In 2024, branding took a divisive turn. Many companies leaned into innovation and nostalgia to defy expectations and instill personality. From minimalistic approaches to full reinventions, brands focused on reconnecting with their audiences.
They aimed to inject spirit back into their marketing in response to cultural shifts and the chaotic digital world. Mozilla made a bold move away from its previously polished, corporate style. The global agency JKR embraced a nostalgic and playful aesthetic for Mozilla’s rebrand.
It featured a bright RGB green and typeface reminiscent of early internet and gaming graphics. “It’s very nostalgic,” says James Fooks-Bale, director of brand marketing. The new identity has been welcomed as a refreshing departure from the homogeneous tech branding.
It emphasizes personality over perfection. This resonates particularly in an era of growing trust issues within the tech space. New home storage brand, Cliik, took a playful and desaturated colorful aesthetic.
It was inspired by the stackable containers’ clicking-together function. Created by the nimble design studio Little Troop, this brand identity taps into nostalgia while staying fresh and modern. The unpolished graphics and vibrant color palette give Cliik a unique personality that can align with multiple generations.
“Little Troop isn’t following anybody else,” notes James. “It’s different, and it stands out.” This rebrand highlights the importance of narrative and function, making the brand memorable and relatable.
Innovative branding approaches in 2024
Design agency Wolff Olins made headlines in June with its sophisticated and grounded rebrand for Anno. It moved away from the glossy and fantastical visuals typical in gaming. Anno’s new look features crafted, earthy elements and typography inspired by the Albertus typeface.
“The typeface takes you to a different place, blending modernity with a sense of history,” says James. This rebrand marks a significant shift. It suggests that the gaming industry could evolve towards more refined and immersive experiences.
Iconic hosiery brand L’eggs made a triumphant return in 2024 with a rebrand that paid homage to its 1970s aesthetic created by Herb Lubalin. The collaboration between Family Office, Pentagram, and Cobbco modernized the logo and visual identity while maintaining its historical legacy. “They’ve managed to keep a sense of Lubalin’s flavor while modernizing the design,” James remarks.
This careful and considered rebrand has sparked conversations in both fashion and design communities. It demonstrates the brand’s ability to maintain relevance. Creative agency Buck redefined productivity platform Notion’s visual identity with an illustration-led approach.
Doubling down on its illustrative elements, the rebrand brought a fresh perspective to Notion’s branding, making it more engaging and relatable. This innovative approach underscores the trend of using playful and thoughtful design to foster deeper connections with users. 2024 was a landmark year for branding, with companies experimenting with diverse approaches to resonate with their audiences.
These top five rebrands highlight the industry’s move towards nostalgia, personality, and a more human connection. As brands continue to evolve, these examples set a precedent for how thoughtful and inventive design can shape market perceptions and consumer trust.
