Rebranding is often a bold move—a way for companies to evolve, refresh, or recover. Done well, it can breathe new life into a tired identity. Done poorly, it can alienate loyal customers and generate unwanted ridicule. Both the UK and the US have witnessed high-profile examples of both over the last ten years. From brilliant reinventions to embarrassing failures, here’s a look at some of the most iconic rebranding efforts on both sides of the Atlantic—and why some worked while others stumbled.
Iconic UK Rebranding Successes
1. Burberry – From Tartan Stereotype to Global Luxury
Burberry’s transformation under creative director Christopher Bailey and later Riccardo Tisci stands as one of the UK’s most elegant rebranding stories. In the early 2000s, the brand had become associated with ‘chav’ culture, and its iconic check pattern was widely imitated and mocked. By 2010, Burberry was in an image crisis.
The brand responded with a radical revamp: repositioning itself as a high-fashion label with global appeal. Campaigns featuring sophisticated models, minimalist logo redesigns, and a renewed focus on heritage craftsmanship helped Burberry regain prestige. Collaborations with artists and tech-savvy digital rollouts pushed them ahead of many luxury rivals.
2. NatWest – Rebuilding Trust Post-Crisis
After the 2008 financial crash, UK banks faced an uphill climb in public trust. NatWest’s rebranding in 2016 was part of a larger shift by parent company RBS to refocus on British customers. The updated triangular logo echoed the past but with a modern twist, and its “We Are What We Do” campaign highlighted ethical banking and customer support.
Rather than flash or novelty, the rebranding emphasised reliability, empathy, and a renewed commitment to community. It worked: NatWest’s approval ratings have steadily improved, and it’s once again a recognisable name in high street banking.
3. Co-op – A Retro Return That Worked
Sometimes, looking back can help you move forward. In 2016, The Co-operative Group revived its iconic 1968 “clover leaf” blue logo, reversing years of inconsistent branding. Along with updated in-store designs and a new emphasis on ethical values, the move brought a clear sense of identity and nostalgia. The rebranding tapped into consumer desire for trustworthy, community-led retail—especially relevant post-Brexit and during the COVID era.
US Rebranding Winners
1. Dunkin’ – Dropping the ‘Donuts’ for a Modern Era
In 2018, Dunkin’ Donuts made the bold decision to drop “Donuts” from its name, becoming simply “Dunkin’”. The move signified its shift from sugary treats to a broader coffee and beverage focus, aligning it more closely with lifestyle competitors like Starbucks.
The rebranding included fresh typography, a cleaner logo, and digital-first branding to attract younger consumers. Despite initial scepticism, the strategy worked. Dunkin’ sales and brand relevance soared, particularly among millennial audiences.
2. Old Spice – From Dad Joke to Cool Again
Old Spice, long associated with older generations, pulled off one of the most surprising rebranding victories in recent US marketing history. Starting with the viral “The Man Your Man Could Smell Like” campaign in 2010, the brand reinvented itself with humour, bold visuals, and irreverent messaging.
Though not a rebranding in the strict sense of logos or names, the brand’s identity overhaul in tone, audience and perception was transformative. Old Spice became relevant to a new, younger demographic—and sales responded accordingly.
3. Mailchimp – Quirky, Fun, and Functional
In 2018, Mailchimp updated its logo and visual identity, embracing a playful new aesthetic. The rebranding included illustrations, abstract shapes, and vibrant yellow branding. It aimed to reflect the platform’s growth beyond just email into full-scale marketing automation.
This rebranding was successful because it was authentic. It retained its quirky mascot, Freddie, while signalling evolution and innovation. For creative small businesses, Mailchimp’s new look felt like an invitation to be bold.
UK Rebranding Failures: Lessons in Caution
1. Royal Mail to Consignia – A Name That Didn’t Deliver
Though this change occurred in the early 2000s, it remains a case study in disastrous UK rebranding. Royal Mail’s attempt to rebrand as “Consignia” was met with national confusion and mockery. The name lacked warmth, heritage, and meaning. Just two years later, the company returned to its original name after a reported £2 million loss. While older, it’s a warning still referenced in brand circles today.
2. British Gas and the Hive Confusion
British Gas attempted to reposition itself through smart home products like Hive, but the branding around the two was inconsistent. Hive was a standalone brand yet relied heavily on British Gas for credibility. Customers were often confused about whether the services were connected, separate, or overlapping.
The lack of clarity hurt both brands’ standing in the emerging smart home sector. In rebranding, unity and coherence matter—especially in tech-driven industries.
3. Mastercard’s Rebrand in the UK Market
In 2019, Mastercard dropped its name from its logo, opting for the now-iconic overlapping red and yellow circles alone. While this minimalism worked well in the US, it left some UK consumers scratching their heads—particularly older demographics. Surveys revealed that brand recognition dropped in the UK post-rebrand, highlighting how global design decisions must consider regional differences.
The Fine Line of Rebranding
Whether a brand is refreshing its look, changing its tone, or repositioning for new markets, rebranding is rarely just about aesthetics. It’s a strategic move meant to futureproof the business and realign with shifting consumer values.
Today, brands considering rebranding must navigate a crowded media landscape, hyper-aware audiences, and global competition. A successful rebrand is one that feels both authentic and forward-looking. It should connect with core audiences while appealing to new ones, and never lose sight of what made the brand trusted in the first place.
From Burberry’s luxury reinvention to Dunkin’s modern shift, successful rebranding is about telling a clearer, sharper story. The UK has had its triumphs—and its costly missteps—but one thing remains certain: brands willing to evolve thoughtfully are those best equipped for the future.
