Many times, while rebranding, brands retain some elements of their past self. The brand’s purpose and values should guide the rebranding process to ensure it resonates with its audience and creates a meaningful connection,” says Suraja Kishore, CEO- BBDO India Also Read: Mental peace is the most important factor affecting performance at work: Kabita Singh Connecting Past & Future “Ultimately, the goals of a rebranding exercise should align with the brand’s overall business objectives. Typography, colour scheme and scalability play an important role when it comes to audience retention and consumers usually connect with the look and memory of a brand’s colours and font. She further added, “It’s definitely cleaner but I am not a big fan of the new font and I am also finding a legibility challenge here, as the letter ‘N’ and ‘K’ cannot be read quite easily.”Ĭhanging a legacy brand’s look comes with its own challenges. On the other hand, Priyanka Mestry Soni, National Design Head, Kinnect feels they could have retained a few things from the original logo like the typeface style since it had a good recall visually. The fonts, colours and the entire brand ecosystem help build a narrative around digital transformation.”

It’s in sync with their shift in the Business Technology (B2B) space. Kiran Khadke, Creative lead & Co-Founder of Hyper Connect Asia told Social Samosa, “I really like the new Nokia identity. Nokia’s change garnered mixed reactions from the audience and industry folks too. Social Samosa talks to experts to understand rebranding in this day and age – what is it that the brands are trying to achieve and how does it impact the end consumer? The Nokia ChapterĬompanies often anticipate that rebranding will boost their brand awareness, give them a new identity, and put them in a more competitive position in the market.Įarlier this year, the iconic brand Nokia went ahead and changed their brand logo to a much more futuristic, sleeker and more digitally-savvy look. Similarly, an Indian yesteryear beverage, Campa Cola made its way back to the shelves in an entirely new avatar. Recently, Nokia had a makeover after donning their iconic look for six decades. Many brands have recently chosen to give their brands a new look, sometimes to resonate better and sometimes to catch up with the changing consumer behaviour. However, not all of these changes were received well. In the past brands such as Tropicana and Air India too rejigged their identity. Iconic brands such as Nokia and Castrol announced a complete rebranding, including a revamped logo.

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