It’s rebranding szn
The 2024 rebranding landscape has showcased how iconic brands are evolving to stay relevant in an ever-changing market. From bold colour shifts to streamlined logos, companies are embracing design trends that align with modern aesthetics and consumer preferences. This year’s standout rebrands—from legacy giants to tech disruptors—offer valuable insights into when and how to refresh a brand’s identity. Key themes include a move towards simplicity, the introduction of dynamic icons, and a focus on user-centric experiences. As businesses navigate increasing competition and shifting market demands, these rebranding strategies highlight the importance of staying adaptable while retaining core brand elements. In this blog, we explore the leading rebrands of 2024 and the lessons they offer for companies looking to refine their own visual identity and maintain relevance in a rapidly evolving landscape.
Western Union
Western Union’s 2023 rebrand marks a significant evolution in its visual identity, balancing modernity with its rich heritage. Over the past 55 years, the company has consistently retained its signature yellow colour, a symbol of continuity and trust. Throughout the decades, Western Union has experimented with various font styles, from monotype lowercase in the 1960s to bold uppercase in the early 2000s. The latest rebrand introduces a fresh, geometric "WU" logo, embodying simplicity and forward-thinking design. The shift to standard case lettering reflects a contemporary aspiration, making the brand more approachable and aligned with modern aesthetics. This rebrand underscores Western Union’s commitment to staying relevant and professional while remaining true to its enduring legacy.
Fanta
Fanta’s latest rebrand signals a shift towards a more essentialised identity, moving away from its traditional ‘orange with leaf’ motif to embrace a broader, more independent brand image. This change reflects Fanta’s evolution from a fruit-associated drink to a more abstract, mature identity. The new logo retains the playful, varying letter sizes from previous versions, maintaining a sense of fun and energy. However, while the design remains vibrant and recognisable, it feels somewhat loud in an era where brand recognition is already strong. A more subtle approach, perhaps with a distinct icon, might have been more effective in reinforcing Fanta’s identity without reiterating on its logo.
WhatsApp, one of the most iconic brands globally, has recently undergone a significant rebranding effort. Embracing its signature green, the brand has refreshed its colour scheme and design elements to create a more cohesive and consumer-centric experience. While the logo remains largely unchanged, the rebrand introduces a broader style guide that includes illustrations, digital wayfinding, and an enhanced user experience. This new look reflects WhatsApp's shift towards a more approachable and less business-focused identity. Given WhatsApp’s ownership by Meta, which is known for its blue colour scheme, this rebrand appears to be a deliberate move to differentiate WhatsApp from other tech giants, establishing it as a distinct, user-friendly platform.
LG
We are thrilled with the new LG rebrand. The redesigned logo, featuring a more 2-dimensional icon, aligns with current industry trends favouring flat design over skeuomorphism. This shift towards clean lines and simplicity enhances clarity and usability, thanks to its use of basic shapes and solid colours without gradients or shadows. Additionally, the refined typography, now more boxy and elegant, complements the modern aesthetic. The removal of the ‘Life’s Good’ tagline signifies LG’s focus on distilling its identity to its essentials. This rebrand reflects both a contemporary design ethos and a commitment to a streamlined, effective brand presence.
DocuSign
The transition to an all-lowercase logo style offers a more cohesive and emblematic identity, unifying the brand name into a single, streamlined word rather than two. The removal of icons from the DocuSign submark, replaced with a more abstract geometric image, introduces a modern, utilitarian aesthetic that is both subtle and sophisticated. However, the overlapping colour scheme raises concerns, as it appears somewhat muddled and clashing. While the neon colours may be trendy at present, their longevity in design trends remains uncertain. Overall, the rebrand reflects a contemporary approach, though its long-term impact is still to be seen.
Bumble
Bumble’s latest rebrand shifts the focus from its original honeycomb icon to an emphasis on the logotype. Although the honeycomb was a playful touch, removing the solid background has transitioned Bumble to a more refined and professional appearance. We see this evolution as aiming to appeal to a more mature audience, enhancing the brand's sophistication. Under the tagline ‘We’ve changed so you don’t have to’, Bumble’s updated logo and brand identity signify a strategic move to distinguish itself in a competitive dating app market. This rebrand represents a bold effort to stand out and resonate with users amidst industry shifts.
Decathlon
Decathlon’s rebrand marks an exciting evolution for this sports equipment giant. The original boxy logo was iconic, but the new design embraces a bolder shade of blue, moving away from the previous, more muted tone. This vibrant colour shift signifies a more cutting-edge and tech-focused identity. A notable change is the introduction of a logo icon derived from the ‘CA’ of the original design. This new icon holds significant potential for furthering the brand’s recognition and appeal. Incorporating a distinctive graphic element reflects Decathlon's progression and demonstrates its growth from one phase to a more modern, dynamic stage.
What can we learn from these rebrands?
From the case studies above, there is much to learn from these major rebrands.
Emphasis on simplicity: Many brands, like LG and Decathlon, are moving towards simpler, more streamlined logos. This trend reflects a broader industry shift towards flat design and minimalism for clarity and modernity.
Bold colour choices: Pretty much all the brands listed above are adopting more vibrant and distinctive colour schemes. This approach helps them stand out and create a fresh, modern identity.
Iconography: The introduction or evolution of brand icons, as seen with Bumble and DocuSign, can significantly enhance brand recognition and modern appeal. Abstract and geometric designs are also becoming more prevalent.
Typography evolution: Changes in typography, from Bumble’s refined logotype to Fanta’s playful letter sizes, show the importance of font choice in reflecting a brand's personality and maturity.
Retention of Core Elements: Despite changes, brands like Western Union and Fanta choose to retain core elements, such as colour schemes or uppercase letters, to maintain brand continuity and recognition.
Evolution Over Revolution: Many rebrands involve evolving existing elements rather than a complete overhaul. This gradual approach helps preserve brand equity while modernising the image.
When do you know its time to redesign a logo?
Redesigning a logo is a pivotal decision often driven by several key factors. An outdated design that no longer aligns with current trends can prompt a refresh to modernise the brand’s appearance. Increased competition may also necessitate a redesign to stand out in a crowded marketplace. Inconsistent visual elements across platforms can dilute a brand's identity, making a redesign essential for achieving a cohesive image. Companies expanding into new markets or product lines, like Decathlon, may use a new logo to signal these changes and establish a refreshed identity.
Overall, the right time to redesign a logo is when it no longer effectively represents the brand, aligns with modern design trends, or supports strategic business objectives.
At KOVA, we guide our clients through the intricate process of branding, helping them stand out in a competitive market while employing tools such as independent research and design thinking to guide clients towards impactful rebranding efforts. The outcome of our work is to create design that is a joy to the eye, amid the bursts of busyness we will continue to encounter as our interactions grow increasingly virtual.
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