For many, autumn signals a time of new beginnings. The crisp air, falling leaves, and "back to school" mentality often breathe new life into the final months of the year. And companies, big and small, are no exception to this jolt of inspiration.
Perhaps it was the end of summer Fridays or that extra cup of hot coffee that warms creatives up on chilly days, but this fall saw several large-scale rebrandings that caught our eye. We rounded up our favorite companies that leaped in a new direction in the latter half of 2017. Do you think they'll stick the landing?
Singapore: A Luxurious Travel Rebranding
Outside of the Big Apple, it’s insomniac ways and it’s antithesis, Los Angeles, it can be easy to forget that cities themselves have identities. But these overarching locational brands help attract new businesses, residents, and tourists — all of which build up a city’s wealth, infrastructure, and ultimately, it’s “bottom line.”
While Singapore has seen a 7.7 percent rise in visitors in the past year, their new tagline of “Passion Made Possible” speaks to a larger audience. Their website, branded copy, and video — which acts almost as a movie trailer to the city — combine the beauty of art, the decadence of luxury, the thrill of urbanity, and the adventure of exoticism into one place: Singapore.
Dropbox: A Rebranding for Collaboration and Creativity
The file storage king is now thinking outside the box — literally. While Dropbox’s old brand relied on it’s signature blue and white box logo and the need for mass storage, the new Dropbox is here with a more streamlined, geometric logo and a newfound affinity for creativity galore.
This rebrand and refreshed logo was rolled out with many elements, including a variety of vintage '70s-inspired colors, a twist on the popular Helvetica Neue font, various print designs that marry high-resolution photography and custom illustration, a sleek video, and the ever-important message that collaboration is key, and Dropbox makes it possible.
King's Cross Station: A Travel Rebranding with a Focus on Content
Forget Platform 9 3/4 — King's Cross Station is leaving Harry Potter in the past with their brand new aesthetic. A minimal monogrammed logo on bold color backgrounds draws users in and subdued colors compliment content. Plus, a digital newspaper allows travelers to learn about every event and ongoing at the station, ensuring KX really is the new center of London.
YouTube: A Simple Rebranding that Compliments Tech Features
Improving simple elements like navigation and video speed might be a run-of-the-mill change for a video-centric company like YouTube. But timing those updates with the release of a more modern logo? That certainly brings a lot more attention to tiny adjustments.
YouTube's new logo adds the desire to "press play" back into the brand. It's not just cat videos anymore — instead, YouTube's rebrand brings a refreshed vision to desirable content, from viral late night segments to buzzy full-length documentaries. The new play button is versatile, and can be found throughout the site, driving home the brand in subtle pieces. It's still the YouTube we know and love — just a little more grown-up.