Best Rebrands of Recent Times

Arek Dvornechcuck
Branding Expert

I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch

Rebranding is crucial as companies evolve and they must welcome new challenges and stay relevant. Check some of the best rebrands of recent times for your inspiration.

Branding helps brands position themselves and allows us, consumers, to understand what they offer, what their philosophy is and what sets them apart from the rest.

There's no doubt that bad branding is counterproductive for companies and that an identity that does not respond to business changes is not valid.

Companies rebrand themselves for different reasons:

  • when companies merge
  • when the mission or vision changes
  • when they need to communicate better who they our
  • when they need to appeal to new markets
  • when they find out that they lack visual consistency
  • when the identity does not position them shoulder to shoulder with competitores
  • when they grow and expand they realize the need for change to welcome new opportunities

or there might be many other different reasons to start rebranding process.

Sometimes it becomes obvious that is necessary to update and regenerate in order to advance your company.

And before embark on any type of design work, it's important to develop your brand strategy first.

Check my list of top rebrands of 2018 for your inspiration.

Best Rebrands

  1. Uber
  2. Dunkin’
  3. US Open
  4. Santander
  5. Badoo

1. Uber

In the first stage of the rebranding process, Uber conducted a brand audit and good things about it is that you get accurate data on the perception of the brand, so that subsequent decisions are facilitated.

The new logo is approachable, easy to read, and takes full advantage of our name recognition.

The exercise led them to build a "simple, flexible and globally recognizable" brand system.

Uber rebrand explained
Uber—logo analysis

The new redesign moves Uber into a more positive and accessible aesthetic that puts functionality and practicality first.

“We moved towards a universal ‘beyond-simple’ global brand. Teams in diverse markets can make it relevant to their audiences with culturally specific content” – Wolf Olins.

Uber—logo in use.

The new identity was designed by Wolff Olins in collaboration with the Uber’s Brand Team.

Learn more about the Uber rebrand the official page.

2. Dunkin'

The company announced changing its name to Dunkin’ - dropping the Donuts part. For the record, it will still sell donuts.

Dunkin' retains the familiar pink and orange colors and iconic font, but drops "donuts" part and coffee cup symbol.

The objective of this redesign is to take a step to achieve that the company is perceived as a non-specialized brand.

Dunkin' rebrand explained
Dunkin—logo analysis

The key drivers of this change was the popularity of Dunkin’s coffee offering and avoiding any possible confusion to new customers as to whether only donuts are served

Dunkin—brand identity

The Dunkin' case is a good example of how many brands need to revise their names and be minimally updated to embrace change.

Learn more about the rebrand here.

3. US Open

The old logo was a complicated image that had challenges in digital media and did not represent the tournament well as a premium sporting and entertainment brand.

The new US Open mark is an evolution of the flaming ball idea, distilled to its essence to work as a simple icon.

The new modern symbol is paired with a dry-italic and lowercase typeface, with the name attached by an inverted "u" and "n".

US Open rebrand explained
US Open—logo analysis

The result expresses the energy, spirit and speed of the flaming tennis ball and the US Open itself.

The old image did not reflect the quality that should be associated with the well-known championship, as well as its problems in digital environments.

It is a great example of a total brand makeover to fit the qualities of good logo design.

4. Santander

The brand changes to become more modern, more digital and more in tune with new generations, while retaining its most distinctive traits: the name, the color red and the “flame”.

The flame was redefined and font changed to gain greater visibility and improve the user experience in the digital world.

This change is an example of the cultural transformation the Bank is undergoing to help people and businesses prosper in a simple, personal and fair way.

Santander rebrand explained
Santander—logo analysis.

"The new logo is more modern, simple and digital.

The flame has a greater presence and the word Santander is clearer, more legible and simpler - able to adapt to any media and any channel." - Santander

Santander—brand identity

The Santander Brand has evolved to accompany the bank’s transformation. A simpler and more modern Brand.

Santander’s new logo and identity was designed by the Madrid, Spain, office of Interbrand.

Learn more about the Santander rebrand here, and also check my article where I explain on other bank logos.

5. Badoo

Badoo has just redesigned its app making it easier to use, safe and functional, and has taken this opportunity to make a comprehensive redesign of its visual identity.

Badoo strips away the chaos of multiple colors and opts for new symbol and new typography.

Its new symbol (a simple chubby heart) is designed to work with impact as an app or avatar icon in networks, something that was more difficult with its previous image.

Badoo rebrand explained
Badoo—logo analysis

The new font reaffirms this intention of cleanliness and circularity of the whole identity, with very geometric and thick characters.

A new a pattern was introduced that forms hearts of different colors, sizes and positions, which serves as a graphic element that brings personality and unity to all the identity.

The new color palette is different from Tinder and Bumble and every app in between.

Badoo—brand identity

With this evolution, Badoo, makes an important generational leap, traveling from the era of dating websites to the era of geolocation apps.

This generational leap is portrayed in its new heart, a symbol that materializes very well the company's desire to have an element that works well as an app icon and as an avatar in the digital era.

Learn more about the Badoo rebrand here.


Some brands such as Uber, Dunkin' or Santander carry a simple and correct exercise where the logos are reduced to their minimum essence.

Other brands like US Open and Badoo are redesigning and optimizing their identities to become more relevant.

Brands tend to drop superfluous effects or typographical excesses and in favor of more minimalist designs.

In part this responds to the need to function properly in all types of media and sizes, especially in the digital world.

It also responds to a trend that seems to favor branding that reduce noise and stand out in a world oversaturated with overloaded messages.

What are the best logo rebrands of 2018 in your opinion?

You can find most of the rebrands described on Brand New Blog.

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