By Shelley Cooke | February 7, 2024
In a design landscape often cluttered with minimalism and sameness, 2023 proved to be a refreshing pivot point. This past year, brands across industries dared to rethink their visual identities, breaking away from generic blues and muted grays in favor of nostalgic flair, inventive symbolism, and bolder color choices. Whether reaching back into history or charging into the future, these ten logo redesigns stood out for their creativity, storytelling, and sheer design bravado.
Here’s our countdown of the most memorable and meaningful logo transformations of 2023.
10. Bolt – From Bland to Bold
Bolt’s previous branding fell into the trap of fintech uniformity: bland blue hues, flat typefaces, and minimal personality. But 2023 saw Bolt throw caution to the wind with a striking new identity. The vivid color scheme now pops against the often-muted landscape of e-commerce branding, while the clever placement of a lightning bolt between the “L” and “T” breathes energy into the mark—literally and metaphorically. It’s bold, it’s smart, and it’s a welcome jolt in a tired category.
9. Nickelodeon – The Splat Strikes Back
After more than a decade in hiding, Nickelodeon’s iconic splat is back—though in a sleeker, more refined form. The 2023 update gives the beloved symbol softer edges and a warmer, modern tone, rekindling childhood nostalgia for millennials while still feeling current for today’s kids. It’s proof that some identities aren’t just visual—they’re emotional.
8. Sundance – Simplicity with Substance
At first glance, the new Sundance logo might seem unremarkable. But look closer: its dimensions mirror the cinematic 16:9 aspect ratio, paying homage to the festival’s devotion to film. The monochrome palette and Monument Grotesk typeface keep things clean, but the thought behind the execution makes it quietly profound. This isn’t just a logo; it’s a frame through which we view a legacy.
7. Mozilla Thunderbird – Familiar, Yet Fresh
Reimagining Mozilla’s Thunderbird logo was no small task, but the result is a masterclass in brand continuity. While echoing the curled-animal aesthetic of Firefox, the updated Thunderbird design introduces cooler blues, a bird motif, and a central envelope icon to signal its email-specific function. The flame has been swapped for feathers, but the soul of the brand remains intact—intelligent, trustworthy, and modern.
6. Hodder & Stoughton – A Stoat Story
This UK publishing house delivered a stroke of genius by using a mascot—the stoat—to solve a pronunciation puzzle. Since “Stoughton” is pronounced “stoat-on,” the inclusion of the furry creature cleverly educates while entertaining. Sure, not everyone will recognize the animal, and some might think it’s an otter, but it’s still a branding win that’s as charming as it is clever.
5. Jell-O – Dessert with a Dash of Joy
Once saddled with a sterile, diet-product look, Jell-O has reembraced its fun-loving roots. The 2023 redesign injects playful drop shadows and vibrant tones that recall the brand’s 1960s heyday. This isn’t health food—it’s jiggly, joyful indulgence, and now it looks the part. The logo doesn’t just revive the brand’s personality—it reclaims its cultural place in the American pantry.
4. Nokia – Nostalgia Meets Necessity
Few logos are as iconic as Nokia’s once-bold lettering, which stood as a symbol of tech reliability in the early 2000s. But in a market now dominated by sleeker rivals, Nokia’s old branding had begun to feel dated. The new redesign retains hints of its legacy while adapting a more modern, abstract form. It’s not revolutionary, but it’s enough to say, “We’re still here—and still evolving.”
3. 7Up – Simplicity Served Fresh
7Up’s refresh is a lesson in minimalism done right. By stripping away the clutter and amplifying what matters—the name, the bubble, the energy—the new logo asserts itself confidently. Bold shadows, vibrant greens, and crisp contours make this redesign not only visually appealing but instantly recognizable. Like Jell-O, it abandons the “healthy” pretense and doubles down on fun. About time.
2. Burberry – A Knight’s Return
Burberry’s 2018 logo shift to sterile minimalism was met with mixed reactions. It stripped away the very uniqueness that made the brand stand apart. Fortunately, 2023 marked a triumphant course correction. With an ornate serif font and the revival of its iconic Equestrian Knight, Burberry embraced its eccentric, heritage-rich personality once again. The message is clear: fashion doesn’t need to be minimalist to be modern.
1. Pepsi – Retro with Purpose
Taking the crown this year is Pepsi’s jubilant return to its roots. In celebration of its 125th anniversary, Pepsi unveiled a logo that nods lovingly to its ‘90s glory days while integrating modern design cues. The circular badge, bolder font, and refined wave motif all echo a time when Pepsi felt confident, cool, and unmistakable. It’s more than a redesign—it’s a statement: heritage still matters in a digital world.
Looking Ahead: A Hope for More Identity in Identity
If there’s one lesson we can glean from 2023, it’s that logos don’t have to follow a formula. In fact, the best ones this year broke the mold—returning to retro aesthetics, embracing symbolism, and refusing to play it safe.
Will more brands embrace their quirks in 2024? Here’s hoping.
Which redesigns stood out to you this year? Would you welcome the return of the Twitter bird or celebrate another bold move like Pepsi’s?
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