The best rebrands of 2024, ranked
Kerenza February 12, 2025For long-standing brands, there comes a time when their identity just doesn’t quite fit anymore. As brand values and public landscapes evolve, sometimes you need to take a step back and assess if it’s time to give your branding a fresh coat of paint; or in some cases, a full on overhaul.
We’ve picked out our favourite rebrands from 2024, and ranked them from least to most favourite.
If any of these brands have inspired you, then get in touch to see how we can refresh your brand.
#10 – Jaguar
The controversial Jaguar rebrand caused a bit of a stir on social media when it was revealed. Veering away from its classic, luxurious branding, it took on a much more simple and modern typeface, making use of wide tracking and short characters. Alongside its updated logo, they revitalised their identity to align more with the transition towards electric vehicles, and appeal to a younger audience. While opinions were strongly divided on this one, it wouldn’t be a 2024 rebrand list without including it.
Image: Jaguar rebrand (Copyright © Jaguar 2024)
#9 – Ottolenghi
The Ottolenghi rebrand features simple and traditional looking illustrations with a modern touch. Known for his vibrant, visually striking (and delicious) dishes, the rebrand captures this feeling through its bold use of colours, clean typography, and modern layouts.
Image: Ottolenghi rebrand by Irving & Co. (Copyright © Ottolenghi 2024)
#8 – Tupperware
Despite the fact that tupperware has become the household name for all plastic containers, the brand itself needed a stronger identity to put itself in the foreground of food storage. Its new logo beautifully expresses what the brand is, with the top of the ‘T’ peeling back like a lid. With a huge assortment of bold new colours and a focus on monochromatic advertising palettes, this one is a good one.
Image: Tupperware rebrand by Landor (Copyright © Tupperware 2024)
#7 – Mozilla
Mozilla’s rebrand from JKR (not the agency’s only entry on this list) celebrates the old-school look of the internet which hits all of the nostalgia points for us. The t-rex icon is a call back to Mozilla’s original logo, and the stark contrast of black and gamer-green is a great choice for the tech company.
Image: Mozilla rebrand by JKR (Copyright © Mozilla 2024)
#6 – CoppaFeel!
Livity injected a modern and youthful energy into CoppaFeel!’s identity, perfect for their demographic of 18-24 year olds. The charity kept its audience in mind throughout the process, engaging with them throughout to ensure they were on the right track. A super energetic colour palette and a diverse suite of imagery does an amazing job of getting its message out there.
Image: CoppaFeel! identity by Livity (Copywright © CoppaFeel! / Naomi Wong, 2024)
#5 – Switchboard
This LGBT charity turned to its history when rebranding, bringing itself into the current landscape with contemporary assets, making use of speech marks as a graphic element and image container. With a visually pleasing colour palette, large suite of playful illustrations, and engaging animations, Switchboard’s new identity presents the charity as approachable and trustworthy for the people it tries to help. Nice and Serious hit the nail on the head with this one.
Image: Switchboard rebrand by Nice and Serious (Copyright © Switchboard LGBT+ 2024)
#4 – ASDA
The massive supermarket chain put playful energy at the heart of its rebrand, with light-hearted and engaging copy to go alongside the new look. With a typeface made up from a mix of lower and uppercase letters, and a fruit-sticker inspired asset in multiple shapes and colours, we love to see such a major retailer having fun with its brand.
Image: ASDAs rebrand by HAVAS (copyright © HAVAS 2024)
#3 – Lloyds Bank
Wolff Olins’ rebrand for Lloyds focused on bringing its well-loved horse (named Cancara) to life through engaging animations.
A custom typeface focuses on organic movement and flowing lines, which is carried through to other brand assets able to be used on the app, printed materials, and the branding itself.
Image: Lloyds Bank rebrand by Wolff Olins (Copyright © Wolff Olins 2024)
#2 – PayPal
Pentagram transformed PayPal from a stiff corporate fintech brand to an approachable, modern brand with a fresh new colour palette and contemporary typography.
This rebrand was more about refining what was already there; and we definitely think Pentagram succeeded with breathing new life into PayPal.
Image: PayPal rebrand by Pentagram (Copyright © Pentagram 2024)
#1 – RSPCA
Topping our list has to be the RSPCA rebrand by JKR. This is a masterclass in modernising a brand, with every detail making sense for the brand and its values. We can’t get enough of the striking and vibrant palette, playful custom typeface inspired by a new fluid illustration style, and focus on animated elements. Accompanying the flat visuals was a series of videos for social and traditional media platforms, spreading the brand’s values with its shiny new look. We’re super excited to see what the RSPCA does with its new brand identity.
Image: RSPCA rebrand by JKR (Copyright © John Knowles Ritchie 2024)
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