{"id":23192,"date":"2017-03-01T10:51:45","date_gmt":"2017-03-01T16:51:45","guid":{"rendered":"https:\/\/blog.crowdspring.com\/?p=23192"},"modified":"2023-09-19T14:56:59","modified_gmt":"2023-09-19T19:56:59","slug":"5-successful-rebrands-successful-strategies-that-worked","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/5-successful-rebrands-successful-strategies-that-worked\/","title":{"rendered":"5 Successful Rebrands and the Strategies That Worked for Them"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft wp-image-37919 size-full\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/03\/20181323\/pexels-sharon-mccutcheon-1212406.jpg\" alt=\"\" width=\"700\" height=\"467\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/03\/20181323\/pexels-sharon-mccutcheon-1212406.jpg 700w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/03\/20181323\/pexels-sharon-mccutcheon-1212406-300x200.jpg 300w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/03\/20181323\/pexels-sharon-mccutcheon-1212406-400x267.jpg 400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>\n<div class='header-cta' style='display:none'>\n  <span>Discover your brand's unique character.<\/span>\n  <a href='https:\/\/www.crowdspring.com\/brand-archetype-quiz\/' class='btn btn-primary' target='_blank'>Reveal the truth with our free quiz!<\/a>\n<\/div>\n<\/p>\n<p>Public awareness of company rebrands in recent years is high, and with good reason: a good <a href=\"https:\/\/www.crowdspring.com\/blog\/how-to-rebrand\/\" target=\"_blank\" rel=\"noopener\">rebrand<\/a>\u00a0can shed new light on a company, connecting it with consumers in new and effective ways.<\/p>\n<p>Companies need to build a strong <a href=\"https:\/\/www.crowdspring.com\/blog\/brand-identity\/\" target=\"_blank\" rel=\"noopener\">brand identity<\/a>.<\/p>\n<p>But brand identity is rarely permanent. You might envision building a lasting brand when you <a href=\"https:\/\/www.crowdspring.com\/how-to-write-a-business-plan\/\" target=\"_blank\" rel=\"noopener\">write your business plan<\/a>, but nothing lasts forever.<\/p>\n<p>Culture and markets evolve. Brands also evolve.<\/p>\n<p>And sometimes, a rebrand is the only way to push the brand forward and make it relevant again.<\/p>\n<p>Most rebrands change only the visual branding elements and leave the brand name. But sometimes, you also have to change the <a href=\"https:\/\/www.crowdspring.com\/naming-a-business-or-product\/\" target=\"_blank\" rel=\"noopener\">business name<\/a> to reflect your current brand.<\/p>\n<p>When rebranding, no one wants their rebrand to become the next headline or subject of public ridicule like the brands we discussed in <a href=\"https:\/\/www.crowdspring.com\/blog\/5-major-rebranding-failures-and-what-you-can-learn-from-them\/\" target=\"_blank\" rel=\"noopener\">5 Major Rebranding Failures and What You Can Learn from Them<\/a>.<\/p>\n<h2>Here are examples of five brands that used proven rebranding strategies to rebrand successfully.<\/h2>\n<h3><b>Mailchimp &#8211; The design is in the details<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-23193 size-full\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132115\/mailchimp-beforeafter.png\" width=\"550\" height=\"364\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132115\/mailchimp-beforeafter.png 550w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132115\/mailchimp-beforeafter-300x199.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p>We tend to notice significant redesigns and rebranding disasters, but sometimes minor tweaks and restraint are more effective.<\/p>\n<p>Taking stock of what\u2019s there, optimizing it, and then distilling it is often a better strategy than a complete overhaul.<\/p>\n<p>Mailchimp is a web-based email marketing service that is used by, in their words, &#8220;more than 15 million people and businesses around the world.&#8221;<\/p>\n<p>Its features and integrations allow marketing emails, automated messages, and targeted campaigns to be sent out to customers, with detailed reports to track progress.<\/p>\n<p>Designer Jessica Hische covered every little change in her <a href=\"http:\/\/jessicahische.is\/monkeyingaround\" target=\"_blank\" rel=\"noopener\">post about\u00a0the redesign<\/a>.<\/p>\n<p>For a rebrand that was all about the details, this was rather fitting. &#8220;They just wanted a facelift\u2014one of those classy facelifts that make your friends ask you if you\u2019ve been sleeping better lately or lost some weight because you look like a more vivacious version of yourself and not like a different person.\u201d<\/p>\n<p>The\u00a0subtle evolution was not missed by those in the know.<\/p>\n<p>Leading design website Brand New <a href=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/mailchimp.php\" target=\"_blank\" rel=\"noopener\">raved<\/a> that it was &#8220;[A] Fantastic evolution that maintains the character of the original with enhanced performance,\u201d and Design Taxi <a href=\"http:\/\/designtaxi.com\/news\/358964\/The-MailChimp-Logo-Gets-A-Subtle-But-Refreshing-Makeover\/\" target=\"_blank\" rel=\"noopener\">called it<\/a> a \u201csubtle but refreshing makeover.\u201d<\/p>\n<h4><b>Rebranding strategy<\/b>:<\/h4>\n<p>If your current <a href=\"https:\/\/www.crowdspring.com\/blog\/branding\/\" target=\"_blank\" rel=\"noopener\">branding<\/a> works for you, don\u2019t mess with success. Consider improving and tweaking what you already have to make it more precise and more refined.<\/p>\n<p><div class=\"subscription-hero-snippet image-on-left\" style=\"background: #3B2B8F\"><div class=\"title centered\">What\u2019s your brand\u2019s true essence?<\/div><div class=\"main-content\"><div class=\"image-wrapper\"><img decoding=\"async\" src=\"https:\/\/assets.crowdspring.com\/marketing\/landing-page\/brand-archetype-hero.png\" alt=\"brand archetype illustration of the magician\"\/><\/div><div class=\"form-wrapper\"><div class=\"subtitle\">Discover your brand's unique character in just 3 minutes & unveil 15 key insights to make your brand stronger.<\/div><a target=\"_blank\" class=\"btn btn-primary\" href=\"https:\/\/www.crowdspring.com\/brand-archetype-quiz\/\">Start the free quiz now!<\/a><\/div><\/div><\/div><\/p>\n<h3>Kodak &#8211; Going backward can move you forward<\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-23194 size-full\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132115\/kodak-beforeafter.png\" width=\"550\" height=\"229\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132115\/kodak-beforeafter.png 550w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132115\/kodak-beforeafter-300x125.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p>Sometimes subtle changes are all you need.<\/p>\n<p>At other times, a dramatic reboot is needed.<\/p>\n<p>After the lamentable death of film, Kodak had almost completely disappeared from the consumer market, finding most of its success in large-scale printing systems and the enterprise market.<\/p>\n<p>Kodak\u2019s first rebrand since 2006 heralded its return to selling directly to consumers.<\/p>\n<blockquote><p>&#8220;I don\u2019t think of what we\u2019re doing as \u2018bringing back\u2019 the iconic identity of Kodak, because in people\u2019s hearts and minds, I don\u2019t think it really went away\u2026 The latest iteration needed to feel fresh, yet classic, yet sit harmoniously alongside a range of logos that you still see on signage and packaging around the world. Our goal is to amplify what is already memorable and resonant around the world.\u201d &#8211; <strong>Steven Overman,<\/strong> Kodak Chief Marketing Officer<\/p><\/blockquote>\n<p>Kodak sought to embrace its rich tradition with its updated logo.<\/p>\n<p>New York, NY-based design agency <a href=\"http:\/\/www.work-order.co\/kodak\/\" target=\"_blank\" rel=\"noopener\">Work-Order<\/a> wrote about the rebrand goals:<\/p>\n<blockquote><p>We seek a dialogue about honoring a legacy and letting a company rebuild with integrity and dignity.<\/p><\/blockquote>\n<p>Kodak didn&#8217;t want to toss out its iconic brand for something foreign and instead chose to incorporate the company&#8217;s storied history into its new design.<\/p>\n<p>The results were met with acclaim. <a href=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/new_logo_and_identity_for_kodad_by_work_order.php\" target=\"_blank\" rel=\"noopener\">Under Consideration<\/a> described the new logo as:<\/p>\n<blockquote><p>a great redesign or reboot or restart or whichever way this wants to be positioned. It capitalizes on the current acceptance of nostalgia by bringing back a classic icon and it builds on it with a simple, confident aesthetic.<\/p><\/blockquote>\n<p>It was a savvy strategy for Kodak to evoke their original branding in the redesign. By including its instantly recognizable color scheme into its rebrand, Kodak was able to keep their company\u2019s legacy at the forefront of its customer\u2019s minds.<\/p>\n<h4><b>Rebrand strategy:<\/b><\/h4>\n<p>Sometimes looking to the past can help you update for the present. Using visual and design cues from your company\u2019s history can help make your new <a href=\"https:\/\/www.crowdspring.com\/logo-design\/\" target=\"_blank\" rel=\"noopener\">logo design<\/a> more relevant. This isn&#8217;t a good strategy for people who just <a href=\"https:\/\/www.crowdspring.com\/blog\/starting-a-business\/\" target=\"_blank\" rel=\"noopener\">started their business<\/a> but works for established brands.<\/p>\n<h3>Google &#8211; Be mobile, consistent, and cross-platform friendly<\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-23195 size-full\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/google-beforeafter.png\" width=\"550\" height=\"393\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/google-beforeafter.png 550w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/google-beforeafter-300x214.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<p>Updating for the present may be an essential part of your goals, but thinking about the future and the longevity of your rebranding efforts is vital, too.<\/p>\n<p>Google\u2019s redesign of their ubiquitous multicolored sans-serif logo was highly publicized and roundly criticized when it was first released.<\/p>\n<p>The web was flooded with people carping about how terrible the new logo was, but <a href=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/new_logo_for_google_done_in_house.php\" target=\"_blank\" rel=\"noopener\">Armin Vit&#8217;s review<\/a> was clear and prescient:<\/p>\n<blockquote><p>The official, short verdict from me is that this is great. Really great. It\u2019s not a groundbreaking logo but it doesn\u2019t need to be. It\u2019s the system and cohesive thinking about it that stands out and may be hard to get excited about for the general public.<\/p><\/blockquote>\n<p>The logo redesign capped off a year of transformation at Google, including introducing the <a href=\"http:\/\/materializecss.com\/about.html\" target=\"_blank\" rel=\"noopener\">Material Design system<\/a> used in its Android mobile operating system and across all of its apps.<\/p>\n<p>Google has been reinventing itself to meet mobile devices&#8217; challenges, and the logo redesign was part of this process. Google reaffirmed this in their original announcement of the redesigned logo, saying &#8220;our brand should express the same simplicity and delight they expect from our homepage, while fully embracing the opportunities offered by each new device and surface.&#8221;<\/p>\n<p>Google\u2019s redesign honored the character of its original logo and managed to push it into the future; this was a notable success of incorporating existing history into your brand\u2019s strategies for moving forward.<\/p>\n<h4><b>Rebrand strategy<\/b>:<\/h4>\n<p>Think about where this redesign fits your entire branding system, and make sure you consider cross-platform and future usage possibilities.<\/p>\n<h3><b>Airbnb: embrace your critics and roll with the punches<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-23196 size-full\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/airbnb_before_after.png\" width=\"560\" height=\"157\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/airbnb_before_after.png 560w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/airbnb_before_after-300x84.png 300w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/airbnb_before_after-550x154.png 550w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/p>\n<p>Here\u2019s a warning: many of the links in this section about Airbnb\u2019s rebranding are \u201cnot safe for work,\u201d but what else could you expect from a rebranding that was likened to a &#8216;<a href=\"http:\/\/gizmodo.com\/the-new-airbnb-logo-is-the-sexual-rorschach-test-for-ou-1606062970\" target=\"_blank\" rel=\"noopener\">sexual rorschach test for our time<\/a>&#8216;?\u00a0That rebranding was Airbnb\u2019s 2014 release of their infamous \u201cB\u00e9lo.&#8221;<\/p>\n<p>Airbnb&#8217;s original goals for the new logo were <a href=\"http:\/\/blog.airbnb.com\/belong-anywhere\/\">lofty<\/a>:<\/p>\n<blockquote><p>It\u2019s a symbol that, like us, can belong wherever it happens to be\u2026 It\u2019s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations. We\u2019re proud to introduce the B\u00e9lo: the universal symbol of belonging.<\/p><\/blockquote>\n<p>The reaction was swift, and as is the way with the internet, vicious, with Gizmodo\u00a0<a href=\"http:\/\/gizmodo.com\/the-new-airbnb-logo-is-the-sexual-rorschach-test-for-ou-1606062970\">ridiculing<\/a>:<\/p>\n<blockquote><p>The &#8220;B\u00e9lo&#8221; (NOT MAKING THIS UP), as Airbnb refers to the mark &#8220;internally&#8221; (NOT MAKING THIS UP), is supposed to reflect the &#8220;hierarchy of decisions&#8221; that users make when booking a place to stay. But for most of us, it just reflects genitalia.<\/p><\/blockquote>\n<p>The new icon trended on Twitter for eight hours and was mocked and parodied mercilessly.<\/p>\n<p>Airbnb cleverly anticipated the reaction to the new brand, creating a microsite allowing people to develop their versions of the B\u00e9lo, called <a href=\"https:\/\/create.airbnb.com\/en\/home\" target=\"_blank\" rel=\"noopener\">Create Airbnb<\/a>.<\/p>\n<p>Airbnb\u2019s bold attempt to welcome mashups and personalization of their brand was not missed by many, including Andrew Leonard from Slate <a href=\"http:\/\/www.salon.com\/2014\/07\/16\/what_cares_what_it_looks_like_airbnbs_new_logo_is_pure_genius\/\">proclaiming<\/a>:<\/p>\n<blockquote><p>Who cares what it looks like? Airbnb\u2019s new logo is pure genius. If Airbnb\u2019s goal was to get people talking about Airbnb, then this campaign is pure genius, and can only be considered a massive success. The sheer velocity of the snarking is a sign that Airbnb, like Apple, plays an important role in our emerging culture.<\/p><\/blockquote>\n<p>Brand Union\u2019s creative director Sam Becker had a <a href=\"http:\/\/www.adweek.com\/digital\/branding-experts-airbnb-ride-vagina-logo-buzz-158968\/\" target=\"_blank\" rel=\"noopener\">similar reaction<\/a> to how Airbnb handled the launch of their rebrand:<\/p>\n<blockquote><p>So far, Airbnb has done an excellent job responding to these observations with light-hearted acknowledgment. They\u2019ve also continued to back the brand with confidence. Showing any weakness at this point would be tantamount to giving up.<\/p><\/blockquote>\n<p>Knowing how to work criticism into your branding efforts with humor and grace is an excellent strategy for turning a potentially harmful situation into a positive and memorable experience.<\/p>\n<h4><b>Rebrand strategy:<\/b><\/h4>\n<p>Have a plan for how you\u2019re going to respond to your rebranding efforts, and try to anticipate and integrate criticism and comments into the overall branding story you\u2019ve created.<\/p>\n<h3><b>Mozilla: Open by default<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-23197 size-full\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/mozilla-1.png\" width=\"554\" height=\"158\" srcset=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/mozilla-1.png 554w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/mozilla-1-300x86.png 300w, https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2017\/02\/27132114\/mozilla-1-550x157.png 550w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><\/p>\n<p>Newton\u2019s third law states that \u201cfor every action, there is an equal and opposite reaction.\u201d<\/p>\n<p>Newton was probably not talking about logos and design, but he might as well have been.<\/p>\n<p>As every rebrand we\u2019ve looked at here shows, the public response to a redesign can be highly varied. You can easily find opinions both for and against almost any redesign.<\/p>\n<p>Web browser pioneer Mozilla\u2019s rebranding didn\u2019t just anticipate the inevitable criticism. Their entire process was built on the input and critiques of their community.<\/p>\n<p>Kicked off in June of 2016 by Mozilla and London, UK-based brand consultancy Johnson Banks, the entire process of redesigning Mozilla\u2019s brand was done publicly and in the open.<\/p>\n<p>The result of this unprecedented public collaboration was Mozilla\u2019s new logo.<\/p>\n<p>Many high profile design thinkers thought it was a success, including ex-NYT\u2019s creative director Khoi Vinh, who <a href=\"https:\/\/www.subtraction.com\/2017\/01\/20\/new-mozilla-branding\/\">remarked<\/a>,<\/p>\n<blockquote><p>My first impression was that this is a bit of a groaner\u2014the visual pun struck me as the tech\/design equivalent of dad humor (as a dad myself, I should know). But it didn\u2019t take me long to warm up to it. I\u2019m a fan of its utter lack of pretension, and how unabashedly it embraces the organization\u2019s geeky legacy. Overall, thumbs up.<\/p><\/blockquote>\n<p>Brand New\u2019s Armin Vit had an equally <a href=\"http:\/\/www.underconsideration.com\/brandnew\/archives\/new_logo_for_mozilla_by_johnson_banks.php\">effusive response<\/a>:<\/p>\n<blockquote><p>Overall, it\u2019s amazing that this open process that actively requested and implemented feedback from hundreds of people led to a logo that not only DOESN\u2019T suck but one that has a strong idea, a fresh execution, a promising flexibility, and, that all of it together, sometimes subtly and sometimes overtly, manages to communicate what Mozilla is about. Power to the peop\/e!<\/p><\/blockquote>\n<h4><b>Rebrand strategy:<\/b><\/h4>\n<p>While not every organization can do what Mozilla did, incorporating feedback from your target audience and customers is something every successful rebranding effort should do.<\/p>\n<p>A good redesign for your company is a challenge, but with a thorough evaluation of what your brand represents and how you want to reflect that best, it\u2019s not an impossible one.<\/p>\n<p>Keeping what\u2019s working for you already, a flexible attitude toward criticism, and good communication with your customers and prospects can help you achieve your branding goals.<\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/how-it-works\/?utm_source=csblog&utm_medium=brandidentity&utm_campaign=cta\" target=\"_blank\"><img decoding=\"async\" class=\"alignnone size-full wp-image-35262\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/05\/06164945\/small-business-blog-master-cta.png\" alt=\"\" width=\"700\" height=\"466\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No one wants their rebrand to become the next headline or subject of public ridicule. Here are 5 businesses that rebranded successfully.<\/p>\n","protected":false},"author":25523,"featured_media":37919,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3154],"tags":[439],"class_list":["post-23192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-identity","tag-logo-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Successful Rebrands and the Strategies That Worked for Them - crowdspring Blog<\/title>\n<meta name=\"description\" content=\"No one wants their rebrand to become the next headline or subject of public ridicule. Here are 5 businesses that rebranded successfully.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Successful Rebrands and the Strategies That Worked for Them - crowdspring Blog\" \/>\n<meta property=\"og:description\" content=\"No one wants their rebrand to become the next headline or subject of public ridicule. 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