Brand Identity – Some of our favourite rebrands

Brand identity is more important than ever in today’s ever-changing landscape. In 2021 we expect to see a whole wave of rebrands coming from companies that have repositioned and are wanting to be seen in a fresh new light.

There are many reasons for a rebrand, it can be anything from dwindling sales, a new vision, or changing public perception and sometimes it can even be damage control!

With the brand identity being the personality of your business, your brand needs to be clear, consistent, and offer a true representation of what your company is and what it stands for. The branding is more than just a logo, it represents the company’s culture, mission, and values.

Here, we examine some of our favourite examples of company rebranding and branding campaigns at their best.



Brand Identity Example 1 – Airbnb

In 2014, Airbnb gave us a new colour palette, a new brand mark called the Bélo (which means belong anywhere), and a new story!

The idea behind the Airbnb rebrand was to bring a sense of community and belonging. In the first week of the launch, millions of people around the world joined in on their initiative to interpret the new symbol. People came up with all sorts of things like avocados, pretzels and just like that, the vision and the idea of “people, places, love” was a success!



Brand Identity Example 2 – Instagram

In 2016 Instagram launched the new look of the logo, taking the old 3D polaroid and turning it into a new neon pink icon. The new-look coincided with the growing features of the entire app suite including Layout, Boomerang, and Hyperlapse.

The top bods at insta wanted to focus more on the user experience, and celebrate the users’ photos/videos and this meant taking out any of the old insta blue and replacing it with neutral black and white. Therefore the only colour was coming from the “insta worthy pics” uploaded by the user.

The general consensus at first was that the majority of users didn’t like the new look and there was some of the old “if it’s not broke don’t fix it” mentality from those in the industry however here we are 4 years later and we couldn’t imagine not seeing the bright pink icon on our smartphones.

Instagram was also on trend with the new use of their flat icon, following on from an apple update which saw all of our icons turn flat. We are now seeing this continue within the branding world. Notably, Netflix and Pizza Hut are some other globally familiar brands now opting for a flat logo.



Brand Identity – Example 3 – Mastercard

With one of the most recognisable logos in the world. Mastercard made a bold decision in 2016 to drop the name from the logo and keep the overlapping circles we have come to know and love.

The aim was to keep the familiar colouring of the brand while moving it into the digital age and making it more usable across different platforms. The idea that the old credit card was now going to be replaced by apps and smartphones meant the logo needed to be mobile-friendly.

The simplicity of this icon means it’s still recognisable in all formats. There has been some criticism that the circle symbols are not unique enough to be recognizable as there are millions of logos that have circles and red and yellow in them however due to the unwavering familiarity of the brand. We at Media Shark think the design team at Mastercard smashed it!

Brand Identity Example 4 – Subway

In 2016, subway changed its logo. It is reported that Subway was 3.4% down on its closest competitors and had closed multiple stores, so a fresh new look was needed to win customers back.

The rebrand coincided with an overhaul of the restaurants to make the dining experience easier and more technological. It’s reported that the colors of the logo have always represented the fresh vegetables and salads that form part of the iconic footlongs. The new icon is simple, clean, fresh, and bright.



Brand Identity – Example 5 – Nike Equality Campaign

Nike has always been proud of its mission and values and in 2017, they released the Nike equality campaign “until we all win”. The campaign included some strong black and white imagery and sound.

Although this is not an example of an actual rebrand. In my opinion, it is one prime example of Brand Identity at its absolute strongest. Nike is not afraid to stand up and say who they are and what they are all about. The campaign brought together global athletes such as Serena Williams, LeBron James and also includes Alicia Keys singing a “change is gona come” and is one of their most powerful campaigns to date.


In conclusion, branding can be one of the most tricky aspects of your product to get right. But when you do it can be an absolute game-changer, increasing sales and public awareness. Feel free to reach out to the team here at Media Shark if you feel a rebrand could be on the horizon for your website or if you are just starting a new venture and need somewhere to start.