In the ever-evolving landscape of graphic design, 2025 has already delivered a wave of bold, meaningful, and occasionally controversial logo redesigns. From heritage-rich institutions like Bentley and AS Roma to tech giants like Google and Amazon, these changes aren’t just visual — they’re strategic statements.

Let’s break down each transformation with a designer’s eye and explore what worked, what didn’t, and what it all means for the future of brand identity.

🏎 Bentley’s Centennial Refresh

Before & After:

Summary:
For the first time in a century, Bentley overhauled its iconic winged "B" logo. The update keeps the wings but simplifies their structure and scales down the ornamental elements.

Design Take:
Designers praise the minimalist shift, citing it as a nod to modern luxury. The cleaner wings feel digital-ready, but some argue it loses a bit of its original British charm. Overall? It’s a sophisticated evolution for a brand stepping confidently into its second century.

🍇 Ribena’s “Juicy” Refresh

Before & After:

Summary:
Ribena’s new look plays up its natural fruitiness, with a more hand-rendered typeface and bolder berry hues.

Design Take:
Designers call this refresh “emotionally juicy.” While some miss the clean simplicity of the old design, the new one is undeniably playful and better aligned with younger audiences and health-conscious vibes. It also photographs beautifully on store shelves.

🐺 AS Roma: A Crest Reborn

Before & After:

Summary:
The Italian club ditched its minimalist 2013 crest for a more classic version, rooted in the club’s founding visual identity.

Design Take:
This move is being widely praised as a victory for tradition. The return of the she-wolf and the detailed shield is a symbolic restoration that fans love. A great example of heritage driving design.

🌐 Google’s Material Design Gets More “Human”

Before & After:

Summary:
Google’s recent Material Design update softens UI elements, including a subtly tweaked "G" logo that uses more expressive spacing and geometry.

Design Take:
Designers welcome the update for its increased personality. One reviewer wrote: “It’s still Google — but it feels more like your Google.” It aligns beautifully with evolving UX priorities: friendliness and clarity.

📦 Amazon’s “Empathetic Smile”

Before & After:

Summary:
The iconic smile gets a subtle curve adjustment and a slightly warmer palette.

Design Take:
Critics are divided — some find the changes imperceptible, others say the new smile “feels more human and less corporate.” Amazon’s goal is clear: be friendlier, especially as AI interfaces dominate customer service experiences.

🚗 Honda: “A Logo for the Next Chapter”

Before & After:

Summary:
Honda reveals a sleeker, more compact “H” emblem, coinciding with its EV push and software transformation.

Design Take:
Many designers describe it as “futuristic without losing brand equity.” It works beautifully across screen sizes, which is essential for a company betting heavily on electric dashboards and digital-first driving.

💬 What Do These Rebrands Mean?

Whether they lean nostalgic like AS Roma or future-forward like Honda, these logos signal a broader trend in 2025:

Design isn’t just decoration — it’s strategy.

In the age of AI-driven interfaces and responsive branding, logos must scale, flex, and express emotion. Each brand here is adapting not just to current aesthetics, but to the experience economy where every touchpoint matters.

🔍 Want to Dive Deeper?

Check out my recent blog post on content strategy and consistency in 2025 and how UX designers are adapting their workflows.

✨ Final Thoughts

In freelance life, staying aware of visual trends isn’t optional — it’s part of your value. Whether you’re working with a startup or an established player, helping brands visually evolve (or stand their ground) is a skill rooted in observation, taste, and timing.

📣 What’s Your Take?

Which rebrand did you love? Which one fell flat? Comment below or share this article with a designer friend!