Coca Cola, Morrisons, Uber, CBBC, Instagram... 2016 is looking to be the year of the rebrand. We look at the biggest changes so far.

1. BIGGEST
REBRANDS
OF 2016
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2. WHY?
• Companies are prioritising their brand after the recession
• Encouraging new customers with a refresh
• Companies focusing on strengthening their brand,
making it more consistent between print and digital, and
encouraging consumers to make informed choices
• Importance of having something ‘new’ for retailers and
consumers

3. INSTAGRAM
Inspired by the previous app icon, the new one represents a simpler
camera and the rainbow lives on in gradient form.
BEFORE AFTER

4. RESPONSE
• Widely criticised on social media, is the camera
icon too abstract?
• Successful consistency of its entire line up of
mobile apps, which includes Boomerang, Layout,
and Hyperlapse.
• The simple app update puts more focus on your
photos and videos without changing how you
navigate the app.

5. CBBC
BEFORE AFTER
After nearly a decade the BBC said goodbye to the green and black
logo creating a new versatile logo for the digital media age. Aiming
to be unpretentious, flexible and playful.

6. RESPONSE
• Negative social media response: difficult to read.
• Housing the new logo device within a structured
BBC box gives the channel a more sophisticated
feel, which targets the older viewers.
• For the lower age range the box acts as a canvas
for creative play, bursting to life with a vibrant
spectrum of colour when animated.

7. MORRISONS
BEFORE AFTER
Morrisons has rolled out a new-look logo across six locations around
the north of England as part of a pilot project to test the water on its
new branding.

8. RESPONSE
• No commitment after initial roll out, although all
stores interiors will be updated by 2019.
• Positive social media response: The public were
involved in the process.
• Increase in profits, due to a attracting new
customers (arguably because they’re now 4th
cheapest Supermarket and have presence online).

9. CHANNEL 5
BEFORE AFTER
Channel 5 based its latest look on feedback from viewers, finding that there
were perceptions about poor quality programming. Based on this, it created
a new adaptable logo designed to create an element of surprise.

10. RESPONSE
• Segmented logo compared to Channel 4, but
not as successful.
• Positive social media response: new dynamic
fresh logo and idents.
• Remains to be seen whether it changes the
perception of Channel 5 in the long term.

11. PREMIER LEAGUE
BEFORE AFTER
Developed to work as a digital, broadcast-first approach, the Premier
League logo has been simplified, whilst still retaining its heritage.

12. RESPONSE
• Praised by designers, condemned by fans -
particularly the redesign of the lion.
• Variations of the logo work successfully across
digital and print.
• Positive step to eliminate sponsors logo, the
brand works independently.

13. COCA COLA
BEFORE AFTER
Based on the new ‘One Brand’ Strategy, the simplified approach is
intended to make choice easier and simpler, whilst promoting the
characteristics of each variant.

14. RESPONSE
• Confusion at retail - the consumer has to make a
choice instead of using ‘autopilot’ behaviour -
could potentially lead to increased competitor
sales.
• ‘One Brand’ intended to strengthen the
Coca-Cola brand - particularly a at time with such
a negative focus on sugar.

15. GUMTREE
BEFORE AFTER
The new tree design, Koto's James Greenfield says, is "all the positive
natural connotations of growth, stability and diversity whilst making
[Gumtree] an instantly recognisable icon."

16. RESPONSE
• Gumtree has also overhauled its online presence,
refreshing its homepage and bringing in a new
app.
• Generally praised on social media - apart from
comparisons to park run logo.
• Gumtree is also set to roll out a new campaign -
developed by Fold7 – to support the rebrand.

17. UBER
BEFORE AFTER
Replacing its black-and-white U logo with a colourful geometric
shape. The logo colour varies depending on whether the app is used
by a driver or passenger and from country to country.

18. RESPONSE
• Negative social media response.
• Users find the changing colours confusing.
• Designed by the in-house team - speculation as
to whether they gave into the CEO’s demands
rather than what was right for the brand.

19. Let us know what you think
@Beacon_Creative
An independent design consultancy, working with worldwide brands
on a daily basis, we believe that at the heart of every good
brand communication is a great idea.
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