There are plenty of companies that rebranded over the course of history, but what are some of the most recent rebrands shaking the industry?
Let’s take a look at some rebranding examples from recent years.
9 companies that rebranded in 2023 and 2024
Here are some of the biggest companies that rebranded recently:
1. Pepsi
Pepsi is one of the companies that rebranded recently. It did so to celebrate its 125th anniversary.
The new logo stands out with bold custom typography and an updated color palate. There is also heavier use of the color black, which reflects the brand’s commitment to Pepsi Zero Sugar.
2. Nokia
For the first time in 60 years, Nokia was one of the companies that rebranded in February 2023. The change was created to shift Nokia’s perception from just a mobile phone company to a B2B technology brand.
The new logo is geometric and abstract instead of using classical typography. Lippincott simplified the letters of the logo to read “Nokia” only when they are together.
The brand also changed their statement of purpose: “At Nokia, we create technology that helps the world act together.”
3. Johnson & Johnson
Johnson & Johnson is another one of the companies that rebranded in 2023. It did this to signify a shift in brand positioning. The company replaced the traditional cursive font of the logo with a much more modern font.
This change aimed to mirror the transformation of the company which now focuses on health innovations. It also included renaming the pharmaceutical division, previously known as Janssen, to Johnson & Johnson Innovative Medicine.
The company chose to maintain their red logo color but redesigned the “&” symbol for global recognition.
4. HBO Max
One of the most drastic rebrands in recent years was the change from HBO Max to simply Max. They chose to completely take their name out of their logo, which may seem surprising at first, but the goal was to showcase a blend of programming.
HBO Max included content beyond HBO’s traditional offerings. By changing the name to Max, Warner Bros. Discovery wanted to emphasize that there is more diverse content available than just HBO content.
5. Reddit
Reddit is another one of the companies that rebranded recently. They kept the same color scheme, but completely changed the typography and even the icon of their robot mascot.
The project was done in partnership with the design agency Pentagram. It focused on the iconic mascot Snoo, which now has a 3D version.
The redesign included the introduction of new typefaces, such as Reddit Sans and Reddit Display, with little chat bubbles inside the ds that show the use of the platform.
6. X
One of the most controversial companies that rebranded recently was Twitter – now known simply as “X.” This rebrand will surely be discussed in marketing classes for years to come!
Twitter’s rebranding took place under the leadership of Elon Musk. The letter X aligns with Musk’s overall brand, using the same letter as his company SpaceX.
The name X also reflects Mush’s vision that Twitter be transformed into a “super app.” It not only includes social interactions, but also shopping and financial functions.
Some like the shift, but many marketing experts think the change destroyed what the brand had built for over 17 years.
7. Bumble
Dating app Bumble refreshed its logo with the tagline “We’ve changed, you don’t have to.”
Though the updates are subtle, the transition from a lowercase to an uppercase “B” and the removal of the hexagonal icon give the logo a softer, more mature look, signaling the app’s evolution since the pandemic.
8. Lamborghini
Lamborghini has decided to refresh its logo for the first time in 20 years. The new black and white logo offers a sleeker, more digital-friendly design. It shows the company is trying to keep up with modern times.
While some like the new logo, others lament the loss of the traditional logo for a traditional car brand. Clearly, the car makers are trying to shake up their image.
9. Jaguar
In November 2024, Jaguar revealed its brand new brand identity and nearly broke the internet. It has a new monogram badge of a circle housing a J and an r. There is also a new title in mixed lowercase and uppercase reading JaGUar.
In a more surprising turn of events, Jaguar deleted their entire social media archive and got rid of all car pictures. This was shocking for a car brand with such a long history. Instead they posted a 30 second video with models and a new mantra “copy nothing.”
While some believed this pivot would kill the brand, others thought it was genius – because everyone is now talking about Jaguar during a time when they aren’t actually making cars.
Only time will tell if this marketing strategy was successful or not!
Could your company use a rebrand?
If these companies that rebranded have inspired you to start your own rebranding project, reach out to the team at Flux Branding. We’re an experienced rebranding agency in Los Angeles that can help you achieve the new brand identity you are looking for.