Do you additionally really feel such as you blinked, and the 12 months is over? Nonetheless, on the identical time, we should admit that rather a lot occurred in 2023. Synthetic Intelligence exploded, dominating advertising and enterprise discussions – sparking each celebration and skepticism.
One other matter that surfaced greater than common in 2023 was “rebranding.” Some we liked, marveling on the genius behind reshaping a model, whereas others left us uncertain if we really grasped the idea. After all, the web spared no criticism.
On this article, I’ll information you thru the important thing rebrandings of 2023, exploring what drove manufacturers to embrace change. I’ll additionally share a bit about how we did it at Rock Content material with one in all our flagship merchandise: WriterAccess, our content material market.
Be aware: My objective isn’t to precise private preferences concerning the manufacturers’ selections, okay? Let’s give attention to the strategic motivations and outcomes. Need to know my private opinion? Join with me on LinkedIn; I’d love to talk with you.
However, first issues first, what’s rebranding?
Right here on the Rock Content material weblog, there’s a tremendous piece that may let you know every part about branding. However for those who’re quick on time, right here’s a fast overview.
Earlier than rebranding comes branding. Constructing a model isn’t a straightforward activity; it requires each day effort for folks to affiliate your product with a message, a operate. Each advertising skilled desires their product to be spontaneously remembered by clients. We work to create memorable manufacturers.
So once we discuss rebranding, we’re not simply discussing altering the visible parts of a model; we’re speaking about one thing extra important that wants a technique, cautious consideration earlier than implementation.
Within the period of social media, the place clients actively categorical their opinions, an organization investing in redesigning its model is robotically keen to face a second of discomfort with its viewers.
So why do it? What leads a model to go for rebranding? The necessity to talk a strategic change, usually involving the model’s function and worth proposition.
Rebranding impacts the essence of the model on numerous ranges, requiring a extra profound method. By selecting to bear a rebranding course of, firms intention to speak each inside and exterior adjustments, reminiscent of mergers, shifts in govt imaginative and prescient, new applied sciences, or rivals.
This isn’t a easy course of and sometimes displays months (and even years) of labor.
Listed here are 10 important rebrandings of 2023
WriterAccess
To kick off this retrospective of the largest rebrandings in 2023, there’s nothing higher than discussing a challenge we undertook right here at Rock Content material involving one in all our flagship merchandise: WriterAccess, our content material market.
In April 2022, Rock Content material took a big step towards increasing its Content material Advertising and marketing companies by buying WriterAccess, a market specialised in connecting freelance abilities (reminiscent of writers, editors, designers, and digital strategists) with purchasers looking for high-quality content material.
Following the acquisition announcement, the WriterAccess brand included a “by Rock Content material” tag. Nevertheless, we knew from the beginning that this may be a short lived change.
In early 2023, it was time to genuinely replace the visible id.
With the brand new brand, we aimed to speak to the market that WriterAccess is now an integral a part of Rock Content material’s suite of merchandise. To make sure product coherence with different Content material Cloud options (Ion, Studio, and Stage), WriterAccess’s inexperienced gave strategy to Rock Content material’s blue. Typography and the icon have been additionally up to date, offering cohesion throughout all our merchandise.
Nokia
On the finish of February, for the primary time in 60 years, Nokia unveiled its new model id, that includes a contemporary brand accompanied by a vibrant colour palette. The change aimed to shift Nokia’s notion from a cell phone firm to an revolutionary B2B know-how model.
Within the new brand, geometric and summary options prevail, changing the classical typography. Lippincott, collaborating with Nokia for over 15 years, simplified the letters of the emblem to learn “Nokia” solely when they’re collectively, and a few letter shapes have been repurposed as distinct graphics.
One other change was within the model’s function: “At Nokia, we create know-how that helps the world act collectively,” reflecting the creation of know-how that promotes international motion.
Johnson & Johnson
When Johnson & Johnson introduced its rebrand, it was additionally to sign a shift in positioning. The brand new visible id marked a big change, changing the normal cursive font of the emblem with a extra fashionable method.
This variation aimed to mirror a broader transformation throughout the firm, now specializing in well being improvements and essentially the most advanced challenges within the subject.
The transformation included renaming the pharmaceutical division, beforehand generally known as Janssen, to Johnson & Johnson Modern Medication. Moreover, the widely known shopper product line, together with manufacturers like Band-Help and Listerine, grew to become generally known as Kenvue.
Nevertheless, the repositioning technique opted for a gradual transition, quickly retaining the Johnson & Johnson identify on merchandise till an entire inventory alternative happens.
The design change, from the emblem used since 1987, was led by Wolff Olins, prioritizing the development of a web based id that aligns extra successfully with the calls for of the Digital Period. This concerned not solely modernizing the emblem but additionally sustaining the crimson colour and the “&” image, redesigned for international recognition.
The brand new Johnson & Johnson brand not solely aligns with present pharmaceutical design developments however may also be seen within the Kenvue id and the latest GSK redesign (additionally by Wolff Olins), offering a visible sign of the model’s transformation.
Western Union
Western Union is globally famend for monetary transactions, working in over 200 nations and territories. In 2023, it was one of many firms that introduced its rebrand.
Confronted with the rising use of digital funds and the decline of conventional banking companies, Western Union underwent rebranding to align with shopper expectations and bridge the hole between its present and future companies, specializing in its on-line platform and app.
The rebranding was led by the Los Angeles-based company Love Avenue and Firm. The brand new brand represents a big departure from the corporate’s earlier id.
The up to date design is extra fashionable and dynamic, that includes adjustments in typography and the creation of an summary monogram. The colour palette, together with the colourful conventional yellow, was retained for model recognition continuity.
Pepsi
To have fun its a hundred and twenty fifth anniversary, Pepsi introduced its rebranding first in North America and globally all through 2024. After almost 15 years because the final replace, the corporate paid homage to its wealthy model heritage whereas incorporating up to date parts.
The brand new brand stands out with daring customized typography, introducing a particular “pulse” and an up to date colour palette. Black takes heart stage, reflecting the model’s dedication to Pepsi Zero Sugar, a present consumption pattern.
Furthermore, Pepsi aimed not solely to modernize its picture but additionally to guarantee flexibility and influence in a always increasing digital world.
The introduction of motion and animation within the new visible id goals for versatility in numerous contexts, from retail cabinets to digital areas. This enables for artistic collaborations and retains the model related throughout totally different touchpoints.
Max
At first, you might need discovered it odd that HBO Max was going to be referred to as merely Max. Nevertheless, once we analyze the technique behind this transfer, it turns into clear that the rebranding was needed.
Initially, the objective was to showcase the mix of programming.
HBO Max was initially the successor to HBO however included content material past the cable channel’s conventional choices. By adopting the identify Max, Warner Bros. Discovery wished to emphasise that throughout the streaming service, there may be extra various content material past HBO’s conventional choices.
One other issue that motivated the rebranding was the need to make the streaming service extra “family-friendly,” because the HBO model might need restricted the service’s attain to households with kids.
Reddit underwent a big transformation in its visible id, marking a brand new part in its historical past.
The challenge, in partnership with the design company Pentagram, resulted in a extra cohesive and up to date visible id, with a give attention to the long-lasting mascot Snoo, which now has a 3D model.
Along with revitalizing the mascot, the redesign included the introduction of latest typefaces, reminiscent of Reddit Sans and Reddit Show, in addition to an expanded colour palette to signify the colourful variety of communities on the platform.
The brand new brand, that includes the stylized head of Snoo and the wordmark “Reddit,” displays the platform’s evolution right into a extra mature period, gearing up for a potential preliminary public providing in 2024.
The platform used the rebranding to reaffirm its dedication to being the digital assembly place for communities of every kind, celebrating the inclusion and artistic expression of its customers.
Twitter X
I can confidently say essentially the most controversial rebranding of 2023 was Twitter’s. This case might be mentioned in advertising lessons worldwide for years to return. However, in case you’ve been on one other planet or off the digital world and need to atone for Twitter’s case, the whole story was advised in our weblog submit.
Twitter’s rebranding, now referred to as “X,” befell below the management of Elon Musk. Since Musk formally acquired the previous blue-bird app in 2023, the corporate underwent drastic adjustments. Who remembers the dismissal of about 80% of its staff? Or the introduction of measures like limiting the variety of posts and direct messages?
Concerning the rebranding, the announcement got here after a sequence of mysterious tweets from Musk, unveiling the brand new identify and brand.
The shift to “X” displays Musk’s imaginative and prescient to remodel Twitter right into a “full app” or “tremendous app,” much like the Chinese language WeChat, incorporating not solely social interactions but additionally monetary and purchasing functionalities.
The selection of the letter “X” aligns with Musk’s imaginative and prescient, as he has used the identical letter in his firm, SpaceX.
For a lot of advertising consultants, the change was a mistake because it destroyed a model constructed over 17 years, together with numerous different criticisms and memes that emerged after the rebranding announcement.
And why did so many manufacturers rebrand in 2023 once more?
You’ve in all probability observed that since COVID-19, the world has been present process important and more and more accelerated adjustments. Within the branding world, that is no totally different.
A research by Hanover Analysis confirmed that 75% of firms underwent a model overhaul since 2020. One other survey by UPCity in 2022 concluded that 51% of firms modified their visible id because the COVID-19 pandemic.
What has motivated these firms to put money into this kind of repositioning? From what I’ve gathered learning the topic, I arrive at two details: necessity and alternative.
Necessity is pushed by causes like mergers, management adjustments, or a disaster that impacts how the corporate is perceived by the general public.
Then again, alternative arises from progress expectations, important adjustments within the services or products, or perhaps a firm reorganization within the face of the market.
Whatever the cause that leads an organization to put money into rebranding, it is a time-consuming course of that doesn’t carry monetary positive aspects within the quick time period. Relying on the chosen methods, it could actually carry discomfort to the viewers. Nevertheless, it ought to all the time (or must be) a technique that seeks to construct a greater future.
2023 noticed over 100 manufacturers undergo their rebranding course of, however that is our listing. Did any model right here additionally catch your consideration? If you happen to have been to put in writing this textual content, would you’ve chosen different manufacturers to reminisce about? Share this textual content on social media, sharing your opinion with us.
