20 Most Interesting Rebrandings & Logo Redesigns of 2017
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December 29, 2017
The modern world evolves quickly so many things become obsolete pretty fast. If you want your business to remain successful, you have to adapt to the new conditions on time. No matter how noticeable your brand is, someday you'll have to update it. And it's not only because your brand might become outdated, but also because little by little the fame of your brand turns into humdrum, and, in the end, the brand becomes boring and cheesy. These problems could be solved with rebranding.
Rebranding could be a tricky thing to apply, especially nowadays. Today brands live on multiple platforms, so they have to look great as on a billboard, so on a phone or smartwatch screen. The successful rebranding means that the brand gains the ability to be relevant and interesting, brings out fresh emotions and ideas. 2017 was pretty busy with new brand identity ideas, and in this post, we'd like to take you through the most interesting rebrandings and logo redesigns of the year.
1. Juventus Football Club
This might be the most interesting rebranding of the year. Interbrand’s Milan office has rebranded Italian football giant Juventus. The new identity was introduced in Milan on January 16, 2017. Juventus aimed to distill its essence into far-reaching experiences which can appeal to the football fan while being highly relevant to entertainment enthusiasts who are further away from football as a sport. So, the new logo does not differ from the previous version in some details - it's completely different.
We created a mark to capture the fearless DNA of Juventus in a shorthand icon that holds the visual heritage of the club while pushing towards modernity and potential to embrace wider entertainment categories. It represents the very essence of Juventus: the stripes of the football jersey, the Scudetto shield, and the iconic J initial. This lead us to create a flexible and unmistakable system combining a bespoke display typeface (Juventus Fans), a strong grid system and a bold photographic style.
It's important to remember, that the world of football identity is pretty conservative, and hardly anybody decided to have such a dramatic shift, so, it is no wonder that the new logo was highly criticized on social networks. But today, almost a year after the rebranding, the new identity seems to be accepted. Moreover, the identity has been awarded D&AD Award, recognized among the best design work in the world.
Related links:
- Interbrand's Project page.
2. Mozilla
Mozilla is a global, nonprofit organization dedicated to making the Web better by creating open source products and open standards. The most well-known product of the company is the Firefox browser. The process of rebranding started in June 2016, and what made this project stand-out was Mozilla’s decision to rebrand ‘in the open’ - they shared every significant stage, twist, and turn to the public (every step can be seen here). The final version of new identity was introduced in January 2017.
Our logo with its nod to URL language reinforces that the Internet is at the heart of Mozilla. We are committed to the original intent of the link, as the beginning of an unfiltered, unmediated experience into the rich content of the Internet.
Related links:
- Johnson Banks' project page.
- Mozilla's blog post.
3. Formula 1
Formula 1 is the highest class auto racing competition, with the fastest cars in the world, competing in multiple Grand Prix events around the world each season. The competition was established in 1950. In 2017 Formula 1 decided to change their visual identity in order to signal its new era and reposition the sport as a global media and entertainment brand. So, at the end of 2017, at the last race of the season in Abu Dhabi, Formula 1 introduced a new logo and brand identity designed by Wieden + Kennedy.
The new mark embodies the core forces of Formula 1 racing: speed, attack, and control; while its sleek, sharp interlocking components celebrate the technical prowess of Formula 1 engineering teams.
Its aesthetic is aspirational and leans into the future, but extends naturally from a rich heritage of motorsport graphics.
Related links:
- Wieden + Kennedy's Project page.
- Richard Turley's interview about Formula 1 new identity to Creative Review.
4. Tretyakov Gallery
Tretyakov Gallery is the most comprehensive museum of Russian art in the world. It opened its doors in 1892, and over the years, the gallery has established sister museums across Moscow. In April 2017, Tretyakov Gallery introduced a new identity designed by Moscow-based agency ONY.
The gallery today is evolving: the change is meant to bring it closer to the public. It moves from the traditional format of classical art-museum to the new modern space that is filled all kinds of activities. The new image of the gallery, that would span over museum's venues programs and activities, required the new universal sign.
The solution came with a living letter "T". It blends into all kinds of images and objects and brings the focus to the people. This new "T" merges the tradition of Cyrillic alphabet with the aesthetics of Russian avant-garde. The latter naturally fits into modern digital space.
Related links:
- ONY’s project page.
- Project on Behance.
5. Indiatimes
Indiatimes is one of the most popular news and media websites in India, covering politics, sports, music and other content from around the world. The brand came to the New Delhi-based agency Animal with a simple proposition - "Let's be relevant. Also, let's be cool."
Related links:
- Animal's project page.
- Indiatimes' About Us page.
- Project on Behance.
6. Orchestre Symphonique de Quebec
Orchestre Symphonique de Québec is Canada’s oldest symphony orchestra. In April 2017, they introduced their new logo and brand identity design by Quebec City office of the lg2 agency.
In the true spirit of a world-class musical group, Orchestre symphonique de Québec's management, employees and musicians all helped to implement the orchestra's new business model this past year. As part of their strategic reflection, they identified what the orchestra's future directions would be. Among them was the adoption of a strong brand image — one that would accurately reflect the orchestra's mission “to offer a unique symphonic experience.”
This raison d'être formed the foundation of lg2's thinking when the ad agency's Québec City office began creating the desired strong brand image for the orchestra. The result is a logo inspired by the shapes of classical instruments strongly associated with a symphonic orchestra. lg2 also utilized vibrant, lively images — themselves like visual melodies — and a range of colors that captures the dynamic energy of musicians playing scores.
Related links:
- Project on Behance.
7. HuffPost
HuffPost is a liberal American news and opinion website and blog that has both localized and international editions. The site offers news, satire, blogs, and original content and covers politics, business, entertainment, environment, technology, and many other sections. In April 2017, they got a new brand identity designed by Work-Order agency.
HuffPost’s new editorial mission is to provide a platform that presents news in an inclusive and expansive manner. Its goal is to listen to the people and inform both sides.
The new logo puts the focus on the space in between and extending its reach further out into the margins.
Related links:
- Work-Order's project page.
- HuffPost's post.
8. Badoo
Badoo is a dating-focused social network, founded in 2006. In April 2017, Badoo launched a newly redesigned app and brand, adopting the color purple and an orange heart symbol as its logo, as well as the tagline ‘Bigger than Dating’. The new design was created by the in-house design team.
Our branding started to lack a sense of identity, personality and most of all consistency around the world. Not only did our identity not match up but we noticed we were also being viewed as a cold ‘tech’ company and not a company that connected emotionally with its audience, not to mention connected millions around the world!
We took to the drawing board and experimented with loads of new colours, styles and ideas. We stripped away the chaos of multiple colours, the circles and experimented with many bold colours and new typography etc.
In choosing our brand colours, we wanted to do something different. The current market is saturated with unoriginal reds and blues. Purple, however, is distinctive and bold, just like Badoo’s presence in dating. In creating the accompanying orange heart, we took ownership of the most iconic symbol of meaningful connections and made it our own. While the strong purple reflects the longevity and innovation of Badoo, the orange heart stands out vibrantly as the playful side to our dating network. Plus, it’s also kind of cute.
Related links:
- Project on Behance.
9. Medium
Medium is an online publishing platform, which was launched in August 2012. The platform is an example of social journalism, having a hybrid collection of amateur and professional people and publications, or exclusive blogs or publishers on Medium, and is regularly regarded as a blog host.
Medium approached the Manual studio to evaluate and evolve their brand identity and design language in product and marketing. The design team at Medium were finding the existing brand mark and color difficult to use. It not only felt too digital and complex but it was difficult to adapt to many contexts and was a little cryptic for first-time viewers.
Together with Medium, through an extensive exploration into the monogram, wordmark, typographic hierarchy, color palette, illustration, and photo art direction, we identified the desire to return to a simpler, more confident typographic and editorial design language that was closer to their original mission and identity of Medium.
Related links:
- Manual's project page.
- Medium Branding Guidelines
10. YouTube
In August 2017, YouTube introduced a significant update to their visual identity and its multi-platform presence. Their new logo got rid of the TV shape that encapsulated “Tube” for the past 12 years! But not only the logo and the icon have changed. YouTube's Design team redesigned literally every product - from mobile apps to desktop version of the website, game consoles and more, evolving the user interface and overall experience.
Designed for our multi-screen world, the updated Logo combines a cleaned up version of the YouTube wordmark and Icon, creating a more flexible design that works better across a variety of devices, even on the tiniest screens.
Related links:
- A dedicated article on The Verge.
- YouTube's blog post.
11. Atlassian
Atlassian is an enterprise software company that develops products for software developers, project managers, and content management. It is best known for its issue tracking application, Jira, and its team collaboration and wiki product, Confluence. In September 2017, Atlassian introduced a new identity designed in-house in collaboration with Angy Che (credited with logo design) and Oh no Type Company for a custom type family.
As we continue to grow the Atlassian family, expand our areas of focus, and update core product experiences, we want our brand to best reflect why we exist, what we believe in, and where we’re headed.
At the heart of this rebrand is our core focus on teams and our beliefs around teamwork. We believe when work is open, the full potential of teams is unleashed. Infused into our values, product experience, and business model, this philosophy encourages teams to think, work, and behave openly.
We’ve built this belief around teamwork into our logos, focusing on the specific benefits we want our customers to feel when teamwork is at its best.
Related links:
- Atlassian's blog post.
12. Dropbox
Dropbox is a file hosting service, that offers cloud storage, file synchronization, personal cloud, and client software. In October 2017, the new logo and brand identity was revealed. The new identity was designed by Dropbox Brand Studio in collaboration with Collins design company, Instrument, XXIX, Sharp Type, and Animade.
As our mission has evolved from keeping files in sync to helping keep teams in sync, we realized our brand needs to change, too. Our new brand system shows that Dropbox isn’t just a place to store your files—it’s a living workspace that brings teams and ideas together. The look is expressive, with vibrant colors, rich imagery, a versatile typeface, and playful illustrations.
Related links:
- Dropbox Design.
- Collins' project page.
13. Udemy
Udemy is a global marketplace for learning and teaching online, that provides a platform for experts of any kind to create courses which can be offered to the public, either at no charge or for a tuition fee. In October 2017, Udemy got a new logo and brand identity, designed by the in-house design team in collaboration with Duncan Channon Agency.
Our logo is made up of two elements – a symbol and a wordmark. The symbol is handwritten and organic, to emphasize the personal connections being made between our students and instructors. Our wordmark, set in practical sans serif type, is the structure and substance that makes our connections possible.
Related links:
- Udemy's page about new brand.
14. Kickstarter
Kickstarter is a global crowdfunding platform focused on creativity. As of today, more than 137000 projects have been successfully funded, collectively backed by more than 14 million people. In November 2017, Kickstarter unveiled a new logo along with identity, which was designed by Kickstarter’s design team in collaboration with Order design studio.
15. Cirque du Soleil
Cirque du Soleil ("Circus of the Sun") is a Canadian entertainment company, that is the largest theatrical producer in the world. It was founded in 1984, and grew from a group of 20 street performers at its beginnings to 4000 employees nowadays. In November 2017, the new logo of Cirque du Soleil was unveiled. Brand Union in collaboration with Commissaire Officiel were responsible for this rebranding.
We especially refined the face, ensuring that it is always smiling, with loving and caring eyes. The cheeks are also sharper, but still in this clownish spirit that is no longer part of many of our brands, but that refers to our story.
16. Hilton and Hilton Honors
Hilton is an American multinational hospitality company that manages and franchises a broad portfolio of hotels and resorts. Hilton has a portfolio of 14 world-class brands comprising more than 4,900 properties in more than 100 countries and territories.
Hilton Honors is an award-winning customer loyalty program, which grand benefits members who book directly through preferred Hilton channels.
Hilton Honors members will notice an update to the program's name and logo, shifting from HHonors (with two H's) to Honors. This rebranding is reflective of the continual evolution of Honors.
As part of the rebranding, Hilton has revealed a new corporate identity and logo. From today forward, the company will no longer use "Worldwide" in its name and be known simply as "Hilton."
17. Nordwind Airlines
Nordwind Airlines is a Russian scheduled and charter airline, which nowadays has a fleet of 21 planes flying to 59 destinations in 12 countries. In March 2017, Nordwind Airlines introduced a new identity and livery designed by UMA agency.
The rebrand´s objective was to upgrade the companies profile from a charters company to a scheduled global airliner.
Related links:
- UMA's project page.
- Project on Behance.
18. Reykjavik Fashion Festival
Established in 2009, the Reykjavik Fashion Festival has proven itself as the main platform for the talented Icelandic fashion designers. In June 2017, Reykjavik Fashion Festival introduced the new brand identity and the website, both designed and developed by Serious Business Agency.
Related links:
- Serious Business' project page.
- Project on Behance.
19. Pinterest
Pinterest is a social network, designed to discover information on the World Wide Web, mainly using images, GIFs, and videos. In August 2017, Pinterest introduced a new logo, which replaced the previous script text version with the slightly modified version of Neue Haas Grotesk font.
20. Diane von Furstenberg
In January 2017 Jonathan Saunders, the creative director of Diane von Furstenberg, revealed the new logo of the iconic American brand. The old logo with a DVF monogram was replaced with a simple sans-serif typeface. The new logo was designed by Jonny Lu Studio.
I’m very excited to finally share with consumers my vision for DVF. We have taken the brand’s core values and energised them for our modern woman.
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