In the fast-paced world of branding and design, 2025 has been a year marked by bold moves, controversial decisions, and impactful transformations. From major corporations to beloved consumer brands, the year saw a wave of rebrands that sparked debate, captured attention, and set the stage for future trends in the industry.
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One of the most talked-about rebrands of the year was Cracker Barrel’s “woke” makeover. The iconic restaurant chain’s decision to modernize its image by introducing a new logo and color palette ignited a firestorm of controversy. Right-wing commentators and even President Trump himself weighed in, leading to a significant backlash that ultimately forced Cracker Barrel to backtrack on its rebranding efforts.
On the other end of the spectrum, Walmart’s subtle facelift and nod to its ’60s and ’70s archives received praise for striking a balance between honoring its heritage and embracing modernity. The rebrand was seen as a successful example of how brands can evolve without alienating their core audience.
Cash App’s rebrand, which introduced playful motion elements and expressive graphics, positioned the banking app as a design-centric brand catering to a modern customer base. The move set the stage for new features and innovations throughout the year, showcasing the power of branding in shaping consumer perceptions.
In a surprising twist, Grammarly underwent a complete transformation by rebranding as “Superhuman.” The bold move signaled a shift towards agentic AI and highlighted the importance of brand names in driving growth and relevance in a competitive market.
Apple TV’s decision to drop the “+” symbol from its branding exemplified a trend towards simplification and clarity in the industry. By consolidating its identity and focusing on practical effects in its branding system, Apple set a new standard for streamlining brand messaging in a cluttered market.
Lastly, Gap’s resurgence as a fashion darling among Gen Zers showcased the brand’s ability to reclaim its ethos and cultural relevance. By partnering with designers and embracing its core equities, Gap successfully repositioned itself as a staple in the fashion industry.
Overall, the rebrands of 2025 reflect a diverse landscape of creativity, controversy, and cultural impact. As brands continue to evolve and adapt to changing consumer preferences, the lessons learned from this year’s transformations will shape the future of branding and design.
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References:
– https://www.dezeen.com/2025/12/18/most-controversial-stories-2025/
– https://www.fastcompany.com/91459850/7-designers-on-the-most-influential-rebrands-of-2025?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss
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