Rebranding in itself is a very strategic decision and has to be carefully chalked out. Since it is too vast (and out of our scope) I’d focus only on the relevant part (i.e. logo) in this post. The one most visible thing that suggests a rebranding activity is the change in logo. Although, as already mentioned, logos cannot be attributed to a brands performance but since they are the ‘face’, they matter a lot.
An analogy of changing a logo as a part of rebranding is like getting your car washed and polished as a part of servicing. Your neighbors would come to know about it only by evident shine and glow.
We’ll now have a look at some of the popular logo revamping exercise and try to explore the science behind it.
UTI bank to Axis:
Here the motive behind the rebranding activity was to segregate the privately owned UTI Bank from the earlier UTI brand and the various diverse entities in which it was split. Hence the change in name as well.
Rebranding of UPS and Xerox
UPS: From a ground shipping company to a multifaceted international logistics company. A 100 year old company, it primarily wanted to depict the notion of changing with time.
Xerox: The ultimate glory for a brand is to get transformed in a verb. And this happened with Xerox as well. People flock near the photo copy machine during End terms to get the best available set of notes ‘xeroxed’. But why then, Xerox thought of the entire rebranding stuff??
They wanted to break the shackles of the old image of a ‘document/copier’ company. By the way… some people suggest that the new logo actually came up like this:
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