The Subtle Art of Rebranding Explained

Rebranding is the art of refreshing the existing and inducing a new spirit into it. The process can be challenging, if not daunting, but that is where the fun and excitement lie. Here are some of the best rebranding projects in recent times; take a peek..Fanta.Everybody knows Fanta, and it has gone through a rebranding process recently. The bold, vibrant and orangey global visual identity of Fanta was initially re-imagined in paper-form, before putting it further to the digital process. This provided the much-needed base, approach, and direction to the rest of the branding process. A multitude of languages was applied by the way of Latin typography, alongside letterforms and logograms of scripts such as Japanese, Thai, Amharic, Korean and Arabic. This was done keeping in mind the fact that Fanta uses bespoke typeface created by hand, working across regular and extended weights, intending to be both natural and playful at the same time. The result, a young, trendy and expressive Fanta..Designed by Studio Koto.Relaxo.Relaxo has led the world of footwear in India for about 40 years now. Identifying itself as an ever-evolving brand, and to thus align itself with the simultaneously evolving consumer & state-of- the-art offerings, the brand decided that it was time for a rebranding/ makeover – a transformation validating existing values and infusing new and relevant ones.Thus, the rebranding exercise focused on infusing a youthful and transformative spirit that felt important for the growth of internal and external stakeholders of the brand. The brand's dynamism is now embodied in its forward-slanting 'Blue Berry' coloured letters, while a 'Sunny Yellow' coloured swoosh flows across it to signify a wave of transformation, optimism and positive growth..Designed by Elephant Design.Wipro.The Wipro logo is a bold and dynamic signature that proudly headlines the vision pursued itself. Its styling captures the sense of fluidity, resourcefulness, optimism, and creativity with which it approaches everything. The simplicity and elegance of the mark signal a keen intellect; one that is completely in synch with the world around itself – vibrant, aware and forward-looking. Building on the universal form of the circle, the radiating rings of dots around 'Wipro' suggest the many connections the brand creates for its customers..Together, they convey a sense of outward motion propelling the organisation into the future. The colours of the brand-mark also speak of the company's character, highlighting its reliability and authority..Designed by Landor India.SBI.Instantly new, yet instantly recognisable.The nation's largest banking and financial services provider positioned its new brand identity as one designed to intended to depict SBI as a modern, progressive bank, ready to meet the financial needs of all Indians. The rebranding challenge was to arrive at a fresh perspective while retaining the brand's iconic stature. Strategically, it needed to be 'Instantly new, yet instantly recognisable.'.Combining the legendary SBI monogram with the abbreviated SBI word-mark was pivotal to the new identity. It made the brand more concise and modern, infusing new energy while retaining its core values. It was refined further for greater clarity and ease of use and was opened up for more breathing space, projecting the bank as more approachable..For the word-mark itself (SBI), a modern Sans Serif typeface was further adapted to create a sense of weight and heighten the institutional feel. To connect to the monogram, a gap was introduced in the letterform B in the word mark, just as the monogram itself, thus creating a visual hook while also setting it apart..The family of colours were been expanded for scale and play. The iconic SBI Blue was refreshed to make it more friendly. The deep inky blue symbolises trust and integrity. A youthful yellow has been introduced for contrast. The signature graphic, The Arc, will be used across every touch point of the brand, from media communications to signage, to marketing and advertising across platforms to reinforce the brand..The nation's largest banking and financial services provider positioned its new brand identity as one designed to intended to depict SBI as a modern, progressive bank, ready to meet the financial needs of all Indians. The challenge was to arrive at a fresh perspective while retaining the brand's iconic stature. Strategically, it needed to be '"Instantly new, yet instantly recognisable.".Designed by Design Stack.Yatra.com.Yatra.com which caters to travelling/traveller needs to be decided to improvise on it branding to be more fluid, vibrant, friendly and thus reliable for the young, more outgoing Indian traveller. Branding elements such as tonality, communication, look and feel were taken into consideration while shaping and improvising upon the new red logo to showcase the richness of "the Yatra experience" and its expansive depth of product portfolio. The typography, at the same time, was likewise made to be of a flowing nature, thus symbolising easy, hassle-free and smooth movement, trying to replicate a relaxed form of travelling..Designed by Clay Design Strategies