Retail rebrands
37 retail logo changes logged from 2010 to 2026. Each has the old and new logo side by side, with the studio, typefaces and sources.
- 37
- Rebrands
- 11
- Years
- 8
- in 2019, the busiest year
- 27
- Studios credited
Rebrands per year
Featured · 7 with both logos
All rebrands · 37
| What changed | |||
|---|---|---|---|
| Hiut Denim Co. | Jun 2026 | Pentagram | Welsh jeans maker Hiut replaced its Hiut Denim Co. wordmark in spaced capitals with a redrawn, heavier Hiut wordmark that carries the town name Aberteifi underneath, and made its owl mark bolder and rounder, in an identity by Pentagram partner Hugh Miller. |
| Etsy | Mar 2026 | Sylvain | New logo and identity |
| Vinted | Aug 2025 | Studio Kiln with Vinted in-house | Handwritten logo kept; flowing hand-drawn ribbon motif, darker Calypso green plus mint, custom VC Honey weight |
| Lefties | May 2025 | Córdova Canillas | May 2025: lowercase wide-spaced wordmark replaced by all-caps sans Lefties (Córdova Canillas) |
| Walmart | Jan 2025 | JKR with Walmart Creative Studio | The 2008 spark was redrawn with softer, rounder rays in a brighter Spark Yellow, given more room as a stand-alone symbol, and paired with a new custom wordmark modelled on Sam Walton's trucker hat in a deeper True Blue. |
| Zalando | Sep 2024 | Kurppa Hosk | Lowercase wordmark, refreshed brand mark, more vibrant orange, custom accessible typeface and branded motion |
| Asda | May 2024 | Havas London | May 16 2024: Havas London identity |
| Decathlon | Mar 2024 | Wolff Olins | Mar 12 2024: white Decathlon wordmark on blue box replaced by blue wordmark with new "Orbit" symbol (Wolff Olins) |
| Massimo Dutti | Mar 2024 | Studio not recorded | Mar 2024: script signature-style wordmark replaced by upright serif Massimo Dutti |
| Zara Home | Jul 2023 | Studio not recorded | Jul 2023: thin wide-tracked sans “Zara Home” replaced by tight high-contrast serif matching Zara's 2019 mark |
| Bershka | Apr 2023 | Dinamo Typefaces | Apr 2023 (25th anniversary, Inditex): light mixed-case Bershka wordmark replaced by bold all-caps Bershka in ABC Whyte |
| Ferragamo | Sep 2022 | Peter Saville | Sep 2022: Salvatore Ferragamo becomes FERRAGAMO |
| Galeria | Oct 2021 | KW43 Branddesign (Grey) | Oct 2021: Galeria Karstadt Kaufhof drops Karstadt/Kaufhof names |
| Currys | May 2021 | FutureBrand | Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone merged into one brand, Currys. The two-name lockup with its orange and purple globe gave way to a solid purple circle with a lowercase white "currys" set inside it. |
| StockX | Apr 2021 | StockX in-house | Arrow removed from the "X", which now also reads as a percent sign; custom type, brighter palette and photography |
| Lotus's (formerly Tesco Lotus) | Feb 2021 | Studio not recorded | Feb 2021: after CP Group's acquisition, red/blue/green stacked TESCO Lotus logo replaced by white rounded "Lotus's" on teal with a yellow pin-shaped apostrophe |
| Kroger | Nov 2019 | DDB New York | The white Kroger wordmark set inside a blue oval was replaced by a free-standing blue wordmark in a rounder, lighter typeface. The long sweep joining the K to the G was kept. The free-standing wordmark became the primary logo, and the oval lives on as a badge around the new wordmark. |
| JCPenney | Nov 2019 | Studio not recorded | Nov 2019: lowercase "jcp" in a red square plus "penney" replaced by a spaced, bold dark-red "JCPenney" wordmark, debuted with the reimagined Hurst, Texas store. |
| Reebok | Nov 2019 | Studio not recorded | Nov 2019: Delta dropped |
| Netto (France) | Sep 2019 | Studio not recorded | Sep 2019: yellow-outlined italic "Netto" on orange replaced by red italic "Netto" between orange corner brackets with the POP store concept (Prix, Optimisme, Plaisir; Intangible Assets Design), first at Prévessin-Moëns. |
| Sears | May 2019 | Studio not recorded | May 2019: post-bankruptcy Transformco identity |
| Staples | Apr 2019 | Studio not recorded | The red all-capitals Staples wordmark, whose L was bent into a staple, was replaced by a standalone symbol of a straight staple next to a friendlier lowercase Staples wordmark in red. |
| QVC | Feb 2019 | Moxie with QVC in-house | Feb 2019: mobile-first identity |
| Zara | Jan 2019 | Baron & Baron | Jan 2019: the widely spaced Didone capitals ZARA replaced by a tightly kerned, overlapping version with curled flourishes on the Z and R (Baron & Baron, Fabien Baron), launched with the SS19 campaign and widely criticised for its kerning. |
| Stop & Shop | Oct 2018 | Studio not recorded | Oct 2018: retro "traffic light" identity piloted in Hartford |
| Celine | Sep 2018 | Celine in-house (Hedi Slimane) | Sep 2018: wide-spaced "CÉLINE" wordmark replaced by a tighter, accent-free "CELINE" based on the 1960s logo (Hedi Slimane) |
| John Lewis & Partners | Sep 2018 | Pentagram | Sep 2018: green John Lewis wordmark replaced by stacked John Lewis & Partners (Pentagram, Harry Pearce) |
| Waitrose | Sep 2018 | Pentagram | Sep 4 2018: Waitrose renamed Waitrose & Partners (Pentagram, Harry Pearce): lowercase green wordmark replaced by spaced capitals Gill Sans Waitrose over & Partners |
| Burberry | Aug 2018 | Peter Saville | Aug 2 2018: 1999 serif caps Burberry (Fabien Baron) replaced by bold sans caps wordmark + TB monogram (Peter Saville for Riccardo Tisci) |
| Douglas | Aug 2018 | Peter Schmidt Group | Aug 2018: #ForwardBeauty rebrand |
| Best Buy | May 2018 | Best Buy in-house | May 9 2018: first logo change in ~30 years |
| Rimowa | Jan 2018 | Bureau Borsche (wordmark); Commission Studio (identity) | Jan 2018: blue rounded-letter Rimowa in a pill outline (1981) replaced by a thin black sans Rimowa wordmark and monogram (Bureau Borsche, Commission), for the 120th anniversary. |
| Aldi Süd | Mar 2017 | Studio not recorded | 2017: framed square with striped A redrawn: new stylised A, gradient blue, rounded lettering, SÜD centred |
| Calvin Klein | Feb 2017 | Peter Saville | Feb 3 2017: mixed-case 'Calvin Klein' replaced by all-caps tighter-kerned 'CALVIN KLEIN' (Peter Saville + Raf Simons) |
| Amplifon | Jun 2016 | Landor | Jun 7 2016: red box with sound-wave motif + white wordmark replaced by rounded crimson wordmark with sound waves in the 'a' (Landor) |
| Co-op | May 2016 | North | May 2016: navy "The co-operative" wordmark (2007) replaced by a redrawn 1968 blue "co-op" clover-leaf logo (North) |
| Gap | Oct 2010 | Laird and Partners | The blue box, white serif capitals on a navy square, was replaced by black Helvetica Gap with a small gradient blue square behind the p. After about a week of online backlash Gap withdrew it and restored the blue box. |
