Sortlist's A Fresh Start in the Digital Era + Rebranding Examples

2024: A Fresh Start in the Digital Era + Rebranding Examples


Are you ready to embark on a transformation, innovation, and evolution journey in 2024? The business world is changing, and rebranding has become a valuable tool for organizations looking to grow and adapt. But why is rebranding a good idea, and how can you avoid rash decisions? Through this series, we will help you dive deep into the world of rebranding (+ examples). 

We will analyze +7 remarkable rebranding stories. These will highlight the strategic and aesthetic adjustments that need to be made. Join us as we equip you with the knowledge you need to navigate the ever-changing digital marketplace successfully. Join us on our journey to understand the power of rebranding and make 2024 a successful and transformative year.

Key Takeaways:

1. Reasons to Rebrand:

  • Rebrand when a company exceeds initial goals, avoiding crisis-driven decisions.
  • Breathe new life into outdated branding to attract a fresh audience.

2. Thorough Rebranding Strategy:

  • Seamlessly integrate new components into the current brand identity for a smooth transition.
  • Upgrade visual elements while maintaining brand recognition.

3. Redefining Audience and Market:

  • Reestablish connections with the target market and adapt to new demographics.
  • Express value to both existing and new customers through aligned brand language.

4. Redefining Vision, Mission, and Values:

  • Update goals and principles during rebranding to reflect changes in business strategy.

5. Successful Rebranding Points:

  • Evolve branding as the business grows, distinguishing it from competitors.
  • Rename, create new brand guidelines, and plan a successful launch for effective rebranding.

6. Rebranding Experiences to Learn From:

  • Examples include successful rebrands like Domain by Principals and cautionary tales like Radio Shack.
  • Victoria’s Secret and Google showcase adapting to market changes through rebranding.

7. Conclusion:

  • Rebranding is an agile tool for change, emphasizing the importance of clear planning and staying true to core values.
  • Sortlist offers assistance in finding the right creative agency for a successful 2024 rebranding process.

The Right (and Wrong) Reasons to Rebrand

Rebranding is a complex process that can have unexpected consequences or significant returns. Understanding the reasons for change is critical to launching a successful rebranding campaign.

When Should a Company Consider Rebranding?

When Companies Exceed their Initial Goal, They Should Rebrand

One of the main reasons for rebranding is when a company’s original purpose no longer makes sense or fits with its commitment to its current services or market share positioning. A rebranding initiative can facilitate communication about a company’s growth. It also promotes a commitment to new ideas that the company’s goals and products represent.

Rebranding as a way to hide a crisis: Why Companies Shouldn’t Do It.

A rebranding shouldn’t be a hasty decision in response to negative publicity or an emergency. Rebranding to downplay an adverse incident or deflect unwanted press often backfires. Customers may perceive it as dishonest or a way to avoid taking responsibility.

Rebrand to Give New Life to Outdated Branding

Rebranding is a strategic initiative that many companies use to breathe new life into old branding. A brand’s original logo, visual identity, and narrative can go out of style or outdated. In this case, rebranding revitalizes the old brand by updating its aesthetic with a new message. It is a way of upgrading the brand message and increasing its relevance to today’s audiences.

Companies can rekindle interest in their brand through rebranding. By incorporating modern design aspects, they can attract a new customer base while retaining their existing clientele. In addition, using updated marketing materials and responding to consumer preferences are other factors that can help.

A Thorough Rebranding Strategy that Works with Your Existing Branding

A thorough rebranding plan seamlessly integrates new components into the current brand identity. It builds on the past rather than discarding it. This strategy keeps your brand recognizable while ensuring a seamless transition for your audience.

A well-executed, complete rebranding plan incorporates key visual elements that appeal to your target audience. While making necessary adjustments, it reflects the growth of the company or changes in the industry. It maintains the consistency of your company’s identity while updating logos, color schemes, brand voice, and style standards.

A well-executed complete rebranding plan incorporates key visual elements that appeal to your target audience. Take Sortlist's rebranding example.

Re-establish Your Brand’s Audience and Market

A brand may eventually expand beyond its target market or into new areas. Rebranding helps reestablish a connection with the brand’s target market and audience. Companies can successfully express their value to new customers and a broader audience by refocusing their brand language and identity to appeal to a new demographic or market area. 

This change in brand strategy aims to strengthen the bond with current customers who support the brand’s new vision and purpose, in addition to reaching new markets and attracting new customers.

Redefine Your Company’s Vision, Mission, and Values

Rebranding offers a fantastic opportunity to update a company’s goals, objectives, and core principles. These fundamental components are the cornerstone of a brand’s identity and direction. By defining them during rebranding, a company can communicate its commitment to consumers. It’s a way to reflect changes in its business strategy and define its mission.

The company’s renewed vision, purpose, and values underscore its commitment to adapting to changing circumstances. At the same time, it maintains its core ideals and sets the stage for the best strategy for rebranding its identity. The audience’s attraction to the brand can increase due to this connection to an authentic, updated identity.

5 Incredible Points of Successful Rebranding

Apple: Companies Should Rebrand When Their Businesses Evolve

A company’s branding should change as its business changes. Apple’s name change from Apple Computer Inc. to Apple Inc. is a good example. The company’s transition from primarily focusing on computers to offering a wider variety of goods and services was the impetus for this rebranding.

Apple has effectively expressed its transformation into a technology superpower through its various product packaging, rebranding, and product offerings. These rebranding initiatives communicate to the market and consumers that the company is expanding its horizons and changing the nature of its products and services.

Burger King: Companies Should Rebrand to Distinguish Themselves from Competitors

In a competitive environment, uniqueness is essential. Burger King’s 2019 rebranding is a perfect example of this tactic. To create a distinctive customer experience, the company changed the interiors of its restaurants and introduced a cleaner, more modern logo.

The goal of Burger King's was to broaden the brand's appeal and attract new customers while retaining its current base of loyal customers.
Source: Medium

By making this kind of statement, Burger King successfully differentiates itself from competitors in the fast food market. The rebrand demonstrates a commitment to offering something unique and compelling. The goal was to broaden the brand’s appeal and attract new customers while retaining its current base of loyal customers.

Ant Group: Rename Your Company During a Rebrand

Ant Group, Alibaba’s financial unit, decided to change its name as part of a makeover. The change demonstrated their commitment to inclusivity and aligned with their expanded financial offerings. A strategic move to better represent their changing business focus was to change the name from “Ant Financial” to “Ant Group.”

This rebranding example shows that a company can do more than just make cosmetic changes or create a new image.

This example of rebranding shows that a company can do more than just make cosmetic changes or create a new image. It can even rename itself better to reflect its goals and identity in the future. This is especially true as its business grows or diversifies.

Mailchimp: Building New Brand Guidelines

The process of rebranding Mailchimp highlighted the value of careful design and the development of a comprehensive style guide. This guide ensured that all touchpoints-from web design, typography, and tone of voice to color schemes and logos-were consistent. Mailchimp’s meticulous attention to detail demonstrated their commitment to providing a consistent and intuitive user experience.

Mailchimp's meticulous attention to detail demonstrated their commitment to providing a consistent and intuitive user experience.
Source: Medium

Creating brand guidelines during a rebrand is essential. This is because they provide the parameters for your company’s verbal and visual identity. They maintain consistency across multiple media and channels. This reinforces the integrity of the new brand identity and the company’s commitment to excellence. 

Airbnb: Plan a Successful Launch

A critical step in the rebranding process is launching the new identity. This is your chance to introduce your unique identity to the world. This is an opportunity to capture the interest of your audience and create a buzz. A successful rebrand launch requires careful planning, including promotion and timing. Inform your audience of the changes while emphasizing the benefits and advancements the branding offers.

A critical step in the rebranding process is the launch of the new identity

Use a combination of traditional and digital marketing channels to extend your reach. You can expand your reach with the right tools, such as email, social media, and press releases. 

Airbnb’s rebranding debut, with its new website and visually appealing animation, explains the significance of the logo redesign. It demonstrates the ability of a well-executed launch to generate excitement and engagement.

These facts demonstrate the diversity of strategies for effective rebranding. Rebranding is still an effective and strategic strategy for companies in 2024 and beyond. It may be to update your marketing strategy without sacrificing continuity or adapting to changing business landscapes. It could be to differentiate yourself from your competitors. Some companies may rebrand to reflect new directions or develop comprehensive brand standards.

Are you ready to rebrand? (Some Rebranding Experiences You Should Look At)

Rebranding is a transformational process that requires deliberate thought and calculated preparation. Understanding the successes and shortcomings of your own company and others is critical before embarking on this course of action. Here are some thought-provoking examples of rebranding:

Domain by Principals

The real estate company Domain has completed a fantastic rebranding success story. Their metamorphosis was a calculated move toward modernism and sophistication. With its new logo design, which included a stylized “D,” Domain communicated continuity with its previous branding efforts while suggesting a new beginning.

Maintaining this consistency is essential to appeal to a broader and more modern audience while keeping current customers’ respect and brand recognition. The Domain rebrand is an example of the power of a methodical progression and complete brand overhaul that honors the past while looking to the future.

Radio Shack’s Rebrand Failure

Radio Shack’s 2009 rebranding attempt is a lesson in caution. To update its image and appeal to a tech-savvy customer base, the company renamed itself “The Shack.” However, the branding had no clear plan and failed to connect with customers.

Radio Shack's 2009 rebranding example is a lesson in caution. In an attempt to update its image and appeal to a tech-savvy customer base, the company renamed itself "The Shack”.
Source: Merz

It failed to address the company’s core issues, accelerating its decline and ultimately leading to bankruptcy. This case highlights the importance of having a clear plan and aligning your rebranding efforts with the marketplace’s needs.

Victoria’s Secret: Rebranding Example

Renowned lingerie company Victoria’s Secret embarked on a rebranding initiative to update its image and appeal to a broader market. The company shifted its focus from the conventional lingerie look to a more inclusive and diverse definition of beauty. One component of this change was the “VS Collective” campaign.

This campaign featured a diverse cast of models and brand advocates. This tactical shift sought to reflect the evolving values and tastes of the modern consumer. It also cultivates a more positive brand image and appeals to a broader consumer base.

Jumbo by FutureBrand

Dutch grocer Jumbo and FutureBrand worked together to rebrand the company successfully. The change involved developing a brighter, more colorful brand appealing to current and potential customers. They improved the look of their packaging by emphasizing quality and freshness.

This rebranding effort aimed to increase brand loyalty, drive in-store purchases, and increase consumer interaction. Jumbo’s successful rebranding effort underscores the importance of visual identity. The rebranding plan also illustrates its potential to influence customer perception and engagement.

 Mozilla Rebrand: Open by Default

“Open by Default” is the name of an impressive rebranding initiative that Mozilla has undertaken. Mozilla is the company that created the Firefox web browser. The intent was to convey the openness and user privacy at Mozilla’s heart. Although they made several logo modifications demonstrating their commitment to open-source technology, Mozilla kept their original dinosaur logo.

This rebranding experience serves as an example of the importance of creating consistency with your branding. It emphasizes that branding should align with the core beliefs of your company’s mission to better connect with your audience.

Mailchimp Rebrand: The Design is in the Details

Mailchimp’s complete rebrand was an exercise in meticulous design. To improve the user experience and brand personality, they focused on particular design elements like typeface and color choices. The redesign and various whimsical imagery reinforced Mailchimp’s reputation as a personable and approachable company.

This experience shows how even small, practical design details can significantly impact how people perceive a company’s story. It also highlights the importance of choosing a logo. A logo represents a visual identity and a fresh look. Therefore, your choice should be consistent when rebranding.

Google Rebrand: Be Mobile and Cross-Platform Friendly

Google’s rebranding experience was prompted by the need to adapt to a mobile-first environment. The goal was to provide a consistent and smooth user experience across multiple devices and platforms. This required rethinking and streamlining the design of the iconic Google logo.

Google's rebranding experience was prompted by the need to adapt to a mobile-first environment.
Source: Google

Another goal of the rebranding was to communicate that Google is more than just a search engine. Google’s experience demonstrates the value of flexibility in the digital age and how a brand’s identity should represent its ability to operate across multiple platforms.


Rebranding is an agile tool for change in the dynamic world of business. Rebranding experiences can be both successful and unsuccessful, but they always teach important lessons. You learn the importance of having a clear plan. You know to stay true to your core values and thoroughly understand the market. These observations serve as a roadmap for companies considering rebranding in 2024 as they embark on their revolutionary journey.

At Sortlist, we understand how complex a rebranding process can be. We can help companies find the best creative agency to help them achieve their rebranding goals. Our platform facilitates the search for the ideal creative collaborator to build the story of your new brand identity. Connect with us to ensure a smooth and successful rebranding process.


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