Rebranding is a complex process, requiring careful planning and execution to create lasting success. When a brand successfully rebrands, it can have a lasting and positive impact on the business. During 2019, there were many examples of rebranding initiatives that garnered attention and admiration from marketers around the world. These rebrands featured changes to logos, content, products, and even customer experiences. Here, we will take a closer look at some of the best rebrands of 2019, to gain insights into the decisions that made them so successful.
Staples
Staples Rebrands to Become the “Worklife Fulfillment Company” Staples has been a trusted office supply chain in the U.S. for many years, but in early 2019, they took their brand to the next level with a modern logo, internal brand relaunch, and an improved digital customer experience. With the new rebranding, Staples has positioned itself as the “Worklife Fulfillment Company,” with five new business lines designed to support careers fueled by purpose, people, and fulfillment. This rebranding is one of the best of 2019 as it appeals to a new demographic, while still providing services to Staples’ traditional client base.
Towson University
Towson University Rebrands to Celebrate Inclusion and Momentum Towson University in Maryland recently won an award for their rebranding, which took their identity far beyond a simple logo design. The university’s rebranding is about more than just visuals; it’s about messaging, acknowledging the university’s history, and emphasizing its focus on inclusion and momentum. Towson University’s rebranding is one of the best of 2019 due to its integration of key messages into its marketing channels, which they use to highlight the university’s values.
Polaris
Polaris Rebrands with a Focus on Outdoor Adventures Polaris is a well-known outdoor brand that has been around for over 65 years, and this year they decided to take their brand to the next level with a rebrand. With the rebranding, Polaris wanted to unify their diverse product lines and create a story behind the larger Polaris brand. Their new tagline “Think Outside” reflects the company’s focus on outdoor exploration and adventure, and it invites customers to embrace a new mindset. This rebranding is one of the best of 2019 as it acknowledges the company’s roots while creating room for new possibilities.
Read Across America
Read Across America Rebrands to Celebrate Diversity Read Across America is a program created and supported by the National Education Association (NEA), and this year they launched a rebranding with a focus on celebrating diversity. The rebranding is part of an effort to attract students of all ages and backgrounds, and to promote books that tell children of color and different gender identities that they belong in the world. This rebranding is one of the best of 2019 as it acknowledges its expanding demographic, communicates its values across channels, and sets teachers and students up for success in the future.