Re-branding issues: Is it an evolution or a solution?

Glovory Design
6 min readMar 25, 2021


Illustration by Rafika Aulia Rahma Sari

Did you ever think about something wrong happen with your brand design? You may have thought about something that quite not right with your branding and design value. When it feels like something missing from it. Try to contemplate with yourself, is it need to give a re-brand?

There is no such legitimate answer to this question. It depends on how the business players put their pawn while stepping on the game. It is absolutely yes to have a re-brand the value you’ve provided if it meets the condition. But it may only struggle you when it wasn’t. Having a re-branding is not a mistake, yet it becomes a new challenge to expand a new image to the public. Many successful companies are gaining their peak of success even after re-branding. Almost of all big companies at least did a re-brand, to meet their upcoming needs.

The need for companies obviously different from one to the others, therefore when comes to re-branding. It could be a solution in several conditions that they faced, or it is their revolutionary ideas so the design and value they provide evolutionally change the course of their business. There is no such exact prediction about it, which let say gambling on the new face provided publicly.

Photo by Paweł Czerwiński on Unsplash

Is re-branding worthy?

The idea of rebranding can possibly come from many business perspectives. Not only for giving a new look for public display. It can be used to rearrange the business core value that needs to be straightened with the new needs. Give more valuable points that can be added to enrich more and fitted with the business vision and mission. The change made along the process of rebranding could emerge the value delivered by it. Trigger more conversion made by the customers thus increase the demand created with it.

When it is needed?

  1. The Demographic Target has changed

When a company grows and expands bigger than the first time they’re built, they may also have a different scope of the demographic target that changed along. The bigger the company, the bigger fish to catch. They need a different image to be delivered to the customers. With various demographic targets to approach, rebranding could possibly engage the new customers to interact with it.

Nike logo and branding evolution
Airbnb logo and branding evolution ( images from )

For example, Airbnb rebrands its logo from a colorful Airbed n Breakfast typography logo into a more simplistic monochrome Airbnb typography logo. Their change is for gaining more younger and millennial customers’ attention by providing a simplified yet aesthetic logo. Nike did it change their classic swoosh with an old typography logo with a simplified modern serif logo, or just the iconic swoosh itself. Back in the past, Nike may just be recognized as a sportswear brand to fulfill athletic activities among its customers. Today, with the rebrand Nike did with the typography logo it can expand its market for luxury or streetwear fashion apparel thanks to the simplicity of its logo. These new images hold a powerful role if they were planned and placed right for the different target audience.

The trends and competition course has changed

As technology advanced throughout the times, human needs are also increased along. Newspaper, magazines, and many other printed materials were used to inform people about the brand was selling back in the past. In today’s society, digital media has changed how humans interact with almost any part of their life. Digitalized content much gained in-demand and becomes more easily acceptable by the customers. This why businesses need to adapt to the change in trend courses affected by technology improvisation.

Apple logo evolution ( image from )

Companies like Microsoft, Google, or Apple which already dive into the digital and technology industry also rebrand their logo to adapt to nowadays requirements. They transformed their rigid and crowded logo into a modern one which has a thinner and simplified form. It used to adapt with technology improvisation, to be more readable enough in gadget screens and monitors. If these companies were persisted in their old branding logos, the result is they may not be able to display a fitted business presentation with recent trends and technology around.

The Brands already Outdated

Photo by Fredy Jacob on Unsplash

Rebranding a business could be affected by the time they’re on. As a business may have established since a long time ago. The branding image they already have from the beginning could be irrelevant to today’s standards. If they persisted to have the old branding image, it could ruin their sales after consumers considered their business undeveloped. They also need to adapt and pursue the current standard. So, rebranding could be a solution to make their business more relevant.

Nike already rebrands itself to adapt to the upcoming era. It was named the Blue Ribbon Sports when established in 1964. With the BRS logo, in the beginning, Nike rebrands and introduced the swoosh logo which becomes iconic and popular worldwide. Later in 1978 and 1985, Nike rebrands their logo again so it becomes more relevant to each era. In 1995, they rebrand their logo again as they just use the swoosh logo until now. Bringing a more simplified and futuristic feel towards the brand itself. Finally, with the right decision to make a simplified logo Nike already brought the business even stronger. People already familiar with the swoosh icon, a powerful image of a sportswear brand for decades.

Fix the past

Photo by NeONBRAND on Unsplash

Companies and businesses can also make mistakes sometimes. The business plan they already have didn't go well along the way. It can happen the first time they established the business itself. Without any exact prediction about how the ship will be going through the sea of uncertainty. But after sailing toward the wave and already have field experience enough, they could possibly be mastering the wheel and set the course of their ship in the right way. Sometimes it needs the experience to fix the past.

Take a look at the Instagram track record. It was named Burbn at first, an app which slightly different from the current one we know today. Burbn was a location-based app that allows its users to make plans, socialize and hang out with others, and post a picture on it. But the app didn’t go well in the first place. Most of the users more likely to post their photos only after retouch them in the other filter and editing app. That is why Burbn takes the movement to rebrand itself and become Instagram, which becomes more focused on posting pictures and adding filters on it. Then the users could interact and socialize within the app by giving likes, comments, and share the pics. After all, Instagram could fix their past mistake and gain more users. As in 2020 itself reaches more than one billion users worldwide.

If you are interested and want to explore more about digital products and branding, say hi to us. We are Glovory, your Infinite Digital Partner! Reach us at our website or send us an email at!

Contributor: Abdul Hamid



Glovory Design

A global brand and experience digital product design agency that builds digital products to move at the speed of culture.