This previous yr, we witnessed many firms throughout industries selecting to redefine themselves. However why the sudden surge in rebrands and model refreshes? COVID-19 has introduced profound and speedy world modifications, and the branding sphere isn’t any exception. Market analysis agency Hanover discovered that 75% of firms revamped their visible identities post-2020, whereas UpCity’s 2022 survey reported a 51% change in model technique as a result of pandemic.
Two key drivers stand out: necessity and alternative.
Necessity usually arises from mergers, management shifts, or public notion crises. In the meantime, alternative stems from development projections, substantial shifts in merchandise/companies, or market-driven firm restructuring. Whether or not by necessity or alternative, listed here are some extra the reason why an organization would possibly select to rebrand:
- To Adapt to a Dynamic World: Staying related and market-competitive by aligning with altering client wants.
- To Replicate/Reinforce Values and Imaginative and prescient: It’s not nearly a brand new look; rebrands replicate an organization’s core values and imaginative and prescient for the longer term.
- To Keep Technologically Related: Establishing a extra sturdy digital presence and enhancing person experiences in an more and more on-line world.
- To Evolve with the Buyer: Alerts a dedication to development and innovation, driving firms to fulfill altering buyer calls for.
- To Reposition for the Future: Strategic repositioning permits firms to seize new markets and increase their world footprint for the longer term.
Right here’s a roundup of firms that launched notable manufacturers that piqued our curiosity in 2023.
We additionally coated the controversy surrounding the Nokia brand refresh in our Sort Tuesday column.
Take a look at my interview with Pentagram’s Natasha Jen concerning the Reddit model refresh.
PRINT additionally coated New Yorkers’ ideas (effectively, tantrum) on the brand new brand.
Learn our protection of the Pepsi rebrand.
Wolff Olins launched their very own model refresh in 2023, too.
This rebrand elicited some large feels from customers. PRINT’s Chloe Gordon interviewed Sarah Ratinetz, artistic director at Forsman & Bodenfors, referring to emotional attachments, if content material is extra necessary than design, and her candy private connection to HBO.
The 12 months of the Rebrand isn’t nearly a brand new look—it’s a daring assertion of evolution, resilience, and a dedication to staying on the forefront of innovation. Which is your favourite?
