There are numerous reasons behind corporate reinvention, such as efforts to regain popularity, international expansion, name disputes and the need to evolve with customers.
Instagram’s official marketing material claims that its new logo is designed to reflect how the app has transformed since its creation. Once a simple tool that allowed users to apply filters to photos, in recent years it has become much more than this – but was a logo change the right way to showcase that?
Having lost its way when it came to branding, Domino’s assessed the situation and called for back-up. As if that wasn't enough, the company has shown all firms the true meaning of customer satisfaction – by delivering to one ravenous customer during a serious moment of need.
Criticism of Uber’s redesign has been widespread, but most has focused purely on the superficial elements: people don’t like the image, it’s not clear, and the different versions for different countries are confusing etc. But that’s not the main issue.
StreetHub, a UK-founded network for independent retailers, has secured a £1.7m investment from Octopus, Index and angel investors, which has allowed the business to embark on a rebrand under the new guise of Trouva.
On the back of rolling out its operations into 18 new cities in the UK, Real Business asked Remo Gerber, the UK CEO of taxi app Gett, what he thought the future had in store.
In its latest campaign, animal rights group PETA has asked that Ye Olde Fighting Cocks – Britain's oldest pub – is renamed to Ye Olde Clever Cocks "in recognition of society’s growing compassion for animals and in celebration of intelligent, sensitive chickens".
Identifying the right time for a rebrand requires good judgement and courage but there are also some signs to look out for.