The rebrands of 2026: why and how big brands renewed their identities

2026 has been a busy year for identity refreshes. Looking at the major rebrands of the first nine months, a few patterns stand out.

1. Back to heritage

Most brands returned to strong assets they already owned instead of inventing something new. Harley-Davidson put the Bar & Shield back at the centre with its new RIDE platform. KFC, with JKR, built its global identity around the bucket while keeping Colonel Sanders and the red-and-white palette. Sporting CP based its 120th-anniversary crest on the 1945 crest. McLaren united its racing and automotive arms under a wordmark inspired by the family's service station sign.

2. Brands untouched for years

Jif made its first major refresh in more than 30 years, removing the drop shadow and cleaning up the three-colour banner. 7UP made its biggest change in 15 years. Walmart's Great Value announced a packaging system rolling out to nearly 10,000 products over two years.

3. Character, not just simplicity

The flattening trend of recent years is slowing. Xbox replaced its flat sphere with a glossy, glass-like green version. Tinder moved to an all-caps wordmark and serif headline type. Peru's Inca Kola added a four-note sonic logo made by tapping traditional glass bottles.

4. Designing systems

As Coca-Cola and KFC show, big brands now design flexible systems that adapt to different markets rather than a single logo.

A lesson for SMEs

Even big-budget brands started by finding what already worked in their identity. A refresh is not throwing away existing value; it is carrying it into today's language.

If you want to talk about how your brand should adapt to these shifts, request a quote.

Source: Pixelbag, Every Major Rebrand of 2026

Source: Creative Bloq, Inca Kola