The recent rebranding of Jaguar has sparked a viral debate, unleashing memes, mockery, and criticism across social media. This phenomenon is not unique. Brands such as Instagram, Pepsi, Airbnb, Old Spice, and Starbucks have faced initial backlash when redesigning their identities. However, many managed to turn controversy into resounding success. This article explores why rebranding generates so much resistance at first, how brands can overcome these challenges, and the lessons these global cases leave us—supported by insights from Harvard, McKinsey, and Parsons School of Design.
Rebranding: a strategic shift, not just an aesthetic change
A logo is not just a drawing; it is a strategic symbol that represents a brand’s values, vision, and essence. According to Parsons School of Design, figurative or story-driven logos tend to be more appealing to people without technical training, as they are perceived as familiar and easy to understand. However, this familiarity can be a double-edged sword. A logo that is too narrative or illustrative runs the risk of “saying too much” and ultimately communicating nothing. In addition, as a McKinsey report points out, brands that fail to evolve toward more modern and minimalist aesthetics may fall behind in markets that demand simplicity and relevance.
Jaguar exemplifies this transition. Its new minimalist logo, part of the “Copy Nothing” strategy, aims to differentiate the brand in the modern luxury market by moving away from figurative and nostalgic elements. Although this change sparked adverse reactions, it is designed to position the brand at a higher and more exclusive level, in line with global market trends.
Iconic rebranding cases: stories of criticism and success
Starbucks: global modernization
In 2011, Starbucks made a bold decision by removing the words “Starbucks Coffee” from its logo, leaving only the iconic green siren. This change aimed to reflect the brand’s diversification into food, beverages, and lifestyle products beyond coffee. Although it was initially criticized—especially by coffee purists—this redesign allowed Starbucks to position itself as a global brand, instantly recognizable in any market. Today, the siren is an icon of contemporary culture, a testament to the power of clean, modern design.
Dunkin’: simplicity that connects
In 2018, Dunkin’ Donuts simplified its name to Dunkin’. This change, criticized by some as unnecessary, marked a shift toward a more modern and minimalist identity, focusing on beverages and quick breakfasts. According to McKinsey, this rebranding helped the brand connect with younger, urban consumers, proving that less can be more when it comes to strategic design.
Pepsi: constant reinvention
Pepsi has changed its logo more than a dozen times throughout its history. Its 2008 redesign sparked criticism for being “unnecessary” and “expensive,” and was even compared to an emoji. However, this move allowed Pepsi to modernize its image and connect with younger audiences, reaffirming its relevance in a competitive market. According to Harvard Business Review, this type of periodic change is essential for brands that want to remain top of mind with consumers.
Airbnb: a logo that broke the mold
Airbnb’s “Bélo” logo, introduced in 2014, was initially mocked and turned into memes due to its abstract design. Despite the backlash, the brand successfully communicated the values of belonging and community that define its business model. Today, Airbnb is not only a leader in the tourism sector, but its visual identity is also a global icon—demonstrating that strategic coherence can turn criticism into an advantage.
Instagram: from vintage to iconic
When Instagram redesigned its logo in 2016, moving away from its vintage aesthetic, many users expressed rejection toward the radical change. However, the minimalist and vibrant design reflected the platform’s evolution into a more dynamic and visually engaging ecosystem. Today, its logo is an example of how modern design can exceed expectations and become a universal standard.
Old Spice: a classic renewed
Old Spice was seen as an outdated brand until, in 2010, it adopted an irreverent and humorous approach to its rebranding. This shift revitalized the brand, attracting a younger audience and generating a significant increase in sales. According to McKinsey, this case highlights the importance of emotionally connecting with new audiences when redefining a brand identity.
The danger of democratizing strategic decisions
One of the greatest risks in rebranding projects is subjecting strategic decisions to collective judgment within the organization. While including multiple perspectives may seem like a democratic approach, in practice it often leads to paralysis, confusion, and mediocre outcomes.
According to a Harvard Business Review study, projects that involve too many decision-makers are 32% more likely to be delayed or fail. This happens because subjective opinions and a lack of technical expertise dilute the project’s strategic purpose, diverting resources into endless internal debates instead of focusing on the final objective.
In the case of external consultancies such as MarkLovers, this challenge becomes even more pronounced. When external teams are responsible for designing and guiding the strategy, it is essential for the client organization to trust their expertise and approach.
According to McKinsey & Company, companies that delegate strategic direction to professional external teams achieve better results, as these teams bring an objective, well-founded perspective aligned with global best practices.
How to avoid diluting the strategic focus
To maximize the impact of a rebranding, organizations must establish clear processes centered on strategic leadership. Some key recommendations include:
- Define objectives from the start: Rebranding must be aligned with the company’s commercial and strategic goals, and these objectives should guide all creative decisions.
- Trust external teams: Consultancies bring experience, perspective, and professionalism. Their recommendations should be seen as expert guidance, not as a starting point for endless debates.
- Limit the number of decision-makers: Listening to diverse opinions is important, but decision-making should be centralized within a small, well-informed group.
- Communicate the strategy: Ensure that all stakeholders understand the objectives and vision behind the rebranding, reducing resistance to change.
Turning chaos into success
Rebranding is a powerful tool that reshapes the future of brands. Cases like those presented here show that initial resistance is a temporary obstacle on the path to relevance and success. The key lies in leading with confidence, trusting experts, and maintaining strategic coherence.
At MarkLovers, we understand that every rebranding is unique. If you’re considering transforming your brand, our team is ready to help you create an identity that not only stands out, but also leads. Because, as these cases demonstrate, a well-executed rebranding doesn’t just redefine an image—it redefines a legacy.
References
- Harvard Business Review. “The Psychology of Brand Rejection and Acceptance”.
- McKinsey & Company. “Strategic Leadership in Rebranding Initiatives”.
- Parsons School of Design. “Visual Identity and Emotional Connection in Modern Branding”.
- Setblue. “10 Rebranding Stories from Top Brands That Succeeded”.
- Mercadeo Magazine. “Success stories: The best examples of rebranding”.
- Marketing Inteli. “Airbnb case: Transformation of the hospitality industry”.
