Last year we saw plenty of splashy rebrands drop, perhaps most notably the controversial new look for Jaguar. Rather than simply introducing a new logo, it brought an entirely new aesthetic to the brand – and for a day or two back there it was all anybody could talk about. But so far in 2025, the best rebrands have been an altogether quieter affair.
We've seen new identities arrive for the likes of Adobe and Amazon – although at a glance, you might not know it. Straddling the line of brand refresh and full rebrand, these new identities aren't designed to hog headlines. But when it comes to overall brand equity, they might be all the more powerful for it.
