What is rebranding?

By brand, we mean the modern corporate logo that now embodies, through a graphic representation, values, company philosophy, and characteristics of the service or product sold.

Rebranding, which is the graphic variation of the logo, can be forced by acquisitions or mergers, may be desired because the company is growing and introducing new products or entering new markets, or it may simply be an attempt to recover from difficulties and periods of stagnation.

In short, it is a frequent phase in the life cycle of a brand but it is not entirely painless, on the contrary.

Today we will analyze some interesting case studies of both brilliant and well-executed rebrandings as well as others that are less immediate and unclear.

 Let's start with a brand we have come to know: Airbnb.

Airbnb: A rebranding result of the culmination of corporate growth

 The Airbnb logo has changed a lot over the years as even the company's name was different (airbedandbreakfast) and when the company decided to rename the brand to Airbnb (in 2004), here's the brilliant idea: the creation of Bélo, a logo that also has a name and a really interesting meaning.

 Here is the illustrative video of one of the best executed rebranding actions in recent years:

As explained in the video, the particular and essential logo carries with it numerous meanings that, combined together, blend into the core values of Airbnb. People meeting each other (the image of a smile), places (the icon of a location pin) and love. The upside-down logo originates bélo. 

Rebranding worthy of applause! 

Fedex: between the old and the new there's... an arrow!

A bit of a lofty name, it's true, but a rebranding that hits the mark. Indeed, in this case too, when Federal Express shortened its name to FedEx (we're in 1994), a new logo was defined.

The gem lies not only in the pairing of two particular colors like orange and purple but also in the arrow that is created in the white space of the letters (between the "E" and the "X"). Truly an original and well-executed idea! 

Juventus: a new logo to communicate its modernity to the world

One of the latest examples of high-level rebranding is that of the Juventus logo.

The team has recently entered the stock market, and their sports performance is excellent. Juventus Football Club is entering into a new phase or, rather, a new global dimension.

To let the outside world see all this, a refresh of the logo is needed. Not a small change, but a complete overhaul of the entire brand.

It's January 2017 and Silvio Vigato, Head of Brand, Licensing and Retail and Co-Chief Revenue Officer of Juventus states: "Changing the logo is a bit like changing clothes: you do it to adapt to a new reality, to convey a new message. A message that speaks not so much of change as of understanding the surrounding world, which necessarily leads to the need to evolve, to expand the brand into different markets and countries. All elements that stem from Juventus' strategic plan for the next five years, and from the desire to make it sustainable."

The transformation is managed by Interbrand, because that's what we're talking about.

On the day of the presentation, not everyone grasps what the sports club intended to do and fierce criticism rains down, but the words of Manfredi Ricca, Chief Strategy Officer EMEA & LatAm at Interbrand, shed better light on Juventus's strategic move: "A simple touch-up, a cosmetic operation, was not needed. It was necessary to reach the heart of Juventus’s essence, allowing the brand to narrate the expansion that the club is projected towards. All this while maintaining a balance between respect for the fans and the vision that the club has for the future"

With hindsight and after these words, it becomes clear instead that the marketing operation goes far beyond mere rebranding (shortly after, Juve will buy Cristiano Ronaldo, one of the strongest football players on the planet).

This upheaval gives an idea of how the brand is now global, modern but still anchored to its century-old tradition (the reference to the stylized silhouette of the shield is evident).

Not all doughnuts come out with a hole. It might sound trivial, but a company's image is often tied to its logo, which encapsulates so many emotions, sensations, and values that have characterized it for a long time. A poorly executed rebranding, one that's not easily understood or even redundant and lacking in innovation, undoubtedly causes problems.

The first example of such rebranding is that of Pandora.

Pandora: a pointless rebranding resulting from a failed attempt at corporate improvement

The rebranding of Pandora (we're in 2016) doesn't add anything new compared to the past. In fact, even the choice of a more playful font goes against the company’s philosophy of tradition and sophistication.

In the video there's lots of energy and modernity, but it conveys the idea of being a flop.

Instagram: An Attempt to Stand Out in Smartphone Apps That's Hard to Grasp

The year 2016 doesn't seem to be a good one for rebranding efforts. The new visual identity of Instagram might not appeal to everyone (the colors are too flashy) and it took some time to get used to, but the heads at Zuckerberg's company are no fools, and alongside the Instagram rebranding, they launched new features for the social network with the same color scheme. These are integrated within the app itself and in separate applications that create a complex ecosystem on our smartphones. Therefore, it's a much broader marketing operation that cannot simply be deemed a failure.

Now let's talk about two companies that had to revamp their look for two different reasons.

Starbucks and UnipolSai: Two Different Reasons for Changing Their Logo

For the famous coffee chain, the reason behind the rebranding was that in 2011, the chain would expand its offerings to include many other products, not just coffee anymore. Pay-offs and writings in the logo were limiting, and a significant level of rebranding was necessary, which greatly simplified the lines of the logo as well. The result is a modern logo fit for purpose.

For UnipolSai, the situation is different. Initially, they were two separate companies but then a merger in 2014 created a new company (from the ashes of Fondiaria-Sai and Unipol Assicurazioni). A forced rebranding that, however, works.

In short, a well-done rebranding is an expensive and often very risky operation, but it can really enhance the brand's reputation worldwide.