2025년 가장 영향력 있는 브랜드 변경에 관한 7명의 디자이너

Over the past several years, the art of the rebrand has increasingly become a spectacle sport. From cultural institutions like the Philadelphia Art Museum, which reportedly fired its CEO over a poorly received rebrand this year, to the furniture brand La-Z-Boy, which was widely praised for its modern revamp, the internet’s attention economy has meant that almost no notable rebrand is safe from social media’s deluge of hot takes.

In 2025, that was more true than ever. Brands that rolled out a new look this year were scrutinized for everything from their font and color choices to the potential ideological implications of their visual pivots. In September, after the design firm Pentagram received major flack for its official branding of the city of Austin, partner DJ Stout told Fast Company, “It’s because of social media. Back when I first started about 40 years ago, nobody even knew what an identity system was.”

To close out the year, Fast Company asked seven design experts