With trends exiting the foray as fast as they came, the time often comes for many business entities to rejig their visual identities, thus moving into the (sometimes) scary territory of rebranding. Whether it’s to represent a fundamental change in a direction and vision, a need to differentiate from competitors, or it’s just time to move away from the early days when you used Microsoft Word to create your masterpiece, rebranding is a very common practice, with, on average, brands changing their corporate identities every seven to ten years. If you’re looking to take the next step in your visual identity, you’re by no means alone with players as big as Google, KFC and Facebook all giving themselves a face lift. Whatever the reason, the goal of any rebrand is to differentiate yourself in the minds of your target market and because we love seeing how companies reinvent themselves, we found our top five rebrands from the year that’s been:
Since its entry into the cut-throat game of social media in 2013, Snap Inc. (previously Snapchat) has been engaging the masses through animated dog tongues and angelic crowns while also mastering the art of the disappearing video. Dropping the ‘chat’ element of its name in September last year, the rebrand decision also partnered with the arrival of their video-recording sunglasses called Spectacles. Along with sophisticated name change and maturation in the industry, the company also chose to ditch their signature Ghostfaced Chillah into black minimal font with a yellow background.
Sometimes new is not always best, evident in Calvin Klein’s newly launched logo on Friday which dubbed the change as “a return to the spirit of the original.” Which is indeed reminiscent of the luxury fashion houses old logo. Fashion authorities are pointing to Raf Simons as the brain behind the move, as he was brought in as the Creative Director mid-last year to streamline the creative vision of the brand.
One of the bolder moves in logo redesign came with Instagram’s makeover last year, the first since its launch in 2010. After the Instagram team attempted to represent the evolution of the brand, a new logo was also paired with a complete redesign of the interface, with a fresher cleaner design throughout the app, bringing their original analogue camera into a technicolour representation of one.
When they first launched in 2007, Zocdoc proved to be frugal in its spending, (hello start-up mentality) splurging $80 on their first logo, purchasing the two-toned Helvetica design in an online logo store. Now a household name in the healthcare industry especially among Y-genners, the app works by connecting millions of customers with doctors in their insurance network each month. Early last year, Zocdoc revealed their (much needed) new logo with a capital ‘Z’ in front of a yellow background that has changing facials expressions. “The new face of Zocdoc looks the way healthcare should – friendly, simple and, most of all, reflective of patients and real life,” echoed the brands marketing vice president Richard Fine.
Climbing up the ladder a long way since its humble beginnings, operating as a black car service for 100 friends in San Francisco, the game changing app Ditched it’s old red ‘U’ early last year with the founder Travis Kalanick and Director of Design Shalin Amin taking nearly two years of brainstorming to visually refresh where the company was going. Which since it started has grown exponentially, residing in over 450 cities and giving customers around one million rides a day. The logo features a square inside of a circle representing Uber’s technological feats and the cities it serves, while the square represents known to Uber as the “the bit” (technology), while the circle within represents “the atom” (humanity).