Grow Your Brand Superlatives 2026-07-27
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Superlative browse

Some brands get a second life. Some just get a new logo.

First the brands that survived a bankruptcy filing, then the dated renamings and logo changes recorded on active brand pages. Each card links to the event's source trail.

Cards
16
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Ranking
Status
Live
Updated
2026-07-27
Bed Bath & Beyond store-closing liquidation scene with blue storefront sign, pallets, and staff handling inventory. Second-life case Bed Bath & Beyond Filed Chapter 11 in April 2023; stores liquidated; brand IP sold to Overstock.com and later relaunched under Beyond A North American Eddie Bauer store in orderly wind-down with the current signature storefront mark, customers, consolidated racks, and packing boxes. Second-life case Eddie Bauer North American store debtors entered a post-effective Chapter 11 wind-down in May 2026; Eddie Bauer IP, ecommerce, wholesale, and international licenses continue Lord & Taylor store closeout with heritage-style script signage, boxed apparel, and liquidation operations. Second-life case Lord & Taylor Filed Chapter 11 in August 2020, liquidated all stores, and sold the brand to Saadia Group for digital relaunch A darkened party-supply superstore with closed checkouts, partly cleared aisles, and unbranded balloon bouquets after liquidation. Second-life case Party City Former company-owned U.S. chain liquidated; name continues through new ownership and lower-overhead channels A realistic Revlon beauty counter with red and black brand signage, precise cosmetic displays, and shoppers testing color products. Second-life case Revlon Revlon emerged from Chapter 11 in May 2023 as a private lender-owned group and continues selling in more than 100 countries A sparse pharmacy retail interior with empty shelves and a closed security gate after the legacy Rite Aid chain wound down. Second-life case Rite Aid Online health business; legacy retail pharmacy chain closed A realistic Saks Fifth Avenue flagship entrance with black script signage, luxury windows, and evening shoppers. Second-life case Saks Fifth Avenue Saks Fifth Avenue continues under Exemplar Luxury Group after its former parent emerged from Chapter 11 in June 2026 Tuesday Morning store-closing liquidation scene with red storefront sign, home decor inventory, pallets, and staff. Second-life case Tuesday Morning Filed Chapter 11 in February 2023; physical stores liquidated; brand later continued under new ownership/channel use Photorealistic hosted-stay arrival scene with a host welcoming a guest into a warm apartment. Rebrand event / 2014 Airbnb The Belo and Belong Anywhere frame give Airbnb a more emotional public identity. London rain scene centered on a sharply tailored honey trench coat with restrained British luxury styling. Rebrand event / 2018 Burberry New wordmark and TB monogram launch. Photorealistic large multi-sport retail scene with bikes, tents, footwear, balls, rackets, and service areas. Rebrand event / 1990 Decathlon The blue-block wordmark becomes Decathlon's long-running retail signal. HSBC Main Building in Central, Hong Kong, showing the public architecture tied to the bank's place of origin. Rebrand event / 1998 HSBC HSBC announces the global rebranding programme; more than 300 subsidiaries adopt the HSBC name and hexagon in 1999. Lufthansa Airbus A350 in flight with the navy crane tail and Lufthansa fuselage wordmark. Rebrand event / 1963-1964 Lufthansa The Aicher-era system unifies the crane, wordmark, blue-yellow palette, grid, and applications. Netflix production set with camera, crew, and red-black studio lighting. Rebrand event / 2011 Netflix The Qwikster reversal shows how fragile subscription trust can be. Rider meeting a driver beside a black vehicle during an evening city pickup. Rebrand event / 2018 Uber A simplified Uber Move wordmark replaces the 2016 system. International traveler completing a contactless phone payment at an airport café. Rebrand event / 2021 Visa The current blue wordmark keeps the identity legible across physical and digital acceptance surfaces.

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