The top rebrands of 2025
From restaurant Cracker Barrel's failed rebrand to the barely-noticeable tweaks to retailers Amazon and Walmart, our Review of 2025 continues with Dezeen's top 10 rebrands from the last year.
American hypermarket chain Walmart unveiled one of 2025's most subtle redesigns, with a largely unchanged brand identity and logo.
Walmart said that it updated its "spark" motif to be slightly fuller to reflect the chain's current state as a "people-led, tech-powered omnichannel retailer".
Find out more about the Walmart rebrand ›
British automaker Bentley made a more substantial update to its brand with the "biggest change" to its familiar Winged B emblem in its 100-year history.
The car brand simplified the emblem's wings and stylised them with a diamond pattern. Bentley also removed the feathers below the central B for the first time since the logo was designed by illustrator F Gordon Crosby in 1919.
The project marked only the fourth rebrand since Bentley was founded.
Find out more about the Bentley rebrand ›
Online retailer Amazon unveiled a new logo for the first time in 20 years as part of a collaboration between design agency Koto and the retailer's in-house creative team Amazon XCM.
The project included an understated tweak to Amazon's recognisable smile logo, which meant expanding the shaft and point of the logo's arrow and rendering it in a more vibrant orange hue.
"Our update puts greater emphasis not on the arrow, but on a deeper and more emphatic smile, reflecting Amazon's mission to delight customers and make their lives easier," said Koto.
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"Plumper and juicier" letterforms were the goal of this rebrand, completed for British squash brand Ribena.
Design consultancy Elmwood worked with typographer Luke Ritchie to preserve the nostalgic familiarity of Ribena, while dialling up its most recognisable qualities. For example, the brand's wordmark is now rendered in attention-grabbing red, rather than blackcurrant purple.
Find out more about the Ribena rebrand ›
Tech giant Google was among the brands that quietly updated their look this year, debuting a soft-focus version of its distinctive G icon.
First introduced by the company in 2015, the icon received a subtle redesign. The motif's formerly solid blocks of red, yellow, green and blue were transformed into a smooth gradient.
The new icon quickly sparked comparisons with the gradient logo of Google's artificial intelligence (AI) assistant Gemini, unveiled in 2024 with a design by Strohl.
Find out more about the Google rebrand ›
The identity of American crisp brand Lay's was recently updated by the in-house design team of the brand's parent company, PepsiCo.
The team sought to honour "real, farm-grown potatoes" with the new logo, which features a sun-like circle emblazoned with a red ribbon and the word Lay's, but finished in flatter shapes than its predecessor.
Find out more about the Lay's rebrand ›
American restaurant chain Cracker Barrell caused a stir when it attempted to update its 1970s logo with a minimalist redesign that did not include an illustration of Uncle Herschel, the eatery's beloved mascot.
After intense online backlash, including from US president Donald Trump, the chain scrapped the new logo.
"We said we would listen, and we have," said Cracker Barrel in the aftermath. "Our new logo is going away and our 'old timer' will remain."
Find out more about the Cracker Barrell rebrand ›
Global design agency Pentagram looked to the "natural beauty" of Austin, Texas, to create a logo for the American city.
Characterised by gently curving blue and green arches informed by the surrounding landscape, the motif is a striking departure from the city's previous logo, which was based on a coat-of-arms design submitted for a flag competition in 1916.
Find out more about the Austin logo rebrand ›
Fluid curves and zingy gradients define the updated logos for Microsoft's Office applications, which were redesigned for the first time since 2018.
Microsoft updated its 10 core Office icons for everyday applications, ranging from email to Word and PowerPoint.
Jon Friedman, corporate vice president of design and research for Microsoft 365, said that the "small but significant" rebrand demonstrates "how AI is shifting the discipline of design and the nature of product development".
Find out more about the Microsoft rebrand ›
Italian football club AS Roma unveiled a new logo on the eve of its 98th anniversary.
The reworked logo hearkens back to the club's original crest from 1927, but reintroduces the intertwined ASR monogram, which was abandoned during a controversial rebrand in 2013.
AS Roma owners Dan and Ryan Friedkin called the motif "a tribute to Roma's identity".
"It reflects our belief that the symbols of a club matter, and that honouring our roots is essential to building our future," they said.
Find out more about the AS Roma rebrand ›
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