Over the past few years, there's been an increasing number of failed rebrands as big companies move towards minimalist branding and corporate clean design. I say 'failed' with a pinch of salt, as some are not necessarily bad, but attract a vocal crowd of critics rearing to hop on the hate train. In the internet age, whinging has never been so accessible.
But when controversial rebrands are met with heated backlash, what's the right move? Stick to your guns and face a potential future of hate, or revert back to the past and let the critics win? It turns out the risk of rebranding is much more than a design issue; it's a test of nerve.
