but the hashtag emerged on Twitter and LinkedIn around 2015 as companies announced redesigns and marketing professionals dissected successes and failures.

Instagram and Twitter made rebrands highly visible and instantly debatable.

Why Companies Rebrand

Modernization:

• Outdated visual identity (skeuomorphic → flat design)
• Keep up with design trends and technology

Mergers & Acquisitions:

• Unifying multiple brands under new identity
• Example: Facebook → Meta (2021)

Repositioning:

• Changing target audience or market
• Example: Dunkin’ Donuts → Dunkin’ (2019, beyond donuts)

Reputation Repair:

• Distancing from scandals or negative associations
• Example: Philip Morris → Altria (2003, tobacco stigma)

Global Expansion:

• Simplifying for international markets
• Removing text from logos for language neutrality

New Ownership:

• New leadership signaling change
• Example: Twitter → X (2023, Elon Musk)

Famous Rebrands

Successful:

• Apple (1998): Colorful Apple → Monochrome elegance (Jobs return)
• Burberry (2018): Modernized serif logo, Peter Saville design
• Mastercard (2019): Dropped “Mastercard” text, icon-only
• Airbnb (2014): “Bélo” symbol, community-first brand

Controversial/Failed:

• Gap (2010): Helvetica logo disaster, reverted in 6 days
• Tropicana (2009): Lost recognition, sales dropped 20%, reverted
• Twitter → X (2023): Killed beloved bird, lost brand equity
• Instagram (2016): Flat gradient icon, initial backlash (later accepted)

Mixed Reception:

• Google (2015): Serif → Sans-serif wordmark
• Firefox (2019): Simplified fox lost detail
• Pringles (2021): Modernized mascot, simpler design

Rebrand vs. Refresh

Rebrand (Major):

• New logo, colors, messaging, positioning
• Signals fundamental change
• High risk, high cost

Refresh (Minor):

• Updated typography, refined colors
• Evolution, not revolution
• Lower risk, maintains equity

Process

Strategic Phase:

1. Brand audit: What’s working, what’s not
2. Market research: Audience perception, competitor analysis
3. Positioning: Define new brand promise and values
4. Creative brief: Guidelines for design team

Design Phase: 5. Concept exploration: Multiple logo/identity directions 6. Internal review: Stakeholder feedback 7. Refinement: Iterate on chosen direction 8. Brand guidelines: Document usage rules

Launch Phase: 9. Rollout strategy: Phased vs. overnight 10. Internal launch: Get employees on board first 11. Public announcement: Press release, social media 12. Implementation: Update all touchpoints

Costs

Small Business: $5,000-50,000 (freelancer/small agency)
Mid-Size Company: $50,000-500,000 (agency, comprehensive)
Enterprise/Global: $500,000-10M+ (Pentagram, Wolff Olins)

Example: Uber’s 2018 rebrand reportedly cost over $1 million (DesignStudio).

Common Mistakes

Ignoring Brand Equity:

• Throwing away decades of recognition (Tropicana)
• Underestimating emotional attachment (Twitter bird)

Too Trendy:

• Following design fads that quickly date
• Gradient meshes, long shadows, “millennial purple”

Poor Rollout:

• Inconsistent implementation across touchpoints
• Confusing messaging about the change

Not Researching:

• Missing cultural sensitivities or negative connotations
• Logo accidentally resembling inappropriate imagery

Social Media Reactions

Instant Feedback:

• Rebrands go viral immediately (2015+)
• Twitter designers critique every detail
• Memes emerge within hours

Backlash Phases:

1. Immediate anger: “The old logo was better!”
2. Memes and parody: Logo redesigns flood Twitter
3. Acceptance: After weeks/months, new brand normalizes
4. Nostalgia: Years later, “I miss the old logo”

AI Impact (2020s)

AI Logo Generators:

• Looka, Tailor Brands threaten low-end rebrands
• Still require human strategy and refinement

AI Assists Agencies:

• Mood boards, concept generation
• Speed up early ideation phases

Legacy

Rebrands are high-stakes gambles. The best honor heritage while signaling progress (Burberry, Mastercard). The worst erase valuable brand equity for fleeting trends (Gap, Tropicana). Social media made rebrands instant cultural moments, democratizing design critique but also amplifying knee-jerk reactions.

Related: #LogoDesign, #BrandIdentity, #DesignFail, #BrandStrategy

Sources:

• Brand New (rebrand blog): https://www.underconsideration.com/brandnew/
• Pentagram rebrands: https://www.pentagram.com/
• Wolff Olins: https://www.wolffolins.com/