Brand Breakdown
Breakdown: What Jaguar’s Divisive Rebrand Got Wrong
A line-by-line teardown of the identity shift that split the internet and the sales numbers that followed.
Deep Dive
Brand Breakdowns
Line-by-line teardowns of real rebrands — what worked, what didn't, and the business logic underneath the reaction.
All Breakdowns
Brand Breakdown
Breakdown: Why Mastercard’s “No Name” Logo Still Holds Up
Dropping the wordmark entirely was a risk. Years later, it's a masterclass in simplification.
Brand Breakdown
Breakdown: Burger King’s Retro Rebrand Was a Masterclass in Restraint
Bringing back a 1970s mark could have felt like nostalgia bait. Instead, it felt inevitable.
Brand Breakdown
Breakdown: Airbnb’s Bélo Symbol, Ten Years Later
It was mocked online within hours of launch. It became one of the most recognized marks in tech.
Brand Breakdown
Breakdown: The Uber Rebrand Nobody Understood at Launch
Ditching the "U" icon for city-specific patterns confused users and drivers alike.
Brand Breakdown
Breakdown: Google’s Sans-Serif Switch Was Quietly Radical
Dropping the serif felt minor in 2015. It set the template for a decade of tech logos.
Brand Breakdown
Breakdown: Slack’s Logo Change Was More Controversial Than It Should Have Been
Replacing the hashtag-swirl mark upset loyal users, but the new icon scales far better.
Brand Breakdown
Breakdown: Dunkin’ Dropped “Donuts” and Nobody Blinked
Shortening the name was a bigger strategic bet than the logo tweak suggests.
Brand Breakdown
Breakdown: Tropicana’s Packaging Disaster Is Still the Cautionary Tale
Sales dropped double digits in weeks. The brand reverted before most people finished writing about it.