Rebranding Case Studies: 6 Well-Known Rebrands, Sourced
What six well-known companies changed when they rebranded, who designed the work, and what was publicly reported, with a source for every fact. The lessons are our own commentary.
Learning from successful rebrands provides invaluable insights into what works, what doesn't, and how to execute a rebrand that drives business results. These case studies reveal patterns, strategies, and lessons you can apply to your own rebranding efforts.
This guide looks at six rebrands across different industries: what prompted each one, what changed, and what was reported afterward. Every fact is linked to its source. One thing stood out while researching: none of these companies published business results that they attributed to the rebrand, so treat any precise "rebrand ROI" figure you see for them elsewhere with suspicion. Understanding when to rebrandand following our complete rebranding guidewill help you execute successfully, while learning about common mistakeswill help you avoid costly errors.
The "What we take from it" notes under each case, and the lessons further down, are our analysis rather than claims made by the companies. Use them as prompts for your own rebrand.
Six Rebrands: What Changed and What Was Reported
Slack
Designed by:
Pentagram (Michael Bierut) with Slack's in-house design and brand team
Why they rebranded:
Slack said its original hashtag logo used 11 different colors and only looked right on white, at a precisely prescribed 18° rotation, with the colors exactly right. In Slack's words, it was extremely easy to get wrong.
What changed:
- Redrew the hashtag from two repeated shapes, a speech bubble and a lozenge
- Cut the palette from 11 colors to four, with aubergine as the main accent (per Creative Review)
- Designed the mark to scale and hold up in more places than the old one
What was reported:
- Slack published the design rationale but no business results tied to the new logo.
- Reaction online was mixed: some users mocked the new mark when it launched (covered by Newsweek).
What we take from it (our commentary):
- A logo that is hard to reproduce correctly is a real business problem, not just a taste issue.
- Slack kept the hashtag idea, so the change read as an evolution rather than a new company.
- Launch-week criticism is common and is not a verdict on whether a rebrand works.
Airbnb
Designed by:
DesignStudio (London)
Why they rebranded:
In his "Belong Anywhere" essay announcing the rebrand, CEO Brian Chesky framed the company around belonging: "a house is just a space, but a home is where you belong." The new identity was built to express that idea.
What changed:
- Introduced the "Bélo" symbol, which DesignStudio described as a person, a location pin and an inverted heart (people, places and love), and which also reads as an "A"
- Adopted "Belong Anywhere" as the organizing idea
- Gave hosts an online tool to create their own versions of the symbol
- Chose a simple typeface partly for readability for users of non-Roman scripts
What was reported:
- Airbnb has not published figures attributing growth to the 2014 rebrand.
- The Bélo is still Airbnb's logo today.
What we take from it (our commentary):
- The rebrand started from an idea (belonging) and the symbol was designed to carry it, not the other way round.
- Letting customers make their own version of the mark turned the identity into something people could take part in.
Mastercard
Designed by:
Pentagram (Michael Bierut)
Why they rebranded:
The red and yellow interlocking circles have been Mastercard's mark since the company's founding. Mastercard has been moving beyond cards into other payment methods, and the 2019 change was reported as part of downplaying the "card" in its name.
What changed:
- 2016: the first major update in about 20 years. The striped overlap in the circles became a solid orange block, and the name moved below the circles in lowercase
- 2019: dropped the wordmark in select uses (cards, acceptance marks, sponsorships), letting the circles stand alone
What was reported:
- Before dropping the name, Mastercard reported that more than 80% of people spontaneously recognized the symbol without the word "mastercard". That is research done ahead of the change, not a result of it.
- The company said it ran more than 20 months of global research before making the change.
What we take from it (our commentary):
- Mastercard simplified in two steps three years apart instead of one big jump.
- It checked that the symbol was recognized on its own before removing the name. Most small businesses have not earned that recognition and should keep their name in the logo.
Dropbox
Designed by:
Collins with Dropbox's in-house design team
Why they rebranded:
Dropbox's design leads said the new system was built on the idea that "extraordinary things happen when diverse minds come together". The rebrand presented Dropbox as a living workspace for teams rather than only a place to store files.
What changed:
- Simplified logo meant to suggest a collection of surfaces rather than a literal box
- Sharp Grotesk as the new typeface
- A much wider, vivid color palette alongside the original blue and white
- An illustration style mixing graphite sketches with bright abstract shapes
What was reported:
- Dropbox did not publish user or revenue figures tied to the rebrand.
- The colorful new look drew a wave of criticism on Twitter at launch (covered by Dezeen).
What we take from it (our commentary):
- The visual change was tied to a positioning change (from storage to collaboration).
- A bold expressive system will divide opinion. Decide in advance whether you can live with that.
Burger King
Designed by:
Jones Knowles Ritchie
Why they rebranded:
This was Burger King's first full rebrand in about 20 years, replacing the logo introduced in 1999. JKR's Lisa Smith said the team kept coming back to the brand's earlier logos, "when Burger King looked at its best", and linked the look to the chain's removal of colors, flavors and preservatives from artificial sources.
What changed:
- A flatter logo modeled on the ones Burger King used from the 1970s to the 1990s, with the name between two bun halves
- Dropped the blue from the 1999 logo, which JKR tied to the move away from artificial ingredients
- New packaging, uniforms and a custom typeface, Flame Sans
What was reported:
- Burger King did not attribute any sales results to the rebrand in the coverage we found.
What we take from it (our commentary):
- Going back to an older identity can work when it matches a real change in the product (here, the food).
- Old brand assets can be a source of equity, not just something to replace.
Mailchimp
Designed by:
Collins
Why they rebranded:
Mailchimp was repositioning itself from an email tool to what It's Nice That described as "a full-service, multi-channel marketing platform", launching products such as printed postcards around the same time.
What changed:
- Adopted Cavendish Yellow as the main brand color
- Redrew Freddie, the chimp mascot, with a simpler shape
- Replaced the script wordmark and dropped the capital C ("MailChimp" became "Mailchimp")
- Commissioned a group of illustrators for a loose, surreal illustration style
What was reported:
- Mailchimp did not publish customer figures tied to the rebrand.
What we take from it (our commentary):
- The company kept its best-known asset (Freddie) and its sense of humor while changing almost everything else.
- Dropping "email" as the brand's center of gravity came with new products, not just new visuals.
What Do These Rebrands Have in Common?
A Reason Beyond Looks
Most of these rebrands were tied to a business change: Airbnb to an idea of belonging, Dropbox and Mailchimp to new positioning, Mastercard to moving beyond cards.
Seen in:
Airbnb, Dropbox, Mailchimp, Mastercard
Keep What People Recognize
Slack kept the hashtag, Mastercard kept the circles, Mailchimp kept Freddie, and Burger King went back to its own earlier logo.
Seen in:
Slack, Mastercard, Mailchimp, Burger King
A Full System, Not Just a Logo
Several of these launches covered type, color, illustration, packaging or uniforms along with the mark.
Seen in:
Dropbox (type, color, illustration), Burger King (packaging, uniforms, typeface), Mailchimp (color, illustration)
Explain the Change in Public
Slack and Airbnb both published their reasoning when they launched, which gave customers a story to go with the new look.
Seen in:
Slack's launch blog post, Brian Chesky's "Belong Anywhere" essay
Expect Some Backlash
Slack and Dropbox both drew public criticism in launch week. That is normal, and it is not a reliable sign of whether a rebrand will work.
Seen in:
Slack (2019), Dropbox (2017)
What Are the Key Lessons for Your Rebrand?
Start with Strategy, Not Design
Decide what the rebrand needs to say before anyone opens a design file. The visuals should express a decision you have already made.
Application:
Define rebranding goals, assess the current brand, update your foundation, then develop the visual identity.
Example:
Airbnb settled on "belonging" first. The Bélo was then designed to represent it.
Evolution Usually Beats Revolution
Keeping recognizable elements protects the recognition you have already built. A complete break asks customers to learn your brand again.
Application:
List the assets customers know you by (colors, shapes, mascots, names) and decide on purpose which ones to keep.
Example:
Mastercard changed its mark in two steps, in 2016 and 2019, and kept the interlocking circles throughout.
Check Recognition Before Removing Things
If you plan to drop a name or a familiar element, find out first whether people still recognize you without it.
Application:
Show the new mark to people in your target audience without context and ask what brand it is.
Example:
Mastercard reported that more than 80% of people recognized its symbol without the name before it dropped the wordmark.
Explain Why
A short public explanation helps customers understand the change instead of just reacting to it.
Application:
Tell your team first, then customers, then the public. Say what changed and why.
Example:
Slack's launch post explained exactly what was wrong with the old logo (11 colors, a fixed 18° angle).
Roll Out Everywhere at Once Where You Can
A new logo next to old packaging or an old website looks like a mistake. Plan the rollout across touchpoints.
Application:
Audit all touchpoints, prioritize by visibility, plan a phased rollout, and keep it consistent.
Example:
Burger King's rebrand covered the logo, packaging, uniforms and a new typeface.
Ready to Plan Your Rebrand?
Use our complete framework to plan and execute your own rebrand.
Continue Building Your Rebranding Strategy
Rebranding case studies are part of your complete rebranding strategy. Explore these related topics to build a comprehensive rebranding system.
Rebranding Hub
Rebranding case studies are part of our comprehensive rebranding framework. Explore when to rebrand, how to rebrand, mistakes to avoid, and planning to build a complete rebranding strategy.
Explore Rebranding HubRebranding Planning & Execution
How to Rebrand
Complete strategic guide with a step-by-step framework and checklists.
When to Rebrand
Learn the key signs that indicate it's time to rebrand.
Rebranding Mistakes
Learn common rebranding mistakes and how to avoid costly errors.
Brand Foundation
Brand Foundation Guide
Rebuild your brand foundation before rebranding so the new identity has a clear strategy behind it.
Co-Founder & CEO of Magnt | Serial Entrepreneur | Startup Advisor
Serial entrepreneur and branding expert. As a serial entrepreneur, he has created 20+ startups and products across various industries, from SaaS platforms to consumer applications. Co-Founder of Magnt, advisor to 100+ startups, and thought leader in AI-powered branding. Helps small businesses create professional brands that rival Fortune 500 companies.