Top Performing Rebrand Makeovers Throughout History

Modern rebrands require a delicate balance between heritage and contemporary design. A successful rebrand, such as magic, isn't without risk. You might stay loyal to your brand's signature identity, risk getting outdated, or chase trends and alienate your loyal following.

To succeed, a rebrand needs expert knowledge of your brand and its audience, a keen eye for design trends, and a touch of artistry. A stellar rebrand can breathe new life into a brand, capturing the attention of a new generation while keeping existing fans on board.

From our series celebrating the best rebrands of the decade, here are some rebrands that left an everlasting impression—the best rebrands of all time. Delve into the creative strategies behind each transformation, their cultural impact, and the lessons they offer for brands navigating a rapidly changing marketplace today.

🍔 Burger King (2021)

Burger King debuted in 1954, and since then, has gone through numerous evolutions. Many had grown attached to the 1999 design, so when it announced a revamped look in 2021, many were pleasantly surprised. Drawing inspiration from the 1969 design, the new Burger King brand boasted a distinctly retro vibe, bringing together young and old. The whimsical typography paired with earthy colors evoked psychedelic 1970s style, while the brand's bouncy motion graphics added a contemporary playfulness.

Restaurant Brands International Head of Design, Raphael Abreu, said, "We wanted to use design to make people crave our food—it's flame-grilling perfection and, above all, its taste."

📸 Kodak (1971)

For many, the idea of capturing photos on physical film is a hipster's delight. But for the entire 20th century, photography was dominated by Kodak, founded in 1892. Famous for being as synonymous with photography as Coke was for sodas and McDonald's for fast food, even the most ubiquitous brands can't rest on their laurels. And it was a major rebrand in 1971 that truly helped Kodak stamp its mark on the camera-wielding consciousness.

At the heart of this reinvention was the distinctive Kodak 'K' logo in the now-iconic yellow and red color scheme. This new visual identity not only went on to have remarkable staying power but also set the stage for the bold, geometric shapes, clean lines, and striking yellow-red color palette that defined the era's marketing materials, even possessing a contemporary feel today.

To maintain relevance in a rapidly changing market, even established brands like Burger King and Kodak require strategic rebrands.
The 2021 revamp of Burger King's design, reminiscent of the 1969 look, offers a blend of retro vibe and modern playfulness to appeal to both old and new audiences.
The typography used by Burger King, featuring a whimsical yet earthy color palette, echoes the psychedelic style of the 1970s while maintaining a contemporary edge.
Raphael Abreu, Head of Design at Restaurant Brands International, emphasized that the rebrand aims to evoke a desire for Burger King's food, highlighting its distinctive taste.
Kodak, once synonymous with 20th-century photography, underwent a significant rebrand in 1971, marking a turning point for the brand.
The new Kodak logo, featuring a distinctive 'K' in a yellow and red color scheme, has endured remarkable staying power and sets the standard for bold, geometric shapes and clean lines in marketing materials.
The 1971 rebrand of Kodak also laid the groundwork for a color palette that is still contemporary today.
The success of Kodak's rebrand in 1971 demonstrates that even the most ubiquitous brands can't rest on their laurels and must adapt to remain relevant.
Adobe, with its diverse software offering, plays a crucial role in helping designers, artists, and creative professionals execute successful rebrands.
UX (User Experience) designers are essential in creating a seamless digital interface, ensuring that the brand's core values are communicated effectively and consistently.
Typography, color, and packaging design all contribute to the overall user interface, which, when executed well, can create a strong brand identity in the fashion-and-beauty, food-and-drink, home-and-garden, education-and-self-development, entertainment, and general-news industries.
The inspiration for a creative and effective rebrand can often be found in various art forms, as well as in current lifestyle and sports trends, providing a wealth of resources for brands navigating the challenges of the modern marketplace.