Expert Evaluations : Noteworthy and Questionable Rebrands of 2023

In a year marked by some questionable rebranding decisions, insights from conversations with marketers and brand experts bring attention to others deserving of our consideration, for better or for worse. Responses have been thoughtfully refined for clarity.

 

 

The Victors

Barbie’s Brand Revamp “It was a brand that had somewhat slipped from cultural prominence, developed a less-than-stellar reputation, and was losing its market share. However, through this film and the extensive multichannel and omnichannel activations, they successfully penetrated the cultural zeitgeist, altered the conversation, repositioned themselves, and envisioned the future of Barbie. This transformation was truly remarkable. They openly addressed the challenges the brand faced and presented a vision of embracing diversity, mirroring the real reflection of today’s society and culture. Undoubtedly, it was the standout branding moment of the year.” —Hillel Hurwitz, CEO and founder of creative shop Bald

 

 

EA Sports’s FIFA Successor, EA Sports FC “I wish I had been a part of that. FIFA has been a long-standing staple in the world of soccer, creating a bridge between the real world and the gaming experience. The solution was ingenious – EA Sports FC, with the dynamic new identity and the triangle logo. It exudes sportsmanship, sharpness, and high energy, perfectly aligning with the video game’s user experience. A truly intelligent solution.” —Ramon Jimenez, global principal at brand consultancy Wolff Olins

 

 

 

Eurostar’s Railway Rebrand “They’ve beautifully captured the essence of travel and Europe. The core idea, represented by a spark, seamlessly ties the entire identity together. This spark also cleverly transforms into the logo and the letter E. The choice of typeface is refreshingly unconventional for a brand. Eurostar, despite being a fantastic service,has felt somewhat tired and outdated for quite some time. Witnessing it get a new lease of life is truly satisfying.” —Sean Thomas, ECD at global agency Jones Knowles Ritchie

 

 

The Underachievers

HBO Max’s Shift to Max “I fail to comprehend why one would abandon all the equity built over the years, associated with a brand that has delivered phenomenal content from The Sopranos, Sex and the City, Game of Thrones, and many other franchises. HBO has established an outstanding reputation for storytelling and quality TV. To suddenly walk away from that equity feels like a decision lacking thoughtfulness.” —Ramon Jimenez, global principal at brand consultancy Wolff Olins.
“HBO had built significant brand equity. Home Box Office is a strong and fitting name, encapsulating the value of HBO perfectly. They initiated the ‘golden age of television.’ Instead of building upon that legacy and transitioning it into the next era, they seemingly discarded it all.” —Jeffrey Kotran, VP of brand strategy at Altitude Marketing

 

 

Twitter’s Highly Publicized Shift to X “I know it’s a common sentiment, but it truly deserves criticism, to be honest. I’ve been a Twitter user for years and love the platform. However, the homepage features a black and white logo, while the entire user interface is in blue. People still refer to ‘tweeting’ rather than ‘X’ing things. It’s disappointing – distinctive assets have been discarded, and the platform that used to be excellent is now filled with disinformation and fake news.” —Sean Thomas, ECD at global agency Jones Knowles Ritchie

 

 

Johnson & Johnson’s New Visual Identity “When you witness a brand with such a rich legacy and narrative, and then observe a shift from a script to an overly minimalist, almost mundane typography, it dilutes the personality and legacy that the brand once possessed. This trend towards extreme minimalism, the idea of stripping everything down to the basics in a bid to make it more digital, is a noticeable pattern. It’s a loss of personality and legacy.”