Top five companies rebranding journeys

Revamped and Reimagined: 5 Companies That Successfully Rebranded

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Rebranding is a strategic move companies undertake to revitalize their image, connect with evolving markets, and stay ahead of the competition. It involves more than just changing logos and colors; it encompasses a comprehensive process of introspection, market research, design, and implementation. 

In this blog, we will delve into the top five companies that have gone through remarkable rebranding journeys, exploring their processes and the impact on their success.

Apple Inc.

Apple is a prime example of a company that underwent a significant rebranding process. In the late 1990s, Apple was on the verge of bankruptcy and desperately needed a fresh identity. Under the visionary leadership of Steve Jobs, Apple shifted its focus from being a computer company to a provider of innovative consumer electronics. Their rebranding process involved:

  • Simplifying their product line
  • Introducing sleek designs
  • Creating a distinct brand personality centered around innovation, simplicity, and user-friendliness

This transformative shift culminated in the iconic “Think Different” campaign, solidifying Apple’s position as a market leader and propelling them to unimaginable success.


Initially known for selling coffee beans and brewing equipment, Starbucks embarked on a rebranding journey in the late 1980s. They aimed to transform their traditional coffee shop experience into a modern, community-centric gathering place. Starbucks focused on creating a unique, welcoming ambiance and shifted its emphasis towards creating an emotional connection with its customers. They incorporated environmental sustainability practices, introduced comfortable seating areas, and fostered an environment where customers could relax, socialize, and enjoy high-quality coffee. 

Through this rebranding, Starbucks became synonymous with the “third place” concept, revolutionizing the coffee industry and establishing an unparalleled global presence.


The renowned sportswear brand Nike underwent a groundbreaking rebranding process in the late 1990s. Prior to their transformation, Nike was perceived as a company catering exclusively to elite athletes. Realizing the need to connect with a broader consumer base, Nike embarked on a mission to inspire and empower all athletes, regardless of their skill level. Their “Just Do It” campaign became a global phenomenon, embracing inclusivity, determination, and the pursuit of personal excellence. Nike’s rebranding strategy involved:

  • Collaborating with influential athletes and celebrities
  • Adopting a bold visual identity
  • Reinforcing their commitment to innovation and cutting-edge performance

This approach catapulted Nike into the forefront of the sportswear industry, revolutionizing how people perceive and engage with athletic brands.


Microsoft, a technology giant known for its software and operating systems, executed a successful rebranding strategy in recent years. Traditionally perceived as a corporate-focused company, Microsoft recognized the need to adapt to the evolving tech landscape and connect with a broader consumer audience. Their rebranding process involved:

  • A comprehensive overhaul of their visual identity
  • Shifting from a traditional, static logo to a vibrant, dynamic design. 
  • Embracing a customer-centric approach
  • Fostering a culture of collaboration and openness by redefining its brand positioning and emphasizing accessibility

Microsoft successfully positioned itself as a leader in cloud computing, artificial intelligence, and productivity tools, capturing the attention and loyalty of both enterprise and individual users.


Airbnb, the online marketplace for accommodations and travel experiences, embarked on a rebranding journey in 2014. Recognizing the need to reflect on its evolving business model and address issues related to trust and safety, Airbnb underwent a comprehensive rebranding process. They introduced a new logo, symbolizing connection, community, and belonging. Moreover, Airbnb invested in creating a consistent and personalized user experience, focusing on user-generated content and storytelling. 

By embracing authenticity and promoting the unique experiences that travelers can have through their platform, Airbnb successfully repositioned itself as a trusted and transformative travel brand, disrupting the hospitality industry and gaining widespread popularity.

Rebranding is a strategic endeavor that requires careful planning, adaptability, and an understanding of the evolving market dynamics. These companies not only transformed their visual identities but also redefined their brand narratives, positioning, and customer experiences.

Is your company ready for a brand refresh? Our team of experts is standing by, ready to revamp and reimagine your visual identity. Reach out, and we can get started today!

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