In a year where brand scrutiny hit fever pitch, Adweek's Robert Klara dissected five standout logo overhauls in "Five Memorable Logo Revamps of 2025 and Why They Worked (or Didn't)."
From nostalgic backlash to sleek successes, these updates underscore a hard truth: In 2025, a logo isn't just ink—it's a lightning rod for consumer passion, amplified by social media and cultural shifts.
The piece, framed by FutureBrand CCO Daniel Andersson's insight that "logos are where [consumer] feelings coalesce," spotlights revamps that grabbed eyeballs, sparked ire, or quietly nailed relevance. Klara argues the era of silent rebrands is over; today's audiences demand (and deliver) verdicts in real-time. Here's the rundown of Adweek's picks, ranked by impact, with why they landed (or flopped).
1. Cracker Barrel: Nostalgia Backlash Backfires (The Big Miss)
Cracker Barrel's August 19 debut of its first logo update since 1977—a modernized script font ditching the rustic charm—ignited a firestorm. Social media erupted with boycott calls, memes mocking the "corporate" vibe, and petitions to "bring back the old barrel." Sales dipped 3% in Q3, per Nielsen data cited by Adweek.
✔Why it didn't work: It severed the brand's folksy, heritage-rooted identity without clear gains. Klara calls it a "teachable moment": Consumers crave authenticity; tweaking icons without storytelling feels like betrayal. Lesson? Test with superfans first.
2. Korean Air: Merger Magic Elevates (The Smooth Win)
Fresh off acquiring Asiana Airlines, Korean Air unveiled its first visual refresh in 41 years on June 15—a streamlined wing motif blending Korean hanbok curves with global minimalism, in a bolder red palette. Passenger surveys showed 78% approval, and stock rose 5% post-launch.
Fresh off acquiring Asiana Airlines, Korean Air unveiled its first visual refresh in 41 years on June 15—a streamlined wing motif blending Korean hanbok curves with global minimalism, in a bolder red palette. Passenger surveys showed 78% approval, and stock rose 5% post-launch.
✔Why it worked: It symbolized unity and forward momentum without erasing legacy. Adweek praises the "elegant evolution," crediting agency Work & Co for cultural sensitivity that resonated in Asia and beyond. In a consolidating industry, it projected stability.
3. Spotify: Wrapped in Playfulness (The Fan Favorite)
Spotify's November drop swapped its stark green wave for a doodle-like swirl incorporating user "Wrapped" data motifs—personalized previews teased the change via app notifications. Engagement spiked 22%, with #SpotifyNewLook trending globally.
Spotify's November drop swapped its stark green wave for a doodle-like swirl incorporating user "Wrapped" data motifs—personalized previews teased the change via app notifications. Engagement spiked 22%, with #SpotifyNewLook trending globally.
✔Why it worked: It leaned into interactivity, turning users into co-creators. Klara highlights how it gamified the rebrand, fostering ownership in a playlist-saturated world. Subtle nod to Gen Z's love for whimsy without alienating boomers.
4. Levi's: Denim DNA Reloaded (The Solid Refresh)
On April 22, Levi's arched batwing got a pixelated edge update, evoking digital tailoring while nodding to its 1853 origins via embroidered heritage details. E-commerce traffic jumped 15%, per SimilarWeb.
On April 22, Levi's arched batwing got a pixelated edge update, evoking digital tailoring while nodding to its 1853 origins via embroidered heritage details. E-commerce traffic jumped 15%, per SimilarWeb.
✔Why it worked (mostly): It bridged analog roots with metaverse-ready vibes, appealing to streetwear kids and vintage hunters alike. Minor gripes on forums called it "too techy," but Adweek deems it a net positive for revitalizing a 170-year icon amid fast-fashion wars.
5. Wendy's: Sass Amplified (The Meme Masterstroke)
Wendy's March 10 tweak amped its pigtail logo with animated Twitter-roast flair—subtle winks like a smirking curl for social clips. Roasts went viral, boosting app downloads 18%.
Wendy's March 10 tweak amped its pigtail logo with animated Twitter-roast flair—subtle winks like a smirking curl for social clips. Roasts went viral, boosting app downloads 18%.
✔Why it worked: It weaponized the brand's snarky personality, turning a static mark into dynamic content fuel. Klara notes it "didn't just update; it conversed," perfectly syncing with X's (formerly Twitter) culture. No major detractors—pure engagement gold.
Klara wraps with a 2025 manifesto: Revamps thrive on transparency, cultural attunement, and audience buy-in. Flops like Cracker Barrel prove ignoring emotional ties invites revolt; wins like Korean Air show evolution beats revolution. With AI tools now democratizing design, expect more experiments—but as Andersson warns, "Scrutiny is the new normal."
For brands eyeing 2026, the message is clear: Listen louder, iterate faster, and never underestimate a logo's power to unite or divide.