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flux branding

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      9 Companies That Rebranded Recently

      Posted on by fluxbranding

      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. 

       

      What is Rebranding? Definition & Types of Rebrands

      Posted on by fluxbranding

      What is rebranding? If you’re wondering about the term, or have been told that your company could benefit from a rebrand, this article is for you.

       

      Today we will talk about what a rebrand is, the different types of  rebranding, and why you might want to do one. 

       

      Before we get into the reasons for rebranding, let’s dive into what a rebrand is. 

      What is rebranding? 


      What is rebranding? Rebranding is the process of changing the identity or perception of a company, product, or service. It involves updating or completely altering elements such as the brand’s name, logo, tagline, design, messaging, or even its overall market positioning.

       

      Rebranding a company can take many forms, from minor adjustments in a company’s visual identity to a complete overhaul of how it is perceived by its customers. The goal is typically to refresh the brand, improve its appeal, or address changes in the market or consumer expectations.

       

      A brand is more than just a logo or color scheme; it’s the entire experience people have with a product or service. When that experience no longer feels relevant, rebranding allows a company to reset. It gives them the opportunity to create a new identity that aligns with their future goals.

       

      Now that you know what a rebrand is, let’s dive a little deeper into the different types of rebrands. 

      Types of rebranding

       

      There are various ways a company can approach rebranding, ranging from subtle adjustments to complete overhauls. Here are the three main types of rebranding:

      Brand refresh

       

      A brand refresh is the simplest form of rebranding. It’s a light update designed to modernize and revitalize an existing brand identity. This is often used by companies that are performing well but want to stay current with a refreshed look and feel.

       

      In a brand refresh, the core elements—such as the brand name, logo, and overall visual identity—remain largely unchanged. However, subtle modifications might be made to aspects like color palettes, fonts, imagery, and messaging to give the brand a more contemporary vibe. 

       

      The goal of a brand refresh is to enhance the brand experience without losing the equity and familiarity the brand has built over time. It’s an evolution, not a revolution.

      Brand reboot

       

      A brand reboot is a step up from a refresh. It involves more significant changes to key branding elements like the logo, tagline, and visuals across marketing materials, but the core brand name and positioning stay the same.

       

      Companies typically opt for a reboot when they’ve expanded their offerings, targeted new audiences, or evolved their brand vision. A reboot helps realign the brand’s outward expression with where the business stands today, while still leveraging existing brand awareness.

      Full rebrand

       

      A full rebrand is the most comprehensive and dramatic form of rebranding. It’s a complete overhaul of the brand’s identity, including a new name, logo, visuals, messaging, voice, and strategy—essentially starting from scratch.

       

      A full rebrand is often necessary when there’s a major shift in corporate strategy, a change in ownership, or when the previous brand no longer aligns with the company’s goals. This type of rebranding offers an opportunity to create an entirely new image and reconnect with the audience.

       

      Given its scope, a full rebrand involves extensive upfront research, strategic planning, creative development, and a carefully executed rollout to integrate the new identity across all touchpoints.

       

      No matter which approach is taken, the ultimate goal of rebranding is to create a refreshed, relevant brand identity that aligns with the company’s growth and resonates with its audience. 

      Reasons for rebranding 

       

      What is a rebrand used for? We touched briefly on this in the section above, but let’s look a bit more closely. 

       

      Some common reasons for rebranding include: 

       

      Changing market conditions: A company might rebrand to adapt to new market trends, customer needs, or to keep up with competitors.

       

      Target audience shift: As a business grows, it may want to appeal to a different demographic or market segment. Rebranding can help attract a new audience or reposition the brand to better resonate with the intended customer base.

       

      Negative brand perception: If a brand has developed a negative image or experienced a scandal, a rebrand can help distance the company from past issues and rebuild trust.

       

      Mergers and acquisitions: When companies merge or one acquires another, rebranding can help unify the companies under a single identity.

       

      Growth or evolution: As a company evolves—whether through expanding its product line, entering new markets, or improving its services—rebranding can reflect these changes and signal progress.

       

      Differentiation: A rebrand can help a company stand out in a competitive marketplace by creating a unique and compelling identity.

      Is it time for a rebrand?

       

      If any of the reasons above resonate with you, it might be time for a rebrand. If it is, Flux Branding can help. We’re a leading rebranding agency in Los Angeles, and we can help you decide whether you need a refresh, reboot, or full rebrand for your company. 

       

      We can also walk you through every step of the rebranding process to ensure your rebranding image aligns with your audience, identity, and company values.

      7 Benefits Exceptional Branding Brings To Your Business

      Posted on by fluxbranding

      Business Growth

      What are the benefits of a brand?

      Branding a term that’s newly defined in terms of modern communications, and has become an essential element in generating revenues and building long-term customer loyalty.

      It’s easy to understand branding, but it can be complicated to get it right. Your brand is simply the combination of all the things that make you memorable. While your logo is an important part of your brand, brands are more than a logo— it’s a reflection of the unique differentiators that set you apart in the marketplace. In short, it’s what makes you who you are. When customers can emotionally identify with your product, service, or cause they believe in your brand purpose, promise, and principles.

      Having a strong brand is an essential foundation of successful marketing. How you do it can make or break your business. If your business is growing (or needs to be) branding can help. Learn more about our work with industries ranging from real estate to automotive, non-profits to manufacturing.

      Here are 7 benefits exceptional branding will bring to your business.

      Continue reading “7 Benefits Exceptional Branding Brings To Your Business”

      Time for change

      Posted on by fluxbranding

       

      overcome1

       

      There are mile markers in everyone’s lives–when something so significant happens that afterward you’re never the same.

      Transformation can be the result of joyous occasions or from incredible challenge. I recently had one of those moments in my life. Here’s the story of my most recent life changing experiences.

      What I thought was simply difficulty sleeping, was diagnosed a large tumor in my spinal cord. With little warning, I was rushed into emergency surgery in July to have it removed. The good news is that the surgery was successful and the tumor was benign. Although this milestone was not one I would label as joyous, it ended up bringing valuable lessons to my life.

      I learned not to ignore things. I was having pain for a while and I found a way to justify it so that I didn’t have to go to the doctor. Going to the doctor is something I have never enjoyed and I thought the pain would eventually go away. As you can guess, it did not. I think people do this all the time even in ways that are not related to health. Sometimes the thought of all the things you have to do to rectify a problem seem insurmountable. Sometimes the pain of living with it seems better than the pain or uncomfortability of the solution. Ignoring what needs to be addressed only makes things worse in the long run.

      It was very important to me throughout this process that I only focused on the next step ahead. I found that worrying about all the possible outcomes was not good for my overall well being. Focusing on only the next step made the weight of everything feel so much lighter. I think this can be applied to many areas in life. The only way to do anything is one step at a time.

      I had a moment after I found out I had the tumor where I was sitting in my car alone before I drove home. At that moment I realized what was important to me. I think I of course knew that already but having my life flash before my eyes really allowed me to hone in on it. I don’t think you need a scary thing to happen to you to do this. You can do this at any time. Ask yourself what your values are. Ask yourself what matters to you. And ask yourself often. I know I will be revisiting these questions on a regular basis.

      I had to face my fear to make it through this. Had I not, I would not be healing right now. I think when I take a really good look at everything, my fear was what made me not go to the doctor sooner. I was afraid of what he would say. But now that I am on the other side of it, I realized I was always capable of making it through.

      So if I could give you one message that I learned through all of this it is this: You can do it. Whatever it was you just thought of when you read that last sentence, I know you have what it takes.

      Taqueando Fest 2019

      Posted on by fluxbranding

      We’re so grateful that we were able to be a part of the first ever
      Taqueando Festival this past weekend at the ROW, here in DTLA.

      If you know us, you know that we’re super into tacos, the frequency with which we talk about and consume them is borderline-weird, we’re taco-lovers and we’re proud of it. You can imagine, then, our excitement when we found out we would be a part of Taqueando. Taqueando means, literally, “to taco,” and so we did. In addition to sampling just about every variety of taco and michelada under the sun, we offered festival-goers a reprieve, a place to rest between bites and sips, and to exercise their creative muscles with an adult, taco-themed coloring book (you read that right).

      Our booth was a hub for anyone and everyone who needed a break from consumption in favor of creation. And plenty of people did. You can only eat so many tacos and our new friends greatly appreciated the opportunity for a little creativity and a chance to sit down and digest. We all chatted about our favorites while feverishly coloring. Some loved the spicy lamb while others preferred the cauliflower and chorizo. Yes, it was an explosion of flavor and we loved it!

      As far as the event itself, it was incredible, and seamlessly produced. A little history for you: way back when, a man named Bill Esparza (James Beard award winner for his journalism of the LA taco scene) hosted an annual event called Tacolandia, which attracted upwards of 10,000 people annually. This new, slightly smaller, yet more refined venture is it’s replacement. Here’s what he had to say to Eater LA:

      “I want it t be an experience that focuses on the vendors and the Mexican community,” says Esparza. “Jonathan Gold said tacos should be a verb. He was right to say that. (In Spanish), taqueando is the Spanish verb meaning ‘to taco.’ Eating tacos is an action, it’s a lifestyle and basis from our culture.”

      In a word, it was epic. We can’t wait for next year.

       

      5 Steps to Brand Brilliance

      Posted on by fluxbranding

      When your brand identity is authentic, it shines bright.

      Brilliance is fascinating.
      Brilliance is breathtaking.
      Brilliance is charming.

      From Prada to Bentley, people like bright, shiny things. They attract us like spinning lures. Like the facets of a diamond. The sparkle of a smile. Brilliance draws us in, holds our attention and makes everything else secondary.

      Unlike beauty, brilliance is not an accident of birth. It is not the random intersection of dumb luck and timing. In business, being brilliant is the product of truth, transparency and clearing out the clutter that separates your brand from your audience.

       

      Effective branding doesn’t create brilliance, it reveals it. Trying to be brilliant is an exercise into itself.

      Choosing to explore who you really are is a decision that every brand has to make in order to climb to the top of the mountain and leave competitors down at base camp. Whether you would describe your brand as the “Mercedes Benz” of software or the “Rolex” of apartment buildings, make sure it’s authentic to you.

      Here are the things you need to consider to make sure your brand is truly brilliant and not just fool’s gold:

      1. Make brilliance your priority. Consensus, especially at top company levels, is crucial. Sometimes brilliance is just a decision or two away. Getting everyone on the same page with an agreed upon goal and direction makes all the difference.
      2. Know your funds. Polishing your brand so customers can see the light takes resources. Brilliance doesn’t happen in your spare time. Carve out a realistic amount of time and funds. The ROI when you pursue brilliance will be a point of light on your balance sheet.
      3. Chart a course. There are a lot of good ideas and good people out there. Find one you like, from someone with a track record in brilliance and a methodology you can count on. Look for brilliance in their strategic approach, and make sure the chemistry feels right.
      4. Never quit. Brand brilliance can mean instituting new programs, implementing new ideas and adopting new attitudes. People will try to knock you off course with negativity and fear. Brilliance can cause temporary blindness. Understand, acknowledge and move forward.
      5. Get excited. There are nothing like the aha! moments that happen during a branding workshop. When everyone is excited about what’s happening, the process works better, moves faster and is a lot more fun. Open up. Get excited. Brilliance is on the way.

       

      How do you craft a brilliant brand? 

      • Start by taking time to mine for the gems that make you unique. They might seem insignificant to you at first — like a pebble. But inside those uncut stones there’s opportunity. That’s why having an expert at your side is so important— they’ll have the ability to recognize what’s most valuable.
      • Next, mark the facets to maximize your assets. It’s critical to clearly define the strategy that must be executed to reveal a brilliant brand. That’s the roadmap to success.
      • Use master craftsmen to do the work. Your raw materials are precious, and it’s wise to only trust a specialist to make the right cuts for your brand. Details are important in revealing brilliance, and even small flaws can reduce your brand’s lustre.
      • Finally, the talents of an artist will determine the best setting to showcase the splendor of your brand’s brilliance, making everything market-ready.

      Great sculptors consider each work of art a unique effort because each piece of stone has its own character. They simply free the sculpture from the rock that surrounds it. Branding follows the same mentality— brands are revealed from the unnecessary material that surround them.

      Is your brand brilliant? The answer is yes, but it might be hiding underneath layers of sediment that are covering its beauty. Find your brilliance, and your beauty will shine brightly.

      Best of DTLA: Tacos El Hermano

      Posted on by fluxbranding

      Man ordering tacos

      In Los Angeles, tacos are symbolic, an integral part of our culture.

      While the great debate of who makes the best tacos will undoubtedly continue for years to come, we have a few personal faves. Our studio is located in the hip and happening Arts District, a melting pot of creative people, places, and cuisine, and arguably the most exciting part of the city today. We’ve been downtown for the last eight years, and have seen tremendous change. Most significant? The food scene. While the hot new restaurants pop up almost weekly (and they are awesome), we still have our favorite lunch spots. Lunch must, of course, include all the important food groups like tortillas, salsa and chilis. Call it comfort food for the native Californian. Our go to spot on a busy day is Tacos El Hermano.

      Southwest folk art.

      Tacos El Hermano might be what you call “a hole in the wall”, but what it lacks in real estate it makes up for in flavor. When you walk up to this adorable and authentic locale, you’re immediately taken far, far away. You can easily imagine you just walked in off the street in San Pedro Atocpan, even though in reality, it’s located just over the first street bridge in Boyle Heights. This little corner stand is covered in murals that look like a 3rd grader painted.

      The menu is big enough to satisfy a variety of cravings, but our favorite items are the veggie burrito – the grilled onions and peppers take it over the top, and the spinach breakfast burrito (definitely a must-get if you stop in earlier in the day). The restaurant shares the same menu as Tacos Por Favor on the Westside; this could be another reason we love it since we’ve been eating at Tacos Por Favor for, well, let’s just say longer than we’d care to admit.

      Do yourself a favor and check it out for yourself. Oh, and let us know when you’re going, we’d like to join you.

      Instagram Launches Video – Opens Creative Branding Opportunities

      Posted on by fluxbranding

      http://vimeo.com/68765934

      Video on Instagram Opens Creative Branding Opportunities

      New branding news seems to come in by the day on how ideas for online brand marketing are quickly evolving. There may be a giant leap forward this year now that Instagram is getting into the video business. And the reasons for that are due to the perfect length Instagram has given to their videos that allows more time to absorb information compared to Twitter’s Vine.

      Instagram’s 15 Seconds of Fame

      It might be hard to imagine that only 15 seconds could be used to convey a brand. Yet, that’s considered to be a perfect amount of time to convey a message about what a company is. In most cases, a compelling video will leave someone wanting more after 15 seconds rather than wishing they’d never clicked there. How that works, though, might still be a mystery to those still trying to navigate Instagram’s video marketing opportunities.

      Continue reading “Instagram Launches Video – Opens Creative Branding Opportunities”