In the world of branding, change doesn't always go as planned. We’ve taken a look at logo rebrands that caused a stir, ruffled feathers (pun absolutely intended and directed at you, Mr. Elon Musk) and at times, sparked digital protests, typed, of course, in 250 characters or less.
Let's unpack these notable rebranding endeavors and the impressions they left on their digital communities, one tweet, post, and logo design at a time. From Instagram's gradient to Twitter’s- We mean X’s- “temporary” re-brand, join us as we take a walk down the digital memory lane and re-visit brands that missed their re-branding mark.
Consider the objects and routines that you hold dear. Picture them transforming, sometimes overnight, and the next morning, you're looking at something completely unfamiliar. For instance, that once comforting blue bird of Twitter has morphed into a stark, black 'X' icon on your iPhone, leaving you feeling a little lost. Change, while often a catalyst for progress, can sometimes do more harm than good when it jars our expectations.
We’re no strangers to rebrands here at Deep Sky. Brands need to maintain relevance and vibrancy in the ever-evolving market, and we’ve worked with many of our clients navigating this delicate time in a brand's identity.
Looking back at our own journeys and the broader landscape of rebranding, we also acknowledge that not all changes inspire enthusiasm. Some, in fact, leave us feeling more drained than energized. Let's explore a few such rebrands that, while they aimed for inspiration, instead left us longing for the past.
Instagram (2016): Instagram introduced a new logo in May 2016, which was a stark departure from its iconic retro camera design. The new logo was a simple, flat, colorful gradient with a white outline of a camera. The change created criticism and confusion among users. Many believed the new design was a step down in terms of aesthetic and their former, strong brand logo design.
“While the icon is a colorful doorway into the Instagram app, once inside the app, we believe the color should come directly from the community’s photos and videos,” notes Ian Spalter, Head of Design at Instagram.
Mozilla Firefox (2019): Firefox's logo redesign in 2019 went beyond just the browser, representing an effort to expand the brand's recognizability umbrella. The iconic fox wrapped around the globe was replaced with a stylized, abstract flame. Many users felt the new logo was too much of a departure from the well-loved original, and it caused confusion as to whether it represented the browser or the broader suite of Firefox products.
Twitter (2023): A once familiar Twitter bluebird, perched on your iPhone screen has since shifted to now, a cold, black “X that does not mark the spot”. There is hope for us bird loving folk as Tom Morton, global chief strategy officer at ad agency R/GA, has commented, "Twitter's changing name and logo has nothing to do with user, advertiser, or market issues. It's a symbol that Twitter is Elon Musk's personal property." Maybe there is a bluebird waiting, but only time will tell with these new design trends.
Rebranding can be a tricky line to walk when working with your target audience. A customized logo, color palette, and even font, creates human connection while communicating digitally. It is through design, memory, connectivity, and experience that we are drawn to brands, apps, and digital outlets. Not every attempt in rebranding, seemingly “simple” as one would assume, lands the desired impact.
The shift to a clean gradient by Instagram, Firefox’s flame, and Twitter's startling metamorphosis into 'X', these are only a few brands that have ignited a flurry of digital critique, epitomizing the ongoing dance between progress and familiarity in our evolving digital culture.
At Deep Sky, we admire the creative ups and downs behind each rebranding effort, acknowledging that innovation sometimes creates discontent before it ushers in acceptance. With this, the dance (or beat) goes on, reminding us that the path to progress is as much about remembering our roots as it is about boldly venturing into the unknown.
At Deep Sky, we admire the creative ups and downs behind each rebranding effort, acknowledging that innovation sometimes creates discontent before it ushers in acceptance. With this, the dance (or beat) goes on, reminding us that the path to progress is as much about remembering our roots as it is about boldly venturing into the unknown.
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