The Most Striking Brand Redesigns of 2023: Innovative and Controversial Changes
Prominent Brand Changes in 2023:
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Pepsi: In March, Pepsi underwent its first rebrand in 15 years. Introducing a more retro feel, the change aligns seamlessly with contemporary design trends, giving off a cool and modern vibe. Pepsi's globe design has been refined, and the lowercase 'Pepsi' is now in uppercase, appearing bolder. The emphasis on black reflects the brand's push towards sugar-free drinks.
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Twitter/X: The radical rebrand of Twitter, now known as X, garnered significant attention in 2023. Elon Musk's intentions behind this change remain unclear, but it is widely perceived as a major mistake to replace the consistent brand identity of the familiar big blue bird. Even after half a year, many still refer to X as Twitter, raising questions about the purpose of the rebrand.
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Nickelodeon: After 14 years, Nickelodeon underwent its first rebrand this year. While retaining its iconic orange splat, the new version features a more rounded and textured appearance. Despite briefly deviating from the splat, Nickelodeon realized the strength of its legacy identity. The design has become more minimalist over the past 15 years, yet the splat remains firmly associated with the brand.
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Nokia: Nokia, in some aspects, was due for a rebrand. However, abandoning the famous typeface and navy blue covering might have been a misstep. The new logo, in a lighter blue, includes missing parts in some letters – a trend that seems to be emerging. This change drew comparisons to the less positively received Kia rebrand.
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Burberry: In 2018, Burberry set new trends with a flat, sans-serif typeface, but five years later, the luxury fashion house returned to its classic roots. While the sans-serif lettering remains, it has been updated, and the Equestrian Knight Design (EKD) from 1901 has been reintroduced. It serves as a perfect example of bringing back a classic design with a subtle modern update.
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HBO Max: In April, HBO Max rebranded simply to "Max" as the streaming platform merged HBO Max and Discovery+ content. While this rebrand might make sense in this context, social media users were unhappy with losing HBO from the platform's name and the new tagline: "The one to watch for HBO." This type of rebranding risks alienating fans who specifically subscribed for HBO content and their loyalty to the brand.
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Trivago: Hotel price comparison and booking site Trivago underwent a complete revamp, featuring a fresh wordmark, mascot, and design style. It adopts a bright, friendly, and inviting approach, incorporating details like a checkmark in the wordmark and a smiley door hanger mascot named Hank. This playful and friendly redesign stands out, proving that a modern redesign doesn't have to be dull or minimalist.
These brand changes have been noteworthy events triggering various reactions in 2023.
Nur Oğuz