In 2021 so far, we’ve seen rebrands across some of the world’s biggest companies. Across the world of graphic design we’ve been inspired by new brand identities that are impactful and purposeful, and we wanted to share a few examples in today’s blog of some rebrands that got the world talking.
In a time when Burger King are focusing on creating an even better overall customer experience, they would need a visual identity that would be pleasing to their modern-day consumer and also reflect the higher quality of their service and food. Shedding older design elements of their brand like bright contrasting colours and their highlighted, unnatural looking bun they could successfully “make the brand feel less synthetic and artificial, and more real, crave-able and tasty.” (JKR Global)
Their new logo is inspired by a design used back in 1994 by the brand. By using a similar concept to this older brand logo, their new visual identity incorporates the history of Burger King whilst still being up-to-date with contemporary logo design and appealing to a modern-day consumer.
We think that this new Burger King branding achieves it’s goals of appealing to the modern day customer and reflecting the quality of the experience they offer. The skilled design that pays respect to the history of Burger King definitely looks more refined, and is sure to help consumers build trust in the quality of ingredients and service they’ll receive.
“After 171 years, we arrive at a new era. A time of extraordinary focus on science and dedication to patients. Pfizer is no longer in the business of just treating diseases — we’re curing and preventing them.” –Albert Bourla, Chairman and Chief Executive Officer.
This statement highlights why Pfizer felt it was time for new branding that would reflect where they were on their brand’s journey. Having moved away from the pill shape of their old logo instead to the two shapes forming a double helix, they do even more to reflect the passion and dedication they have to science and their patients.
Their new visual identity also includes lots of images of real people getting needed help from professionals who care, which strengthens their message of dedication to the well-being of their patients. Another highlight of the rebrand is their move to a bright two-toned blue palette, which is said to represent their “commitment to both science and patients.”
By choosing Noto Sans, a font developed by Google which can accommodate more than 800 languages across the globe, this is a font that helps to include Pfizer’s entire audience.
A more subtle rebrand, Pfizer have kept that which makes them recognisable but have executed their rebrand tastefully at a time when there is no doubt that their name has undertaken a whole new meaning to the world.
One of the world’s leading toy companies, Fisher Price wanted to refresh their existing visual identity to signify “a return to a playful sense of fun.” To do this they teamed up with design agency Pentagram, who designed a whole new look for the brand including a custom typeface and merchandising.
Fisher Price’s rebrand comes at the same time the brand have launched a new strategy focused on their history as toymakers and on the role that toys play in the modern-day. According to Pentagram, “With the update, Fisher-Price wanted to be less prescriptive about child development, and in the words of its new mission statement, “put the fun back into functional” and the “play back into playtime.”
Everything about this rebrand visualises a playful approach, from the redrawn logotype in lower case and the smile shaped hyphenation that recognises their brand history and creates an effortlessly child-like yet clean and beautiful visual.
Pentagram and Fisher Price have reimagined their recognisable red scalloped edge design by using three, clean and balanced semi-circles instead of the four used previously, and have used that awning shape to build the visual language further.
Fisher Price’s new tagline is “Let’s be kids” and this imaginative brand redesign is sure to inspire young and old alike to revisit all that’s fun and playful.
We’ve looked at a few inspiring rebrands in this article, but what sparks the need for a refreshed visual identity? How can you know whether your own company needs an update? Is a rebrand all about making things look better on the surface?
A brand is the name of your business, sure, but it is so much more than that too. Your brand identity has to stand for everything you do, and be memorable for your audience in a way that makes you their first choice for the service or product you offer. For a truly timeless brand, one that will be remembered into the future like those we’ve mentioned above, branding is everything.
How can you know that your brand needs redesigning? It’s simple. When your branding doesn’t completely come into line with your companies morals, mission and strategy, it’s time to rethink your approach. Let your business goals drive the changes, and make informed choices about the alterations you make. Like the brands above, a rebranding isn’t simply making your logo look better, it’s all to do with making changes that show your audience what you’re all about. For Burger King, that was better quality food and service. For Pfizer, it was about a new era in their business and their continual dedication to both their patients and science. For Fisher Price, it was about a new brand strategy that put the emphasis back on their history and all things child-like and fun.
We hope that this article has inspired you to review your own branding and see if there’s room for improvement, and if you’re ready to transform your brand, get in touch with the Design Cloud team for a helping hand.