There will always be occasions when a nose-to-tail brand identity redesigns is appropriate, but recently we’ve seen tweakments and transplants but not entire face lifts, for the likes of Adobe, Walmart and Amazon – and we’ll see more of this in 2026.
A repositioning piece, sharpening of the brand expression, a cleaner design system – for many brands today, it’s often about squeezing more value out of what’s already there than creating a whole new identity.
