10 Iconic Brand Logos That Rethought Branding and Won!

In the competitive world of branding, standing out from the crowd is a constant challenge for businesses. Over the years, numerous brands have successfully rethought their branding strategies, leading to the creation of iconic and memorable logos. In this article, we will explore 10 such iconic logos that rewrote the rules of branding and achieved remarkable success.

The Evolution of Logo Design: A Brief Overview

Logo design has come a long way since its inception. From simple, hand-drawn symbols to sophisticated digital designs, logos have evolved significantly over the decades. As consumer preferences, technological advancements, and marketing strategies change, businesses must adapt their branding to remain relevant. A refreshing approach to logo design can help a brand stand out from the competition and create a lasting impression on customers.

1. Nintendo - From Awkward to Adorable

Nintendo's original logo in the 1960s featured the company's name in a stylized, elevated font. However, it didn't quite evoke the fun and playfulness the brand aimed to convey.
In 2006, Nintendo redesigned its logo, incorporating the iconic Mario character's red cap into the design. This change brought a splash of color and helped to establish the brand's playful and approachable identity.

The transformation from an awkward logo to an adorable one not only made Nintendo's branding more visually appealing but also aligned better with the brand's values and target audience.

2. Google - Minimalism at Its Best

Launched in 1998, Google's first logo featured a playful typeface with the letters "L" and "G" in different colors. The logo was fun, yet not particularly professional.
In 1999, Google refined its logo, adopting a more minimalist approach with a clean, sans-serif typeface. The redesign helped the brand project a sense of simplicity, innovation, and focus on its core values.

Google's minimalism has become synonymous with the company's aesthetic, making it instantly recognizable and associated with innovation and creativity.

3. Absolut Vodka - A Design that Storytells

Launched in 1879, Absolut Vodka had a traditional, wordmark-based logo that failed to stand out in the competitive spirits industry.
In 1980, the brand embarked on a revolutionary rebranding effort, introducing a distinctive, iconic bottle design that has become synonymous with the Absolut brand. The bottle design cleverly incorporates the shape of Sweden, paying homage to the brand's origins and infusing the visual identity with a sense of heritage and storytelling.

Absolut's innovative bottle design has not only made it a design icon but also effectively communicates the brand's values and origin story to consumers.

4. Starbucks - A Shift to Modernity

In the early 1970s, Starbucks' logo featured a simple, siren logo with a more seductive and overtly feminine appeal. As the brand grew and expanded globally, it aimed to move away from the perception of being associated with the "coffee snobs" stereotype.
In 2011, Starbucks unveiled a new logo design, simplifying the siren to a clean, two-tone green and white design that better aligns with the brand's modern values and visually extends the brand's color palette.

Starbucks' updated logo design reflects the brand's goal of fostering a more inclusive and welcoming atmosphere, contributing to its global reputation as a premier coffee brand.

5. Skype - Evolution Through Minimalism

Launched in 2003, Skype's initial logo featured a blue globe surrounded by a simple border. While it conveyed the brand's focus on global communication, it lacked depth and visual appeal.
In 2007, Skype redesigned its logo, embracing a minimalistic approach that incorporates a simple, lowercase "s" within a blue circle. This redesign simplified the brand's visual identity, emphasizing its core values of simplicity, accessibility, and easy communication.

Skype's evolution into a clearer, more minimalist logo has helped to symbolize the brand's commitment to seamless communication and user experience.

6. Airbnb - A Creative Rebranding Journey

Airbnb's original logo featured the phrase "belong anywhere" in a sans-serif font. While the message was positive, the visual identity lacked distinctiveness and failed to convey the brand's unique value proposition.
In 2014, Airbnb redesigned its logo to a simplified, hand-drawn icon of a house with the word "airbnb" written alongside it in a custom script font. This rebranding effort successfully encapsulated the brand's vision of offering unique home-sharing experiences and creating memories for travelers worldwide.

Airbnb's rebranding journey has not only transformed its visual identity but also helped to solidify its position as a leader in the short-term rental market.

7. Fossil - Revamping a Legacy

Fossil's original logo featured a simplistic, rounded sans-serif font that failed to convey the brand's luxury appeal.
In 2015, Fossil underwent a significant rebranding effort, introducing a modern update of its logo. The new design incorporates a stylized, cursive script with bold lines, giving the brand a more sophisticated and luxury-oriented look.

Fossil's refreshed logo successfully communicates the brand's focus on high-quality watches and fashion accessories, positioning it more effectively in the premium market.

8. IBM - Embracing the Future

IBM's original logo was designed in 1972 and featured a blue, eight-bar logo known as the "blue eight." While the design was simple, it became outdated in the following decades, failing to adapt to the changing technological landscape.
In 2018, IBM unveiled a new logo design, strategically incorporating a modernized take on its iconic eight-bar design. The redesigned logo adopts a more spherical, pixelated layout that pays homage to the brand's origin story while embracing its cutting-edge approach to technology.

IBM's rebranding effort aligns its visual identity with the brand's exploration of new technologies and enhances its appeal to the modern industry.

9. Pepsi - A Striking Rebrand from 2008

In 2008, Pepsi introduced a striking new logo that was simpler and featured a blue, circular shape. Compared to the previous irregular shape, the deconstructed logo worked well on digital platforms.
In 2020, Pepsi updated their logo which now includes Vibrant Color. The logo changed Pepsi's public image into being more playful which resulted in huge success.

Pepsi's rebranding transformed its visual identity and furthered its aim to compete with the more established Coca-Cola brand, showcasing its youthful personality and taking strides to appeal to a diverse global audience.

10. KFC - Engaging Consumers with Humor

KFC's logo has remained largely the same since its introduction in 1952, featuring the iconic image of Colonel Sanders. However, in recent years, the brand has capitalized on humor to attract consumers and engage them with its branding.
In 2020, KFC Japan added "Finger Lickin' Good" logo which is not accurate for the country due to the defacto ban on printed advertisements of food due to the COVID-19 pandemic.

KFC's strategic use of humor and pop culture references has not only revitalized its brand image but also successfully targeted younger audiences and increased brand awareness.

Conclusion

The above-mentioned logos have demonstrated effective logo rebranding that ultimately elevated their respective brands by appealing to target markets and solidifying brand identities. Businesses consistently evolving and renewing their logos can break through the market with renewed publicity. Successful logo rebranding does not always focus on making drastic, dramatic changes but often invests in modernizing a classic or rethinking a brand's essence. It is not an event, but rather an ongoing process, which is crucial in today's competitive markets.

For more information about Cpluz's logo design services or any other aspects of graphic design and branding, please contact us at info@cpluz.com or visit cpluz.com. Our experienced team aims to assist you in creating meaningful brand-consumer connections through innovative design solutions that align with your brand's values and goals.