Arek Dvornechuck
Branding Expert
The Biggest Rebrands & Redesigns of 2024
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Looking to kick off a rebranding project?
Get inspiration and insights for your own redesign by exploring my curated list of the top rebrands and logo updates of 2024.
Last year, numerous prominent brands have undergone rebranding initiatives—so I've put together a list of the 7 most notable ones.
Some opted for radical transformations, while others implemented some subtle updates—all with the shared objective of revitalizing their brand presence.
Let's dive right in.
Jaguar, the prestigious British luxury car manufacturer with a history dating back to 1935, undertook a comprehensive in-house rebrand in 2024
This rebrand marks Jaguar's bold repositioning as an all-electric luxury brand, moving away from traditional dealerships to focus on exclusive brand stores, like the first one in Paris' luxury fashion district.
The rebrand's core message is to "Copy Nothing", embracing a philosophy of "Exuberant Modernism" rooted in the words of its founder, Sir William Lyons: "A Jaguar should be a copy of nothing."
The new visual identity aims for a dramatic transformation, sparking significant internet buzz and strong reactions with its unconventional approach.
The campaign, titled "All is Fair in Love and Jaguar", and the new logo were unveiled in November 2024, signaling a complete departure from the brand's traditional image.
The new logo is a geometric sans serif wordmark in unicase, a stark contrast to typical car brand wordmarks.
It features a unique mirrored effect with the letters "j" and "r" acting as bookends, creating a symmetrical and modern form.
While the iconic leaping jaguar 'leaper' remains, it has been streamlined and modernized, often appearing with a bold "Strikethrough" motif.
A new monogram, based on the letters 'j' and 'r', replaces the previous "Growler" icon, intended as a discreet artistic motif.
Jaguar's rebrand targets a new, younger, and wealthier audience interested in art and fashion, moving away from its traditional affluent male demographic.
This shift is further emphasized by the brand's "Type 00" design vision concept, revealed at Miami Art Week in vibrant "Miami Pink" and "London Blue" colors, showcasing the brand's new direction.
While the rebrand has been described as bold and attention-grabbing, opinions are divided, with some finding the new direction pretentious to say the least.
However, the rebrand undeniably positions Jaguar as a brand aiming for fearless creativity and originality in the evolving luxury electric vehicle market.
SanDisk, a veteran in digital storage solutions since 1988, launched a notable rebrand in 2024, a collaborative effort between ELA Advertising and their in-house team.
This rebrand marks a strategic shift for SanDisk as it broadens its focus beyond memory cards and USB drives to encompass a wider range of storage solutions for diverse consumer needs.
The rebrand’s central theme is "Future-Forward Storage for a Human World."
The visual identity has been significantly updated to reflect this expanded vision.
The most notable change is the new logo, which replaces the previous wordmark with a more abstract wordmark.
This symbol is designed to represent data flow and connectivity, embodying SanDisk's role in the digital world.
The color palette has been energized with brighter, more contemporary hues, moving away from the more corporate feel of the previous branding.
A new, modern typeface complements the logo, enhancing readability and brand recognition across platforms.
Beyond the visual elements, the rebrand includes a refreshed brand voice and messaging, emphasizing SanDisk's commitment to innovation, reliability, and user-centric design in the evolving landscape of digital storage.
SanDisk's 2024 rebrand is a dynamic move to reposition itself as a forward-thinking storage solutions provider, ready to meet the demands of the future digital world.
In my opinion, the "N" is kind of awkward and should have been designed differently as many designers pointed out on X.
Kleenex, the iconic and globally recognized facial tissue brand established in 1924, underwent a brand refresh in 2024, partnering with Turner Duckworth.
This rebrand focuses on enhancing brand warmth and emotional connection with consumers, reinforcing Kleenex's role as a comforting and caring brand.
The rebrand's essence can be summarized as "Comfort and Care, Reimagined."
The changes to the Kleenex logo are evolutionary rather than revolutionary, maintaining core brand recognition while introducing softer, more human elements.
The iconic Kleenex script wordmark has been refined with smoother lines and a more approachable feel.
A key element of the rebrand is the introduction of a new visual motif: a gentle, curved line that subtly evokes a comforting embrace or a soft tissue.
This motif is integrated across packaging and brand communications to enhance the feeling of care and empathy.
The color palette remains anchored in Kleenex's signature blue but incorporates softer shades and gradients to convey warmth and gentleness.
Typography has been updated to be more legible and friendly, further contributing to the brand's approachable persona.
Kleenex's 2024 rebrand is a thoughtful evolution, carefully balancing brand heritage with a refreshed visual language that emphasizes emotional connection and reinforces its position as a trusted household name for care and comfort.
Decathlon, the globally recognized sports retailer established in 1976, underwent a significant rebrand in 2024, partnering with Wolff Olins for a comprehensive identity overhaul.
This comprehensive rebrand signals Decathlon's ambition to move beyond its perception as a value-oriented retailer and establish itself as a leading sports brand that caters to athletes of all levels.
The rebrand is centered around the theme "The Sport Brand for All Innovating for Sport's Future."
The visual transformation is striking.
Decathlon introduced a brand new logo, "the Orbit," a dynamic and forward-moving symbol representing motion and circularity.
This icon is designed to embody the joy and fluidity of sport, replacing the previous, more static wordmark.
The color palette has been streamlined to be bold and energetic, with a vibrant blue as the primary color, conveying dynamism and innovation.
A new, versatile typeface has been implemented to ensure clarity and impact across all brand touchpoints.
Beyond the logo, the rebrand encompasses a complete overhaul of the store experience, digital platforms, and product design, all aimed at creating a more engaging and inspiring environment for sports enthusiasts.
Decathlon is emphasizing sustainability and innovation as core brand values, reflecting a commitment to the future of sport.
Decathlon's 2024 rebrand is a bold and ambitious move, signaling its evolution into a leading global sports brand focused on innovation, inclusivity, and sustainability.
PayPal, a leading financial technology company since 1998, unveiled a significant rebrand in 2024, partnering with Pentagram for a refresh.
This rebrand is an evolution rather than a revolution, aiming to maintain PayPal's strong brand recognition while updating its look for a more contemporary and digitally optimized world (although some call it "bland")
The rebrand message is "Evolution in Trust and Innovation."
The changes to the PayPal logo are subtle but impactful.
The iconic double 'P' monogram has been refined with cleaner lines and a slightly bolder appearance, enhancing its visibility and impact, especially in smaller digital contexts.
The familiar blue color palette remains central to PayPal's identity, reinforcing trust and security, but with updated shades for better vibrancy and digital display.
Typography has been subtly adjusted for improved legibility and a more modern feel.
The rebrand also includes an enhanced focus on user experience across all platforms, emphasizing PayPal's commitment to seamless, secure, and innovative payment solutions.
Messaging is being refined to highlight PayPal's role in empowering financial inclusion and innovation in the digital economy.
PayPal's 2024 rebrand is a strategic refinement, ensuring its visual identity remains contemporary and relevant while reinforcing its core values of trust, security, and innovation in the ever-evolving digital payment landscape.
Mozilla, the non-profit organization behind Firefox and a champion of an open web since 1998, launched a brand refresh in 2024, partnering with Jones Knowles Ritchie (JKR) for a new identity.
This rebrand is more of an iteration, refining Mozilla's existing open-source and digitally-inspired identity to better communicate its diverse range of projects and its commitment to a user-centric internet.
The rebrand's theme is "Open Source Values, Evolving Expression."
Mozilla's core logo, the "Firefox" browser icon, remains recognizable but serves as the foundation for a broader visual system.
The rebrand focuses on expanding the visual language to represent Mozilla's ecosystem of products and initiatives beyond just the browser.
The color palette has been broadened to include a wider spectrum of vibrant, digital-friendly colors, reflecting the diversity and dynamism of the internet and Mozilla's community.
Typography continues to be modern and tech-forward, ensuring readability and consistency across digital platforms.
A key aspect of the rebrand is the development of a flexible design system that allows for visual differentiation across Mozilla's various projects while maintaining a cohesive brand family.
Messaging is being sharpened to emphasize Mozilla's role as a champion for internet health, privacy, and open access.
Mozilla's 2024 brand evolution is a thoughtful progression, leveraging its established visual identity while expanding its expressive capabilities to better represent its multifaceted mission and the evolving digital landscape it champions.
And lastly we have Verizon, a major telecommunications provider formed in 2000, launched a brand refresh in 2024, partnering with Turner Duckworth for a redesign.
This rebrand is a subtle yet strategic update, aiming to enhance Verizon's digital presence and appeal to a contemporary audience while maintaining its established brand equity.
The rebrand message is "Modernizing Connection in a Digital World."
The iconic Verizon checkmark logo remains the cornerstone of the brand identity, but it has been refined for better clarity and impact in digital environments.
The checkmark is now slightly bolder and more defined, ensuring recognition at all sizes.
The color palette continues to be anchored by Verizon's signature red, but with updated shades that are more vibrant and optimized for digital screens.
Typography has been subtly modernized for improved readability and a cleaner, more contemporary aesthetic.
The rebrand extends to a refreshed digital design system, focusing on simplified user interfaces and enhanced mobile experiences.
Messaging is being streamlined to emphasize Verizon's role in providing seamless connectivity and innovative technology solutions in an increasingly digital world.
Verizon's 2024 rebrand is a strategic refresh, carefully balancing brand heritage with a modernized visual language that ensures its continued relevance and leadership in the rapidly evolving telecommunications industry.
Rebranding is a critical undertaking for companies as they grow and adapt.
It's about embracing change and staying relevant in a dynamic marketplace.
Effective branding serves as a vital communication tool, enabling companies to articulate their offerings, values, and unique position in the market to consumers.
Ineffective branding can be detrimental, and an outdated or misrepresentative identity can actively harm a business.
Regularly evaluating your logo & identity is therefore not just advisable, but essential.
Here are some of the primary drivers behind corporate rebranding initiatives:
These are just some of the myriad reasons why companies choose to rebrand.
Crucially, any rebranding effort should be underpinned by a robust brand strategy.
For further insights, explore my article on How to Redesign a Logo, where I guide you through the logo redesign process based on my client work.
I trust this overview of 2024's top rebrands will provide valuable inspiration for your own branding endeavors in 2025!
If you need an expert help—Feel free to schedule a call.
PS. For more in-depth rebrand case studies, Brand New blog is an excellent resource.
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
