MenuSnapshots, October 2020
October 22, 2020
In the midst of a resurging pandemic, several companies have rebranded over the past couple of months. This blog post takes a quick look at some of these, including J.M. Smucker Co., Windstream, Vi, Masterclass, Citrix and Intel, among others.
The J.M. Smucker Co., makers of brands such as Smucker’s®, Folgers®, Jif® and Milk-Bone® rebranded last month, separating their corporate brand identity from its jam brand. The new brand identity is meant to better reflect “the Company’s diverse portfolio, category expertise and multi-generational appeal.” The Ohio-based company claims that over the past two decades, it has grown from a $800 million jams and jellies business to a more than $7 billion multi-category consumer goods company.
With its financial restructuring process as a privately held company complete, Windstream rebranded in September. Windstream Holdings is a communications and software company offering services to businesses in the United States, as well as broadband entertainment and security services to consumers and small and midsize businesses in the rural areas of 18 states.
Vodafone Idea Limited, a joint venture between the Aditya Birla Group and Vodafone Group, rebranded at the start of September. It is now Vi. The company claims it is the largest telecom provider in India and the second largest globally. Vi also states that it serves nearly one billion Indians, and that it has rebranded as it prepares to offer 5G services.
United States Cellular Corporation, the (distant) fourth largest mobile phone provider in the United States rebranded in September. Previously operating as U.S. Cellular, they modified their brand name to UScellular. Founded in 1983, the company is based in Chicago.
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CenturyLink rebranded in September to Lumen. (They have retained the CenturyLink name for their residential and small business sectors.) Lumen describes itself as an “enterprise technology platform (with) 450,000 route fiber miles serving customers in more than 60 countries.” Lumen is based in Denver, Colorado.
Intellian Technologies launched their new brand identity at the end of September. Intellian offers satellite communications, most notably for the maritime, energy, cruise and enterprise sectors. Founded in 2004, the company is based in South Korea.
Citrix Systems, Inc. rebranded in September. The multinational software company claims it has 60 offices in 40 countries with customers in 100 countries. Their software platform delivers “intelligent, unified workspaces that allow individuals to take control of their work days—and empower organizations to achieve more.” Citrix is based in Fort Lauderdale, Florida.
Intel rebranded at the start of September. The semiconductors manufacturer looked back to their original logo for their new wordmark, a curious move for a company making “a leap into the future.” Intel is based near San Jose, California in Santa Clara.
Anecdotally, there appears to be a preponderance of technology brands that have launched in recent months. From the sample above, there is thankfully no overriding visual trend, aka “flavour of the month”. A year ago, this blog lamented a noticeable trend to black and white logos (see Sheepish branding), and the trend to uniformity continues in the world of high-end fashion bands.
There are, no doubt, many companies that are waiting for the pandemic to subside before they refresh their brands. It will be interesting to see how these brands try to differentiate themselves as the world starts to come back to normal life.
