Top 10 Rebrands of 2024
From historic icons to tech trailblazers, these top 10 rebrands have pushed the boundaries of creativity and strategy, embracing change to redefine their visual identities and brand narratives.
Each week, our Creative Director, Roger Attlee Castelino, highlights the most exciting rebrands from around the globe—igniting discussions and inspiring creativity. If you’re not following Roger on LINKEDIN yet, now’s the perfect time to join the conversation!
This top 10 list showcases the rebrands that captured the most buzz and admiration, ranked by the highest accumulated likes on his social platforms.
Let’s explore the most celebrated rebrands of 2024, chosen by you!
2024
2024 has been a bold year for rebrands that didn’t shy away from sparking conversations—or even controversy.
Each story reveals daring choices, calculated risks, and the market-shaping impact of these transformations.
Let’s explore the rebrands that have not only reimagined their presence but also challenged the norms of branding itself.
10: Jaguar
Copy Nothing
Though highly controversial and generating significant buzz, Jaguar’s recent rebrand deserves a spot on every rebrand list. The iconic leaping jaguar has been streamlined into a sleek, minimal design, signalling a bold embrace of innovation and electrification.
This transformation aligns with Jaguar’s ambitious plan to become an all-electric luxury brand by 2025, marking a dramatic departure from its traditional roots.
While some question the balance between heritage and modernity, the rebrand undeniably positions Jaguar as forward-thinking and future-ready.
Love it or not, this reimagining sets the tone for the next chapter of an iconic automotive legacy.
Design: In-house
Brand: Jaguar
9: Switzerland
Our Nature Energizes You
Switzerland Tourism’s rebrand centres on its promise: “Our Nature Energizes You.” This guest-focused identity shines through a revitalized visual and verbal system, anchored by the Swiss Cross.
Prominently embedded in the word mark, the cross transforms the silent ‘t’ into a bold statement of Swiss heritage.
A harmonious five-stage gradient, inspired by the alpenglow, evolves Swiss red into a versatile brand asset. This gradient enhances visuals and reflects the energizing landscapes.
The horizontal layout emphasizes sweeping Swiss vistas, immersing audiences in the brand’s essence. Switzerland Tourism now embodies not just a destination but a source of renewal and vitality.
Design: Made
Brand: Switzerland
Read full case study here
8: PayPal
Everyone Everywhere
Pentagram has redefined PayPal’s brand identity, focusing on simplicity, optimism, and trust to create a universal appeal.
The refreshed monogram is sharper, with enhanced contrast in overlapping bright and deep blues, nodding to Venmo.
Separating the monogram from the word-mark adds flexibility, while the new custom typeface, PayPal Pro—based on LL Supreme—offers a modern twist on Futura.
The palette shifts to neutral black and white, with blues as accents, replacing yellow buttons with black for a streamlined, bold look. The result is a vibrant, confident identity that positions PayPal as clear and authentic in the fintech landscape.
Design: Pentagram
Brand: PayPal
Read full case study here
7: UNDISCOVERED
Pork Pie Hat
Undiscovered, a leading European recruitment agency specializing in creative industries, is renowned for its unique, detective-inspired branding.
Led by a character donning a signature ‘Pork Pie Hat,’ it embodies persistence in matching talent with opportunity.
With strong operations in France and Germany, the agency’s rebrand supports its expansion into new regions and a new name.
This transformation includes strategic positioning, character refinement, naming, and website design, ensuring a cohesive brand identity.
Undiscovered’s reimagined brand reflects its ambitious growth while retaining the originality that sets it apart in the competitive recruitment landscape.
Design: Hyperfocus
Brand: Undiscovered
Read full case study here
6: Kleenex
Aachooo!!
The refreshed Kleenex® identity retains its iconic 1961 script while introducing a tissue-inspired crown, symbolizing its category leadership.
A richer colour palette, led by Kleenex® Blue, brings depth and vibrancy to the brand.
Complementing this, a new illustration style echoes the crown’s curves, reinforcing its presence in life’s everyday moments.
For the first time, a unified visual system connects all brand elements, creating a cohesive identity that resonates across generations.
This thoughtful rebrand solidifies Kleenex® as a timeless yet contemporary leader in its category, ready to inspire trust and recognition for years to come
Design: Turner Duckworth
Brand: Kleenex
Read full case study here
5: Lloyds
Cancara Philosophy
Lloyds Banking Group’s rebrand combines a digital-first approach with its storied heritage, creating a modern yet dependable identity.
Inspired by the iconic black horse, the “Cancara Philosophy” symbolizes strength and motion, enhancing customer connections.
A refreshed logo emphasizes fluidity, while the custom GT Ultra typeface offers authority and adaptability.
Lloyds’ signature green now evokes Britain’s landscapes, reinforcing trust. A grounded tone of voice and authentic photography celebrate the UK’s cultural diversity, ensuring the brand remains relevant and relatable in a contemporary world.
Design: Wolff Olins
Brand: Lloyds
Read full case study here
4: RSPCA
For Every Kind
The RSPCA’s recent rebrand marks a pivotal moment in its 200-year legacy, addressing modern challenges while staying true to its historic mission of animal welfare.
Faced with threats like climate change, intensive farming, and habitat loss, the rebrand amplifies the urgency of protecting animals.
Collaborating with global agency JKR, the RSPCA revisited its founding principles to create a bold, welcoming identity designed to inspire action.
The new “For Every Kind” campaign is a rallying cry, encouraging people to rethink their relationships with animals. It reaffirms the RSPCA’s commitment to uniting communities and driving meaningful change.
Design: Jones Knowles Ritchie
Brand: RSPCA
Read full case study here
3: Bose
Sound is Power
Bose’s rebrand by Collins seamlessly blends its rich heritage with a contemporary edge, reinforcing the brand’s “sound is power” ethos.
Focusing on “Immersive Audio,” the reimagined identity amplifies Bose’s presence with a bold and confident voice, reasserting its leadership in audio innovation.
Collins describes the refresh as an open invitation to experience the extraordinary world of sound Bose creates.
This rebrand not only captures Bose’s timeless spirit but also highlights its forward-thinking approach, delivering a compelling message that celebrates the transformative power of sound and invites audiences to connect on a deeper, more immersive level.
Design: Collins
Brand: Bose
Read full case study here
2: Decathlon
L'Orbit
Wolff Olins reimagined Decathlon’s branding by focusing on the joy of sport rather than victory.
Centred on the theme of wonder, the refreshed strategy celebrates every emotion sport inspires—joy, connection, and adventure—encouraging participation on personal terms.
The redesign features a refined word-mark, refreshed iconic blue, and L’Orbit, a new symbol inspired by movement and progress.
Adorning all products, L’Orbit embodies the brand’s celebration of sport’s transformative power. This rebrand goes beyond visuals; it’s a compelling narrative that redefines sport’s role in our lives, resonating with anyone inspired by its wonder.
Design: Wolff Olins
Brand: Decathlon
Read full case study here
1: Tupperware
Useful is Beautiful
Tupperware has reimagined its brand to appeal to a wider, younger generation while honouring its loyal customers.
The new philosophy, ‘Useful is Beautiful,’ combines innovative design with ingenious functionality, creating durable, waste-conscious products.
The rebrand features a dynamic logo mimicking the iconic container’s open-and-close motion.
The visual identity, from typography to graphic elements, is inspired by Tupperware’s shapes, showcasing tools in action to highlight their perfect functionality.
Design: Landor
Brand: Tupperware
That’s a wrap on the top rebrands of 2024!
It’s been an incredible year of creativity and transformation. Here’s to even more exciting rebrands in 2025—stay tuned!
