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6 Big Companies That Had Questionable Re-Brands

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Rebranding is a common practice among companies to keep their brand fresh and relevant. However, sometimes, even big companies make questionable decisions with their re-brands. In this blog post, we will look at some of the biggest errors made over the past 20 years.


In 2024, AlphaTauri rebranded as Racing Bulls, which is a fantastic name. However, they made the rather bizarre decision to compete as Visa Cash App RB Formula One Team. Although it’s pretty obvious why the name was chosen (sponsorship!!), the mind boggles over the choice. It’s not just bad, it’s confusing.


Ah Twitter. Where to even start with this monstrosity! In 2021, Twitter changed its name to X. Does anyone take X seriously as a name? This rebrand says more about Musk’s ego than anything else and does absolutely nothing to boost morale for this rapidly declining in relevance social media platform.


In 2008, Pepsi launched a rebrand that wasn’t bad – as such – however, was supported by a pretentious 27-page design strategy that can teach us all what not to put into a branding proposal.

As a writer, I have always been taught to simplify things; why use 10 words, when three would get the message across? Pepsi’s agency should also take this advice…


Why change what ain’t broke? And why change it to something that removes everything iconic about your brand?

This rebrand went so wrong for Gap, that they ended up returning to their original logo. I hope they asked for a refund.


The reason behind many rebrands is to simplify or tidy up an existing logo, to keep it fresh and relevant.

So what Mastercard was thinking with a rebrand that included a blurred 3rd circle added to their iconic logo, no one knows. No surprise – this logo does not feature in the Brand History on the Mastercard website.


Businesses changing their names isn’t unusual, for example, Wilkinsons becoming Wilkos. However, in late 2023, when WH Smith weirdly trialled a rebrand as WHS, eyebrows were raised.

These are some of the biggest rebranding errors made by companies over the past 20 years. It’s important to note that rebranding is a complex process that requires careful consideration and planning. Companies should always keep in mind that their brand is their identity and should be treated with the utmost care and respect.