Top 5 Rebrands of 2024

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​​In 2024, the RSPCA unveiled a major rebrand, led by Jones Knowles Ritchie (JKR), marking the first overhaul in 50 years. The charity shifted away from its sombre blue and outdated octagonal logo, opting for a more vibrant and digitally friendly colour palette. The custom font, developed with Studio Drama, draws inspiration from protest placards in the RSPCA’s archive, adding character and depth to the brand's new identity. This rebrand aims to highlight the charity's leadership in animal welfare while also making it more accessible and appealing to younger, diverse audiences.

JKR’s extensive research process involved visiting animal centres, meeting volunteers, vets, and wildlife experts to ensure the brand would reflect the RSPCA’s broad mission without restricting its work. The rebrand is part of a wider public awareness campaign developed with AMV BBDO, which includes a film directed by Raine Allen-Miller and media across TV, cinema, OOH, and digital. This redesign is not just about visual updates; it’s a call to action, encouraging society to act with kindness and improve animal welfare one step at a time.

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When you think of Eurostar, it’s hard not to picture sleek trains gliding under the Channel and perhaps indulging in a cheeky croissant en route to Paris. This year, Eurostar has upped its game with a sophisticated rebrand, perfectly capturing the premium experience it promises. It’s a new look that blends modern design with a strong sense of European elegance—and they’ve absolutely nailed it.

The biggest shift is in the logo. Gone is the swoopy “E” of the past; in its place is a bold, sans-serif wordmark that exudes simplicity and timelessness. The clean, modern lines wouldn’t look out of place on a luxury hotel, which makes sense given Eurostar’s ambition to position itself as Europe’s top-tier train service. It’s a logo designed to endure, speaking to trust, reliability, and sophistication.

Eurostar’s colour palette has also had a luxurious update. The new scheme pairs deep navy with hints of gold, a combination that radiates calm, class, and refinement. The navy conveys dependability, while the gold adds a premium touch, elevating the overall feel from functional transport to high-end travel. It’s a far cry from the brighter blues of the past, signalling a brand that’s stepping into a more upscale lane.

Adding to this is a fresh design language that features dynamic, flowing lines. These subtle graphics echo the speed and grace of high-speed rail travel, offering a visual nod to motion and connectivity. It’s a thoughtful touch that keeps the brand feeling fresh and in tune with the modern traveller’s expectations.

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Bumble, the dating app that puts women in the driver’s seat, has always been about empowerment—but now it’s serving it with a fresh new look. Their updated brand identity takes the friendly, approachable energy they’re known for and dials it up a notch (we are ignoring their controversial launch and focusing just on the brand design).

Bumble’s given its logo a proper refresh, and we’re loving the vibe. They’ve dropped the old hexagon outline and replaced it with a honeycomb-inspired symbol made of four neat lines—it’s simple, sleek, and a perfect nod to their focus on community and connection. The wordmark’s had a bit of a glow-up too. It now has a capital “B” to emphasise the “bee” inspiration, while the font stays soft and rounded to keep things approachable and friendly. Of course, Bumble’s signature yellow is still front and centre, but it’s been tweaked to feel a bit warmer and more modern. Overall, it’s a fresh look that’s cheerful, clean, and bang on with what Bumble’s all about—positivity, empowerment, and building meaningful relationships.

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Decathlon has always been the go-to for affordable, high-quality sports gear, but let’s face it—their branding wasn’t exactly breaking records. This year, they’ve stepped up to the plate with a new identity that feels bold, energetic, and every bit as versatile as the gear they offer.

The old blue box? It’s out. In its place is a sleek, sans-serif wordmark that feels modern and dynamic. While blue remains a core colour, the new design introduces a broader, more vibrant palette with pops of red, green, and yellow. It’s a clever nod to the diversity of sports Decathlon supports, bringing excitement and energy to the brand.

What really stands out, though, is the addition of a new icon—a symbol that sits proudly alongside the wordmark. It’s a visual shorthand for the brand, representing motion and versatility while adding a fresh layer of identity. Combined with clean, readable typography and a lighter overall aesthetic, Decathlon’s new look is as adaptable as the athletes they serve.

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