The 10 Most Successful Rebrands of All Time – Ranked

Rebranding is a high-stakes endeavor. It’s not just about changing a logo or color palette; it’s about reshaping how a brand is perceived, ensuring that it remains relevant, resonates with audiences, and continues to thrive in an evolving market. Done well, a rebrand can revitalize a company, open new markets, and strengthen emotional connections with customers. Done poorly, it risks alienating a loyal customer base and causing brand confusion.

In the spirit of human-centered design, successful rebrands are those that prioritize user experience, empathy, and deep understanding of customer needs and cultural trends. They go beyond aesthetics and focus on the brand’s core identity, values, and purpose.

Here are the 10 most successful rebrands of all time, ranked for their impact, creativity, and ability to transform their companies.

1. Apple (1997)

The Rebrand: Apple’s rebranding under Steve Jobs in 1997 is a masterclass in not just repositioning a brand but reshaping an entire industry. Before the rebrand, Apple was on the verge of bankruptcy, struggling with a fragmented product line and outdated marketing. Jobs streamlined Apple’s products, cutting 70% of the product line, and rebranded the company with a focus on simplicity, innovation, and design. The iconic “Think Different” campaign, combined with a sleek new product line (including the iMac), helped reposition Apple as a leader in technology and design.

Why It Succeeded: Apple’s rebrand was built on deep empathy for its users. The focus on clean, user-friendly design, paired with powerful yet simple messaging, aligned perfectly with what people wanted from their technology—something that was easy to use, beautiful, and innovative. Apple’s rebrand didn’t just save the company; it laid the groundwork for the most valuable brand in the world.

Lesson: The most successful rebrands focus on user needs and simplify complex offerings into intuitive, human-centered experiences.

2. Nike (1988)

The Rebrand: Although Nike had been a popular athletic brand in the 1970s and early 1980s, the 1988 rebranding around the iconic “Just Do It” campaign transformed it into a cultural and global phenomenon. Partnering with athletes like Michael Jordan and aligning the brand with personal empowerment and athletic achievement, Nike became more than a shoe company—it became a symbol of personal ambition and perseverance.

Why It Succeeded: Nike’s rebrand tapped into a powerful, universal human emotion: the desire to overcome challenges. The slogan “Just Do It” was simple but emotionally charged, speaking directly to individuals on a deeply personal level. It transcended the products and transformed the brand into an inspiring lifestyle choice.

Lesson: A successful rebrand often revolves around a universal message or emotion that resonates with your audience’s core values and aspirations.

3. Coca-Cola (1985)

The Rebrand: Coca-Cola’s rebrand following the disastrous introduction of “New Coke” is one of the most famous rebranding recoveries in history. In an effort to compete with Pepsi, Coca-Cola changed its century-old formula, which was met with a massive public outcry. The company quickly reverted to the original formula, rebranding it as “Coca-Cola Classic.”

Why It Succeeded: What could have been a disaster turned into a brand loyalty triumph. Coca-Cola’s decision to listen to its customers, apologize, and return to its original formula helped the brand reconnect with its audience and regain its status as the world’s favorite soft drink. The rebrand showed a level of humility and responsiveness that further strengthened customer loyalty.

Lesson: Sometimes, the most successful rebrand is one that listens to its audience, admits mistakes, and responds swiftly to meet customer expectations.

4. Old Spice (2010)

The Rebrand: In 2010, Old Spice transformed from a brand associated with older men into a bold, humorous, and modern icon, thanks to the wildly successful “The Man Your Man Could Smell Like” campaign. The campaign revitalized the brand, giving it a younger, more dynamic identity while maintaining its traditional masculine appeal.

Why It Succeeded: The rebrand was bold, fresh, and humorous, appealing to both men and women in a way that few grooming brands had done before. The key to Old Spice’s success was understanding the cultural shift toward humor and irreverence in advertising and fully embracing it to connect with a new generation of consumers.

Lesson: A great rebrand can completely reposition a brand for a new audience by tapping into cultural trends and embracing a modern, playful approach.

5. McDonald’s (2003)

The Rebrand: In the early 2000s, McDonald’s faced significant public backlash for its unhealthy menu and declining brand image. The company responded with a major rebrand centered around healthier menu options, a fresh new look for its restaurants, and a positive, family-friendly marketing campaign called “I’m Lovin’ It.” The shift was supported by a new emphasis on salads, fruits, and better food quality, while still maintaining its core fast-food appeal.

Why It Succeeded: McDonald’s didn’t abandon its roots as a fast-food chain, but it did adapt to shifting public consciousness around health. The rebrand successfully balanced tradition with a modern approach to health-conscious eating, making it relevant to a new generation of consumers.

Lesson: Successful rebrands balance tradition with innovation, updating their image to reflect changing societal values while staying true to their core identity.

6. Lego (2004)

The Rebrand: By the early 2000s, Lego was struggling, losing relevance in the face of digital entertainment. The brand was restructured and rebranded around creativity, play, and education. Lego shifted its focus from simply selling toys to fostering imagination and creativity, launching initiatives like Lego Mindstorms and Lego Digital Designer, and forging partnerships with major film franchises like Star Wars and Harry Potter.

Why It Succeeded: Lego’s rebrand refocused the company on its core mission—encouraging creativity and play. By aligning with popular culture and expanding into digital realms, Lego became relevant in both the physical and digital worlds, appealing to both children and adults.

Lesson: A successful rebrand often involves realigning with core values while expanding into new, innovative markets.

7. Burberry (2006)

The Rebrand: Once considered outdated and associated with an older, less fashionable crowd, Burberry rebranded itself in the mid-2000s under the leadership of CEO Angela Ahrendts and creative director Christopher Bailey. The brand embraced digital innovation and a younger, more fashion-forward aesthetic, while staying rooted in its British heritage.

Why It Succeeded: Burberry’s rebrand managed to rejuvenate the brand’s image without alienating its loyal customer base. It leveraged digital technology, social media, and live-streaming fashion shows to engage younger consumers, making the brand both modern and relevant.

Lesson: A successful rebrand doesn’t abandon the brand’s heritage; it builds on it to appeal to new audiences through modern technology and trends.

8. Instagram (2016)

The Rebrand: In 2016, Instagram undertook a controversial rebrand, replacing its beloved retro camera logo with a flat, gradient design. The move initially sparked backlash from users attached to the old logo, but Instagram’s interface and user experience improvements soon overshadowed the controversy, and the new logo became a recognizable and iconic symbol of modern social media.

Why It Succeeded: Instagram’s rebrand was forward-thinking. It embraced a more minimalist and modern look that fit seamlessly with the evolving trends in app design. The change also reflected Instagram’s growth from a photo-sharing platform into a broader social network that includes video, stories, and more.

Lesson: Rebrands are often met with initial resistance, but if they align with long-term goals and user experience improvements, they can strengthen the brand’s position in the market.

9. Airbnb (2014)

The Rebrand: Airbnb’s 2014 rebrand introduced a new logo called the “Bélo,” representing belonging and community. The rebrand marked Airbnb’s evolution from a startup focused on short-term rentals to a global brand that celebrates shared experiences, hospitality, and human connection.

Why It Succeeded: The rebrand resonated emotionally with users, aligning Airbnb’s visual identity with its mission of creating a global community where people feel like they belong. The inclusive and human-centered message strengthened Airbnb’s identity as more than just a transactional service—it became a symbol of trust and community.

Lesson: Successful rebrands often tap into deeper emotional and cultural meanings, creating a sense of connection and belonging that transcends the product or service.

10. Dunkin’ (2019)

The Rebrand: In 2019, Dunkin’ dropped “Donuts” from its name, signaling a shift toward a broader menu that includes coffee, breakfast sandwiches, and other items. The rebrand aimed to modernize the company and position it as a more versatile, on-the-go option for busy consumers.

Why It Succeeded: Dunkin’s rebrand was subtle but effective. It kept the essence of the brand (with the familiar colors and typeface) while signaling a shift toward a more modern, diverse menu. The rebrand resonated with customers who increasingly see Dunkin’ as more than just a place to get donuts.

Lesson: Sometimes, a slight adjustment to a brand’s identity can signal an important shift in direction without alienating its existing customer base.