Best Brand Redesigns September 2020

The Evolution of Identity: September 2020’s Standout Brand Redesigns

Hey there, fellow brand enthusiasts! As content creators here at Brandkity, we get to immerse ourselves daily in the fascinating world of branding. We see how meticulously brands are built, managed, and, crucially, how they evolve. One of the most exciting events in the branding calendar is always a significant redesign. It’s a moment where a company takes a hard look at itself, considers its future, and decides to express that through its visual identity. September 2020 was no different, offering up some truly compelling transformations. Let’s dive into some of the best brand redesigns from that month and dissect what made them so successful.

Why do brands redesign? It’s rarely a superficial decision. Often, it’s a response to a changing market, a shift in company strategy, an acquisition, or simply the need to feel more relevant and connect with a modern audience. Think of it like an individual updating their wardrobe – it’s about presenting the best, most current version of yourself to the world. A brand redesign is that, but on a massive, strategic scale. It’s about ensuring your visual language still speaks volumes about who you are, what you stand for, and where you’re going.

What Makes a Redesign “Great”? More Than Just a New Logo

Before we get into the specifics of September 2020’s stars, let’s quickly touch on what elevates a redesign from “meh” to “magnificent.” It’s a holistic approach, not just a logo tweak. A truly great redesign considers:

• Relevance: Does it resonate with the target audience and the current market landscape?
• Clarity: Is the brand’s message and essence communicated effectively?
• Memorability: Is it distinctive and easy to recall?
• Versatility: Can it adapt across various platforms, from a tiny app icon to a giant billboard?
• Timelessness (or Forward-Thinking): Does it feel modern, or does it have the potential to age gracefully?
• Authenticity: Does it genuinely reflect the company’s values and mission?

A successful redesign is a strategic move that reinforces brand equity and drives business objectives. It’s a testament to thoughtful planning and creative execution. And when it’s done right, it can feel like a breath of fresh air, revitalizing a brand’s presence and perception.

September 2020’s Standout Redesigns: A Closer Look

Now, let’s get to the good stuff! While there were many smaller updates throughout the month, a few larger, more impactful redesigns caught our eye. These are the ones that sparked conversations, demonstrated strategic thinking, and offered valuable lessons for brands everywhere.

Case Study 1: LinkedIn – Evolving with the Professional Landscape

LinkedIn, the undisputed king of professional networking, underwent a significant visual refresh in September 2020. Now, you might think LinkedIn is all about the profile and the network, and you’d be right. But a strong, consistent visual identity is the bedrock of trust and recognition for any platform. Their redesign wasn’t a radical departure, but rather a sophisticated evolution, focusing on clarity, modernism, and a renewed emphasis on their core mission: connecting professionals and empowering them to be their best selves at work.

What changed? The most noticeable changes were in the iconography and the overall visual language. LinkedIn moved towards a more modern, clean, and consistent set of icons. They introduced a more refined color palette, leaning into deeper blues and grays, which exude professionalism and trustworthiness. The typography also received subtle but important updates, enhancing readability and giving a more polished feel.

Why it worked: LinkedIn is a platform used by millions daily. Consistency and ease of use are paramount. The redesign focused on making the interface feel more intuitive and less cluttered. The new visual elements felt cohesive and universally applicable across their web platform, mobile app, and various marketing materials. It was about refining their existing identity to better serve their growing user base and their expanding feature set. It projected an image of a mature, reliable, and forward-thinking company, perfectly aligning with the professional aspirations of its users.

The takeaway: For established platforms, evolution, not revolution, is often the key. Focus on refining what works, ensuring consistency, and adapting to user needs and technological advancements. A subtle but strategic refresh can breathe new life into a familiar brand.

Case Study 2: Grubhub – A More Approachable and Energetic Identity

In the competitive world of food delivery, standing out is crucial. Grubhub, a major player, launched a significant redesign in September 2020 that aimed to make them feel more approachable, energetic, and user-friendly. This was a noticeable shift from their previous, slightly more corporate feel.

What changed? The most striking element was the introduction of a new, more playful wordmark and a refreshed color palette that incorporated brighter, more vibrant hues. The overall aesthetic became softer, rounder, and more inviting. They also developed a more flexible system of illustrations and graphic elements that could be used across different campaigns and touchpoints, adding personality and warmth.

Why it worked: Food delivery is an inherently personal and often spontaneous decision. The redesign successfully tapped into that emotional connection. The brighter colors and friendly illustrations communicated excitement, convenience, and the joy of getting your favorite meal delivered. It made the brand feel less like a transactional service and more like a helpful companion. The new visual system was also designed for scalability, allowing for creative expression across their app, website, social media, and even physical packaging. This flexibility is vital for a brand operating in such a dynamic and customer-facing industry.

The takeaway: Understand your audience and the emotional context of your service. Grubhub’s redesign perfectly captured the essence of food delivery – it’s about satisfaction, convenience, and a touch of indulgence. By leaning into a more vibrant and friendly visual language, they strengthened their connection with consumers.

Case Study 3: Okta – Simplifying Identity in a Complex World

Okta, a leader in identity and access management, also unveiled a refined brand identity in September 2020. In an industry that can often feel technical and intimidating, Okta’s redesign was a masterclass in simplifying complexity and communicating trust and security.

What changed? The redesign focused on creating a more accessible and human-centered brand. They introduced a new, more approachable typeface and a color palette that balanced professionalism with a touch of warmth. The iconography was simplified and made more illustrative, moving away from purely abstract shapes to more relatable representations. A key element was the emphasis on a more authentic and diverse visual style in their photography and illustrations, showcasing real people and real use cases.

Why it worked: Identity and access management is a critical but often abstract concept. Okta’s redesign succeeded by making it feel tangible and understandable. The focus on human elements and relatable imagery helped to demystify their services. The cleaner, more modern aesthetic conveyed a sense of innovation and reliability, crucial for a company dealing with sensitive data. The flexibility of their new design system allowed them to communicate complex technical solutions in a clear and engaging way across all their marketing and product touchpoints. It projected an image of a trusted partner, simplifying the digital world for their customers.

The takeaway: For B2B or tech-focused brands, clarity and trust are paramount. A successful redesign can humanize complex offerings, making them more accessible and relatable to a broader audience. Focusing on authentic representation and simplified visuals can build stronger connections.

The Role of Brand Management in Redesigns

Behind every successful redesign is a robust brand management strategy. It’s not just about the creative agencies that craft the new look; it’s about the internal processes and tools that ensure that new identity is implemented consistently and effectively across every single touchpoint. This is where a comprehensive brand asset management platform becomes indispensable.

Imagine rolling out a new logo, color palette, and set of guidelines. Without a centralized system, this process can be chaotic. Teams might use outdated assets, leading to inconsistencies that erode brand trust. This is why leaders in brand management are constantly looking at how brand management leaders are shaping the future of creative technology. They understand that seamless integration and easy access to approved assets are critical for maintaining brand integrity, especially during major shifts like a redesign.

A modern brand asset management solution acts as the single source of truth for all brand materials. It ensures that everyone, from designers to marketers to external partners, has access to the latest, approved versions of logos, fonts, imagery, and guidelines. This is particularly important when integrating new design systems. For instance, the integration of tools like Adobe Express with brand asset management platforms, as highlighted in the announcement about Brandkity Launches Integration With Adobe Express To Bring Brand Asset Management And Design Creation Together, is a game-changer. It streamlines the entire workflow, from finding assets to using them in new designs, making the implementation of a new brand identity far more efficient and error-free.

Beyond the Logo: The Power of a Unified Brand Experience

While the logo and primary colors are often the most visible elements of a redesign, the true success lies in the consistent application of the entire brand system. This includes:

• Typography: Ensuring the chosen fonts are used correctly and legibly everywhere.
• Imagery and Illustration Style: Maintaining a consistent visual tone in photos, graphics, and icons.
• Tone of Voice: Aligning written communication with the brand’s new personality.
• Motion Graphics and Animation: Developing a distinct style for dynamic content.
• User Interface (UI) and User Experience (UX): Integrating the brand’s essence into the digital product itself.

This is where the concept of a What Is a Brand Kit Portal — And Why Every Designer Needs One becomes critical. A well-structured brand kit portal, often powered by a brand asset management system, centralizes all these elements. It acts as a living style guide, providing designers and marketers with easy access to not just static assets, but also to clear instructions on how to use them. This empowers them to create on-brand content quickly and efficiently, whether they are working on a social media post, a website banner, or a complex marketing campaign. It bridges the gap between brand strategy and creative execution, ensuring that the intended brand message is delivered consistently across all platforms.

Think about the impact of a disjointed brand experience. If your app looks one way, your website another, and your social media completely different, your audience will feel confused and your brand will lack credibility. This is why tools that bring designers and marketers together and foster collaboration are so important. As we’ve discussed in posts like 9 Tools To Bring Designers And Marketers Together, effective collaboration is the backbone of a strong brand. Redesigns are a prime opportunity to enhance this collaboration by providing everyone with the right tools and resources.

The Future is Integrated: Brand Management and Creative Tools

The trend we’re seeing is a move towards greater integration between brand asset management platforms and creative design tools. This makes perfect sense. Designers need quick access to approved assets, and marketers need to ensure brand consistency across all their campaigns. When these systems talk to each other, magic happens.

The evolution we witnessed in September 2020’s redesigns isn’t just about aesthetics; it’s about building stronger, more resilient brands for the digital age. It’s about adapting to changing consumer expectations and leveraging technology to ensure your brand’s message is delivered with impact and clarity. This is why investing in robust brand management infrastructure is no longer a nice-to-have; it’s a strategic imperative. The conversations around Why Investors Are Betting Big on Brand Asset Management Software are a clear indicator of this trend. Companies that can effectively manage and deploy their brand assets at scale are seen as more valuable and better positioned for future growth.

The ability to seamlessly manage and deploy brand assets also directly impacts workflow efficiency. Consider how crucial it is for marketing teams to quickly adapt to market changes or launch new campaigns. A streamlined workflow, facilitated by advanced brand management solutions, allows for faster execution. This is why understanding concepts like Master Brand Asset Delivery Workflow is so vital for organizations aiming for agility and responsiveness in their marketing efforts.

A Final Thought: Embrace the Evolution

September 2020’s brand redesigns served as a powerful reminder that brands are living entities. They need to evolve, adapt, and communicate their purpose clearly and consistently. Whether it was LinkedIn refining its professional image, Grubhub embracing a more approachable persona, or Okta simplifying the complex world of digital identity, each redesign was a strategic move to better connect with their audience and navigate the future.

As brand guardians, marketers, and designers, we can learn so much from these transformations. The key is to approach branding not as a static exercise, but as a dynamic journey. By embracing strategic redesigns, fostering collaboration, and leveraging the right technology – like sophisticated brand asset management platforms – we can ensure our brands not only survive but thrive in an ever-changing world. So, what’s next for your brand? Are you ready to evolve?