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Rebranding 2017 – A Year in Review

December 13, 2017 - Sam Doyle

In this article, we look back at some of the biggest brands that have undergone rebranding in 2017. These include Converse, Formula 1 and YouTube to name a few. The redesign trend follows on from 2016, where we saw the likes of Uber, Instagram & Deliveroo switching to more simplistic logos. They work better in the digital stratosphere, using bold colours and clear typefaces.

We’ve already looked when it’s time to rebrand and here we’ll look at some fantastic examples of rebranding for inspiration.

Converse take it back

Converse before and after logos
Source:Cool Hunting

Established in 1908, Converse is an iconic American footwear brand. The new identity pays homage to their heritage also maintaining familiarity. The new icon was curated from several past identities. The lettering is a merge of various versions of previous wordmarks.Fans will be happy to hear that the new identity for Converse as a company is the well known All Start and Chuck Taylor logos. Which will still be prominent throughout their range of products.

New Formula 1 (F1) Brand

Formula One logo before and after
Source:Under Construction

The new Formula 1 logo, designed by Wieden + Kennedy, was launched at the final race of the 2017 calendar in Abu Dhabi. The former logo is now 23 years old and is one of the best uses of negative space seen in logo design.

The new logo is based on two cars battling out on the circuit towards the finish line.

F1 commercial Chief Sean Bratches says that:

“It is incredibly bold and simple – so as we apply this in today’s market and being mobile and digital led, we have much more flexibility and versatility with this logo.”

Juventus Football Club Controversial Rebranding

Juventus logo before and after images
Source: Under Consideration

A new logo, a new dawn for Serie A giants as they unveiled their new identity at the start of 2017.

The new logo is simple, bold and beautiful. Despite the negative feedback from some angry fans for forgetting the clubs heritage and moving from the shield. It’s the most beautiful design in modern football. To complement their new identity Juventus have also released a stunning new typeface

Juventus Typeface
Source: D & AD

A Subtle YouTube Rebrand

YouTube before and after Logo
Source: YouTube

The new YouTube logo was designed in-house and released in August this year. It was part of a complete overhaul of the video platforms user-interface and experience.

In an official blog post they spoke about the logo in great depth:

“The bright red cherry on top of this update sundae is a refreshed YouTube Logo and YouTube Icon. Designed for our multi-screen world, the updated Logo combines a cleaned up version of the YouTube wordmark and Icon, creating a more flexible design that works better across a variety of devices, even on the tiniest screens.”

Huffington Post

Huffington Post logo before and after
Source:Under Consideration

The Huffington Post’s new logo comes as part of a rebrand to a shorter and snappier HuffPost. The new bold sans-serif font replaces the old broadsheet style typography. It gives a modern feel to the digital-only news brand.The bookends either side of the logo symbolise “pointing them forward.” They’re also reminiscent of slashes in URLs. When the slashes come together, they become an abstract H. Forming the perfect icon for apps & social media.

Sam Doyle

Sam Doyle

Technical Director

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