Best Brand Redesigns July 2020

Best Brand Redesigns July 2020

Hey there! It’s that time again – time to dive into the world of branding and see which companies really nailed their visual refresh in July 2020. It was a pretty wild year, and businesses were constantly adapting, so seeing how brands evolved their identities during this period is always fascinating. We’re going to unpack some of the most impactful and interesting redesigns, exploring what worked, why it worked, and what we can learn from them. Think of this as a peek behind the curtain, a friendly chat about the strategies that make a brand resonate and stand out.

At Brandkity, we live and breathe brand management. We see firsthand how crucial a strong, consistent brand identity is, not just for making a good first impression, but for building trust, fostering loyalty, and ultimately, driving business success. A redesign isn’t just about making something look pretty; it’s a strategic decision that can signal a shift in company direction, a renewed focus on customer needs, or a response to market changes. So, let’s get into it and celebrate some stellar examples from July 2020.

Why Do Brands Redesign Anyway?

Before we jump into the specifics of July 2020, it’s worth a quick refresher on why brands even bother with a redesign. It’s a significant undertaking, involving time, resources, and often, a fair bit of apprehension. But the reasons are usually compelling:

• Evolving Market: The world moves fast. Consumer tastes change, technology advances, and new competitors emerge. A brand needs to stay relevant.
• Company Growth or Shift: A company might have expanded its offerings, pivoted its business model, or undergone a merger or acquisition. The brand needs to reflect this new reality.
• Outdated Image: Sometimes, a brand just looks… old. The visuals might not align with modern design trends or might feel out of touch with its target audience.
• Improving Perception: A redesign can be a deliberate effort to shed a negative image or to project a more sophisticated, trustworthy, or innovative persona.
• Consolidating Identity: For companies with multiple sub-brands or a complex product suite, a redesign can simplify and unify the overall brand architecture, making it easier for customers to understand and navigate. Understanding brand hierarchy is key here.

It’s not a decision taken lightly, and when done well, a redesign can be a powerful catalyst for growth. When done poorly, well, it can be a cautionary tale!

July 2020’s Standout Redesigns: Diving In

July 2020 presented a unique landscape. The world was grappling with the initial phases of the global pandemic, and many businesses were focused on immediate survival. However, some brands saw this as an opportune moment for strategic reinvention, understanding that long-term vision shouldn’t be abandoned. Here are a few that caught our eye:

1. Klarna: Embracing the Future of Finance

Klarna, the popular “buy now, pay later” service, underwent a significant visual overhaul in July 2020. This redesign wasn’t just a cosmetic tweak; it was a strategic move to solidify their position as a global shopping platform, moving beyond just payment processing.

What Changed?

The most noticeable change was the introduction of a new, more dynamic logo. The iconic pink bubble, while retained, was infused with a gradient that gave it a modern, almost ethereal feel. The typography also became cleaner and more contemporary. Beyond the logo, Klarna rolled out a more cohesive visual language across all touchpoints – their app, website, and marketing materials. They introduced new illustrations and photography styles that felt more approachable and user-friendly, aiming to demystify financial services.

Why It Worked

Klarna’s redesign perfectly captured their ambition to be more than just a payment gateway. The updated visuals conveyed innovation, accessibility, and a forward-thinking approach to e-commerce. The softer, more rounded elements in the new design made the brand feel less corporate and more human, which is crucial for a company dealing with personal finance. It signaled a move towards a lifestyle brand, not just a transactional one. This strategic alignment between visual identity and business goals is something we see as vital for brands looking to grow.

Think of it like upgrading your car’s dashboard. The old one might have worked, but the new one has a sleeker interface, clearer readouts, and maybe even some cool new features. It makes the entire driving experience better and more intuitive. Klarna did just that for their brand experience.

2. Pinterest: Clarity and Community

Pinterest, the visual discovery engine, also refreshed its brand identity around this time. While not as drastic a change as some, it was a thoughtful evolution aimed at reinforcing its core mission and user experience.

What Changed?

The iconic Pinterest “P” button received a subtle update, becoming bolder and more distinct. The color palette remained largely the same, but the overall visual system was refined to emphasize clarity and simplicity. The brand introduced new iconography and illustration guidelines that were more expressive and aligned with the diverse content found on the platform. They also focused on showcasing authentic user-generated content more prominently in their marketing.

Why It Worked

Pinterest’s redesign was about enhancing its core strengths: inspiration, discovery, and community. The updated visuals felt more organized and less cluttered, mirroring the desire for a streamlined user experience. By highlighting authentic imagery and making the brand feel more approachable, they reinforced their position as a platform for real people with real ideas. It was a move towards a more human-centric brand, essential for a platform built on shared creativity and personal interests.

Imagine a beautifully organized library. Everything is easy to find, the signage is clear, and the atmosphere encourages exploration. Pinterest’s redesign aimed to create that feeling for its digital space. It’s about making the journey of discovery pleasant and intuitive.

3. Wise (formerly TransferWise): A Bold Statement for Global Finance

While the major public announcement was in September 2020, the groundwork and initial rollout for Wise’s rebranding from TransferWise began earlier, including significant developments in July. This was a massive shift, moving from a name that highlighted their original pain point (expensive international transfers) to a name that spoke to their broader mission: being the world’s most international company, empowering everyone to move money without borders.

What Changed?

The name change itself was the most significant aspect. “Wise” is a single, powerful word that embodies intelligence, efficiency, and foresight – qualities they wanted associated with their financial services. Visually, they adopted a new logo and color palette. The old logo, while functional, was a bit utilitarian. The new branding introduced a more modern, vibrant aesthetic with a distinctive “W” logo that felt dynamic and contemporary. The color palette became richer and more varied, reflecting the global nature of their services.

Why It Worked

This was a masterclass in strategic rebranding. TransferWise was synonymous with its initial offering, but as the company grew and expanded its services beyond just transfers (like Wise Accounts and Wise Business), the old name became limiting. “Wise” is aspirational and future-oriented. It signals a maturity and breadth that the old name couldn’t convey. The visual redesign supported this perfectly, making them look like the modern, global financial powerhouse they are becoming. This wasn’t just a logo change; it was a fundamental shift in brand narrative.

Consider a startup that begins by selling artisanal bread. Their initial brand might reflect that. But as they grow into a chain of bakeries and cafes, they need a name and brand that speaks to that larger vision. “Wise” is that evolution for their company. It’s about outgrowing your origin story to embrace your future identity.

The Impact of Brand Consistency in a Redesign

One of the recurring themes with these successful redesigns is consistency. It’s not enough to have a great new logo. The entire brand ecosystem needs to reflect the new identity. This is where a robust brand asset management system becomes indispensable. Having a centralized platform where all your approved logos, color palettes, typography, imagery, and other brand collateral are stored and easily accessible ensures that everyone – from marketing teams to external agencies – is using the correct assets. This prevents brand dilution and ensures a cohesive experience for your audience, no matter where they encounter your brand.

Think about it: if your new logo is sleek and modern, but your website uses outdated fonts and your social media graphics are a chaotic mess, the new logo loses its impact. It’s like wearing a sharp new suit with scuffed-up shoes. The overall impression suffers. This is why having tools that streamline the creation and distribution of brand assets is so critical. For instance, integrations with design tools can bridge the gap between managing assets and actually using them in creative projects.

Lessons from July 2020’s Redesigns

What can we, as brand builders and managers, take away from these July 2020 examples? A few key principles stand out:

• Purpose-Driven Design: Every visual decision should be tied back to the brand’s strategic objectives. Is the goal to appear more innovative? More trustworthy? More accessible? The design must serve that purpose. Klarna’s redesign clearly aimed for innovation and accessibility in finance.
• Evolution, Not Revolution (Sometimes): Not every redesign needs to be a complete teardown. Pinterest’s subtle refresh shows that sometimes, refining and clarifying existing elements can be incredibly effective, especially when the core brand is already strong. It’s about making good better.
• Embrace Your Future: Don’t let your brand name or visual identity hold you back from your future aspirations. Wise’s name change was a bold bet on their future as a global financial entity, not just a transfer service.
• Human-Centricity is Key: In an increasingly digital world, brands that feel approachable, relatable, and human-centric tend to resonate more. Whether through illustrations, photography, or tone of voice, making your brand feel like a person, not a corporation, is powerful.
• Consistency is Non-Negotiable: As mentioned, the best redesigns are implemented consistently across all touchpoints. This requires clear guidelines and accessible assets. A well-managed brand kit portal is essential for this.

It’s also worth noting that these redesigns often come from companies that are already invested in good design practices. They understand the value of working with talented designers and agencies. If you’re curious about who’s behind some of these impressive transformations, exploring the design studios behind some of the biggest technology brands can offer fascinating insights into the creative process.

The Role of Brand Management Platforms in Redesigns

Undertaking a brand redesign is a monumental task. It involves numerous stakeholders, extensive asset creation, and a complex rollout plan. This is precisely where a comprehensive brand asset management platform becomes not just helpful, but essential. Before, during, and after a redesign, having a single source of truth for all your brand assets ensures:

• Controlled Rollout: You can manage the transition from old to new assets systematically, ensuring old versions are retired and new ones are published effectively.
• Global Accessibility: Teams across different departments and geographies can access the latest, approved brand assets instantly, maintaining consistency worldwide.
• Efficiency in Creation: Designers and marketers can quickly find existing assets, templates, and guidelines, speeding up the process of creating new marketing collateral that adheres to the new brand standards. This is where creative add-ons can make a huge difference.
• Training and Onboarding: New employees or external partners can be quickly onboarded with access to the definitive brand guidelines and assets, reducing errors and training time.
• Brand Governance: You can enforce brand compliance, ensuring that only approved assets are used, and that they are used correctly, preventing off-brand communications.

A redesign is a perfect opportunity to reassess your brand management processes. If you’re looking to implement a new system or optimize your existing one, understanding the key milestones and lessons learned in launching such a platform can be invaluable. The journey of implementing a robust brand management solution is as strategic as the redesign itself.

Looking Ahead: The Continuous Evolution of Brands

July 2020 was a snapshot in time, but the principles behind these successful redesigns are timeless. Brands that thrive are those that remain agile, responsive, and deeply connected to their purpose and their audience. They understand that their visual identity is a living, breathing entity that needs to evolve. The digital landscape is constantly shifting, and staying ahead requires a proactive approach to branding.

As we continue to see how brands adapt and innovate, we’ll keep our eyes peeled for more inspiring transformations. Whether it’s a subtle tweak or a complete overhaul, a well-executed brand redesign is a powerful statement. It says, “We are here, this is who we are, and this is where we’re going.” It’s an invitation for customers to join them on that journey.

So, the next time you see a brand that just feels *right*, take a moment to appreciate the strategy behind it. It’s more than just a logo; it’s a carefully crafted experience designed to connect, communicate, and endure. And for us at Brandkity, helping brands achieve that level of clarity and impact is what drives us every single day.