To live in a very boring marketing world or a visual and image-poor world, all you need is to imitate the visuals of every other brand to be all the same. This is what logos could look like if they were all black and white and written in Arial Black, 14 points.
Can you imagine that? Boring as it would be, the brands would not stand out and would be hard to recognize, apart from the different names.
So, when all the shops looked the same, one bright spark thought—let’s redesign the logo! And what he did was simple but effective: he changed his sign to a 40-point font and colored it red. That way, the logo would stand out from the crowd when you looked down the street.
Since that moment in marketing history, logos have become the immediate calling card of any brand, and the first message companies want to convey to consumers.
They show the company’s personality, and if it becomes a hit, the logo will be unforgettable. However, over time, refreshments may be needed to keep up with the times without losing their essence. That’s when companies rethink their brands and make some critical changes.
If the changes are significant, sometimes the new logo may be a bit off but still grab people’s attention, and sometimes the changes are subtle but relevant.
The fundamental rule is to stay in tune with the other fundamental brand factors and what’s true to the brand’s identity.
1. Docusign
For the first time in the year, in April, Docusign made its rebranding move. Its in-house team created a clean new logo symbol and overall brand identity.
Updating the brand’s visual identity is a solid step in the right direction, as the contract management platform looks to be recognized for more than just e-signatures.
Why we like it:
The new logo builds on Docusign’s existing custom sans serif typeface, DS Indigo, using strategically placed cuts and spaces to create a warmer, more expressive logo font. Docusign’s new icon and color palette are bright, bold, and effective—one of the best brand identity updates we’ve seen in a long time!
Tip: Docusign’s logo redesign is a solid case study for why companies update their logos and brand identities. Changes to a brand’s identity reflect the evolution of its business model and clearly express the company’s evolving goals.
2. Klarna
Klarna’s rebrand builds on its signature pink, adding fresh storytelling, playful confidence, and a clean design that keeps things clear and direct. It’s a look that balances clarity with intelligent, approachable wit.
Why we like it
The updated color palette and redesigned typography create a modern, cohesive look that reflects Klarna’s ‘curiously bold’ personality. A dynamic motion identity and elevated photography add an energetic touch, transforming everyday moments into intriguing visuals.
Tip: Klarna’s rebrand shows how a fresh identity can help a brand redefine its place in a competitive market. It highlights a balance of clarity and charm that makes complex services feel engaging and accessible.
3. RSPCA
The RSPCA, a cornerstone of British animal welfare, has unveiled a striking new logo—a bold shift after years of familiarity. This fresh look taps into the rising trend of artistic typography and reimagines a beloved icon in a contemporary light.
Why we love it
The RSPCA’s new brand is vibrant, featuring bold colors, charming animal cutouts, and a refined sans-serif font that blends warmth with gravitas. It’s approachable yet urgent, capturing both the friendly appeal and the severe mission of an animal charity. That’s why this redesign masterfully embodies the RSPCA’s legacy and purpose—a standout update!
4. PEZ
What an amazing and nostalgic brand! Pez is back on the road with a logo redesign by Zunder Studio, and the subtle changes make it even better.
Why we like it
As an iconic brand, Pez has its logo in the back of our minds and grows with it. Suddenly, Zunder Studio reminds us how incredible and necessary a well-executed logo rebrand can be. They put a little more weight on the typos and better spacing between them, with not-so-big changes to keep the timeless charm of the Pez logo untouched while accentuating its particular characters. This is an excellent example of how pressing the right button improves everything enough to stand out.
5. Ocean Spray
We know the Ocean Spray juice brand is about skateboarding and coolness. This logo rebrand, created by Colorado-based design studio Stone, reinforces that, although it explores a little more than that.
Why we like it
They completely rediscovered the logo through the brand story and how it should be told, so refreshing was a bit of the intention but not the main one.
After delving into Ocean Spray’s history, the studio realized they could bring back that depth of meaning with a rich, dark blue that carries more weight. In terms of fonts, they trimmed it for legibility and impact, leaving out extraneous details from the old logo.
6. Bumble
If ever a brand had a massive logo redesign, it was Bumble in 2024. With this ‘we’ve changed so you don’t have to’ insight in mind, they decided to make their logo stand out during the post-pandemic downturn in the dating app space.
Why we like it
We first saw this capital, ‘B,’ which brings a sense of growing up for Bumble. While the app’s rebranding doesn’t stand up to a ton of changes, what really makes it shine is its functional elegance. It’s a perfect example of redesigning in a meaningful way.
7. Decathlon
This year, sports equipment brand Decathlon has redesigned its logo thanks to the fantastic creative studio Wolff Olins. The whole system has been updated, including this logo, which has an electric new typeface, a new logo icon, and a beautiful new brand identity.
Why we like it
We like the renewed forward motion of this new Decathlon logo, which has a new icon that stands out from a simple, kinetic swoosh and puts Decathlon in the same iconic category as the Nike logo. And the royal blue Pantone is back!
8. Kimberly-Clark
Earlier this year, consumer goods company Kimberly-Clark received a stunning brand identity refresh and logo redesign thanks to agency Someoddpilot.
Why we like it
The Someoddpilot team had to modernize a multinational brand system without losing its essence, and they did an impeccable job.
Let’s start with the most excellent monogram logo icons we’ve seen in a while, which cleverly incorporate the company initials ‘K’ and ‘C.’ Turning a negative space logo icon into its upbeat space version has had its moment in the latest trend, and this logo embraces it.
9. Later
This year was the year for Later regarding redesigning social media platform logos. It added an icy blue color scheme, a new logo font, and an updated logo icon—a new set of features.
Why we like it
In this refresh, we can see more clarity and focus lacking in the brand’s previous logo. Although a minimalist design was on the table, it’s undoubtedly more stripped back, mixed with vibrant primary blue and some black-and-white color combinations. The new logo has a simpler but better pixel design, which needs to be more cohesive, while the redesigned logo symbol has a more straightforward, structured feel.
10. Lamborghini
Something that the pandemic has done is to rethink things between their logos, and many brands have made some changes after that, including Lamborghini. They stripped out their famous logo to reinvent it as a more minimalist one. So now, in 2024, after 20 years, this brand is taking a logo for a spin.
Why we like it
Knowing this emblem for so long makes this change controversial. However, it has been done perfectly. Without compromising the appeal of the old logo, the designers have tried a more dynamic and digital-friendly version, perfect for the digital age.
11.PayPal
PayPal’s 2024 logo redesign by Pentagram and its in-house design team brings a minimalist evolution to this iconic brand. The new look simplifies the previous logo, aiming for a cleaner, more adaptable style that reflects PayPal’s growth as a global payment leader. While the familiar blue hues are replaced with a sleek black tone, the logo retains its vibrancy through dynamic animations that capture the swiping motion—a subtle nod to digital transactions.
Why we like it
This reimagined logo looks both timeless and cutting-edge. By embracing minimalism without losing its unique energy, PayPal’s refreshed logo is a smart move to keep up with its international expansion and appeal across digital formats. The motion design adds a lively touch, reminding users of the ease and flow of PayPal’s services.
12. Verizon
Verizon’s 2024 logo revamp embraces a sleek, minimalist design, reflecting its commitment to clarity and customer-focused service in the digital era. As Chief Marketing Officer Leslie Berland explains, this refreshed look aims to bring Verizon’s “invisible” work behind the scenes into the spotlight. Drawing on its legacy with added energy and vibrancy, the new design celebrates Verizon’s role in powering modern life—though some fans have noted that the standalone “V” resembles a popular streaming service’s logo.
Why we like it
The streamlined logo captures Verizon’s core values of reliability and straightforward service, pairing a modern look with the brand’s established reputation. By refining its identity with minimalist elegance, Verizon has created a design that’s instantly recognizable and aligned with its tech-forward, customer-first approach.
13. Perkins
Perkins’ 2024 logo redesign brings this classic American chain a refreshed, modernized look. With updated colors, a cleaner font, and a shift to the “American Food Co.” tagline, Perkins has streamlined its identity to reflect its growth and broader food offerings. The new logo moves away from its previous “restaurant & bakery” label, embracing a design that feels relevant and aligned with Perkins’ brand today.
Why we like it
Perkins’ new logo balances tradition with a modern twist, toning the green for a subtler, contemporary look. The rebranding conveys a sense of evolution and refinement while hinting at a future beyond its bakery origins—a nod to the company’s expansion and commitment to serving great American food.
14. GOSH Charity
GOSH Charity’s 2024 logo redesign brings an impactful update with subtle but meaningful adjustments. Retaining its iconic smiling child illustration, the redesign introduces a crayon effect, giving the logo a hand-drawn, childlike touch that resonates deeply with the charity’s mission of supporting children’s health and well-being.
Why we like it
This crayon-styled update brings warmth and relatability to the logo, creating an inviting feel for audiences. The simple tweak to a crayon texture enhances its emotional impact, reminding us of childhood creativity and conveying GOSH Charity’s dedication to helping children thrive. It’s a clever, heartfelt design theat perfectly aligns with the charity’s identity.
15. Pepsi
Pepsi’s 2023 rebrand is a bold refresh of its iconic logo, bringing a sleeker version of its red, white, and blue emblem with the “Pepsi” name in lowercase for a modern twist. Adding the tagline “Refresh Everything,” Pepsi aims to communicate its role as a revitalizing choice for today’s consumers. This redesign reflects Pepsi’s commitment to staying relevant and appealing to long-time fans and a new generation.
Why we like it
Pepsi’s new look captures nostalgia and progress, maintaining its classic feel while positioning it for a fresh future.
Have you ever wondered when’s the right time for a Logo Redesign?
Great logos may seem timeless, yet even iconic logos can still demonstrate their evolution over time. They win for modernizing their image with subtle changes or minor modifications.
So, when it’s time to tell a new story, a redesigned logo will surely do the trick and must capture the essence of the company’s future direction.
