2024 Year in Review: 12 Rebranding Examples from Global Companies

As we look back on 2024, let’s take a moment to reflect on the transformative milestones in branding over the past year.

This year, many companies either redesigned their logos or embarked on full-scale rebranding efforts to adapt to evolving markets, audiences, and trends. In this review, we’ll explore 12 notable brands that undertook rebranding initiatives and delve into the stories behind their changes.

Before diving in, let’s consider the role of brands, branding, and logos.

The Role of a Logo in Branding

A logo is more than a design element; it represents a brand’s identity and values. The impact of rebranding or logo evolution hinges on whether the new identity resonates with consumers and reflects the company’s growth or new offerings.

When successful, a rebranding effort can elevate brand perception and strengthen customer loyalty. However, if the rebranding fails to meet expectations, it can harm a company’s reputation and diminish its brand value.

In today’s landscape, a redesigned logo often serves as a symbol of new beginnings or a bold declaration of intent. Whether modernizing for the digital age or embracing a more optimistic outlook, logos can reflect the changing times and the promise of a brighter future.

12 Brands That Rebranded in 2024

1. Figma

Figma, the popular design tool, underwent a rebrand to broaden its appeal beyond professional designers to include non-designers as well.

After a potential acquisition by Adobe fell through due to antitrust concerns, Figma refreshed its logo and key visuals to signal its commitment to accessibility and growth.

Figma’s Revamped Visuals

2. 7UP

The iconic soda brand 7UP, part of Keurig Dr Pepper, revealed a bold new look this year. The rebranding introduced bright green tones, retro neon aesthetics, and a striking 3D effect for the “7.”

This modernized approach highlights the uplifting spirit of the brand while appealing to younger audiences.

3. Pepsi

Pepsi celebrated its 125th anniversary with its first rebranding in 15 years.

Inspired by its classic designs, the new logo features vivid colors, stylized typography, and a bold capital-letter font that exudes a modern yet nostalgic charm.

4. Nokia

For the first time in 45 years, Nokia revamped its logo to reflect its strategic shift from consumer mobile phones to business technology solutions.

The sleek, angular design has sparked mixed reactions, with some praising its modernity and others lamenting its departure from Nokia’s legacy of reliability.

5. Eurostar

After merging with Thalys in 2022, European railway company Eurostar introduced a rebranded logo and visuals aimed at doubling its annual passenger count to 30 million by 2030.

The new design brings unity and purpose to the merged companies under the concept of “bringing the star back to Eurostar.”

Eurostar Train Featuring the New Logo

6. Bumble

Dating app Bumble updated its logo with the tagline “We’ve changed, you don’t have to.”

While the changes are subtle, the shift from lowercase to an uppercase “B” and the removal of the hexagonal icon conveys a softer, more mature impression, reflecting the app’s growth post-pandemic.

Bumble’s Key Visual

7. Johnson & Johnson

After over 130 years, Johnson & Johnson replaced its iconic script logo with a clean sans-serif design.

While modern and simple, some critics argue the new logo feels too generic and loses the charm of the original.

8. Lamborghini

Luxury carmaker Lamborghini refreshed its logo for the first time in 20 years.

The redesign retains the classic emblem but adopts a sleeker, digital-friendly aesthetic to align with the brand’s push for modernization. Reactions have been mixed, with some lamenting the loss of its traditional appeal.

9. LG

LG shifted from a 3D logo to a flat 2D design to stay in tune with contemporary design trends.

The rebranding also emphasized its “Life’s Good” slogan, targeting millennial and Gen Z consumers.

10. Fanta

Fanta, part of the Coca-Cola portfolio, introduced a minimalist monochromatic logo, departing from its signature orange motif.

While the retro style aligns with current trends, some feel it lacks the playful vibrancy of the previous designs.

11. Jaguar

Jaguar recently unveiled a rebranding that adopts a modern sans-serif font and holographic elements, exuding elegance and sophistication reminiscent of apparel or cosmetics brands. The softer design even evokes a sense of youthfulness.

However, as soon as this rebranding was announced, a wave of criticism swept through the design industry, sparking lively debates online. Some argue that the backlash itself has served as effective promotion. Yet, consumer surveys reveal a different story—positive impressions of Jaguar dropped from 23.1% to 15.3%, while negative impressions surged from 21% to 40.5%.

New Visual Identity Elements of Jaguar

As part of the visual overhaul, Jaguar released a concept video titled “Copy Nothing.” While the video projects a stylish message of diversity and inclusion, the execution now feels somewhat dated. Perhaps the most glaring issue is that it fails to communicate what Jaguar as a brand actually offers, leaving its core identity muddled.

12. btrax

btrax, our own design company, recently underwent a rebranding to reflect the evolving world around us. Building on our 2020 rebranding—when we redefined our corporate vision, cultural values, and services—we’ve introduced updates inspired by post-pandemic innovations, advancements in AI, and societal shifts.

This latest update refines our typeface, color palette, and key visual elements, embracing a vibrant and dynamic style that embodies the spirit of a West Coast creative agency. We’ve also unified the design of our Japanese and English websites, creating a seamless experience that reflects our commitment to globalized services.

As we continue to innovate, we remain dedicated to driving the growth and global expansion of companies in Japan and beyond.

Explore the new btrax website and discover what’s next.

Why Rebrand?

Rebranding efforts are often driven by several factors, including:

• Digital transformation
• Evolving brand or service value
• Shifts in target audiences
• Emerging global trends
• Company growth or changing focus
• Updates to flagship products

Whatever the reason, rebranding can redefine how a company connects with its audience and positions itself for the future.