Rebrands can go in various directions, from delicate visual refinement to downright existential chaos (hello, Twitter [or X [or whatever you're called now]]). One way things don't traditionally go is backwards – the design world often has a penchant for trend-hopping (sorry, 'pivoting'), hence why it can feel like every logo looks the same. But it seems a few brands are opting to lean into their heritage, with impressive results.
Some of the best rebrands we've seen in recent years have involved brands doing away with plain, flat design in favour of something from their own past. Old logos are making a comeback, with everyone from Burger King to Burberry to Co-Op to Kodak releasing modernised versions of previous designs. (Of course, many of the best logos of all time are so iconic that they'll probably never be retired in the first place.)
