As brand strategists, we’ve had our fingers on the pulse of the latest and greatest transformations in the branding world. From fresh new logos to complete overhauls of identity, the rebrands of 2024 are proof that a brand is never static—it’s always evolving. Here are a few of our favorites, including some we had the pleasure of working on at Brand Poets, and others that are making waves across industries.
1. Brand Poets’ Project: Village of Palmetto Bay
One of our proudest rebrand successes this year was with the Village of Palmetto Bay, a vibrant municipality seeking to strengthen its connection with residents and reflect its forward-thinking, community-focused vision. Their previous identity felt outdated and didn’t capture the dynamic, evolving spirit of the area. We refreshed their visual identity with an upgrade to the current logo, an updated color palette, signage system, marketing templates, and a robust Brand Guide that tells the story of the village’s growth and future. This transformation was more than just a facelift—it was a representation of their commitment to progress and inclusivity. The new brand has allowed the Village of Palmetto Bay to position itself as modern, forward thinking and to engage more deeply with residents, businesses, and visitors, resulting in increased civic participation and community pride.
Why It Worked: We focused on clarity, natural resources, and a sense of forward momentum. The new brand system provided structure and flexibility for a modernization of a community.
2. Burger King: A Return to Roots
In 2024, Burger King took a bold step by revisiting its classic visual identity, pairing it with a fresh, modern look. The revamped logo, which brings back the retro style of the 1960s, is simple yet nostalgic, capturing the essence of the brand’s fun and irreverent personality. The use of minimalistic, flat designs and warm colors adds a contemporary feel while remaining instantly recognizable.
Why It Worked: Nostalgia sells, but it’s the way they married the past with the present that made this rebrand truly special. Burger King’s new identity is both timeless and playful, making it relevant to today’s younger, more discerning audience. Courtesy of JKR Global.
3. Spotify: Elevating Personalization
Spotify’s 2024 rebrand was all about focusing on what matters most to their users: personalization. The new look introduces bold typography and custom illustrations that reflect the diversity of their vast user base. More than just a logo refresh, the rebrand incorporated design elements that mirror the customized playlists and listening experiences that are the heart of Spotify’s service.
Why It Worked: This rebrand resonated because it spoke directly to Spotify’s user-first ethos. The changes visually reinforce the company’s commitment to delivering a unique experience for every listener.
4. Airbnb: Going Global with Simplicity
Airbnb’s update this year leaned into simplicity and inclusivity, expanding its visual identity to be more universally approachable. The clean, modern logo was streamlined with a new, softer color palette. The rebrand also extended into their marketing materials, with messaging that emphasized inclusivity and belonging, highlighting the global nature of their platform.
Why It Worked: In a time when people are seeking belonging and connection, Airbnb’s rebrand hit the sweet spot. It spoke to their core mission while being easy for anyone, anywhere, to embrace.
The rebrands of 2024 prove that the key to a successful transformation is authenticity, clarity, and staying true to what makes your brand special. At Brand Poets, we believe that rebranding is about more than just looks—it’s about creating a deeper connection with your audience. Whether we’re working with you on a rebrand or admiring one from afar, we’re always here for brands that evolve with purpose.
