Branding is a tricky business. On the one hand, you spend years, decades even, establishing your brand in the public mind. On the other, if your brand seems too outdated, people may drift away, and towards the new shiny thing. Which is exactly where the best rebrands come in.

Rebranding has the power to breathe new life into established names, reposition it within the current zeitgeist, and attract fresh, younger audiences without alienating or losing current fans. Over the decades, iconic brands ranging from Pepsi to Apple have all managed to redefine themselves in this way; whether through reinventing their logos, updating their visual aesthetics, crafting new messaging strategies, or a combination of all three.