The marks are everywhere. From the smartphone we use every day to the clothes we wear, we are often surrounded by logos, concepts and values of dozens of companies. If we take into account the digital world, this exhibition triples and shows us how brands, even if they are not people, participate in the lives of thousands of people at an almost intimate level. If in medieval Europe heraldic art and emblems were created to identify the soldiers of the same army, for the first brands, the creation of a logo was also part of a differentiation strategy. After all, it was necessary
to differentiate the most elaborate product from a simple T-Shirt Design merchandise or commodity . Brands and their visual identities are everywhere. (Image: Love Street Studio). Over time, brands have gone from being a wrapper to becoming an identity with values and purposes. Thinking about the strategy of how your brand will relate to people, the stories it will tell, the causes it will defend... all this is part of what we now call branding or brand management .
And sometimes, at a certain moment in its history, a brand needs to change, update, reinvent itself. This process is called rebranding . Below, we show some of the most impressive rebrandings of 2021, but first we analyze both concepts in depth. What is branding ? For researcher Molly Hislop, in a research paper published on the Internet in 2001 (and which can be found on the Archive.Today website), " branding is the process of creating a relationship or connection between a company's product and the customer's emotional perception, with the aim of generating segregation among the competition and building loyalty". This is how, for example, brands like Ap