Sometimes, for a brand, the best way forward is to take a look at the past. That’s especially true for many companies these days that have decided to invest in a rebrand that, rather than being trailblazingly new, draws on their history to reinvent themselves with an identity rooted in that past while making moves toward their future. Here are two brands that have recently adopted a retro rebrand.
Pepsi’s Globe
Arguably the two most popular soda brands on the planet are Coca-Cola and Pepsi. The former is known for its red and white cursive typeface, and the latter for its red, white, and blue globe. The Pepsi globe has been synonymous with the brand since the 70s and has undergone multiple changes. It wasn’t until recently that Pepsi unveiled an updated version of its globe logo that takes direct inspiration from that 70s design.
The 70s globe was used between 1973 and 1987, with the typical coloring and “Pepsi” in blue. Then, in 2023, Pepsi unveiled a new globe logo that uses the same design style as its 70s version, albeit with the product name in bold black and its classic color balance. This modern variation makes the globe the main visual, unlike the previous version, which had red and blue coloring on the sides, and adds bold line work. This rebrand, which is Pepsi’s first in 10 years, adds a modern look to the classic globe.
Burberry’s Knight
Also in 2023 came a retro rebrand from luxury British clothing brand Burberry. The brand has been in business for more than a century and rarely updates its visual identity; for example, the first major redesign came in 1968, nearly seven decades after its initial logo appeared in 1901. In 2018, a rebrand removed the equestrian knight visual that had been synonymous with the brand since it first started business. This was soon changed to the current iteration made in 2023.
The equestrian knight is an iconic part of Burberry’s identity. In its earliest version, the design had a large amount of detail, along with a “B” and “Porsum” on the knight’s flag and another “B” on his shield. Through the different rebrands, the detail was slowly reduced until the 2023 version brought almost everything back. Now the knight has a cleaner, more close-up look, and the same text is still adorned on the flag and shield as it previously was. This updated retro design reaches back into the company’s history to create something that’s fresh.
The Benefits of Retro Rebranding
There are many positives to retro rebranding. One of them is comfort through nostalgia; reintroducing elements of a previous design can elicit powerful emotions from individuals who experienced them. The result is feelings of loyalty and trust between consumers and the brand. Another positive is authenticity and credibility; using a logo or design elements from the past indicates a history or sense of longevity for the brand, making consumers see it as trustworthy since it has been around for a long period of time.
Retro rebrands also help companies stand out from the competition. Many logos and designs currently being used are minimalist and may come across to customers as generic; a retro look reintroduces the bold colors, typography, and designs that were common in logos from the past. Choosing to embrace a previous design can also indicate to customers that a brand is resisting current fads or trends, offering them a timeless quality instead of chasing design trends that can quickly fade away.
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