WHY DO WE NEED REBRANDING?
If a brand does not change, it merges with competitors, lags shopify website design behind modern trends and becomes obsolete. If you do not stand out from the gray mass, then the audience's loyalty will not grow. And this is a direct path to oblivion and a transition to competitors.
Rebranding is a great opportunity to restart a company. If 2023 was a time of continuous Russification for brands, 2024 has become a serious time of renewal, so many companies have begun to move away from the usual template ideas and stereotypes.
Let's divide all rebranding options in 2024 into three types:
The company has reached a new audience.
What worked in the past may not work now. A modern approach is needed to attract new consumers.
Negative brand perception.
When a negative experience occurs, rebranding refocuses attention and restores trust.
Merger or change of ownership.
Structural changes may require a rebranding that creates a more cohesive and consistent identity.
But in what cases will it not save the situation? Firstly, when rebranding is done only to attract attention. Secondly, when the goods and services are of low quality, and a different logo will not change anything here. Thirdly, when the brand is not ready for criticism. It is important to accept negativity with dignity, because new identities are always criticized, even if they are good.
BRANDING TRENDS IN 2024
Steve Forbes, editor-in-chief of Forbes, says, “Your brand is the most important investment you can make in your business.” Branding trends give you an advantage in communicating the message of your products and services to the right customers. This is the voice of the brand.
Current trends today:
Monochrome.
This palette contains different shades of the same hue. It is worth choosing a color that matches the industry and embodies the individuality of the company.
Illustrations.
Consumers love handmade products. They feel one-of-a-kind and custom-made. And they create trust on a subconscious level. This creates an immediate emotional connection.
Minimalism.
It's a choice of simple elements that have integrity and power to get the message across.
Sound identity.
Companies attract attention not only visually, but also acoustically. They evoke deep emotions, memories, and build connections on a subconscious level. It’s the sound that Apple’s iMac makes when it starts up. The launch of an EA Games game and the phrase “Challenge everything.” I’m sure gamers can hear it in their heads.
Fun with fonts.
Simple changes like lengthening letters, new strokes, or overlapping keep the design simple but effective. For example, a doughnut-shaped O or quotation marks combined with a B and D. The goal is to keep it as simple as possible, but add a little original flair.
Let's see how the trends were implemented in Russia and abroad.
THE BEST AND WORST REBRANDINGS OF 2024
1. For the first time in history: Tele2 is now T2
Tele2 announced a rebranding until the end of 2024. The company explained this by the fact that the brand license is expiring. For the first time in the history of mobile communications, the operator is not only changing the logo, but also the name itself. The changes are related to the development of product solutions and progress. The new identity reflects technology and ambition, while preserving its heritage.
Previously, Tele2's corporate identity was closely linked to the aesthetics of graffiti and street fashion. Now we see that the letters are tightly adjacent to each other. This reflects a new approach - a block design with many forms of substrates. If earlier the logo created the illusion of three-dimensional space, now it is flat minimalism with one bright element.
The Tele2 rebranding cost the company 40–60 million rubles.
Rebranding 2024: Tele2
2. And again T: Just not T2, but T-Bank
Tinkoff Bank has officially changed its name to T-Bank. Rebranding often occurs when the head changes. Preparations for it were known back in 2022. Now the name of the founder Oleg Tinkov (recognized as a foreign agent) will disappear from the names of the company's products and services.
“Doubtful, but okay.” Users are divided into two camps: some say it’s bold, while others ridicule the decision. So far, the result is the same: the company’s familiar name will still be in use. A similar situation happened with Twitter, which almost no one calls X.
Rebranding 2024: Tinkoff
The old logo is the coat of arms of the Tinkov noble family. The new logo is a black letter "T" on a white shield. The main color palette and font remained the same. The new managers approached the topic cautiously, but the audience was still not impressed. The cost of the rebranding and its authors are hidden.
Rebranding 2024: Tinkoff
3. Lamborghini: A successful attempt to tame the bull
Two decades after its last update, Automobili Lamborghini has changed its historic logo. The reimagined version is simpler and more restrained. The rebranding marks a new stage in positioning. In fact, an official Automobili Lamborghini font has been created that reflects the unmistakable lines and angularity of the cars, in keeping with the company's style and design.
Rebranding 2024: Lambordghini
The logo retained the heraldic shield - an image of an enraged bull. At the same time, the font became slightly wider, and the entire image lost its relief, became flatter and more ascetic. The brand was able to preserve its values, but at the same time began to look more modern.
4. “Yagodki”? WB? Or Wildberries?
This is not the first time that the popular marketplace wants to change its logo. In 2022, Wildberries changed its name to “Yagodki” for just one day as part of a marketing campaign. Later, there was a rumor about the “WB” logo. And in 2024, they decided to rebrand after all, keeping the old name. Perhaps the marketplace wanted to distract users from the scandal surrounding the merger with RUSS. “We feel that the brand is somewhat outdated, we want it to be perceived as friendly and modern,” the company representatives explained.
For now, users can see the updated logo in their personal accounts on a computer. In the mobile application, the visual remains the same.
Rebranding 2024: Wildberries
The company replaced the familiar font with a streamlined one. The color palette was not left aside either — now it has become more acidic. On the one hand, the logo has become more modern. On the other hand, it now looks bolder and more aggressive.
5. Alfa-Bank: in search of a pearl
“Alfa-Premium” has completed its rebranding and now for premium clients it is Alfa Only. The company decided to rethink the visual style, introducing a new symbol - a pearl. This way it emphasizes the uniqueness of each client.
The old design looked formulaic. Now we are presented with a pearlescent color of light shades. The font remained the same, but its curves resemble the curves of a pearl. The bank decided to leave its own twist, emphasizing the letter "A". Definitely a successful rebranding!
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