Joyce N. Ho, an Emmy-winning creative director, took a sabbatical after 14 years in the industry to reconnect with her passion for design. During this time, she collaborated on a personal rebrand, explored generative art, and produced new physical items reflecting her heritage. The experience helped her regain her creative joy and address feelings of burnout.

Grammarly has rebranded itself to Superhuman after acquiring the email client in July. The company is launching an AI assistant named Superhuman Go, integrated into its existing extension, which enhances writing and scheduling by connecting with other apps. Users can access this assistant now, with plans for further AI features in the future.

This article explores the most controversial rebrands and logo redesigns of 2025, highlighting reactions from the public and media. It covers cases like Cracker Barrel's quick reversal of its new logo and the backlash against networks like MSNBC and CNBC. Other notable examples include HBO Max's identity crisis and the contentious renaming of the Kennedy Center.

The Danish women’s football league has rebranded to elevate its identity and attract sponsors amid rising global interest in women's football. The league's name and structure have been simplified to remove gendered references, focusing instead on the game itself. A new visual identity features a modular design and a custom typeface to enhance brand consistency across platforms.

A judge ruled that Tesla's use of "Autopilot" and "Full Self-Driving" is misleading, suggesting the cars can drive themselves. The California DMV has mandated a name change to avoid a sales ban in the state. Tesla has already renamed "Full Self-Driving Capability" to "Full Self-Driving (Supervised)" but still needs to address the Autopilot branding.

The Morson Group has merged 19 brands into four distinct units to improve its market messaging and internal cohesion. This rebranding effort, developed with Nokamo, aims to present a unified identity while addressing the complexities of modern recruitment and consultancy.

This article discusses the rebrands that truly matter in 2025, focusing on those that went unnoticed while the media fixated on failures like Cracker Barrel and HBO Max. It highlights successful, subtle changes from companies like Amazon, Walmart, and Apple TV Plus that strengthen brand coherence and customer perception.

This article discusses the shift toward minor adjustments in brand identities instead of complete overhauls. It highlights the importance of maintaining distinctive brand assets while evolving messaging and design to stay relevant. Examples from companies like Amazon and Martin Guitar illustrate successful tweaks that respect brand heritage.

This article discusses Frontify's report on modern rebranding, emphasizing the need for brands to become adaptable systems rather than static assets. It highlights the importance of motion, sound, typography, and color in creating meaningful brand identities that evolve with culture and technology.

Cracker Barrel's rebranding effort led to a $100 million drop in stock value, highlighting the importance of brand perception beyond just visuals. The backlash revealed how cultural resonance and emotional connections drive brand equity, often more than financial metrics alone.

Gü has launched a global rebrand to strengthen its market presence and reconnect with its premium roots. The redesign focuses on clarity and structure, using color-coded packaging and natural photography to enhance product appeal. This shift comes as the dessert market becomes increasingly competitive.

This article examines Elon Musk's radical rebranding of Twitter to X over three years. It highlights the pitfalls of ignoring user sentiment and the importance of evolving a brand without losing its essence. The piece draws parallels to classic tales, emphasizing that meaningful change requires understanding the audience.

Grammarly is rebranding to Superhuman after acquiring Superhuman Mail and launching Superhuman Go. The new identity reflects a shift from a single writing tool to a broader AI-powered productivity suite, featuring a friendly character named Hero as a guiding presence across its products.

Big Hug, an independent UK brewer, has launched a new identity designed by JDO to strengthen its mission as a 100% positive impact business. The rebrand, revealed at the London Craft Beer Festival, emphasizes a unified visual system that reflects both the brewery's personality and its commitment to social causes. This strategic redesign aims to attract discerning consumers by blending craft aesthetics with a clear narrative of purpose.

A living brand system emphasizes ongoing evolution and adaptability over traditional rebranding. It involves creating a dynamic framework that allows brands to grow and resonate with their audience consistently. This approach fosters deeper connections and relevance in a fast-changing market landscape.

Heritage brands face significant backlash when they undergo total rebrands, as seen with Tate & Lyle and Jaguar. While some brands successfully evolve to maintain relevance, others struggle with consumer resistance to change, highlighting the delicate balance between innovation and tradition in branding strategies.

Rebranding is critical for driving revenue and requires alignment across four key layers: mindset, point of view, visual branding, and brand voice. Each layer has its challenges, but when they work in harmony, they create a powerful and authentic brand that resonates with customers. Emphasizing the importance of strategy over trends, the article encourages brands to adopt a customer-driven approach rather than succumbing to the dark side of branding.

Shutterstock has unveiled a sleek new brand identity, moving away from its traditional stock image roots to embrace a broader role in creative content and generative AI. The rebranding includes a modern logo and color palette, alongside the introduction of a "Generative AI Pro" tier designed to enhance creative processes for businesses.

A surge of design agencies is undergoing rebranding efforts to redefine their identities and better resonate with clients. Factors such as increased competition, economic challenges, and the impact of AI tools are driving these changes, prompting agencies to clarify their unique offerings and improve differentiation in a crowded marketplace.

Blue Apron is evolving beyond its traditional subscription meal kit model by introducing a la carte purchases and pre-made meal options. The brand has rebranded with a new logo and mascot, aiming to provide flexibility for customers who seek convenient meal solutions without being locked into recurring subscriptions.

Amazon's recent brand transformation by Koto marks the company's first logo update in 20 years, focusing on consistency and clarity across its global identity. The redesign aims to streamline the brand's visual elements and enhance its presence across various platforms, reflecting a decisive shift in a fast-paced industry.

Major companies like Amazon, Walmart, and OpenAI are adopting bolder logo designs, reflecting a trend towards simpler and more emphatic branding. These rebrands often involve only subtle changes, such as thicker typefaces and refined logo elements, aiming to convey strength and approachability. The shift to bold typography appears to be a strategic move to enhance brand presence and communicate boldness effectively.

A university's new logo has sparked significant backlash, being compared unfavorably to the Cracker Barrel rebrand. Critics argue that the design lacks originality and fails to represent the institution effectively, leading to widespread disappointment among students and alumni.

Apple is set to rebrand its device operating systems, including iOS, macOS, and watchOS, aiming for a unified identity across its software platforms. This strategic move reflects the company's ongoing efforts to enhance user experience and strengthen brand recognition.

Suzuki has unveiled a new logo that represents a modern take on its brand identity, emphasizing simplicity and versatility. The rebranding aims to resonate with contemporary design trends while maintaining the essence of the company's heritage. The new logo reflects Suzuki's commitment to innovation and customer connection.

The recent rebranding of Apple TV is seen as a strategic move to align with evolving consumer preferences and market trends. This change is timely, as it aims to enhance user engagement and compete effectively in the streaming landscape. Industry experts believe this rebranding could reinvigorate Apple's presence in the competitive entertainment sector.

Coinbase Wallet has undergone a rebranding to become the "Base" app, aiming to consolidate various crypto functionalities into a single platform. This move is designed to enhance user experience by integrating wallet services, trading, and other features into one comprehensive app.

Microsoft has unveiled a rebranding of its Office application icons, aiming to modernize their appearance while maintaining brand recognition. The new designs emphasize simplicity and a more cohesive visual identity across the suite of applications.

Cracker Barrel's recent logo redesign has faced severe backlash, prompting the company to revert to its original emblem and halt plans for a $700 million rebrand. The article highlights other notable redesign flops, including Tropicana's carton redesign and Gap's quick logo reversal, showcasing the risks companies face when altering their branding.

Jaguar's decision to maintain its controversial rebrand is rooted in a strategy aimed at modernizing its image and appealing to a younger audience. Despite mixed reactions from fans and critics, the brand believes that the new look aligns with its vision for the future and will ultimately resonate with a broader customer base.

Renowned branding expert discusses key indicators for when a company should consider changing its logo. The insights draw from experiences with major brands like Walmart and Burger King, emphasizing the need for rebranding to align with evolving company values and market dynamics. The article highlights the importance of ensuring that a logo reflects the current identity of the brand rather than sticking with outdated imagery.

How&How has revitalized Big Cartel's brand, emphasizing its role as a facilitator for creative entrepreneurs with a scrappy and unpolished aesthetic. The rebrand features expressive illustrations, functional icons, and a vibrant color palette that pays homage to the platform's indie roots while appealing to a contemporary audience.

The article discusses the recent rebranding of NABS, highlighting the new visual identity and strategic direction aimed at modernizing the brand and enhancing its connection with the audience. It emphasizes the importance of this rebrand in reflecting the organization's evolving mission and values.

The article discusses Forest Carbon's recent rebranding effort, which aims to visually represent the sounds of ecological integrity. Through this rebrand, the organization seeks to enhance its messaging about sustainability and environmental preservation, creating a more immersive experience for its audience. The initiative highlights the importance of connecting visual and auditory elements in promoting eco-friendly practices.

Stack Overflow is undergoing a rebranding effort due to a significant decline in web traffic, which poses challenges for developers who rely on the platform for support and resources. The company aims to revitalize its image and engage its user base more effectively amidst the changing landscape of online communities.

Effective branding in the cryptocurrency sector requires a clear understanding of the audience, authentic messaging, and a strong visual identity. Companies must address the unique challenges of the crypto space by ensuring transparency and trustworthiness while also differentiating themselves in a crowded market. Successful rebranding can significantly enhance a company's reputation and appeal to both existing and potential customers.

Uniqode's rebranding by Koto successfully merges physical and digital elements to create a cohesive brand identity. The new design emphasizes a contemporary aesthetic while maintaining a connection to the brand's essence, showcasing innovative 3D visualization techniques. This approach highlights the importance of blending traditional design with modern technology.

The Refugee Council's rebranding effort showcases a warm and inviting design that aims to celebrate the contributions of refugees to British society. The new visual identity emphasizes inclusivity and community support, reflecting the organization's mission to advocate for and assist refugees in the UK. Overall, the rebrand serves as a vibrant reminder of the positive impact refugees can have on their new homes.