Rebrands can broadly be divided into three types and the last couple of weeks saw launches across all.
1. Upgrading Brand Design
Rebrands are often undertaken when brand design systems start to feel dated, or do not fulfil the demands of current channels.
LG adds animation to its brand identity
Much like the auto rebrands of the last two years, LG dropped the shadow and moved to a flat logo, against a brighter red background. The big change was a new animation, with the logo turning into a winking face.
Porter refreshes brand identity
Logistics company Porter launched a new brand identity created by design studio Moshimbo. The new look includes a more modern adaptation of its logo as well as new typography and a wider colour palette. The launch was also accompanied by a new website.
Sebi launches a new logo
The Securities and Exchange Board of India launched a new logo to commemorate its 35th Foundation Day. The change left us with mixed feelings. SEBI is one of the most respected institutions in the country and in the past, their ad campaigns with Ogilvy have helped them become a household name. While the existing logo must have been an implementation nightmare, the new one does not reflect SEBI’s stature.
2. Communicating a Change in Brand Direction
As companies evolve and grow, their brand direction may also shift to reflect new strategies, products, or markets. Rebranding can signal to customers and stakeholders that the company is embarking on a new chapter – it is the most effective way of saying ‘Look, something has changed.’
San Francisco rebrands after getting bad rap
Not just companies, but even cities undertake rebrands in an attempt to change their image.
In the outcry over the NYC logo, San Francisco’s rebranding initiative almost went unnoticed. While the campaign does introduce a new logo, that is not the focus. Instead, Make Your Future San Francisco is a collective attempt by Advance SF, the City of San Francisco, the Bay Area Council, and the San Francisco Chamber of Commerce, to address the fast-diminishing image of the city.
3. Responding to a Change in Corporate Structure
Mergers, acquisitions, partnerships and break-ups – changes in structure and ownership are perhaps the most common reason for rebrands.
Fifa rebrands to EA Sports FC
FIFA brings two things to mind: The governing body of world soccer or the soccer video game owned by EA Sports. In 2022, EA Sports split with the game’s governing body after 30 years and created a new brand for its video game called EA Sports FC. While this was a major shock for football fans, it does gave EA complete control over the brand and licensing of its IP.
The new identity was created by London-based Uncommon.
HBO Rebrands to Max
This rebrand has evoked so much chatter and it is a bit complex, so stay with us.
In 2021-22, AT&T divested its equity in Warner Bros and merged it with Discovery to create a combined entity called Warner Bros Discovery. This was a content behemoth combining Warners’ HBO, CNN, and the famed Warner Bros. film studio with Discovery’s lifestyle and reality fare. HBO Max, which made its debut in May 2020, accounts for the majority of its subscribers.
As the combined companies struggle to find a unified culture, cut costs and fight off competition, the leadership put its bets behind a new streaming service to take on competitors like Netflix. To separate it from HBO and cue that it also includes Discovery’s content, the new service is called Max.
Twitter becomes part of X
Elon Musk, who purchased Twitter for $44 billion last year, has always aspired to build what he calls the everything app.
Much like China’s WeChat, this will be a super-app and Musk refers to it as ‘X.’
TechCrunch reported that a legal document filed in California said that “Twitter, Inc. has been merged into X Corp. and no longer exists.” Twitter has also partnered with eToro to enable stock-trading, so it seems like the super-app plan is in motion. What will become of the little blue bird? Only Musk knows.
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