I

t is already October and 2012 is almost over. Several big brands this year made changes to their styles, including the likes of eBay, Twitter and Microsoft.

The most obvious changes came in brand identities or logos, with the rebranding efforts eliciting positive and negative reactions from the public.

To put it bluntly, some were very pleased while others were utterly disappointed with the new looks.

Here is a rundown of rebranding projects of several big brands in 2012.

Microsoft

Microsoft made a very gutsy move in deciding to create a new brand identity, something that took 25 years to achieve.

The company explained the rebranding was carried out to more closely reflect its broadening horizons, with its attempt to create a wider presence for its upcoming Windows 8 platform and other innovative products.

We might not agree on this. With the new line of products and innovations, Microsoft is taking itself to a new level and direction.

And the best way to communicate changes in a company is through a rebranding, such as redesigning the brand identity.

In terms of design, the new brand identity still carries the legacy of the previous brand.

However, this one takes its inspiration from the company’s product design principle while drawing on the heritage of brand values, fonts and colors. The new brand identity preserves Microsoft’s four-color window of their iconic Windows product.

However, the previous wavy and flag-like shape has been changed to a simple four-square box.

Twitter

Twitter is the second most used social media in the universe after Facebook. The service rapidly gained popularity with a total of 500 million active users as of 2012.

From the beginning of its operations, Twitter has changed its brand identity three times.

However, the most recent change was quite bold because the word “Twitter” is no longer used as part of the brand.

The new brand identity of Twitter is still the blue-colored bird of the past, but with a minor refinement. Twitter explains the identity is crafted purely from overlapping circles, which is highly similar to how the users’ networks, interests and ideas connect and intersect with peers and friends.

The bird also is meant to be a representation of freedom, hope and limitless possibility that Twitter brings through its services.

By ditching the word “Twitter” from its identity, Twitter has tried to jump onto the bandwagon of iconic brands. Remember the “swoosh” of Nike? Half-eaten apple of Apple? NBC’s five-color peacock? Twitter is trying to make the firm association of the blue bird with its brand.

eBay

This year marks the 17th year of eBay, and it has finally caught on to the logo rebranding trend that most other companies have undergone. In its case, it entails a thinner and slimmer font, somewhat similar to what Microsoft did.

The refreshed brand identity is rooted in eBay’s proud history and reflects a dynamic future. It makes eBay a bit less playful but more contemporary and corporate.

However, from our viewpoint, eBay rebranding has only happened visually, since there are no evident changes in either the business direction or the website’s interface and functionalities.

USA Today

In the last few years, the media has been aware of the important role that branding plays in the media business. Consumers choose a magazine or newspaper not merely because they want to read information but because they like to see
how the brands have an effect on them and how they are perceived by other people.

Some media outlets that have undergone rebranding include our very own The Jakarta Post.

In 2012, the second largest US newspaper, USA Today, also decided to rebrand itself completely — from the brand identity, newspaper layout and digital applications. It is aimed at repositioning USA Today as a news brand rather than a newspaper brand.

It has adapted itself to today’s fast-paced, device-owning readers and received a very fresh and modern branding.

The rebranded USA Today boasts more color and more images, including visually-pleasing infographics that are designed to give a more personalized feel in conveying stories as efficiently as possible.

In examining some examples of rebranding projects in 2012, we learn that rebranding is not simply about changing the logo.

It should also communicate messages, whether they are new business directions or new brand propositions.

For brand owners, if you have not done anything to your brand this year, perhaps next year is your time for rebranding.

Primo Rizky is consultant at DM IDHOLLAND and Daniel Surya is its chairman and president for South East Asia.