Partially Reversed / visual identity system
British Airways
- Year
- 1997-2001
- Time
- about 4 years
British Airways moved away from the World Images tailfin program and concentrated identity around the Union flag.
Freshness Lane / Rebrands
Recent rebrands with outcomes on file
The newest filed rebrand, rename, logo, packaging, and identity decisions, connected to the Rebrand Outcomes Index dataset.
Short Answer
Recent Rebrands lists the newest filed rebrand, rename, logo, packaging, and identity decisions in The Brand Archive. It uses the Rebrand Outcomes Index data, currently 15 rows with 40% rolled back or partially reversed.
Last updated: 2026-05-25. Dataset: Rebrand Outcomes Index.
Newest filed rebrand decisions
| Brand | Decision type | Outcome | Time to reversal | Note |
|---|---|---|---|---|
| British Airways 1997-2001 |
visual identity system | Partially Reversed | about 4 years | British Airways moved away from the World Images tailfin program and concentrated identity around the Union flag. |
| Max / HBO Max 2023-2025 |
streaming service name change | Partially Reversed | about 2 years | Max restored HBO to the service name after the stripped name weakened premium memory. |
| Meta 2021-2025 |
parent-company name change | Kept | not reversed | The Meta parent name remains, though the future claim still carries proof pressure. |
| Consignia / Royal Mail 2001-2002 |
corporate name change | Rolled Back | about 16 months | Consignia reversed back toward Royal Mail after the new name failed public meaning. |
| Accenture 2001 |
forced corporate rename | Kept | not reversed | The Accenture name created distance from Andersen reputation risk and stayed. |
| Airbnb 2014 |
identity system | Kept | not reversed | The Belo identity stayed, but the belonging claim depends on marketplace trust. |
| BP 2000-2010 |
logo and repositioning | Kept | not reversed | The Helios identity stayed, but the responsibility promise raised the proof burden. |
| Burberry 2000s |
repositioning and identity control | Kept | not reversed | Burberry's comeback held because distribution restraint and product proof moved with the image reset. |
| Gap 2010 |
logo redesign | Rolled Back | about 6 days | Public rejection forced Gap to return to the old blue-box logo within days. |
| Instagram 2016 |
app icon redesign | Kept | not reversed | Instagram kept the gradient icon after the app cue became a durable surface. |
| Kia 2021 |
logo redesign | Kept | not reversed | Kia kept the modernized mark despite real-world reading and search confusion. |
| Qwikster 2011 |
name and brand-architecture split | Rolled Back | about 3 weeks | Netflix abandoned the Qwikster split before the separated service shipped. |
| Starbucks 2011 |
logo simplification | Kept | not reversed | The wordless siren stayed because store and cup memory were already strong. |
| Tropicana 2009 |
packaging redesign | Rolled Back | about 2 months | The orange-with-straw shelf cue returned after sales pressure and customer confusion. |
| X 2023 |
platform name change | Kept | not reversed | The X name remains in use, while public language still carries Twitter memory. |
Partially Reversed / streaming service name change
Max / HBO Max
- Year
- 2023-2025
- Time
- about 2 years
Max restored HBO to the service name after the stripped name weakened premium memory.
Kept / parent-company name change
Meta
- Year
- 2021-2025
- Time
- not reversed
The Meta parent name remains, though the future claim still carries proof pressure.
Rolled Back / corporate name change
Consignia / Royal Mail
- Year
- 2001-2002
- Time
- about 16 months
Consignia reversed back toward Royal Mail after the new name failed public meaning.
Kept / forced corporate rename
Accenture
- Year
- 2001
- Time
- not reversed
The Accenture name created distance from Andersen reputation risk and stayed.
Kept / identity system
Airbnb
- Year
- 2014
- Time
- not reversed
The Belo identity stayed, but the belonging claim depends on marketplace trust.
Kept / logo and repositioning
BP
- Year
- 2000-2010
- Time
- not reversed
The Helios identity stayed, but the responsibility promise raised the proof burden.
Kept / repositioning and identity control
Burberry
- Year
- 2000s
- Time
- not reversed
Burberry's comeback held because distribution restraint and product proof moved with the image reset.
Rolled Back / logo redesign
Gap
- Year
- 2010
- Time
- about 6 days
Public rejection forced Gap to return to the old blue-box logo within days.
Kept / app icon redesign
- Year
- 2016
- Time
- not reversed
Instagram kept the gradient icon after the app cue became a durable surface.
Kept / logo redesign
Kia
- Year
- 2021
- Time
- not reversed
Kia kept the modernized mark despite real-world reading and search confusion.
Rolled Back / name and brand-architecture split
Qwikster
- Year
- 2011
- Time
- about 3 weeks
Netflix abandoned the Qwikster split before the separated service shipped.
Kept / logo simplification
Starbucks
- Year
- 2011
- Time
- not reversed
The wordless siren stayed because store and cup memory were already strong.
Rolled Back / packaging redesign
Tropicana
- Year
- 2009
- Time
- about 2 months
The orange-with-straw shelf cue returned after sales pressure and customer confusion.
Kept / platform name change
X
- Year
- 2023
- Time
- not reversed
The X name remains in use, while public language still carries Twitter memory.