To rebrand or not to rebrand, that is the question

To rebrand or not to rebrand, that is the question

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Every year since I’ve been in the design profession, I’ve always liked to start the new year with a new sketch book. I suppose like the beginning of the year itself, it’s nice to look over everything that was achieved the year before and then start afresh – a clean canvas to embrace the trends of the year ahead, rather than keep with the old ones. Nevertheless, I still think that it’s vital to look over what was achieved in the world of design the year before to see where agencies excelled – and where they made mistakes. 

With the sketchbook purchased, a fresh set of Sharpies now in place, and a branding job just in, I’m looking back at some of the most controversial and radical brand revamps of 2017.


The branding for the Mozilla revamp was not a quick process. The company, along with design consultancy Johnson Banks, opened up the brief to the public at the start of last year due to the nature of its business. It finally settled on the below logo at the end of this year. 

I’m a great fan of this logo – it’s clever, yet simple, and straight away projects what it is Mozilla does, which is a community of not-for-profit coders behind Firefox which creates products and policies to keep the internet in service. In simpler terms, a group of coders who don’t care about money and want to make the internet a safer place for us to use… I think?! ? It’s to do with clever coders. 

When you view the logo, its clever manipulation of the ‘i’ and ‘L’s’ straight away suggests that this is a web-based company and the carefully selected matrix-esque font enhances the brand. 

The community is yet to decide on the colour palette for the brand, but with a logo this strong almost any palette would work. 

Calvin Klein

Art is subjective. However, I’ll be the first to say when visiting a gallery I struggle to consider, say, a cotton wheel dangling from the ceiling by a piece of thread as ‘art’.

The new Calvin Klein logo makes me feel this way, especially considering the extremely talented designers involved and – dare I say it – the amount it probably cost to rebrand, with Peter Saville (legend) and creative director Raf Simons as the designers behind it.

The aim of the Calvin Klein rebrand was to ‘return the company back to its roots in a simple manifestation’. I’m all for the ’throwback’ approach, which has been successfully achieved by such companies as the ‘Co-op’, but when I look at the revised brand I feel somewhat cheated. I wonder if it would have just been simpler and more cost effective to revert back to the initial logo of 1968. Just for the record, sorry Saville, I still love the Hacienda posters!


Oddly, the next brand redesign also decided to follow the ‘back to the future’ approach, but this time I feel it’s a job well done. Initially designed by Peter J Oestreich in 1971 (year of Ain’t No Sunshine by Bill Withers), I feel Kodak has landed on its feet with this past identity, as it fits everything which is popular at the moment. The warm yellow, red and black of the original colours work perfectly with other flat designs of the moment, and the rebrand will fit nicely into all social media platform profile pictures and apps. It also has a nice retro feel about it which is timeless.



Personally, I’m not really sure what Deliveroo is but I’ve hear it’s a… hang on two secs, the doorbell’s just gone…

…it’s an online website and app where the public can order food from numerous restaurants straight to their door. 

The Deliveroo logo has been in circulation for some years now and, personally, besides the colour, I always felt it didn’t have the visual kick-about compared to other takeaway brands. However, with the rebrand, the proof is in the online-ordered pudding with the revamped ‘Roo’ making the company look much more established while giving it an additional urban feel. The font is much more thought out, current and legible. I should probably order one at some point to see what all the hype’s about!


At present, there’s a lot of hype around KickStarter but I don’t feel it should be based around the company’s rebrand. I’ve been sitting here for a while trying to summarise my reasoning behind this, but there’s nothing really to say except that I feel the increase in thickness will prove difficult for legibility when the logo needs to be used on a smaller scale. Overall the rebrand is uninspiring and the colour selection a little muddy. Meow!

Think it’s time to refresh your brand? Give us a call on 0161 941 4252.