Oh no 2016, we're not done with you just yet.
Recognising the power of a rebrand, some of the World's biggest companies with many of the most globally recognised names opted for a refresh. Here’s my pick of the most noteworthy changes in 2016.
There was a massive uproar when The Premier League - home to some of the world's most decorated football (soccer) stars - threatened to drop the lion entirely from its branding. The compromise was simple: lose the lion's body and keep its crown. Add to that new, colourful and cleaner branding for the league, and you've got the most exciting logo change in English football since 1993.
Today, you’ll find Uber in 400 cities in 65 countries. Almost two-thirds of its 6,000 or so people have been Uber members for less than one year.
A young designer named Bryant Jow drew five boxes and popped a geometric shape around each. It just sort of worked. “We’d made this assumption that one app could represent Uber,” said Jow, 27. “But Uber had already changed; we weren’t really just one app anymore.”
The story of how Uber came to replace the ubiquitous ‘U’ logo is about more than a corporate rebranding effort. It’s a coming-of-age tale.
"Brands, logos, and products develop deep connections and associations with people, so you don’t just want to change them for the sake of novelty," Ian Spalter, Instagram's head of design, wrote in a blog post on Medium. "But the Instagram logo and design was beginning to feel, well… not reflective of the community, and frankly we thought we could make it better."
Any time an iconic brand makes a change to its logo, it’s noteworthy. And such is the case today with the brand that started in 1966 as the Interbank Card Association (ICA), changed to Master Charge for a few years and ultimately became known in 1979 as Mastercard
Raja Rajamannar, Mastercard chief marketing and communications officer gave his account of the reasoning behind the change: "We felt that it was time for us to evolve our brand identity to reflect this — on the pillars of simplicity, connectivity, seamlessness and modernity."
Addison Lee sought to position itself as the “leading service orientated brand in the private hire car sector”.
The division between the A and the L represents the two sides of a road, in a nod to Addison Lee’s original logo, says ad agency Whistlejacket London's Creative Director, Kathy Kielty.
“The yellow is a visual shorthand for taxis,” says Kielty, “and because the brand is often seen on the streets on cars that are passing by quickly, we also wanted something that stands out and grabs your attention.”
Which was your favourite rebrand of 2016? Leave your comments below.