Brand Index

All brands in the archive: 434 decisions on file

Alphabetical lookup for every filed brand name. Priority brands now point to canonical entity pages before the reader opens individual decision files.

Brands: 434
Letters: 27
Active: 409
Failed: 25

Short Answer

The Brand Index is the alphabetical entry point for every brand currently covered by The Brand Archive. Wave 1 priority brands link to a canonical brand page first; the rest still link to their filed decision case until enough proof exists for a parent page.

LaneVisual Identityopen symbol, color, package, and recognition cases LaneTrustopen safety, reliability, service, and recovery cases LaneRebrandsopen identity-change cases by consequence LaneEcommerceopen commerce, checkout, packaging, and marketplace cases

Reader Use

Use the Brand Index when...

You already know the brand name and need the canonical case file.
You want to see whether a brand is filed as active, failed, rebrand, failure, launch, pivot, disaster, or comeback.
You need to move from a name lookup into a concept hub or archive lane.

Top Cases

High-signal files from the index

These files are shown first because they connect to concept hubs, source-backed depth, or several archive lanes.

Case	What happened	What it teaches	Next path
Airbnb Rebrand / 2014	The rebrand attempted to turn a marketplace into a shared symbol, making the logo carry community, trust, and category ambition.	A symbol can carry category ambition, but only if the company has the operational trust to support the claim.	Brand Audit Checklist
Gap Rebrand / 2010	Gap's 2010 redesign became a reference case because the failure was not visual taste alone.	The Gap case shows that identity changes are not merely design decisions.	Brand Audit Checklist
Mastercard Rebrand / 2016-2019	Mastercard's move to a wordless symbol worked because the interlocking circles had already accumulated enough global payment memory to carry acceptance, trust, and network recognition on...	Wordless identity only works after memory has been earned.	Infrastructure Becomes Brand When Customers See the Handoff
Tropicana Failure / 2009	The redesign case sits at the center of recognition equity: when the asset is visual memory, improvement starts by protecting the cue shoppers already use.	The decision lesson is procedural: identify the visual elements that carry retrieval before judging what looks current.	Brand Audit Checklist
Stripe Brand System / 2010 / 2011-present	Stripe tied API design, docs, test mode, checkout, webhooks, fraud tools, global payment rails, and developer trust into economic infrastructure for internet businesses.	Infrastructure brands can win by reducing the first mile.	Brand Audit Checklist
Domino's Comeback / 2009	The recovery decision converted criticism into a public operating reset, making accountability part of the brand signal.	Accountability can become a brand asset when the company changes the operating reality underneath it.	Brand Audit Checklist
X Rebrand / 2023	The rebrand removed one of the rare consumer internet marks that had become language, not merely a logo.	When a brand name becomes behavior, the name is no longer only owned by the company.	Negative Brand Associations
Amazon Brand System / 1994-present	Amazon made convenience feel reliable by joining marketplace breadth, Prime, reviews, returns, fulfillment, devices, and AWS infrastructure into one customer promise.	A scale brand has to turn complexity into visible trust.	Infrastructure Becomes Brand When Customers See the Handoff