M&S had a rebrand in 2000, after a decrease in sales left them feeling dated. M&S wanted to feel modern, brighter and wanted to have a more spacious contemporary design. M&S had a rebrand to try and achieve this look. Their logo was usually seen as light green text on the traditional dark green background that is associated with M&S. This logo did not appeal to the consumers as it was dated and looked old fashioned. They updated their logo to a singular corporate logo which was light green and white. They kept part of the old identity within the new design; the background stayed the same, dark green. M&S wanted to build a meaningful relationship with their consumers. They wanted to be relevant and recognised everywhere. Purchasing items online became popular in 1990, it was easy and convenient for the public. Marks and Spencer became M&S due to consumers abbreviating the name for a number of years. M&S had a significant increase in sales after the rebrand and are now a number one provider on women’s wear and lingerie and are rapidly expanding market share in men’s, children’s and home wear.
Burberry had a rebrand due to the risk of being seen as frumpy and over-extended. It was even considered ‘gang wear’ and was banned in pubs after rumours suggested the brand was only associated with ‘hooligans’. This meant that Burberrys consumers no longer wanted to be associated with them. Burberry redesigned existing products with a modern twist and also used well-known celebrities to promote these new products. This influenced the public to start purchasing items from Burberry again.
Clintons had a bold change after going into administration due to sales decreasing since the beginning of 2011. Clintons was no longer relevant or popular with the public. They never rebranded which made them look dated and old fashioned. After the rebrand, Clintons were feeling fresh and clean with a new design that reflects more of a lifestyle brand with a modern fascia. Clintons now has a new look which is easier for consumers to navigate around the shop, making it a more enjoyable experience. The traditional orange brand logo was dated and has now been replaced by a red logo with a more contemporary font and warm feel to it.
ITV had a rebrand to keep up with modern technology, which is constantly evolving and changing the ways in which the public now consume the media. ITV now have a newer lower case, colourful logo that has been designed to look like joined up handwriting. ITV wanted a way of communicating with their viewers between programmes and during breaks. They have achieved this with their colour picking logo and set of new idents for every channel, relating to the British publics everyday life, using their own programme content to entertain the public. ITV now have a consistent identity across everything that they do.