{
  "@context": "https://schema.org",
  "@type": "Dataset",
  "name": "The Brand Archive Rebrand Outcomes Index",
  "description": "Filed Brand Archive rebrand, rename, logo, packaging, and identity decisions grouped by public outcome.",
  "url": "https://growyourbrand.net/rebrand-outcomes-index/data.json",
  "dateModified": "2026-05-25",
  "license": "https://growyourbrand.net/ai-access/",
  "creator": {
    "@id": "https://growyourbrand.net/#organization"
  },
  "publisher": {
    "@id": "https://growyourbrand.net/#organization"
  },
  "citation": "The Brand Archive Rebrand Outcomes Index, June 2026",
  "population": "Only source-backed rebrand, rename, redesign, and identity decisions filed in The Brand Archive are counted.",
  "variablesMeasured": [
    "brand",
    "caseSlug",
    "year",
    "decisionType",
    "outcome",
    "timeToReversal",
    "sourceUrl"
  ],
  "stats": {
    "total": 15,
    "reversedCount": 6,
    "rolledBackCount": 4,
    "keptCount": 9,
    "woundDownCount": 0,
    "reversalRate": 40,
    "keptRate": 60,
    "fastest": [
      {
        "brand": "Gap",
        "caseSlug": "gap-logo-redesign",
        "caseTitle": "The Logo Reversal That Exposed Recognition Risk",
        "caseUrl": "https://growyourbrand.net/gap-logo-redesign/",
        "year": "2010",
        "decisionType": "logo redesign",
        "outcome": "rolled back",
        "timeToReversal": "about 6 days",
        "timeToReversalDays": 6,
        "sourceUrl": "https://investors.gapinc.com/press-releases/news-details/2010/GAP-LISTENS-TO-CUSTOMERS-AND-WILL-KEEP-CLASSIC-BLUE-BOX-LOGO/default.aspx",
        "sourceLabel": "Gap Inc. official statement, GAP LISTENS TO CUSTOMERS AND WILL KEEP CLASSIC BLUE BOX LOGO, October 11, 2010",
        "note": "Public rejection forced Gap to return to the old blue-box logo within days."
      },
      {
        "brand": "Qwikster",
        "caseSlug": "qwikster-name-architecture-failure",
        "caseTitle": "Qwikster and the Name That Made a Split Feel Worse",
        "caseUrl": "https://growyourbrand.net/qwikster-name-architecture-failure/",
        "year": "2011",
        "decisionType": "name and brand-architecture split",
        "outcome": "rolled back",
        "timeToReversal": "about 3 weeks",
        "timeToReversalDays": 21,
        "sourceUrl": "https://techcrunch.com/2011/09/18/netflix-qwikster/",
        "sourceLabel": "TechCrunch, Netflix Splits DVD And Streaming Businesses; Creates Qwikster For DVDs, September 18, 2011",
        "note": "Netflix abandoned the Qwikster split before the separated service shipped."
      },
      {
        "brand": "Tropicana",
        "caseSlug": "tropicana-packaging-redesign",
        "caseTitle": "Tropicana and the Cost of Losing the Shelf Cue",
        "caseUrl": "https://growyourbrand.net/tropicana-packaging-redesign/",
        "year": "2009",
        "decisionType": "packaging redesign",
        "outcome": "rolled back",
        "timeToReversal": "about 2 months",
        "timeToReversalDays": 60,
        "sourceUrl": "https://csnews.com/tropicana-reverts-old-packaging-0",
        "sourceLabel": "Convenience Store News, Tropicana Reverts to Old Packaging, March 4, 2009",
        "note": "The orange-with-straw shelf cue returned after sales pressure and customer confusion."
      },
      {
        "brand": "Consignia / Royal Mail",
        "caseSlug": "consignia-royal-mail-name-reversal",
        "caseTitle": "Consignia and the Royal Mail Name Reversal",
        "caseUrl": "https://growyourbrand.net/consignia-royal-mail-name-reversal/",
        "year": "2001-2002",
        "decisionType": "corporate name change",
        "outcome": "rolled back",
        "timeToReversal": "about 16 months",
        "timeToReversalDays": 487,
        "sourceUrl": "https://www.theguardian.com/business/2002/jun/14/postalservice",
        "sourceLabel": "The Guardian, Consignia to be renamed Royal Mail",
        "note": "Consignia reversed back toward Royal Mail after the new name failed public meaning."
      },
      {
        "brand": "Max / HBO Max",
        "caseSlug": "max-hbo-max-name-rollback",
        "caseTitle": "Max and the Streaming Rebrand That Had to Bring HBO Back",
        "caseUrl": "https://growyourbrand.net/max-hbo-max-name-rollback/",
        "year": "2023-2025",
        "decisionType": "streaming service name change",
        "outcome": "partially reversed",
        "timeToReversal": "about 2 years",
        "timeToReversalDays": 730,
        "sourceUrl": "https://www.cnbc.com/2025/05/14/hbo-max-name-change-max.html",
        "sourceLabel": "CNBC, Warner Bros. Discovery to bring back HBO Max name",
        "note": "Max restored HBO to the service name after the stripped name weakened premium memory."
      },
      {
        "brand": "British Airways",
        "caseSlug": "british-airways-tailfin-rebrand-recognition-risk",
        "caseTitle": "British Airways and the Tailfin Rebrand That Removed the Flag Cue",
        "caseUrl": "https://growyourbrand.net/british-airways-tailfin-rebrand-recognition-risk/",
        "year": "1997-2001",
        "decisionType": "visual identity system",
        "outcome": "partially reversed",
        "timeToReversal": "about 4 years",
        "timeToReversalDays": 1460,
        "sourceUrl": "https://www.campaignlive.co.uk/article/ba-drops-world-tailfin-designs/58207",
        "sourceLabel": "Campaign, BA drops world tailfin designs",
        "note": "British Airways moved away from the World Images tailfin program and concentrated identity around the Union flag."
      }
    ]
  },
  "rows": [
    {
      "brand": "Gap",
      "caseSlug": "gap-logo-redesign",
      "caseTitle": "The Logo Reversal That Exposed Recognition Risk",
      "caseUrl": "https://growyourbrand.net/gap-logo-redesign/",
      "year": "2010",
      "decisionType": "logo redesign",
      "outcome": "rolled back",
      "timeToReversal": "about 6 days",
      "timeToReversalDays": 6,
      "sourceUrl": "https://investors.gapinc.com/press-releases/news-details/2010/GAP-LISTENS-TO-CUSTOMERS-AND-WILL-KEEP-CLASSIC-BLUE-BOX-LOGO/default.aspx",
      "sourceLabel": "Gap Inc. official statement, GAP LISTENS TO CUSTOMERS AND WILL KEEP CLASSIC BLUE BOX LOGO, October 11, 2010",
      "note": "Public rejection forced Gap to return to the old blue-box logo within days."
    },
    {
      "brand": "Tropicana",
      "caseSlug": "tropicana-packaging-redesign",
      "caseTitle": "Tropicana and the Cost of Losing the Shelf Cue",
      "caseUrl": "https://growyourbrand.net/tropicana-packaging-redesign/",
      "year": "2009",
      "decisionType": "packaging redesign",
      "outcome": "rolled back",
      "timeToReversal": "about 2 months",
      "timeToReversalDays": 60,
      "sourceUrl": "https://csnews.com/tropicana-reverts-old-packaging-0",
      "sourceLabel": "Convenience Store News, Tropicana Reverts to Old Packaging, March 4, 2009",
      "note": "The orange-with-straw shelf cue returned after sales pressure and customer confusion."
    },
    {
      "brand": "Qwikster",
      "caseSlug": "qwikster-name-architecture-failure",
      "caseTitle": "Qwikster and the Name That Made a Split Feel Worse",
      "caseUrl": "https://growyourbrand.net/qwikster-name-architecture-failure/",
      "year": "2011",
      "decisionType": "name and brand-architecture split",
      "outcome": "rolled back",
      "timeToReversal": "about 3 weeks",
      "timeToReversalDays": 21,
      "sourceUrl": "https://techcrunch.com/2011/09/18/netflix-qwikster/",
      "sourceLabel": "TechCrunch, Netflix Splits DVD And Streaming Businesses; Creates Qwikster For DVDs, September 18, 2011",
      "note": "Netflix abandoned the Qwikster split before the separated service shipped."
    },
    {
      "brand": "Consignia / Royal Mail",
      "caseSlug": "consignia-royal-mail-name-reversal",
      "caseTitle": "Consignia and the Royal Mail Name Reversal",
      "caseUrl": "https://growyourbrand.net/consignia-royal-mail-name-reversal/",
      "year": "2001-2002",
      "decisionType": "corporate name change",
      "outcome": "rolled back",
      "timeToReversal": "about 16 months",
      "timeToReversalDays": 487,
      "sourceUrl": "https://www.theguardian.com/business/2002/jun/14/postalservice",
      "sourceLabel": "The Guardian, Consignia to be renamed Royal Mail",
      "note": "Consignia reversed back toward Royal Mail after the new name failed public meaning."
    },
    {
      "brand": "Max / HBO Max",
      "caseSlug": "max-hbo-max-name-rollback",
      "caseTitle": "Max and the Streaming Rebrand That Had to Bring HBO Back",
      "caseUrl": "https://growyourbrand.net/max-hbo-max-name-rollback/",
      "year": "2023-2025",
      "decisionType": "streaming service name change",
      "outcome": "partially reversed",
      "timeToReversal": "about 2 years",
      "timeToReversalDays": 730,
      "sourceUrl": "https://www.cnbc.com/2025/05/14/hbo-max-name-change-max.html",
      "sourceLabel": "CNBC, Warner Bros. Discovery to bring back HBO Max name",
      "note": "Max restored HBO to the service name after the stripped name weakened premium memory."
    },
    {
      "brand": "British Airways",
      "caseSlug": "british-airways-tailfin-rebrand-recognition-risk",
      "caseTitle": "British Airways and the Tailfin Rebrand That Removed the Flag Cue",
      "caseUrl": "https://growyourbrand.net/british-airways-tailfin-rebrand-recognition-risk/",
      "year": "1997-2001",
      "decisionType": "visual identity system",
      "outcome": "partially reversed",
      "timeToReversal": "about 4 years",
      "timeToReversalDays": 1460,
      "sourceUrl": "https://www.campaignlive.co.uk/article/ba-drops-world-tailfin-designs/58207",
      "sourceLabel": "Campaign, BA drops world tailfin designs",
      "note": "British Airways moved away from the World Images tailfin program and concentrated identity around the Union flag."
    },
    {
      "brand": "X",
      "caseSlug": "twitter-to-x-rebrand",
      "caseTitle": "Twitter to X and the Cost of Discarding a Verb",
      "caseUrl": "https://growyourbrand.net/twitter-to-x-rebrand/",
      "year": "2023",
      "decisionType": "platform name change",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://apnews.com/article/twitter-x-logo-blue-bird-musk-0689e9a5c3a217afc2fbefeaf0e6d8a8",
      "sourceLabel": "Associated Press, Elon Musk unveils X logo to replace Twitter's famous blue bird, July 24, 2023",
      "note": "The X name remains in use, while public language still carries Twitter memory."
    },
    {
      "brand": "Meta",
      "caseSlug": "meta-corporate-rebrand-reality-gap",
      "caseTitle": "Meta and the Name That Could Not Move Product Reality",
      "caseUrl": "https://growyourbrand.net/meta-corporate-rebrand-reality-gap/",
      "year": "2021-2025",
      "decisionType": "parent-company name change",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://about.fb.com/news/2021/10/facebook-company-is-now-meta/",
      "sourceLabel": "Meta, Introducing Meta: A Social Technology Company, October 28, 2021",
      "note": "The Meta parent name remains, though the future claim still carries proof pressure."
    },
    {
      "brand": "Accenture",
      "caseSlug": "accenture-andersen-consulting-rename",
      "caseTitle": "Accenture and the Name That Outran Andersen",
      "caseUrl": "https://growyourbrand.net/accenture-andersen-consulting-rename/",
      "year": "2001",
      "decisionType": "forced corporate rename",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://www.theguardian.com/media/2000/oct/26/marketingandpr2",
      "sourceLabel": "The Guardian, Andersen Consulting unveils GBP121m rebranding drive, October 26, 2000",
      "note": "The Accenture name created distance from Andersen reputation risk and stayed."
    },
    {
      "brand": "Airbnb",
      "caseSlug": "airbnb-belo-rebrand",
      "caseTitle": "Airbnb and the Belo",
      "caseUrl": "https://growyourbrand.net/airbnb-belo-rebrand/",
      "year": "2014",
      "decisionType": "identity system",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://web.archive.org/web/*/https://www.design.studio/work/air-bnb",
      "sourceLabel": "DesignStudio, Airbnb: Developing Belong Anywhere branding strategy",
      "note": "The Belo identity stayed, but the belonging claim depends on marketplace trust."
    },
    {
      "brand": "Starbucks",
      "caseSlug": "starbucks-siren-logo-simplification",
      "caseTitle": "Starbucks and the Siren That Could Stand Without the Name",
      "caseUrl": "https://growyourbrand.net/starbucks-siren-logo-simplification/",
      "year": "2011",
      "decisionType": "logo simplification",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://web.archive.org/web/*/https://archive.starbucks.com/record/the-evolution-of-our-logo",
      "sourceLabel": "Starbucks Archive, The Evolution of Our Logo",
      "note": "The wordless siren stayed because store and cup memory were already strong."
    },
    {
      "brand": "Burberry",
      "caseSlug": "burberry-brand-comeback",
      "caseTitle": "Burberry's Recovery From Overexposure",
      "caseUrl": "https://growyourbrand.net/burberry-brand-comeback/",
      "year": "2000s",
      "decisionType": "repositioning and identity control",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand",
      "sourceLabel": "Harvard Business Review, Burberry's CEO on Turning an Aging British Icon into a Global Luxury Brand, January 2013",
      "note": "Burberry's comeback held because distribution restraint and product proof moved with the image reset."
    },
    {
      "brand": "BP",
      "caseSlug": "bp-helios-beyond-petroleum-rebrand",
      "caseTitle": "BP and the Helios Promise It Could Not Govern",
      "caseUrl": "https://growyourbrand.net/bp-helios-beyond-petroleum-rebrand/",
      "year": "2000-2010",
      "decisionType": "logo and repositioning",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://www.theguardian.com/business/2000/jul/25/bp",
      "sourceLabel": "The Guardian, BP rebrands on a global scale, July 25, 2000",
      "note": "The Helios identity stayed, but the responsibility promise raised the proof burden."
    },
    {
      "brand": "Kia",
      "caseSlug": "kia-logo-readability-risk",
      "caseTitle": "Kia and the Logo People Had to Learn to Read",
      "caseUrl": "https://growyourbrand.net/kia-logo-readability-risk/",
      "year": "2021",
      "decisionType": "logo redesign",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://www.kiamedia.com/us/en/media/pressreleases/16869/kia-unveils-new-logo-and-global-brand-slogan-to-ignite-its-bold-transformation-for-the-future",
      "sourceLabel": "Kia Media, Kia unveils new logo and global brand slogan, January 6, 2021",
      "note": "Kia kept the modernized mark despite real-world reading and search confusion."
    },
    {
      "brand": "Instagram",
      "caseSlug": "instagram-gradient-icon-rebrand",
      "caseTitle": "Instagram and the Gradient Icon People Learned to Recognize",
      "caseUrl": "https://growyourbrand.net/instagram-gradient-icon-rebrand/",
      "year": "2016",
      "decisionType": "app icon redesign",
      "outcome": "kept",
      "timeToReversal": "not reversed",
      "timeToReversalDays": null,
      "sourceUrl": "https://www.macrumors.com/2016/05/11/instagram-updated-new-icon-flat-design/",
      "sourceLabel": "MacRumors, Instagram Updated With Brand New Icon and Flat Design, May 11, 2016",
      "note": "Instagram kept the gradient icon after the app cue became a durable surface."
    }
  ],
  "distribution": [
    {
      "@type": "DataDownload",
      "contentUrl": "https://growyourbrand.net/rebrand-outcomes-index/data.json",
      "encodingFormat": "application/json"
    },
    {
      "@type": "DataDownload",
      "contentUrl": "https://growyourbrand.net/rebrand-outcomes-index/data.csv",
      "encodingFormat": "text/csv"
    }
  ]
}