It can be difficult (if not impossible) to create a brand that stays fresh, relevant, and inspiring years – or even decades – after creation.
Just think of Dunkin ‘Donuts: the brand, founded in 1973, recently shifted its focus to coffee – and to demonstrate the shift, removed the’ Donuts’ from its name.
The rebranding makes sense. Consumer preferences, tastes, and styles of Dunkin ‘have likely changed significantly in the 50 or so years since the first Dunkin’ was introduced. Dunkin ‘needed a rebranding to ensure that its business grew with its consumers or that it was at risk of falling behind.
A rebranding can successfully re-establish your brand in an industry, expand your product range or attract new consumers. However, it’s not that easy to copy and paste a new logo onto your homepage.
A good rebranding requires redefining your company’s vision and values, restoring your brand audience, and restoring your brand identity from the ground up.
Fortunately, if your company is considering rebranding, you’re in luck. Here we’ve rounded up five successful examples of rebrands to inspire your own endeavors. Use these examples to start your own rebranding in 2021.
Five successful examples of rebrands
In October 2020, Petco released an announcement that it would no longer sell electronic “shock” collars. The announcement was used to highlight the company’s rebranding efforts – the pet store, which is over 50 years old, has officially rebranded itself as a pet health and wellness company.
The pet store has redesigned Petco’s homepage and app to focus on its new initiatives – including parenting health and wellness resources, a “Right Food Finder” tool that helps parents find the healthiest foods for their pets identify, and an expanded range of animal health and insurance offerings.
The company also redesigned its logo, opting for a simple blue and white design versus the previously signed red and blue cat and dog (on mixed reviews).
Today, many American pet owners treat their animals as family members – so renaming Petco makes a lot of sense. With the new branding, the company wants to re-establish itself as the leading health and wellness brand for animals.
The new design better reflects the brand’s more holistic approach to animal welfare – including a dedicated landing page that describes how to take care of your pet’s mental, physical and social health. The slogan is: “We work with trusted experts to make improvements.” Pet welfare by raising the standards of everything we do. Because that’s what we would want if we were pets. “
Overall, this has been an extremely successful rebrand as it focused on changing the lifestyle and preferences of consumers and ensuring that the company’s updated vision reflected those priorities.
2. Adobe Creative Cloud
In May 2020 Adobe published a blog post entitled “Evolving Our Brand Identity”. The article delves into the decisions behind the rebranding of Adobe Creative Cloud and states, “We’re making these brand changes to ensure our portfolio continues to be easy to navigate, easy to understand, and fresh for our customers . “
Adobe Creative Cloud has been redesigned, among other things:
- His company logo. The company redesigned the logo to an all red logo with warmer hues.
- Its Creative Cloud logo. The new logo uses a colorful, rainbow-like gradient to represent “the importance of creativity”. The colors in the logo are made up of various Adobe products and the new red Adobe logo.
- Its product logos. The company adds 3-letter mnemonic to make it easier for viewers to identify product families – i.e. H. Adobe Photoshop (Ps) and Adobe Photoshop Camera (PsC). The designers also used colors to organize products into categories.
- The corners of all logos. The corners are now rounded to fit a wide variety of devices and operating systems.
These redesigns have successfully highlighted and organized the wide range of Adobe Creative Cloud product offerings. For example, if you navigate to the Video product page on the Adobe website, you can see that all of the apps in the Video category have similar shades of blue and purple.
While some designers have expressed frustration at the similarities of the new logo colors, it makes sense that the brand felt it was necessary to better organize their products. With a catalog of over 50 products, choosing the right one for your needs can be overwhelming. The updated logos are intended to make the selection easier.
Over the years, Starbucks – one of the most valuable brands in the world – has proven the true power of a good brand. And one of the tell-tale signs of a good brand is the ability to consistently innovate and push boundaries instead of settling for what is already working.
In 2020, Starbucks released its branding expression guide, Starbucks Creative Expression. The website focuses on Starbucks’ defined voice, typography and logo, among other things, to create consistency across channels and Starbucks locations.
In a nutshell, Starbucks aims to create a brand that is open, creative, carefree, and modern. For example, the Voice page says, “We are confidently lowering the volume of competing messages to enhance the experience and remove barriers that allow people to find exactly what they are looking for at Starbucks.”
“By using both functional and expressive voices, we create more space for brand relevance, connection and joy.”
The directive adds, “When we have space, we tell a passionate coffee story. But even with just a few words, our copy can make you smile.”
Similarly, Starbucks recently renamed its logo to the simple Siren logo without the word character “Starbucks Coffee” wrapped around it. The company notes, “The preferred approach is to use the Siren logo itself, which is unlocked from the word mark. This allows the flexibility to make the Siren stand out while maintaining a thoughtful, open, and modern presentation.”
Ultimately, this latest Starbucks rebrand is simple and effective. Rather than venturing too far in the opposite direction of the brand’s roots, the company sticks to its basic corporate vision and makes minor changes to continue to meet the needs and preferences of its consumers.
GoDaddy, a web hosting service founded in 1997, needed an upgrade. In early 2020, they did just that by creating a brand new logo, updating their website design, and creating new marketing campaigns to match the new look and feel. Their design page is “A New Brand for a New Era” and focuses on how GoDaddy’s users – the everyday entrepreneurs – inspired the new look.
One of the most noticeable changes from GoDaddy is the new logo called GO. GoDaddy believes the GO “represents the indomitable spirit of everyday entrepreneurs … joy that entrepreneurs everywhere experience … and [a] continuous, overlapping stroke [which] symbolizes the connection that all entrepreneurs share. “
GoDaddy’s new design uses bold, colorful graphics, hand-drawn illustrations, and a bold serif font that evokes a sense of inspiration and joy. GoDaddy’s brand voice featured in recent campaigns aims to be casual, human and friendly.
While some brands may need less of a complete overhaul, GoDaddy’s older image felt dated and less cohesive. Their rebranding reflects the modern tastes, personality and needs of the GoDaddy user in 2020.
5. Pottery Barn
This last example is a more subtle, internal rebrand than the others on this list, but just as important. Pottery Barn, a roughly 70 year old interior design company, has now put sustainability at the heart of their brand, promising consumers that what they buy is worth it in terms of both quality and environmental impact.
Pottery Barn, named the Most Sustainable Home Textile Retailer, has focused its efforts on sustainability and created a dedicated landing page that outlines its commitments.
Among other things, Pottery Barn promises:
- Plant a tree (with the Arbor Day Foundation) every time a consumer purchases a piece of wooden furniture for indoor use.
- Achieve 100% Responsible Cotton by the end of 2021.
- Keep products out of landfills by restoring items with a new line of “Renewed” from Pottery Barn.
- Donate money to communities to invest in clinics, water filtration systems, and more (the brand currently contributed $ 3 million).
While this focus on sustainability isn’t entirely new to Pottery Barn, recent efforts have focused more on it than ever. For example, imagine that in this detailed Fast Company article on the style of Pottery Barn published in 2003, sustainability is not mentioned once.
The article also highlights how Pottery Barn bought and collected goods from outside vendors more than 20 years ago – this lack of ownership likely made it difficult to ensure sustainable products. Additionally, Pottery Barn announced its partnership with the Renewal Workshop in September 2020.
Ultimately, as your brand grows with your consumers, it is important to consider what is important to them today. Pottery Barn did an excellent job identifying a sweet spot in the furniture market: sustainability. As consumers continue to use this value as a guide to their purchasing decisions, it makes sense for Pottery Barn to ensure that all updated marketing materials reflect this mission.
Rebranding takeaways for marketers
By looking at the examples above, it can be easy to spot some of the similarities that have made them all strong competitors for the best rebrands.
If you’re considering rebranding your own business, here are some tips:
- Keep your audience at the forefront of your plans. What are their tastes and preferences? What inspires or excites you? How would you like your website to be designed?
- Use your consumers’ external preferences to shape your rebranding. Beyond your product or service, what passions do your consumers have and what interests them most – can you incorporate these into your branding story, much like Petco focused on animal wellness and Pottery Barn focused on sustainability?
- A rebranding is more than just a logo change. To do a proper renaming, you should do a content review and analyze all existing content to ensure that each webpage, graphic, and advertisement is adapted to your new image.
- Having a branding guidelines page is critical to keeping it together. Most of the examples on this list have their own branding guidelines page to ensure that every employee has the right tools to create content that fits the new look and feel. For example, both GoDaddy and Starbucks describe what the voice should sound like, what fonts to use, and what colors to include in publicly available marketing materials.
Ultimately, a rebranding strategy can be an exciting and effective opportunity to delight existing customers while attracting new ones. Use the food stalls listed above, as well as inspiration from examples in this list, to start your own fresh look for 2021 and beyond.