What if your logo no longer told the right story?
Since the pandemic, the world has changed and so have brands. We are no longer just talking about selling, but about creating relationships, about embodying a vision, about being useful and credible in an ultra-connected world.
As a result, giants like Deezer, Decathlon, Facebook (Meta), Jaguar or Twitter (X) have taken a strong turn. New name, new tone, new posture. In this article, we decipher 5 post-Covid rebrandings that have made an impression and above all, what they can teach you about the power of a real brand image.
It has already appeared in our TOP 7 rebrands in 2024 and it's not without reason, Deezer offered us a remarkable rebranding, with a strong symbol!
A logo in the form of a multicolored equalizer, a bit technical, a bit dated. Symbol of a time when streaming services fought in the field of pure technology. It was legible, effective, but impersonal.
A stylized heart, between sound wave and pop icon. A warmer color palette. A more contemporary typeface. Deezer now has a softer, more emotional personality. And proudly French. A strong idea to embody the love of music, but also a desire to create a link with the user.
Koto Studio, a London branding agency that has also reworked the identities of Deliveroo, Skyscanner and Slack. Their signature? An approach that puts people at the center, with real attention to detail. A partner of choice to inject new energy into the brand.
With this new branding, Deezer wants to choose a clear positioning in an ultra-competitive market. Rather than imitate Spotify or Apple Music, the brand is refocusing on its French-speaking roots, its cultural commitments, and its role as a daily musical companion. It wants to be “the platform that understands you”, not just a catalog of titles. A communication campaign has also accompanied this transformation, with colorful visuals and a warmer, closer tone.
Because the logo works perfectly in small format on mobile (an essential point today), because the heart is a strong and universal symbol of emotion, and because the visual identity is flexible enough to live everywhere: on social networks, in playlists, in advertising campaigns. Deezer is becoming an inspiring example of successful post-COVID rebranding: a calculated and emotional choice that gives new meaning to the brand.
A very recognizable logo: the word “Decathlon”, in white capitals on a blue background. Solid, simple, no frills. The brand image of an accessible, family store, a bit raw. Effective, but frozen in an era where the brand only talked about prices and products.
A redesigned visual identity with a new, more flexible typeface and an iconic symbol: the winged “D”. More dynamic, more premium, while maintaining the blue signature that recognizes the brand. This cleaner and more airy design presents a modernized vision of sport, aligned with new customer expectations.
The giant Wolff Olins, at the origin of the rebrandings of Google, The Met, or even TikTok. A global reference in the field of brand strategy, chosen for its ability to transform businesses rooted in everyday life into aspiring brands.
Decathlon is evolving. Today, the brand is no longer just a distributor of sports products, it is a global player in sport. Mobile application, equipment rental, textile innovations, personalized coaching... Rebranding supports this transformation from an “equipment vendor” to an ecosystem of sports solutions. It was therefore necessary to choose an identity capable of reflecting this mutation, both in store and online.
Because the new “D” works perfectly as a pictogram, because it evokes movement, lightness, performance. And above all, because it modernizes the brand image without betraying it. He presents Decathlon as an agile, innovative, and always accessible brand capable of speaking to families as well as to seasoned athletes. A smart, adaptable design, and built to last.
Facebook was that blue F that had become almost institutional. The social media giant, a bit cumbersome, sometimes criticized, always unavoidable.
Meta. An umbrella brand. A logo halfway between an infinity symbol and a pair of stylized VR glasses. A change of name, universe, ambition.
The transition was managed internally, but with the help of external consultants. Among them, creatives who have gone through Moving Brands or Pentagram, even if Meta remains discreet about the details.
Meta no longer wants to be just a social network. With this redesign, Mark Zuckerberg has an ambition: to become the central player in the metaverse, this parallel virtual world where we can work, interact, consume. The name change clarifies this ambition: Facebook is no longer the main product.
Because the metaverse is still unclear for many. Because the old name had huge recognition. And because some see it as a communication operation designed to make people forget the scandals linked to Facebook. But visually, the Meta brand is modern, sober, ready to be available in a thousand products.
A leaping feline, embodying power and speed. The kind of logo you can't miss on the hood of a luxury car.
An ultra-minimalistic wordmark. No more jaguar. Just the name, in a refined, almost cold typeface. All designed for the electric age.
Callum, the agency founded by former Jaguar designer Ian Callum. An in-house collaboration, to preserve DNA while looking to the future.
Jaguar wants to become 100% electric by 2025. The repositioning is clear: we are moving from aggressive luxury to a silent, refined, almost Scandinavian luxury. This change in image accompanies a complete redesign of the range and services.
Because removing a logo as iconic as the feline is daring. But also because this choice completely aligns the brand image with the values of tomorrow: ecology, sobriety, modernity.
We devoted a complete article to Jaguar rebranding, if you want to know more, you know what to do!
A little blue bird, happy, familiar. The universal tweet symbol. A simple, engaging, accessible brand.
A letter. “X”. Cold, raw, sharp. Almost a non-brand, which evokes as much fascination as it is rejected.
No official agency. This rebranding is the work of Elon Musk himself, with the complicity of a few freelance designers. A radically unconventional approach.
Elon Musk bought Twitter to make it a Chinese-style super-app: messaging, payments, content, AI... The change of name and logo wants to break with the past, especially the controversies. X becomes an experimental laboratory for Musk.
Because the name “Twitter” had a huge value. Because the change was abrupt, without transition. But in a purely calculated logic, rebranding reflects a desire to open a new chapter, even if the cover is still unclear.
What do all these rebrandings have in common? Strategic alignment. These are not simple cosmetic lifts. These are decisions deeply linked to the evolution of the product, the market, the target audience.
Another common point: digital. Today, branding lives first and foremost online. On social networks, in an application, on a site, in animation, in miniature, in dark mode... A good identity is no longer enough: you need a fluid, adaptable experience, designed for all screens.
Chez Studio Elias, we understood it well: a brand is not just a logo in the corner of the screen. It is a full experience, a system that exudes coherence, Your brand message up to the final pixel.
That's why, in all our rebranding projects, we work on:
Fuga Family is a place to live and escape in the heart of Paris: Riviera, Laïa or Francette — combining gastronomy, creativity and unusual settings.
Our mission: to create a global identity that matches their experiences, by combining tactics, design and digital deployment.
👉 Result : a unified, strong brand that invites you to travel from the first click.
Fugu is an audiovisual localization studio based in Lille, dedicated to making stories and emotions travel around the world by removing linguistic and cultural barriers. Their ambition is to become the essential linguistic partner in the audiovisual industry.
Our mission: to establish a digital identity that reflects their young, agile and human approach.
👉 Result : a coherent and differentiating identity, which positions Fugu as a modern and essential player in audiovisual localization.
Flomodia is a community that inspires, educates, and motivates entrepreneurs to take action. Their ambition? Create a real place dedicated to entrepreneurship, both physical and digital.
We have:
👉 Result : an inspiring brand, aligned with its audience and its mantra: Let's f*Cking back.
What makes the difference is not only our creativity, but our method:
At Elias, each project is designed to be coherent, impacting, and immediately deployable on the web. And because we think long term, what we deliver is a real foundation for growing your brand.
👉 And if you want to take action, find out how we support you on our page dedicated to rebranding.
