Our Favorite Rebrands
Rebranding feels dangerous. If you make too little change, nobody will notice. If you make too many changes, you risk alienating devoted clients. However, when timing, design, and strategy all work together, it feels like magic.
At Auxo Studio, we are obsessed with rebrands that improve both appearance and functionality. The ones that produce genuine business effect, modernize perception, and clarify positioning.
Here are a handful of our faves from the past, along with the reasons they continue to be the best.
Slack: From Quirky Startup to Enterprise Staple
Slack Rebrand
The original Slack logo was both adorable and terrifying. Visual discrepancies were eliminated while maintaining individuality in the 2019 makeover.
Why it was successful:
A simplified logo that works on all platforms
A robust and adaptable color scheme
A clear indication that Slack is becoming infrastructure rather than "just" a startup
Airbnb: The Platform that Turned Into a Movement
AirBnB Rebrand
The internet was divided when Airbnb debuted the "Bélo." Beneath the clutter, however, was a clever strategy change: from a marketplace for lodging to a lifestyle brand focused on belonging.
Why it was successful:
Strong emotional attachment ("Belong Anywhere")
A unified worldwide brand system
Scalable design for a variety of cultures and experiences
Burger King: The Right Use of Retro
Burger King Rebrand
While everyone was trying to modernize, Burger Kind did the opposite. Rather than going the route of hyper-minimalism and modernism, it went retro.
Why it worked:
Authentic tie-in to brand heritage
Warm, appetite-driven color palette
Perfect alignment with tone-of-voice and campaigns
Sometimes looking backward can move your brand forward.
Dropbox: Embrace the Creative Chaos
Dropbox Rebrand
Dropbox surprised everyone by being louder rather than quieter. The objective? They claim space as a platform for creative cooperation and distance themselves from "boring cloud storage."
Why it was successful:
In a market that has become commoditized, distinct differentiation
Strong internal logic and a bold visual language
Adaptability to both B2B and B2C markets
Instagram: Simplification Scaled
Instagram Rebrand
When it first came out, Instagram’s gradient logo seemed sudden, but time has shown that it was the ideal choice.
Why it worked:
For mobile-first use, extraneous details were eliminated.
Developed a system that is identifiable and attainable.
As features increased, the brand became more future-proof.
What All Great Rebrands Have in Common
Across industries and styles, the best rebrands share a few traits:
Strategy first, visuals second
Respect for existing brand equity
Design systems—not just logos
Clear alignment with business goals
A rebrand isn’t just fluff. It’s a visual representation of a strategic business shift. If you’re thinking about a rebrand, or wondering whether it’s time for one, we’re always happy to talk strategy before aesthetics. The secret of great brands is that they don’t just redesign. They reposition.