Bentley Reveals Bold New Winged B Logo in Historic Rebrand

 

More than 100 years on, Bentley has updated its Winged B logo — a change that is just the fifth rebrand in the luxury carmaker's long and rich history.

This makeover was designed by Bentley's internal design team under the direction of design director Robin Page. It marks the beginning of what the company refers to as a "new era of Bentley design language" and will officially unveil on a concept car to be announced next week.

The original logo, designed by illustrator F Gordon Crosby in 1919, has not changed much over the years — updated only in 1931, the 1990s, and 2002. This current one, based on a design idea from interior designer Young Nam, introduces the biggest change to the brand's image in more than a century.

So what's new? The 'B' signature remains center stage, but the wings around it have been streamlined and pointy, now in the shape of a contemporary diamond pattern. The feather work underneath the 'B' — a classic feature since day one — no longer exists, leaving the design sleeker and more futuristic-looking. The pointy wings were taken from the Peregrine Falcon, which represents speed and accuracy.

In the center, the 'B' is surrounded by a chamfer ring made of metal having a beveled, glassy edge. This new feature allows the emblem to exist independently from the wings whenever desired, rendering it more versatile across various formats.

“As much as luxury is about craftsmanship and heritage, it's also about evolution,” said Robin Page. “In today’s complex digital world, simplifying our emblem was a necessary step. This new design is cleaner, bolder, and designed for impact.”

Bentley also revealed a flat, line-drawn version of the logo in its announcement video — perfect for use across digital platforms and print.

The action follows an increasing trend among automobile brands updating their appearance. Audi unveiled a flat version of its legendary four rings, while Aston Martin collaborated with designer Peter Saville on a more elegant interpretation of its own logo. Jaguar introduced a bold rebrand last year that generated lots of buzz online.

At Apppl Combine, a leading creative agency in Delhi NCR, we believe branding is more than just a logo — it’s about building a genuine connection with your audience. If you’re ready to take your brand to the next level, we’re here to help you craft a visual identity and story that truly reflect who you are. Let’s create something meaningful together. Reach out today — your next journey starts now.

Birla Tyre Rebrands with Bold New Identity Under Fresh Ownership

 

Birla Tyre has unveiled a new brand identity, such as a new logo and redeveloped corporate website, as a key moment in the evolution of the company under its new owners. The rebranding follows the takeover of the business by a Himadri Speciality Chemical-led consortium and Dalmia Refractories.

At the center of the new visual identity is a contemporary wordmark that signifies pace and advancement, complemented by a tiger mascot christened "Tyger." The mascot, the company says, signifies power, quickness, and leadership. The color scheme of the logo, blue and orange, signifies trust and optimism.

A spokesman for the company said the rebranding is more than a cosmetic refresh. "It's a reinforcement of our commitment to purposeful growth and innovation for the future," they explained. The new identity captures three key pillars: Birla Tyre's rich heritage, future-focused products, and a passion for innovation.

This rebranding is being done as part of a larger strategic push to reposition Birla Tyre in the domestic as well as international markets. The company is set to roll out a multi-channel marketing campaign covering digital, TV, print, and out-of-home media with the aim of creating greater brand recall and reaching more people.

Under new ownership, Birla Tyre has been injected with new capital and operational restructuring. The firm is now looking at re-entering strategic markets, increasing its distribution reach, and driving product development around new mobility trends and changing consumer aspirations.

Historically famous for its tough and superior-quality tyres, especially in the commercial and off-road divisions, Birla Tyre experienced drastic setbacks that culminated in the recent change of ownership. Now, the new promoters are looking to restore the brand's glory through innovation and strategic market penetration.

This change reflects a broader shift of consolidation in India's tire sector, with firms strategically investing to increase competitiveness. For Birla Tyre, the rebranding is a daring move to regain its footing in an ever-changing automotive landscape.

At Apppl Combine, we recognize that successful brand transformation is critical in fostering genuine connections and realizing long-term success. If you're prepared to rediscover your brand persona and shine in today's fast-paced and competitive environment, we can assist you. Together, we can take your vision and turn it into a compelling brand narrative—one that resonates with your audience, builds their trust, and enables long-lasting success.

Let's start the next chapter in your brand story—contact us today.

Max to Be Rebranded as HBO Max, Focusing on Premium Streaming Content

In a major step to cut its teeth on its brand identity, Warner Bros. Discovery (WBD) has confirmed that its streaming platform, Max, will be renamed HBO Max from this summer. The move was revealed at the Warner Bros. Discovery Upfront presentation in New York.

The rebranding is set to reaffirm the platform's positioning as a go-to destination for premium, high-quality content. While streaming services keep competing for consumer interest, WBD views the HBO brand—historically synonymous with best-in-class programming—as a key asset for stimulating growth and bolstering its content strategy.

A Return to HBO's Strong Legacy

David Zaslav, president and CEO of Warner Bros. Discovery, underscored that the impressive success of the company in streaming owes much to its concentration on quality programming. He is confident that the rebirth of HBO in the Max platform will broaden its appeal for both existing subscribers and prospective audiences.

"Today we are reintroducing HBO, the brand that stands for the very best in media, to further fuel that growth in the years to come," stated Zaslav. He emphasized that the legacy and recognition of the HBO brand will be a foundation on which the platform's future course is built.

Emphasis on Unique, High-Quality Content

The rebranding is accompanied by a more developed vision for Max's content. Where streaming platforms typically attempt to appeal to a wide, general audience, WBD is going in a more targeted direction.

JB Perrette, president and CEO of Streaming at WBD, said: "We will keep focusing on what differentiates us – not everything for everyone in a household, but something unique and excellent for adults and families." Perrette's words emphasize the platform's dedication to providing programming that speaks directly to its audience, as opposed to trying to be an across-the-board service.

Casey Bloys, HBO and Max Content chairman and CEO, also shared the sentiment, commenting that the rebranding to HBO Max is more in line with their current consumer proposition. "It makes it very clear our implicit vow to provide content that is known to be distinct and, to borrow a phrase we always used at HBO, worth paying for," Bloys stated.

What's Next for HBO Max?

With the renaming to HBO Max, WBD is positioning itself to compete better in a competitive streaming environment. The platform will still provide a wide variety of original shows, movies, and exclusive content, with a specific focus on quality and uniqueness.

This development not only shows that WBD has faith in the power of the HBO brand but also marks a direction toward more focused, high-end programming appealing to a loyal and fervent fanbase.

At Apppl Combine, we are convinced in the potential of strategic brand development to create impactful connections and catalyze enduring success. Whether you're willing to take your brand to new heights and occupy a unique space in the contemporary competitive environment, we're here to partner with you. Let's transform your vision into a powerful brand narrative that speaks to your audience, establishes enduring confidence, and powers sustained growth. Get in touch with us today, and let's start your next exciting chapter.

Max’s Logo Redesign Signals Shift to HBO’s Premium Identity

 

Max, previously HBO Max, has released a dramatic revamp of its logo and visual brand, reflecting a change in direction under Warner Bros. Discovery leadership. The new look, recently rolled out, features a striking black-and-white color palette and a smooth, contemporary font closely resembling the iconic HBO branding.

Warner Bros. Discovery's move to revamp Max's brand is not merely superficial. The rebranding is intended to highlight the link between Max and its parent company's heritage of high-end content, most significantly HBO's robust brand equity. The action is viewed as a bid to solidify the streaming service's position in a crowded market, reaffirming its image for high-quality, subscription-based programming.

New Logo, Familiar Vibes

The redesigned logo includes a stark black background and white lettering, an unambiguous reference to HBO's own classic look. The transformation is subtle yet striking, as it holds on to the HBO brand while keeping it separate from the previous, brighter Max identity.

Based on Variety and The Verge's reports, the move is indicative of Warner Bros. Discovery's larger strategy to consolidate its portfolio and create a stronger, more consistent brand image. The new logo and palette are set to become a major part of the streaming service's branding and positioning in the future.

A Nod to HBO's Legacy

Though Max had originally debuted under the name HBO Max, the new rebranded logo appears intended to access the heritage of the HBO brand. This is a business move to remind viewers of Max's high reputation for hosting such critically praised shows as Game of Thrones, Succession, and Euphoria—all signature HBO shows.

The visual refresh is designed to make it clearer what the service's mission is: to provide a high-end streaming experience with programming that has broad appeal, from big movies to best-in-class TV series. Industry observers have pointed out that the more minimalist look could find an audience in the increasing desire for simplicity and refinement in the digital entertainment category.

Max's Strategic Shift Under Warner Bros. Discovery

As Max continues to evolve under Warner Bros. Discovery’s leadership, the company’s brand overhaul signals a broader effort to unify its various media properties. The redesign follows other significant changes within the company, including the integration of Discovery+ content into Max, aiming to create a more comprehensive platform.

Although it's early days yet, experts think the new branding could assist Max in standing out from a saturated streaming environment. By positioning itself more strongly behind HBO's hallowed heritage, Max could gain fresh momentum among consumers who appreciate premium, original content.

At Apppl Combine, we believe that strategic brand evolution is essential for forging meaningful connections and driving long-term growth. If you're ready to elevate your brand identity and stand out in today’s competitive landscape, we’re here to guide you. Let’s collaborate to bring your vision to life, craft a captivating brand narrative, and build lasting trust with your audience. Get in touch with us today, and let's take your brand to new heights.

Conclusion

Max's rebrand is more than a visual refresh; it's a strategic play that recognizes the power of the HBO brand while setting the streaming service up for long-term success. As Warner Bros. Discovery keeps pushing the boundaries in streaming, this fresh look could be the opening salvo of a bigger change.

Decathlon's Smart Brand Revamp: A Playful Yet Purposeful Transformation

As a premier marketing and branding agency, Apppl Combine is constantly attuned to industry shifts and innovative approaches to brand revitalization. The recent rebranding of Decathlon, executed in collaboration with Wolff Olins, stands as a shining example of a brand evolution that seamlessly blends playfulness with purpose. In this analysis, we delve into the strategic nuances of Decathlon's rebranding journey and elucidate how brands can undertake similar transformations without sacrificing their core essence.

Decathlon's Rebrand: A Strategic Evolution:

Decathlon, already a global sporting goods giant, sought to transcend its identity as merely a French retailer to become a forward-thinking sports brand accessible to all. The crux of this transformation lies in their new brand purpose: "to move people through the wonders of sports", with emphasis on the element of "wonder". This overarching theme serves as the guiding beacon for Decathlon's rebrand, encapsulating its commitment to inclusivity, diversity, and the joy of sports.

Key Elements of Decathlon's Rebrand:

1. Iconic Continuity: Retaining the interconnected 'C' and 'A' from the previous logo ensures continuity and familiarity for existing customers while symbolizing the brand's evolution.

2. L'Orbit Icon: The introduction of the new brand icon, L'Orbit, signifies movement and circularity, aligning perfectly with Decathlon's ethos of dynamic engagement in sports. Its incorporation into product branding reinforces brand recognition across diverse offerings.

3. Decathlon Sans Typeface: The bespoke typeface, Decathlon Sans, not only enhances legibility but also imbues a sense of modernity and coherence to the brand's visual identity.

4. Playful Communication: Decathlon's brand ethos of playfulness and inclusivity is reflected not only in its visual identity but also in its communication strategies. The emphasis on joy, fun, and accessibility resonates with audiences of all ages and levels.

Lessons for Brand Revamps:

1. Purpose-Driven Transformation: Align the rebranding efforts with a clear brand purpose that reflects the brand's values, aspirations, and commitment to its audience.

2. Iconic Continuity: Maintain elements of the old logo or brand identity that hold significant brand equity while introducing fresh elements that signal evolution and modernization.

3. Strategic Communication: Ensure that the rebranding communicates the brand's essence effectively, resonating with the target audience and fostering emotional connections.

4. Inclusivity and Accessibility: Embrace inclusivity and accessibility in visual identity and messaging, acknowledging diverse audiences and their varying levels of engagement.

Conclusion:

Decathlon's rebranding exemplifies the art of balancing tradition with innovation, playfulness with purpose, and continuity with evolution. At Apppl Combine, we recognize the significance of such strategic brand transformations in fostering brand resonance and long-term success. Our expertise lies in guiding brands through similar journeys, facilitating seamless transitions while preserving brand essence and relevance. Let us embark on a collaborative journey to elevate your brand identity and carve a distinct niche in the competitive landscape. Connect with us today, and let's transform possibilities into realities.

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