Embracing change for a new era
Rebranding is one of the boldest moves a company can make—and when done right, it can transform a brand’s relevance, audience connection, and market position. But it’s not a decision to take lightly.
Some of the most iconic companies that rebranded in 2024 proved that a successful transition starts with a clear purpose: whether it’s adapting to cultural shifts, embracing new priorities, or signaling a future-focused vision.
For designers and marketers, the year’s standout rebrands offer invaluable lessons on balancing creativity, strategy, and risk to create something truly impactful.
Thinking about whether a rebrand is right for your brand? Let’s explore the rebranding strategies these big names used.
Why rebranding was on the rise in 2024
In 2024, rebranding became a powerful tool for businesses to realign with changing consumer expectations and market demands. Gen Z and Millennials, who now wield significant purchasing power, continue to push brands toward authenticity, sustainability, and inclusivity. These aren’t just buzzwords—they are non-negotiable values that resonate deeply with today’s audiences.
But rebrands weren’t just driven by external pressures. Many companies used them as a way to signal internal transformation, whether it was pivoting to new industries, rolling out bold innovations, or sharpening their focus on digital-first strategies. Jaguar, for example, revamped its identity to reflect its shift toward an all-electric future.
For designers and marketers, the key takeaway is this: a rebrand isn’t just about aesthetics. It’s about strategy, storytelling, and aligning a brand with its evolving purpose. However, it’s also worth noting that rebranding isn’t always the right solution, nor is hopping on rebranding trends without thought—it’s a tool that works best when there’s a clear reason behind it.
Top rebrands of 2024
These five brands didn’t just change their look; they reimagined how they connect with their audiences. Here’s what design and marketing professionals can learn from their bold moves.
1. Jaguar: a minimalist leap into the future
Image via ReasonWhy.
Jaguar’s rebrand marked a pivotal moment for the company as it embraced an all-electric future.
The new minimalist logo strips away unnecessary elements while maintaining its elegance, creating a bold and timeless identity. While consumer feedback has been mixed, the redesign reflects Jaguar’s vision of sustainable innovation while retaining its legacy of luxury.
Design Force tip: Minimalism is a creative tool, not a shortcut. A great rebrand distills a brand’s essence into its simplest, most impactful form while signaling evolution.
2. Switzerland Tourism: energizing identity
Image via MySwitzerland
Switzerland Tourism’s rebrand leverages the power of visual storytelling.
The new design features a ‘horizon’ gradient of 5 shades of red, inspired by the alpenglow, an iconic natural phenomenon, and integrates a refreshed Swiss Cross into the wordmark, replacing the T. It’s a stunning yet functional design that captures the essence of Switzerland’s beauty while ensuring strong brand recognition.
Design Force tip: When visuals are rooted in a meaningful story, they create an emotional connection. Designers and marketers should always ask: what story is the brand trying to tell?
3. PayPal: sleek and simple
Image via fintech branding studio
In the digital-first economy, PayPal’s rebrand exemplifies functionality and clarity. By introducing a custom typeface, refining its monogram, and simplifying its color palette, PayPal created a cohesive and recognizable design optimized for digital environments.
The updated identity feels modern, trustworthy, and approachable.
Design Force tip: Custom design elements like typefaces aren’t just about aesthetics—they strengthen brand identity and ensure consistency across platforms.
4. Kleenex: everyday elegance
Image via CREAPILLS
Kleenex added an emotional touch to its logo with a tissue-inspired crown, paired with a richer, more modern color palette. This subtle yet impactful redesign reframes Kleenex as more than just a disposable product—it’s an everyday essential that brings comfort and care.
Design Force tip: Small details can make a big difference. For marketers, this rebrand is a reminder that even a subtle shift in perception can deepen emotional resonance with your audience.
5. Tupperware: useful meets beautiful
Image via atomrada
Tupperware’s rebrand was designed to engage a new generation of customers while honoring its practical legacy. The playful and dynamic new logo reflects the brand’s evolution into a modern lifestyle brand, balancing nostalgia with innovation, with a nod to the practical ‘lid’ that makes their products work.
Design Force tip: Legacy brands must strike a balance between preserving what their loyal customers love and modernizing to attract new audiences. A thoughtful rebrand can achieve both.
Lessons learned from 2024’s successful rebrands
Rebranding isn’t always the right solution—but when it is, it requires careful planning and clear intent. This year’s most impactful rebrands offer actionable insights for designers and marketers:
- Start with strategy
A rebrand without a clear purpose is just a cosmetic shift. Ground your decisions in audience insights, cultural context, and business goals. - Protect what works
A rebrand doesn’t mean starting from scratch. Be intentional about what elements of your brand resonate and should remain intact. - Understand the risks
Change can alienate loyal customers. A rebrand is as much about managing perceptions as it is about design. - Design for the future
A rebrand should align with the brand’s long-term vision, not just current trends.
Why your brand’s next chapter starts now
Rebranding isn’t always the answer—but when the timing is right, it can be transformative. The best rebrands of 2024 didn’t just refresh their visuals; they redefined how their brands connect with audiences and embraced the future with confidence.
For designers and marketers, the lesson is clear: when creativity and strategy come together, rebranding can become one of the most powerful tools in your arsenal.
Is your brand ready for its next chapter? Book a call with Design Force today, and let’s help you determine if a rebrand is the right move—and how to make it a success.
