How Far Should Brands Push the Boundaries of Change?
I recently came across a LinkedIn post that likened minimalism in design to "a little black dress." The analogy caught my attention—it’s simple, timeless, and universally appealing. But as I reflected on this, it struck me that many brands today are stripping back so much that they risk losing their essence entirely. It’s a delicate balance: simplicity and modernity versus character and identity.
A retro-inspired logo from Burger King
Some rebrands nail this balance. Burger King, for instance, reintroduced its retro-inspired logo in 2021. By simplifying its emblem and drawing on nostalgic design cues, Burger King managed to modernise while evoking a sense of familiarity. It feels like a fresh version of what the brand has always been—a nod to its history while embracing the future.
Evolution of the Starbucks logo
Similarly, Starbucks gradually evolved its logo over the years, carefully removing text and focusing on its iconic siren. The green-and-white color scheme remained constant, ensuring the brand still felt recognizable. These changes were about streamlining, not reinventing.
Contrast these with the recent rebrands—or "debrands"—of Audi and Jaguar. Audi shifted from a three-dimensional, chrome-effect logo to a flat, monochromatic design. While the simplicity aligns with modern design trends, the transition feels stark, almost too cold, stripping away some of the prestige associated with the brand.
Jaguar, on the other hand, opted for a sharp departure from its previous identity, adopting a flat and minimalistic style that doesn’t quite evoke the same sense of luxury and power. The brand’s name still carries weight, but does the visual identity now convey the same emotions?
These changes prompt a fundamental question: how far is too far when it comes to rebranding?
I saw someone post a bold statement on LinkedIn: "Design is subjective, but strategy isn’t. Design isn’t about pleasing everyone—it’s about pushing boundaries and driving change." While I find this perspective intriguing, it also leaves me wondering—how much should those boundaries be pushed? And isn’t design inherently a part of strategy?
The essence of design lies in its purpose. Unlike art, which is open to interpretation, design serves a function. It’s made for people, shaped by their needs, and aligned with a brand’s goals. Design isn’t just a pretty face; it’s an integral part of a brand’s identity. It dictates how people feel when they interact with a brand.
For example, imagine Barbie’s branding with rugged serifs in gray tones instead of her vibrant pink, playful script. It would feel completely off-brand because her identity is rooted in vibrancy, charm, and a sense of fun. These elements go beyond color or typeface—they communicate who she is and what she represents.
Brands must evolve to stay relevant. But the real challenge lies in determining how much change is appropriate. Should a brand retain a strong connection to its roots, or is a complete transformation the best path forward? History suggests that the most successful rebrands are those that honor the past while embracing the future. They simplify without stripping away the soul. They adapt without losing their voice.
A great example of this is Coca-Cola. Over decades, its logo has undergone minor refinements, yet it has always remained instantly recognizable. The brand has successfully innovated its packaging and campaigns without compromising its core identity.
On the flip side, consider Gap's infamous 2010 rebrand, where they abandoned their iconic logo for a drastically different design. The backlash was so severe that they reverted to the original within a week. This shows how deeply people connect with a brand’s visual identity and how drastic shifts can alienate loyal customers.
At the end of the day, design is more than just aesthetics—it’s a tool for storytelling, a bridge to connection, and a driver of trust. When that connection is lost, no amount of minimalism can fill the gap.
So as brands continue to evolve, the critical question remains: How much should a brand change, and how much of its essence should it hold onto? The answer likely lies in striking that perfect balance between simplicity, nostalgia, and identity—a balance that is as timeless as a little black dress.