Brand identity is more important than ever according to Forbes! and with the events of 2020 and a massive year of world news for 2021 we can expect to see a wave of organisations not only freshening up their image but really revisiting their vision, mission and values and assesing what is important to them as a company and who they want to be!
There are lots of different reasons for a rebrand, it can be anything from poor sales, a new CEO or even damage control from a scandal. But most recently we can assume that the pandemic has had a huge part to play in the way companies now want to be perceived.
Brand identity is the personality of any business & it needs to be clear, consistent, and offer a true representation of what the company is and what it stands for. Branding is more than just a logo, it represents the company’s culture and who they are.
As an App Development agency, we have never seen a more important time to focus on branding, iconography and styling, so below, we take a look at some of our favourite examples of company rebranding at its best.
Brand Identity Example 1 – Airbnb
In 2014, Airbnb gave us a new colour palette, a new brand mark called the Bélo (which means belong anywhere), and a new story!
The idea behind the Airbnb rebrand was to bring a sense of community and belonging. In the first week of the launch, millions of people around the world joined in on Air BnB’s initiative to interpret the new symbol. People came up with all sorts of things like avocados, pretzels and just like that, the vision and the idea of “people, places, love” was a success!
Brand Identity Example 2 – Instagram
In 2016 Instagram launched the new look of the logo, taking the old 3D polaroid and turning it into a new neon pink icon. The new-look coincided with the growing features of the entire app suite including Layout, Boomerang, and Hyperlapse.
The top bods at Insta wanted to focus more on the user experience, and celebrate the users’ photos/videos and this meant taking out any of the old Insta Blue and replacing it with neutral black and white. Therefore the only colour was coming from the “Insta worthy pics” uploaded by the user.
The general consensus at first was that the majority of users didn’t like the new look and there was some of the old “if it’s not broke don’t fix it” mentality from those in the industry however here we are 4 years later and we couldn’t imagine not seeing the bright pink icon on our smartphones.
Instagram was also on trend with the new use of their flat icon, following on from an apple update which saw all of our icons turn flat. We are now seeing this continue within the branding world. Notably, Netflix and Pizza Hut are some other globally familiar brands now opting for a flat logo.
Brand Identity – Example 3 – Mastercard
With one of the most recognisable logos in the world. Mastercard made a bold decision in 2016 to drop the name from the logo and keep the overlapping circles we have come to know and love.
The aim was to keep the familiar colouring of the brand while moving it into the digital age and making it more usable across different platforms. The idea that the old credit card was now going to be replaced by apps and smartphones meant the logo needed to be mobile-friendly.
The simplicity of this icon means it’s still recognisable in all formats. There has been some criticism that the circle symbols are not unique enough to be recognizable as there are millions of logos that have circles and red and yellow in them however due to the unwavering familiarity of the brand. We at Media Shark think the design team at Mastercard smashed it!
Brand Identity Example 4 – Subway
In 2016, subway changed its logo. It is reported that Subway was 3.4% down on its closest competitors and had closed multiple stores, so a fresh new look was needed to win customers back.
The rebrand coincided with an overhaul of the restaurants to make the dining experience easier and more technological. It’s reported that the colors of the logo have always represented the fresh vegetables and salads that form part of the iconic footlongs. The new icon is simple, clean, fresh, and bright.
Brand Identity – Example 5 – Nike Equality Campaign
Nike has always been proud of its mission and values and in 2017, they released the Nike equality campaign “until we all win”. The campaign included some strong black and white imagery and sound.
Although this is not an example of an actual rebrand. In my opinion, it is one prime example of Brand Identity at its absolute strongest. Nike is not afraid to stand up and say who they are and what they are all about. The campaign brought together global athletes such as Serena Williams, LeBron James and also includes Alicia Keys singing a “change is gona come” and is one of their most powerful campaigns to date. If we think about the Black Lives Matter movement and how fundamential it has been to the narrative of 2021. We can really get a feel of Nikes vision and values and who they are which is really exciting to see!
Final Thoughts
Branding can be one of the most tricky aspects of your product to get right. But when you do it can be an absolute game-changer, increasing revenue and public awareness. As an App Development agency the team here at Media Shark understands the importance of getting your branding on point the first time round, so if you have an app that needs some branding work feel free to reach out to us 🙂
