Rebranding Examples: 8 Well-Known Rebrands and What Businesses Can Learn From Them
Rebrands are public experiments. Some become case studies in how to evolve a brand, and others become warnings. Looking at well-known examples is one of the fastest ways to understand what makes a rebrand succeed or fail. This article draws on widely reported cases. Details are summarised, and the lessons are our own interpretation, not statements from the companies involved.
1. Airbnb (2014): a symbol people could own
Airbnb introduced a new logo mark, the Bélo, designed with the London agency DesignStudio. The idea was a symbol for "belonging" that anyone could draw. The rebrand worked because it started from a clear idea about what the business stood for, then produced a simple mark that people could adapt.
Lesson: a rebrand grounded in a single clear idea gives the design its reason.
2. Burberry (2018, then 2023): the risk of dropping your heritage
Burberry replaced its classic logotype with a minimalist sans serif in 2018, and in 2023 returned to its equestrian knight emblem as part of a new creative direction. The reversal suggests that the earlier look had abandoned some of what made the brand distinctive.
Lesson: before simplifying, identify the assets customers associate with you and decide deliberately whether to keep them.
3. Gap (2010): the logo nobody asked for
Gap introduced a new logo in 2010 and, after a strong negative reaction online, reverted to the original within about a week.
Lesson: an identity change that does not come with a clear story or reason invites criticism. Involve your audience early and test before launch.
4. Tropicana (2009): when packaging is the brand
Tropicana redesigned its orange juice cartons, replacing the well-known orange with a straw, and after customer complaints returned to the old design within weeks.
Lesson: for packaged goods, packaging is the brand. Familiar cues help people find you on the shelf, so changing them is a real risk. See our guide to the packaging design process.
5. Dunkin' (2019): dropping a word to widen the offer
Dunkin' Donuts shortened its name to Dunkin' to reflect a wider range of products, particularly coffee and drinks.
Lesson: when your name describes only part of what you now offer, a small change in name can reposition you without losing recognition.
6. Mastercard (2016 and 2019): confidence through simplification
Mastercard simplified its overlapping circles logo in 2016 and later used the symbol on its own, without the name, in many contexts.
Lesson: a strong, familiar symbol can carry the brand once recognition is high. Most brands are not at that point, so be honest about how recognisable yours is.
7. Instagram (2016): a bold icon change
Instagram replaced its detailed camera icon with a simplified gradient glyph. It drew strong reactions but settled quickly.
Lesson: a simple, flexible mark often outlives early criticism, particularly on small screens.
8. Old Spice (2010): repositioning through voice
Old Spice shifted its positioning with a humorous, confident campaign that changed how the brand was perceived without altering its core products.
Lesson: a rebrand is not only visual. A new voice can reposition a brand as powerfully as a new logo. See our guide to tone of voice.
Patterns across successful rebrands
- They start with strategy. Design follows a clear idea.
- They keep what is valuable. Distinctive cues are evolved, not discarded.
- They explain the change. Staff and customers understand why.
- They are tested. Reactions are tried before launch.
- They are consistent in rollout. The new look appears everywhere, not just on the logo.
Patterns across failures
- Change for its own sake
- Ignoring the assets customers recognise
- Weak or missing explanation
- A rushed rollout
- Not listening to early feedback
Smaller businesses can learn from our own work too
Not every rebrand needs to be global. In our work on Hestory we started with strategy and a clear point of view, and the identity grew from there.
Before you rebrand
Use these questions:
- What problem will the rebrand solve? See signs your business needs a rebrand.
- What do customers value that we must keep?
- What is the story we will tell?
- How will we test and roll it out? See the rebrand process.
Frequently asked questions
Why do some rebrands fail?
Usually because they change recognisable cues without a clear reason, or ignore how customers feel about the existing brand.
Do rebrands increase sales?
Sometimes, but a rebrand alone rarely does. It works when it is part of a clearer strategy.
How can small businesses avoid these mistakes?
Start with strategy, test with real customers and keep the cues that people already recognise.
