This year, more than ever, it’s important to keep your brand fresh as well as adapting and overcoming challenges in the marketplace. Some huge household names have taken the plunge in 2020 and rebranded for a number of reasons. So, what are the main reasons you should think about rebranding, and what brands have succeeded?


Is it time to rebrand?

There are many reasons to rebrand, but here are some of the key warning signs that it’s time to make that crucial decision that could help your business to sink or swim:

• Your brand no longer reflects your vision
• You’re failing to differentiate yourself from the competition
• Your brand is too complicated or outdated
• Your audience doesn’t understand your brand


Some of the most recognisable rebrands of 2020



BMW revealed the most radical change in their brand’s history this year, and divided opinion with the new design. Jens Thiemer, senior vice president of customer and brand, says the redesign was to “radiate more openness and clarity… The new logo and brand design symbolise the brand’s significance and relevance for mobility and driving pleasure in the future.”

This is a great example of how a change in your company vision can result in the need to shake up your brand. BMW ditched the outdated traditional 3D look and feel and instead rebranded with a 2D, more minimalist take on the super recognisable logo. The refreshed identity uses simple, clean lines to better represent mobility and the future compared to the more rigid, traditional design.



At the start of the year GoDaddy unveiled their brand new look and feel, a huge mprovement to their previously plain and pretty uninspiring identity. They announced, “Our new logo, the GO, is all about empowering you — the everyday entrepreneur — to do what you love. Go after your dreams and make ‘em real, knowing we’re here to help every step of the way,” a clear example of a change in direction of a brand vision.

The new ‘GO’ icon which incorporates a G and a O to form a heart, or possibly two hands, along with a more refined version of their previous font has resulted in a much more personal, empowering and heart felt brand – inspired by their quest to help smaller businesses succeed.

This complete brand overhaul means that they have differentiated from their competitors, not just with their company ethos but their individual brand icon too.



Dorling Kindersley (better known as DK) rebranded this year as their brand was overly complicated and cluttered. DK needed to bring their brand into the digital age to incorporate the digital platforms on which books are read today, whilst also staying true to their origins with good old traditional hand-held books.

They kept the basis of the design the same, but modernised and simplified it with a single, thicker line. The font also utilises a modern, thicker serif font to compliment the new outline.

This rebrand enabled DK to adapt and progress with the times, staying relevant and being seen as a leader in their industry.



Fisher-Price is arguably the most well-known toy brands of all time. With such a recognisable brand, it was crucial to simply refine the existing look and feel, modernising it for a new generation.

The rebrand retains its heritage while appearing more playful and fun. The awning has been changed from a 4 to a 3 tier one, representing the 3 founders of the company. The new typeface is fun and friendly, using all lower case to give childish and playful connotations, while looking much more modern than the previous font. The inclusion of a smile shape acting as a hyphen is the cherry on top of this sweet rebrand, encompassing the brand’s original vision and purpose while modernising and refreshing its identity ensuring the brand’s longevity.


Bloodwise/Blood Cancer UK

Bloodwise faced a difficult challenge earlier this year when they decided to change their name as well as their visual identity. The reason? Audiences didn’t understand the purpose of the charity, with many thinking it was a blood donation service. A statement on the newly branded Blood Cancer UK charity website read, “Changing our name wasn’t a decision we took lightly, particularly given that we only changed to Bloodwise five years ago. But as time went on, it became increasingly clear that having the name Bloodwise meant people were missing out on our information and support, as well as the chance to raise money to help beat blood cancer.”

The new branding uses a more personal and emotive approach, with a B in the shape of a hand drawn heart that appears throughout their marketing materials as an overlay around individuals effected by blood cancer.

The rebrand sends a much clearer message to its audience, ensuring the purpose of the charity is clear to see.


When was the last time you had a good look at your branding? Does it reflect your brand vision? Does it differentiate you from your competitors? Is it too complicated or outdated?

Embrace is offering a FREE brand audit, so get in touch today to find out how we can help keep your branding on track – email for further information.


This latest thinking article was written by:

Grace Williams

Head of Design