A Change of Brand

Dropping a name from your logo is a tall order. In 2011, Starbucks did just that. Some found it too strong while others felt it was just right. Connie Birdsdall, senior partner and Global Creative Director at Lippincott, led the work and gives us an unfiltered account of the strategy, process, and how it all unfolded. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman and edited by Matt Owen 

When Fiverr, one of the world's largest freelance marketplaces, spent more than a fiver on their own rebrand, it raised many eyebrows. James Greenfield of Koto gives us the behind-the-scenes take on the ethics behind the decision to accept the project, the creative process, and how they handled the backlash.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman and edited by Matt Owen 

In 2014, Mastercard took a swipe at evolving its iconic red and yellow circles to eventually dropping its name altogether. We dig into the behind-the-scenes creative process, with Michael Bierut of Pentagram, who led the charge to see the work eventually get approved.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jeffries, co-written by Pamela Henman and edited by Matt Owen .

Southwest is a much beloved brand, but in 2014 a heart-felt rebrand process caused some turbulence inside the largest domestic air carrier. Rodney Abbot, Senior Partner at Lippincott, lead the process and gives us a first hand account.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jeffries, co-written by Pamela Henman and edited by Matt Owen 

Get ready for a new season of A Change of Brand, starting Sept. 21st. –––––We continue to go deeper than color palettes and typography, to unpack first-hand accounts of change stories of much-loved consumer brands. This season we have episodes on classic rebrands, like Starbucks (2011), Southwest (2014), and Mastercard (2016). We've also thrown in the mix a few recent stories, like Fiverr (2020), Pearl Milling (2020), and more! Regardless of fame or fail, our mission is to retell these stories to educate and inspire those facing a change of brand.

Burger King woke everyone out of a food coma when it revealed a delightfully retro rebrand in January 2021. But did the fast food giant make a whopping branding mistake that may not be so obvious? For more on this change of brand, we got the secret sauce from Lisa Smith, Executive Creative Director at Jones Knowles Richie, the creative firm behind BK's rebrand that was two years in the making.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Sarah Gail Hughes, and edited by Matt Owen 

As one of the largest technology companies in the world, Google’s influence has no limits. Their 2015 rebrand launch was a massive, carefully detailed effort to orchestrate a rollout of over 10,000 branded assets with the flip of a switch. In this week’s episode, we catch a glimpse of the behind-the-scenes muscle for this mighty change as we talk to Jonathan Lee, one of the in-house designers leading the effort. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstic (Instagram)Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

Loom is a video messaging service that makes collaboration happen when in-person interactions are hard to come by. The company's 2020 rebrand is notable for being one of the most transparent processes ever, with an updated identity for all the world to see, literally. For more on this change of brand, we got the inside story from Stewart Scott-Curran, senior director of brand at Loom. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstic (Instagram)Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

As an organization dedicated to fighting the good fight for the people, the American Civil Liberties Union had for decades presented an image of restraint, unity, and Lady Liberty. In 2017, the nonpartisan nonprofit org shook things up with a change of brand that's brighter, bolder, and decidedly riskier. Open, a firm out of NYC, took the lead in designing the new look, and creative lead Martha Kang McGill drops by to detail what went on behind the scenes. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstic (Instagram)Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

In the wild, wild west of the internet in the late 90’s and early 00’s, domain registration and hosting company GoDaddy made a name for itself as a plucky maverick. The company’s racy ads and irreverent humor might be memorable to some, but what happens when a brand matures beyond frat humor? In January 2020, GoDaddy launched a rebrand to shed it’s cheeky image and refine itself in order to reach a new focused audience. We chat with Chris Rushing, GoDaddy’s Brand Creative Director, who was heavily involved in the change of brand in partnership with agencies Lippincott and Koto.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstic (Instagram) Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen