Creative Bloq: The best rebrands of the 1990s

The 1990s was a decade of technological revolution, cultural shifts and bold graphic design. As the world started to go digital, businesses raced to keep up, and many iconic brands seized the opportunity to reinvent themselves. These rebrands weren't just cosmetic changes, then; they were strategic moves built a solid basis for corporate survival into a new century.

In this article, we'll dive into the most successful and influential rebrands of the 1990s. These are the companies that didn't just introduce some of the decade's best logos, but redefined their entire identity for a new era, reimagining everything from colour palettes to sonic signifiers, ad campaigns to fundamental business strategies, and sometimes, even their name itself.

To compile this list, I've interviewed leading graphic designers, brand strategists and marketing experts about the '90s design scene. Their insights offer a unique perspective on what made these rebrands not just visually striking, but truly transformative. For further insights, don't miss our roundups of rebrands of the decades and logos by decade.

Born in 1856, luxury British fashion brand Burberry's was well known throughout the 20th century for its trench coats, leather accessories and footwear. However, by the end of the 90s it was increasingly perceived as being outdated, and was sorely in need of modernisation. Thus it embarked on a major rebrand led by creative director Christopher Bailey.

"By modernising its iconic trench coats and check patterns, Burberry not only captured a younger audience but also became a symbol of 90s cool," explains Sinita Khela, designer at Wonder. "This cultural reset fused timeless British elegance with contemporary appeal, setting trends that permeated pop culture.

"Through innovative marketing and celebrity-driven campaigns, Burberry not only revitalised its image but also paved the way for digital engagement in fashion, making its rebrand a landmark moment in both style evolution and cultural influence."

The logo also got a subtle but impactful update, courtesy of art director Fabien Baron. "Dropping the 's' of Burberry’s and switching the name to a more sleek 'Burberry London', helped to project a bold and modern new image," notes Riley. "This version of the logo lasted until 2018, when another rebranding took place."

This all came at the perfect time, nicely dovetailing with the return of Labour to government in 1997, recalls Tim Hyland, creative strategy director at Whalar. "Who better than Burberry represented shaking free the shackles of conservatism and embracing the hope and glory of what Britpop had promised?" he says. "A rebrand reflective of the time."

And this rebrand wasn't just surface-deep, but a reinvention of the brand and its clothing from top to bottom. "Designers Roberto Menichetti and Christopher Bailey reimagined the classic trench coat, splashing the iconic check pattern on everything from scarves to skirts. Rose Marie Bravo revamped stores into sleek, inviting spaces and launched chic ad campaigns featuring fashion icons like Kate Moss and the androgynous, iconic Stella Tennant."

"As a result, by the early 2000s, Burberry was back in vogue, with stars like Lily Allen keeping it in the limelight. This rebrand didn't just revive Burberry; it reinvented it, blending British heritage with cutting-edge style."