6 Best Rebrands of 2013

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There were many rebrands in 2013, treatment but not all of them were particularly memorable (in my opinion). Here are my Top 6 Rebrands from the last year, see based on idea, find design and overall lasting impression.

1. Collectivo (formerly Alterra)

This is a local chain of coffee shops in the Milwaukee, Wisconsin area. Their new name was inspired by the colorful buses used for public transportation in Latin America. The new brand reflects the idea of bringing people together, much like the buses, to create a “collective” or shared experience. I think this a great message and a unique and fun way to approach a company identity. The custom lettering of the logo is youthful and fresh and sets them apart visually from other coffee shops in the area.

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2. Optus

Optus is an Australian telecommunications provider. I think this is a great rebrand with the intent to really enhance customer service. Through their use of a more relaxed communication style and a handwritten font, this rebrand conveys a positive feeling for consumers and creates a strong emotional connection. The custom character for the brand is cute, playful and has a great personality, all of which adds to the likeability of the company. He’s a beaut, beauty!

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3. Mall of America

Mall of America is the largest retail and entertainment complex in the United States. Their original logo was really outdated and looked out-of-place in the current marketplace. This new logo is a huge improvement. I really like how the original star was used in a fresh and exciting way. Their use of the multicolored ribbons is visually engaging and interesting. Makes me want to shop there!

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4. JasonL

JasonL is an Australian office furniture retailer. I love the new colors and type treatment in their new logo. I am glad they chose to drop the cartoonish shaggy-haired dude and instead turn the furniture into characters which reflect the company’s core values of being friendly and helpful. It’s very eye-catching and makes this brand fun and memorable. Nice work, mates!

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5. Cystic Fibrosis

This is a UK-based charity focused on finding a cure for cystic fibrosis (CF). The idea of this rebrand was to increase awareness and understanding of what cystic fibrosis “is.” By stressing “is” at the end of “fibrosis”, they are able to add custom statements to help explain the significance of CF in a unique and personal way. This is a very simple but clever solution. I like the execution and hope it will be successful for them.

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6. Opera Australia

Opera Australia is a national opera company operating out of Sydney and Melbourne, Australia. This rebrand is a vast improvement from their former swirly paint logo. The new logo incorporates vertical bars that move in and out to accommodate different words. The combination of clean type and great photography lends a contemporary and sophisticated feel to their content. Bravo!

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Written by on March 11, 2014

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