# Rebrand but reframe · Branding Trends · Zorraquino > Transforming with meaning by going deeper into the whys. URL: https://www.zorraquino.com/en/trends/branding-trends/rebrand-but-reframe ![Rebrand but reframe: Transforming with meaning by going deeper into the whys.](https://cdn.sanity.io/images/0w1142l8/production/5dcf4abc154b0312c06c98d260fbdcb6f6af104b-1920x1440.webp/rebrand-but-reframe-transforming-with-meaning-by-going-deeper-into-the-whys.webp?w=1600&fit=max&auto=format&q=85) Trend 01 # Rebrand but reframe 1. [Branding TrendsHome](https://www.zorraquino.com/en/trends/branding-trends) 2. [Trend 01Rebrand but reframe](https://www.zorraquino.com/en/trends/branding-trends/rebrand-but-reframe) 3. [Trend 02Less logo, more meaning](https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning) 4. [Trend 03Flexy brands](https://www.zorraquino.com/en/trends/branding-trends/flexy-brands) 5. [Trend 04Brand in motion](https://www.zorraquino.com/en/trends/branding-trends/brand-in-motion) 6. [Trend 05Color for power](https://www.zorraquino.com/en/trends/branding-trends/color-for-power) 7. [Trend 06Fonts to differentiate](https://www.zorraquino.com/en/trends/branding-trends/fonts-to-differentiate) 8. [Trend 07Science fiction](https://www.zorraquino.com/en/trends/branding-trends/science-fiction) 9. [Trend 08No packaging](https://www.zorraquino.com/en/trends/branding-trends/no-packaging) 10. [Trend 09Nostalgic retro](https://www.zorraquino.com/en/trends/branding-trends/nostalgic-retro) 11. [Trend 10AI for branding](https://www.zorraquino.com/en/trends/branding-trends/ai-for-branding) Rebrand but reframe Transforming with meaning by going deeper into the whys. ## Guided by purpose In the paradigm shift we find ourselves in, marked by the global crisis, brands are transforming to adapt to the new rules of the game; redesigns are the order of the day and are shaping companies’ futures. Raising the tone of voice to take a position based on purpose will be essential. Changing for the sake of change is no longer enough; it is essential to take steps towards business ethics, the planet’s sustainability, diversity… Social media has given a voice to consumers who demand better brands for the world and want real proof that this is so. It is not a question of size but of meaning: “small but meaningful” becomes a new mantra that large corporations and smaller companies alike are signing up to, and the market welcomes it with open arms. Sectors such as food, renewable energy, new mobility, culture and entertainment, fashion and beauty are reinventing themselves, and brands are becoming new doors through which to look for new meanings. The narrative must tie everything together (the symbol, the colour, on-off, the product, the voice, the story, UX, roadmaps…) coherently and consistently, to be stronger than ever and move firmly towards a future that looks increasingly dystopian. Redesign, yes, but by rethinking the whys. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Companies are redesigning their brands to adapt to the goals of a constantly evolving world and to new consumer habits, with purpose as their banner. 2. 02 Brands seek greater impact through new meanings and new ways of communicating in a market saturated with brands making empty promises. 3. 03 Stories come to light and shape a sincere, transparent narrative that connects with a new generation of consumers who are looking, above all, for the truth. ## More on the trend ### References - [¿Un logo capaz de mostrar 8 caras diferentes? Así lo ha hecho LG](https://brandemia.org/logo-lg-animado-caras-diferentes) - [LG anima su logotipo y prioriza su eslogan como parte de la actualización de su identidad visual](https://www.reasonwhy.es/actualidad/lg-anima-logotipo-prioriza-eslogan-actualizacion-identidad-visual) - [LG renueva su identidad de marca para revitalizar su icónico logo](https://graffica.info/lg-renueva-su-identidad-de-marca-para-revitalizar-su-iconico-logo/) - [Fanta lanza un nuevo logo para unificar su identidad en todo el mundo](https://graffica.info/fanta-lanza-un-nuevo-logo-para-unificar-su-identidad-en-todo-el-mundo/) - [Ni naranja, ni limón. El logo de Fanta es sencillamente azul](https://brandemia.org/historia-logo-fanta) - [Adiós a la icónica naranja de Fanta: la marca presenta un nuevo diseño más colorido](https://www.marketingdirecto.com/anunciantes-general/anunciantes/adios-iconica-naranja-fanta-presenta-nuevo-diseno-colorido) - [Fanta unifica su identidad visual a nivel global y apuesta por la diversión en su nueva imagen](https://www.reasonwhy.es/actualidad/fanta-unifica-identidad-visual-global-imagen-apuesta-diversion) - [Iberdrola unveils refreshed brand identity](https://www.designbridge.com/news/iberdrola-unveils-brand-identity) - [Iberdrola actualiza su logotipo con cambios menores y buscando reforzar su vinculación a la sostenibilidad](https://www.reasonwhy.es/actualidad/iberdrola-actualiza-identidad-visual-cambios-menores-vinculacion-sostenibilidad) - [Iberdrola presenta su nueva identidad de marca](https://controlpublicidad.com/campanas-publicitarias/iberdrola-presenta-su-nueva-identidad-de-marca/) - [Iberdrola presenta nuevo branding enfocado a la sostenibilidad](https://ipmark.com/iberdrola-presenta-nuevo-branding-enfocado-a-sostenibilidad/) - [Iberdrola inicia una nueva etapa y moderniza su imagen corporativa](https://www.eleconomista.es/energia/noticias/12286957/05/23/iberdrola-inicia-una-nueva-etapa-y-moderniza-su-imagen-corporativa-.html) - [Nokia reveals new logo to remind you it doesn’t make phones anymore](https://www.theverge.com/2023/2/27/23616582/nokia-new-logo-telecoms-mobile-phones) - [Nokia cambia el logo por primera vez en 45 años](https://www.muycomputer.com/2023/02/27/nokia-cambia-de-logo-por-primera-vez-en-45-anos/M&M's renueva el aspecto de sus mascotas para comunicar más) - [inclusión y diversidad Nokia cambia su logo porque ha cambiado su estrategia de negocio](https://graffica.info/nokia-cambia-su-logo-porque-ha-cambiado-su-estrategia-de-negocio/) - [M&M's renueva el aspecto de sus mascotas para comunicar más inclusión y diversidad](https://www.reasonwhy.es/actualidad/mms-renueva-aspecto-mascotas-comunicar-inclusion-diversidad) - [Celebrating the & in M&M’s](https://jkrglobal.com/case-studies/mms/) - [M&Ms mascots get an upgraded look to become more 'inclusive'](https://eu.usatoday.com/story/money/2022/01/21/green-mm-candy-new-look-inclusive/6605612001/) Pages 18–30 of the report [![Less logo, more meaning: Essential brands complemented by graphic worlds with great visual power.](https://cdn.sanity.io/images/0w1142l8/production/26fff06ab957d057ce1b2a29558a12a1ffcc36eb-1920x1440.webp/less-logo-more-meaning-essential-brands-complemented-by-graphic-worlds-with.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning) Next trend · 02 [Less logo, more meaning](https://www.zorraquino.com/en/trends/branding-trends/less-logo-more-meaning)