When the American microblogging service Twitter was acquired in the fall of 2022, not only did the majority of the staff leave, but the logo design and even its name were also “scrapped.”
For readers who are unfamiliar with terms like Corporate Design or Branding, this article is highly recommended: Brand Design – The Path from Company to Brand
Where once a harmless little bird in sky blue and white chirped friendly messages to the viewer, now a challenging “X” appears on a black background, marking a stark departure from its former appearance. But why all this effort? This blog post will explain what Rebranding actually means, how to approach it, and when it might be better to leave it alone.
Rebranding Explained in Brief
In general, Rebranding, like Branding, is a collective term for various measures aimed at strategically controlling the perception of a (company) brand. The key difference lies in the important Latin prefix “re,” which generally expresses the idea of something being repeated, returned, or reversed. For instance, reanimation is the act of bringing something dead back to life. This comparison, though somewhat macabre, is a perfect introduction to the topic because Rebranding is usually relevant in exactly two scenarios.
On the one hand, it is an effort by a brand, after having been established in the market for a while and after noticeable adjustments to the business model to increase competitiveness, to not lose sight of its core values while signaling that the brand is “keeping up with the times” and not stagnating. For example, although the Apple logo has lost all its colors in its various designs over the decades, the apple remains the central element. And isn’t white the sum of all the colors of the former rainbow logo?
On the other hand, as can be wonderfully illustrated by the example of Twitter—sorry, X—Rebranding can signal a clear break from a brand’s roots and former values. Visually, this also marks the beginning of an entirely new chapter in the company’s history, even if the core product remains the same. If you were to use the microblogging service for the first time today, having had no prior internet access, you would never guess that X historically had anything to do with Twitter. And this is, of course, no accident but a deliberate choice.
The Right Time for a Redesign
Now that we’ve clarified what Rebranding actually is, should you jump straight into your own? Not so fast, because like anything, there is the right moment. If a brand has developed over time, a Rebranding can help communicate the evolved business model to its “new” target audience in the best possible way. But a good Rebranding also takes into account the planned development of the brand. Many young companies typically start with an initial, provisional design, which they later adapt as more resources become available to apply it across all areas. This is when the public is specifically told: “I’m not a startup anymore, I’m a successful, well-established company.” We, too, outgrow our clothes over time, even if they once fit perfectly when we were younger.
Over time and with enough organic growth, the right moment can quickly present itself on its own. Individual departments or marketing measures may start to use slight color or logo deviations, especially when new business areas with new products are developed. These may work but no longer seem to fit the original company and risk creating the wrong associations with the target audience. To prevent this, consistent branding helps best communicate and preserve one’s identity.
Changes in geography can also determine the right time for Rebranding. Perhaps the brand has expanded into new markets and countries, making it significantly more international. What once suited the target audience in a national context may now send entirely different signals on a global level. The old saying “different countries, different customs” highlights that branding tailored for country A may not work in country B. Here, Rebranding can serve as an effective tool to signal to potential customers that the brand has evolved and is now more than it once was, without losing its roots.
As previously mentioned with the Twitter example, personnel changes, particularly in leadership, can dictate the right time. Not every change in ownership necessitates such a radical transformation. However, if the new leadership has a vision that significantly differs from the previous one, a Rebranding can underscore this shift. This kind of change is often observed during generational transitions. The new generation typically aims to retain the values of its predecessor, but often desires a different or more contemporary communication strategy to make the personnel change noticeable to customers and partners through a modernized brand image.
Finally, societal changes must also be considered, as they have forced many traditional brands to undergo Rebranding. Every new generation has its own values and focuses on different challenges, such as environmental issues or societal relationships. One such change happened with a well-known American fast-food chain. Since the 1950s, its old branding, with its clear focus on family-friendliness, convenience, and time-saving, guaranteed unprecedented success in the global gastronomy market. After increased public criticism regarding the health risks and unsustainable production of its offerings, the company today, at least in Germany, presents itself in an appearance dominated by earth tones and green. This shift clearly communicates a change in the company’s values toward what is now particularly important to society, even though the products have largely remained the same. If you are now thinking of a golden arch, you’ve understood the power of good branding.
So, you see: sometimes, in the world of brand development, you can look “old” simply by continuing as you always have. But also be aware that many trends or political movements often fade away as quickly as they emerged, and not every piece of criticism automatically signals the need for action.
How a Branding Agency Can support You
Now that you know what Rebranding is and when the best time for it is, there is just one thing left to do: do it right. Because, as with anything, pitfalls can arise, causing a well-intended reorientation to lead to a host of problems. To avoid this, it is advisable to develop a brand with the help of external experts. It is often a real challenge, particularly for executives, to part with a brand image they’ve carefully cultivated over many years and venture something new. This is where brand blindness or nostalgia can effectively be prevented.
Branding agencies help you keep an eye on your target audience and the wishes of your workforce through a so-called Brand Audit, as these are the people who shape your company. But most importantly, the goal of Rebranding should be a long-term realignment and not just small, aesthetic changes. This way, even in a constantly evolving society, you can communicate your identity to your target audience in a way that is positively perceived and aligns with your long-term strategy.
Professional branding agencies have made it their mission to identify the right moment for your Rebranding, implement it holistically, and continue developing it. Because the only truly unchangeable component in your company—and this has always been the case—remains change itself.