Brands with notable logo revamps in 2023
By Felicia Nwosu
The year 2023 was a year of massive brand revolution in logo revamping despite all its attendant ups and downs. Although the business landscape was one mired with economic pressures, yet, it was a year that witnessed a rollercoaster of innovation, resilience, and transformation of digital dreams into bold realities.
Notable brands braved all odds, inspired and tantalized consumers with best new logo designs as they rebranded to make iconic statements in celebration of one event or the other, which was either for product launch, brand extension or even for landmark anniversary celebrations.
In this special piece, MARKETING EDGE explored and took a step back to refresh the minds of its audience on some of the brands that crafted powerful new logos or revamped existing ones in the outgone year to ensure that they continue to tap into consumer’s nostalgic touch-points in the New Year.
MARKETING EDGE
To further communicate the high impact of its brand identity and purpose, MARKETING EDGE, Nigeria’s leading brands and marketing magazine, unveiled a new logo for its annual Brands & Advertising Excellence Awards.
According to the media group, the new logo is uniquely designed to give a visual representation and leave an unforgettable impression on the awardees and industry stakeholders for their efforts in accomplishing excellence in the integrated marketing communications industry.
“The new logo expresses our brand value all in one. It says a lot about the things we do and why we do them. It is also designed to be memorable and impactful.
“It is easily recognizable and easier to pronounce and remember. It is bold and very assertive with bright and mature colours,” the organisers disclosed.
The new MARKETING EDGE logo is a combination of text and visual imagery that serves two purposes. The text, which has bold ‘ME’ as the acronym of the organisation, tells people the name of the company and creates a visual symbol that represents the brand’s essence.
African Magic
As part of initiatives for its 20th anniversary celebrations, Africa Magic unveiled a new brand logo and identity colours for each of the seven Africa Magic channels. The new look was unveiled on October 1, 2023.
Commenting on the initiative, Executive Head, Content and West Africa Channels, MultiChoice West Africa, Dr. Busola Tejumola, said changes to Africa Magic channels represent the beauty, spirit, peculiarity, and diversity of cultures on the African continent.
The new look and feel took effect from October 1, which marked the 63rd Independence Day celebration of Nigeria.
AFCON 2023 CAF
The Confederation of African Football (CAF) unveiled brand identity for the 2023 Africa Cup of Nations in the Ivory Coast.
Note that the 34th edition of the foremost African football competition will take in the West African country from the January 13, 2024 to February 11, 2024. The Local Organising Committee’s unveiling showed the Africa Cup of Nations trophy wrapped in Ivorian colours – Orange, Green and White.
The logo is shaped by six elephant tusks which give strong representation of Côte d’Ivoire as they are nicknamed the Elephants, and the number of tusks represents the six groups that will compete in the AFCON 2023 while the five balls at the top capture the Africa Cup of Nation trophy which is the pinnacle of achievement in the tournament.
OPay
Leading financial service company, OPay Nigeria, has officially rebranded and unveiled a new logo to mark its 5-year anniversary in the Nigerian market. This change not only symbolizes its significant growth and impact over the years but also represents its promise into a new era with enhanced services, technological advancements, and the aim to solidify its position as the most reliable financial platform in Nigeria.
itel
Leading smart life brand, itel, is excited to unveil a new logo to herald a fresh era of innovation, customer centric philosophy and a remarkable shift in brand identity suited to the dynamic needs of end users.
16 years on from its former logo, itel’s new look and logo underscores the brand’s commitment to being a reliable, innovative and ahead-of-the-market brand without compromising on its core values of affordability, quality and accessibility. Having defined the brand for more than a decade, the old logo gives way to a more modern, vibrant and readily identifiable one, capturing the essence of itel’s brand promise to “Enjoy Better Life”.
WOHAN
Women in Out-of-Home Advertising in Nigeria (WOHAN), a subgroup within the Outdoor Advertising Association of Nigeria (OAAN), at its inaugural meeting also unveiled its brand logo.
The inaugural meeting whose pay-off-line was ‘Stronger Together’ had as its theme: “Women in OOH Media: Issues, Challenges and Prospects”. The theme aimed to debunk the mantra that women’s expertise and capability revolve only around the kitchen.
WOHAN said it is poised with the vision to empower women in the OOH advertising by creating an inclusive environment that recognises and amplifies talents and expertise while leading to a more diverse and equitable industry.
Fixpolitics
In line with its vision to awaken the power of the citizens by empowering and engaging them for inclusive political participation for good governance and leadership, while giving them a stronger voice in the creation of governmental agenda and public policies, Fixpolitics, a citizens-led non-partisan movement developed to structurally change and innovate politics across the continent and the globe has activated the office of the citizen as well as the unveiling of its logo to the public. The activation event was themed: “The Power of One People.”
EXMAN
In commemoration of its 10th anniversary, the Experiential Marketers Association of Nigeria (EXMAN) unveiled a new logo to celebrate the achievements, performance and marketing excellence in the Nigerian integrated marketing communication industry.
IAA
International Advertising Association, IAA, the global umbrella body for the marketing and advertising industry unveiled a new logo as it gears up to celebrate 85 years of advancing brand and marketing excellence in the Industry.
Nokia
Smartphone Company, Nokia, unveiled a new logo as part of its long-term strategic transformation, aimed at accelerating B2B technology innovation. The initiative is also designed to drive digitalization across every industry while harnessing the rapid evolution of technology, particularly metaverse.
The updated version is a simplified representation of the old logo, and instead of the traditional iconic blue color, it now features a variety of colors based on its application.
Elon Musk’s rebranding of Twitter as “X” began at the tail end of July 2023. The social media platform now sports a new “X” logo on its mobile apps for iPhone and Android, following an earlier change to its website and Twitter accounts. Musk originally bid farewell to the Twitter brand on July 23 in a flurry of tweets.Twitter’s massive rebrand was acquired by X Corp both to ensure freedom of speech and as an accelerant for X, the everything app.
Pepsi
The new logo, with its punchy, upper-case “PEPSI” smack-dab in the middle of the circle, emblazoned across the white stripe undulating between the red and blue waves, is more like it. Pepsi’s new branding is rolling out in North America in the fall. PepsiCo, Inc.
The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities, and will span across all physical and digital touch-points, including packaging, fountain and cooler equipment, fleet, fashion and dining,” said Pepsi in a press release.
Pepsi is known for its logo evolutions over the years, and 2023 was the next step in its legendary brand story. After 15 years of Pepsi’s lowercase ‘slanted globe’ logo, the cola giant returns to its roots with a bold.
Facebook alters its logo in “subtle, but significant” rebrand. As rebrands rip through the tech world, Facebook takes stock, altering its logo, wordmark, reactions and colour palette – but keeping the blue.
The revamped logo is now a “bolder, electric and everlasting” design.
The “subtle” logo change which at first glance may seem barely noticeable incorporates a “more confident expression of Facebook’s core blue color,” the social media company said in a blog post. Facebook says the logo change to the lowercase “f” is more visually accessible in the platform’s app with “stronger contrast for the ’f’ to stand apart”.
Fanta
Fanta was also one of the global drink brands that got refreshed for 2023.Fanta’s rebrand features a new logo that ditches the fruit shapes of the previous one and focuses on a fun, eclectic wordmark. Why get rid of the fruit – you ask? According to Coca-Cola’s Global VP of Design, Rapha Abreu, the orange shape in the old logo confused consumers buying a grape soda or any other non-orange flavor.
Bolt
Bolt has revamped with a fresh new look. With a bold new font, electrified color palette, and enhanced messaging, the new Bolt brand leaped forward from its previous, dull tech logo design.
7UP
7Up’s first rebrand in almost a decade features a new logo, simpler packaging, and a more streamlined design style. Driven by PepsiCo’s Design and Innovation Team, the 7Up rebrand aimed to refresh the drink’s label and give it a more global market appeal.
Porsche
This iconic and legendary brand also took time to make new changes and a refreshing look in the outgone year to reinstate its commitment to quality. The Porsche rebrand shows the most minimal amount of changes from the old to the new, to keep true to that mentality, and taking pride in their legacy logo, Porsche has strengthened its colors and made its lettering more pronounced.
Burberry
Just like Porsche, this ostentatious brand that stands for prestige and taste after some years, has found its way back to heritage and legacy with its return to its iconic Equestrian Knight logo complete with a serif typeface.
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