Debbie Laskey's Blog: 2025 Was the Year of #BrandIdentity Changes

Was your brand in the news during 2025? If not, don’t despair. There were numerous brands that made headlines during 2025.

BRAND IDENTITY:

1. Coors Light rolled out a limited-time promotion "designed to bring chill to one of the worst Mondays of the year - the day after the Big Game (which is advertising speak for the Super Bowl)." The company explained that it "wanted to lean into humor with a harmless "oopsie" moment to show that even a brand like Coors Light can have a case of the Mondays." (February)

2. Delta Air Lines celebrated its 100th anniversary. (March)

3. During a speech by President Trump to a joint session of Congress, many female Democratic members of Congress wore pink to protest the administration's policies that were negatively impacting women and families. According to Susan Scafidi, a professor, and founder and director of Fashion Law Institute at Fordham Law School, "When played right, color coordination can be powerful. In moments when you’re not empowered to speak, fashion can do the talking for you. On an evening when the members of the Democratic Women’s Caucus have no microphone, their collective splash of bright fuchsia in the House Chamber at least reminds viewers of their existence every time the camera pans across the room." (March)

4. Disneyland (Walt Disney's theme park in Anaheim, California - the park that started the Disney theme park brand) celebrated its 70th anniversary beginning in May 2025 (and continuing through summer 2026). (May)

According to long-time Disney partner, Dooney and Bourke, "Since opening its gates on July 17th, 1955, Disneyland has continued to enchant guests with beloved attractions, immersive lands, and ever-evolving experiences. Disneyland park-goers can expect special entertainment, limited-time merchandise, and festive decorations honoring this milestone."

5. Pollo Loco launched a re-brand and accompanying campaign as the fast-casual grilled chicken chain continued its ongoing three-year strategy around strengthening its identity, keeping pace with culture, and increasing awareness. A new tagline, "Let's Get Loco," a double entendre that serves as both a call to action ("What should we have for dinner? Let's get Loco") and a play on the Spanish word for crazy. (May)

6. JetBlue and United Airlines announced BLUE SKY, a new and unique collaboration that gives customers of both airlines more options to find flights that fit their plans as well as new opportunities to earn and use MileagePlus miles and TrueBlue points across both airlines. (June)

7. Hawaii became the first U.S. state to charge a climate impact tax to fund climate change resiliency projects and environmental stewardship within the islands. The tax will apply to travelers staying in hotels, short-term vacation rentals, and for the first time, cruise ships. The tax goes into effect on January 1st, 2026. (June)

8. Apple announced a change to how it names its software updates. According to CNET, "This is an approach that may seem familiar to anyone who's familiar with Windows 95 or a 1957 Chevy. Apple is rebranding its operating systems by using the last two digits of the upcoming year. So the current iOS 18 will be replaced by iOS 26, not iOS 19, when it arrives in the fall of 2025. That is, the new numbering system reflects the last two digits of 2026, rather than the current year of 2025, similar to how new automobile models are introduced." (June)

9. Late-night TV viewers were shocked by the announcement that Stephen Colbert's show would end in May 2026. According to TIME Magazine, "Late-night TV has been on the decline for years, as viewers spend more time on streaming services and often favor late-show clips on YouTube or TikTok over nightly viewing. But CBS's "The Late Show With Stephen Colbert" was still leading the race by a mile. And on July 15th, it received a Primetime Emmy nomination for outstanding talk series. So when Colbert told his audience at a taping on Thursday, July 17th, that "Next year will be our last season," viewers were blindsided. Spectators at the Ed Sullivan Theater booed. More than three decades since it first aired, The Late Show is making its final curtain call in May 2026." (July)

10. American Eagle launched an advertising campaign featuring actress Sydney Sweeney. Titled "Sydney Sweeney has great jeans," the campaign sparked a debate about race, Western beauty standards, and the backlash to "woke" American politics and culture. Most of the negative reception focused on videos that used the word "genes" instead of "jeans." American Eagle defended the ad on Instagram in an attempt to stop the criticism: "[The] Sydney Sweeney Has Great Jeans" [campaign] is and always was about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone." (August)

Marcus Collins, an assistant professor of marketing at the University of Michigan's Ross School of Business, said, "The criticism could have been avoided if the ads showed models of various races making the "genes" pun. You can either say this was ignorance, laziness, or intentional. Either one of the three isn't good."

11. Fortune reported that, after 133 years, the Kodak brand may cease operations. Following a bankruptcy and multiple reinventions, there is substantial doubt that the brand can stay in business.

12. The Atlanta Journal-Constitution, a newspaper that started in 1868, stopped providing a print edition on December 31st, 2025. Atlanta is now the largest U.S. metro area without a printed daily newspaper.

13. Nike explained its tagline change on its website, "When Nike launched “Just Do It” in 1988, it wasn’t only a tagline — it was a call to action. A challenge to start, to try, to move forward even when it’s hard. Now, after nearly four decades of inspiring athletes to reach their dreams through “Just Do It,” Nike is reintroducing the iconic rallying cry to a new generation with the launch of its latest campaign, "Why Do It?” Designed to meet young athletes where they are, the campaign reframes greatness as a choice, not an outcome — handing “Just Do It" to today’s generation and emboldening them to write the next chapter." (September)

14. The White House issued unsubstantiated claims that there is a link between Tylenol and autism. NPR reported, "President Trump's suggestion that a link exists between autism and acetaminophen — the active ingredient in Tylenol — has raised concerns within the scientific community." Helen Tager-Flusberg, director of the Center for Autism Research Excellence (CARE) at Boston University and founder of the Coalition of Autism Scientists, called the administration's announcement "appalling." She said it was "a very significant distortion" of what science says about any possible links between acetaminophen and autism. She added that the message "is likely to impact millions of lives of pregnant women right now. Mothers of autistic children who are going to be so fearful that this is what they did to cause their child's autism, which is absolutely not the case." (September)

15. The most famous museum in the world was robbed. Thieves disguised as construction workers stole eight pieces of the French Crown Jewels valued at $100 million from the Apollo Gallery in the Louvre Museum in Paris, France. The robbery took less than eight minutes, of which the thieves spent four in the museum itself, and occurred during regular opening hours. (October)

LOGO RE-DESIGNS:

1. The Seattle Kracken hockey team often modifies its logo for special celebrations. In early 2025, there were four tweaked logos: Anchor Auction (player-signed hats and jerseys were auctioned to benefit two nonprofits), Lunar New Year Night presented by Alaska Airlines, Black Hockey History Night presented by Amazon, and Women in Hockey Night presented by PitchBook. (January — March)

2. Since ABC's show Nightline celebrated its 45th anniversary during 2025, it got a new logo. According to Variety, "The show is bringing back an updated version of its old logo. Having gone with an all-lowercase "nightline" since 2017, a new take on the show's all-caps "NIGHTLINE" that had been in use between 1997 and 2017 will now be introduced. According to ABC News, the new logo honors its iconic legacy, blending elements from its original look with an updated, modern design." (April)

3. Hotels.com unveiled a new "spokesbell" for the brand. According to MarketingDive, "Hotels.com is putting a mascot front-and-center in its marketing once again, this time through what the platform bills as the first "spokesbell." A major part of Bellboy's directive is educating people about tools available via the Hotels.com app, like a new price alert function that notifies users when a hotel they are watching drops its rates, that could help drive loyalty." (April)

4. The restaurant brand Cracker Barrel announced a new streamlined logo. However, there was so much uproar, including comments from the White House, that the brand ditched the new logo, returned to using its old logo, scrapped plans to redesign its restaurants — and then, while not a surprise, fired its design agency. (August and September)

5. Domino's unveiled a new look. USA Today reported, "Domino's is cooking up a new branding look and sound with a bolder color scheme and a new jingle created with help from a Grammy-nominated musical artist. The pizza delivery company is adding splashier reds and blues to its pizza boxes – and adopting a black and metallic gold motif for the pizza boxes used to deliver its Handmade Pan and Parmesan Stuffed Crust pizzas. The new, thicker “Domino’s Sans” font spells out a tweak to the company name (“Dommmino’s") in some spots. That's also the name of a new jingle, created with the help of "A Bar Song (Tipsy)" hitmaker Shaboozey. The brand's new look will roll out in stores, on TV, social media, and the Domino's website and app over the coming months." (October)

6. Apple+ TV became simply Apple TV. According to The New York Times, “With the change, Apple TV will no longer be part of the lengthy roll call of streaming services that use the plus sign, including AMC+, Discovery+, Disney+, ESPN+ and Paramount+. (For a few weeks in 2022, there was also CNN+.) Apple still has Apple Fitness+, Apple News+, and iCloud+.” And let’s not forget the disappearance of Google+. (October)

7. Lay's potato chips unveiled a new look. PepsiCo announced the largest brand redesign in Lay’s nearly 100-year history. The company said the new Lay’s visual identity features a warmer and more distinct sun. Sun rays, or ‘Lay’s Rays,’ beam from the logo, a nod to the light that helps potatoes grow. There is also a refined color palette that is based off the ingredients of Lay’s recipes, and close-up visuals that highlight the golden color, crisp texture and seasoning of each chip. Lay’s describes the new packaging as letting the "potato itself and rich farm imagery take center stage." But Lay’s isn’t just updating the look of its products – it’s also ensuring that they are made with cleaner ingredients, aligning with the White House's health goals under its “Make America Healthy Again” initiative, as well as updating its packaging. (October)

PERSONAL BRANDING:

1. On January 4th, President Joe Biden bestowed the Presidential Medal of Freedom on 19 recipients in his last opportunity to give out the nation's highest civilian honor ahead of his exit from the White House. Former Secretary of State Hillary Clinton received the honor. According to Columbia University's Spectator, "Clinton served as a lawyer, first lady from 1993 to 2001, a New York senator from 2001 to 2009, and Secretary of State under President Barack Obama. She received the Democratic Presidential nomination in 2016, becoming the first woman to be nominated for President by a major political party. Clinton joined the Columbia University faculty in February 2023 and has taught the course 'Inside the Situation Room' since fall 2023." (January)

2. Jane Fonda became a brand spokesperson for Italian sneaker brand Golden Goose to celebrate the brand's 25th anniversary. Her campaign was called "Born to be a Super Star," and the new campaign "celebrates those who take risks, dream louder, and redefine the possible." (February)

3. Kirsty Coventry: The 41-year-old Zimbabwe sports minister and two-time Olympic swimming gold medalist, was elected president of the International Olympic Committee (IOC). She will become the first woman and first African to lead what many refer to as the largest international sporting event. According to the AP, “Coventry will formally replace her mentor Thomas Bach at a June 23 handover, officially Olympic Day, as the 10th IOC president in its 131-year history.” Coventry, whose term will be from 2025-2033, said, “This is a signal that we are truly global. I have been dealing with, let’s say, difficult men in high positions since I was 20 years old. What I have learned is that communication will be key.” (March)

4. Pope Francis: According to The Conversation, "From papal selfies to the viral generative AI images featuring a stylish puffer jacket, Pope Francis became a prominent popular culture figure during his papacy. News media called him the "People's Pope," branding that also circulated online on social media to turn Pope Francis into an icon who symbolized the progressive ideals of 2010s popular culture. His 2013 election was significant for many reasons, including the fact that he became the first Jesuit and first pope from Latin America. His acension to the papacy represented an attempt by the Catholic Church to rebrand itself through Francis's "progressive" public image. The Catholic Church as an institutional brand has been at the centre of numerous scandals and controversies after committing grave injustices for generations. Pope Francis, on the other hand, became what branding expert Douglas Holt calls an "iconic brand." Pontiffs have always been subject to branding, making them unique subjects for public fascination and popular culture. Decisions about what shoes to wear and what papal name to take are, in fact, acts of branding. Pope Francis chose his papal name to align himself with Saint Francis of Assisi. He also chose to wear a simple white cassock for his first public appearance on the balcony at St. Peter’s Basilica. These decisions were branding strategies. Francis's use of social media brought the papacy into a new digital age. It provided him with a platform to build his brand in a manner similar to politicians. Iconic brands can transform the institutions they represent. Pope Francis’s image demonstrated how papal branding is no different than other forms of branding." (April)

5. Upon the death of Pope Francis, Cardinal Robert Prevost was elected as the first U.S.-born pontiff and will be known as Pope Leo XIV. The 69-year-old from Chicago stepped into his role as the 267th Pope. According to Vatican News, "In the early centuries of Christianity many Popes changed their names because their original names were of pagan origin. However, not all Popes followed this practice. Out of the 266 Popes in history (267 including the new one), only 129 have chosen a new name. This tradition became standard practice starting in 955 with Pope John XII, and has continued to this day." (May)

And on a related note, "Portillo's, the Chicago-based hot dog and sandwich chain, named one of its sandwiches "The Leo" after the new Pope, who was born in Chicago. According to the restaurant, "In the name of the gravy, the bun, and hot giard, we introduce The Leo: a divinely seasoned Italian beef, baptized in gravy and finished with the holy trinity of peppers — sweet, hot, or a combo. The Leo is Portillo's original "sacred sandwich" that is made in honor of a moment that's historic for Portillo's hometown." (May)

6. Former Vice President Kamala Harris was thought to be a candidate for the next Governor of California, however, she announced that she would not be running. Her announcement opened up the race for candidates in both parties. (August)

7. Taylor Swift announced her engagement to Travis Kelce via Instagram with a clever post, "Your English teacher and your gym teacher are getting married." The level of interest in this announcement rivaled the engagement of England's former Prince Charles and Lady Diana Spencer. Following the announcement, brands swiftly posted their own spins on the news. (August)

A few clever posts follow:

EMPIRE STATE BUILDING: Where can I apply to be the wedding venue?

PANERA BREAD: She said yeast. A real life loaf story.

HERSHEY'S CHOCOLATE KISSES: Hershey's kisses in bulk will be a delight at any wedding.

8. Following statements made by Jimmy Kimmel on his late-night TV show, The Walt Disney Company (parent company of ABC) indefinitely suspended his show - under pressure from the Trump Administration. Then, over 400 actors, musicians, and film directors (including many A-list stars) signed an open letter organized by the American Civil Liberties Union (ACLU) that decried "a dark moment for freedom of speech in our nation." Even some Republicans spoke up for free speech. Disney announced that Jimmy Kimmel's show would return on September 23, and at the beginning of his show, he was greeted with a standing ovation. The highlight of his 15-minute monologue was this: "I don’t want to make this about me, because – and I know this is what people say when they make things about them, but I really don’t – this show, this show is not important. What is important is that we get to live in a country that allows us to have a show like this. I’ve had the opportunity to meet and spend time with comedians and talk show hosts from countries like Russia, countries in the Middle East who tell me they would get thrown in prison for making fun of those in power. And worse than being thrown in prison. They know how lucky we are here. Our freedom to speak is what they admire most about this country.” (September)

9. Claudia Sheinbaum: She took office as Mexico's first female president in the nation's more than 200 years of independence. According to Business Standard, "The 62-year-old former Mexico City mayor and lifelong leftist campaigned on a promise of continuity, of protecting and expanding the signature initiatives of her mentor, former President Andrs Manuel Lpez Obrador. Sheinbaum is also the first president with a Jewish background in the largely Catholic country. Sheinbaum's victory came 70 years after women won the right to vote in Mexico. Since 2018, Mexico's Congress has had a 50-50 gender split, in part due to gender quotas set for party candidates. Still, Sheinbaum inherits a country with soaring levels of violence against women. There are also still many parts of the country, especially rural Indigenous areas where men hold all the power." (October)

10. Sanae Takaichi: As reported by AP, "In a country that ranks poorly internationally for gender equality, the new president of Japan’s long-governing Liberal Democrats, and new prime minister, is an ultra-conservative star of a male-dominated party that critics call an obstacle to women’s advancement. Sanae Takaichi, 64, admires former British Prime Minister Margaret Thatcher and is a proponent of former Prime Minister Shinzo Abe’s conservative vision for Japan. Takaichi is the first female president of Japan’s predominantly male ruling party that has dominated Japan’s postwar politics almost without interruption. She hardly touched on gender issues during the campaign." (October)

11. Britain's Prince Andrew lost his "Duke of York," "Prince," and "His Royal Highness" titles as well as his royal patronages and royal residence. While Andrew's former wife, Sarah Ferguson, would no longer be known as the "Duchess of York," their two daughters would continue to have the title of Princess. (October and November)

12. Martha Stewart, the 84-year-old lifestyle guru agreed to be the new spokesperson when American Eagle asked her to be the face of its GIVE GREAT JEANS holiday campaign to promote denim as a universal gift that never goes out of style. Stewart explained, "I have spent decades helping people create beautiful holidays — from setting the perfect table to trimming the tree to finding that last-minute gift that saves the day. So when American Eagle approached me about being part of their holiday gifting campaign, I was immediately intrigued. Denim is a universal gift that works for everyone on your list. Jeans have always been a staple in my wardrobe, and giving a great pair of AE jeans is always a nice gift to give. I’m constantly moving between decorating, cooking and, most importantly, wrapping gifts, and I need to make sure I have an outfit that is comfortable and stylish. The beauty of AE jeans is their versatility and ability to move with you throughout the day. They are flattering, sleek, and soft enough to make wrapping gifts or hosting a dinner in them effortless." (December)

13. Diminished value of the Sussex Brand: According to Cosmopolitan, "There have been persistent rumors that Prince William will strip Prince Harry of his title once he's king. However, a source says William plans to leave his brother's title intact because he thinks the Sussexes' brand is "worthless." The heir apparent also doesn't want to be seen as vindictive or petty...A well-placed insider explained that by the time William takes the throne, the Sussex brand will be so diminished it won't even matter. Why take away something that's already worthless? Ignoring them will hurt more." (December)

BRAND NAME CHANGES:

1. GULF OF MEXICO was renamed GULF OF AMERICA by President Trump. (January)

Following Trump's Executive Order, Mexican President Claudia Sheinbaum wrote to Google, arguing that the U.S. did not have the right to unilaterally rename the Gulf. Google responded to President Sheinbaum's letter, saying that they intended to comply with Trump's order and expressed willingness to meet with the Mexican government to discuss the issue further. According to NPR, "In a press briefing on February 10th, President Sheinbaum announced that her administration would wait for a response from Google before taking additional steps. She said, "If not, we will proceed to court. If a country wants to change the designation of something in the sea, it would only apply up to 12 nautical miles. It cannot apply to the rest, in this case, the Gulf of Mexico. This is what we explained in detail to Google."

2. DENALI was renamed MT. MCKINLEY by President Trump, however, the Alaskan state government has recognized the mountain's official name as DENALI since 1975 and continues to do so. (January)

3. The BOY SCOUTS officially became SCOUTING AMERICA. The change became effective on this date to celebrate the organization's 115th birthday. The name change reflects the organization's commitment to welcoming and providing a safe environment for all youth. The announcement also serves to celebrate the fifth anniversary of welcoming girls into the organization's programs. Currently, Scouting America serves 176,234 girls and young women across all programs including more than 6,000 who have earned the esteemed Eagle Scout status. The name change is a result of years of scandals, and the organization filed for bankruptcy in 2020 to handle the flood of sexual abuse lawsuits. (February)

4. Following the 2022 merger of WarnerMedia and Discovery, Inc., executives hoped that the name "Max" would reflect a broader mix of programming and signal more family-friendly content. But the change never really caught on, so the streaming service will once again be called "HBO Max." (May)

5. Cable TV channel MSNBC rebranded to become MSNOW. As the news brand separated from NBC News, it unveiled a new name, logo, and acronym-driven identity: MS NOW, meaning "My Source for News, Opinion and the World." The change retires a name that was christened in 1996 with the launch of the co-branded partnership between Microsoft and NBC News that carried the MSNBC name. (August)

6. NPR reported a name change for the Department of Defense. "President Trump signed an executive order to give the Department of Defense a new name: the Department of War. Speaking from the Oval Office, Trump said the rebranding reflected a new tone for the country and its military. A White House fact sheet explains that under the executive order, the name "Department of War" will serve as a "secondary title" for the Department of Defense. According to the fact sheet, the order will also authorize Defense Department officials to substitute the word "war" into their titles. For example, the Secretary of Defense could use the title Secretary of War. Trump does not have the authority to change the department's name without congressional action. The legal name was established by Congress in 1949, when it renamed the newly unified military service branches under a new "Department of Defense" following World War II. Almost from the country's founding, the army was overseen by the War Department, but the sprawling agency took on its current name following an act of Congress in 1949. At the time, the change marked the culmination of an effort by President Harry Truman to unify the Air Force, Army, and Navy under the umbrella of a single department." (September)

7. Maxwell House Coffee became Maxwell Apartment Coffee for a limited time. According to the brand's website, "Today, Maxwell House rebrands to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans that the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home. To celebrate, the brand is offering consumers even more value with a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide. Beginning on National Coffee Day (September 29), Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee is available on Amazon.com while supplies last. For under $40, fans can stock their pantry with a full year of coffee designed to save coffee enthusiasts more than $1,000 annually, compared to daily cafe runs, which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign." (October)

8. A progressive public school in New York City has long been known by its acronym, ICE, but it has now decided that it's time for a rebrand. According to Gothamist, "Parents and staff at the Institute for Collaborative Education say those letters have taken on a grim connotation in President Trump’s second term, with U.S. Immigration and Customs Enforcement, also known as ICE, waging a crackdown nationwide that has resulted in deportations, including of New York City students and recent public school grads. The Institute for Collaborative Education now refers to itself as "Ny.ICE" — often pronounced NICE...The rebrand is another example of how immigration policies have reverberated through the city’s public school communities, with some becoming hubs of resistance." (December)

PACKAGING, PACKAGING RE-DESIGN & BRAND PRESENTATION:

1. Do you remember this news from early 2025? The NFL has a position called FASHION EDITOR. According to The New York Times, "Kyle Smith started his job last fall with a directive to use fashion and style to reach new audiences through the NFL's media platforms. He works with athletes to create and share content — photos or videos of them showcasing their off-duty style at events like men's fashion week — and helps players and teams build relationships with traditional fashion media brands like GQ and Vogue. At Super Bowl LIX, he was part of a team covering what players and other notable attendees wore to the game during a new red-carpet segment. While the NBA, NHL, MLB, and MLS have also been focusing more attention on athletes' style as the industries of fashion and sports have become more intertwined, those leagues have yet to underscore that focus by creating a job with the word "fashion" in its title." (February)

2. After the inauguration of President Trump, the Kennedy Center in Washington, D.C., underwent a series of changes. The President ousted the arts institution's leadership in an attempt to change the type of programming featured. Some artists responded by canceling appearances. (March)

And in July, a bill was introduced by Representative Bob Onder (a Republican from Missouri) to "designate the John F. Kennedy Center for the Performing Arts as the Donald J. Trump Center for the Performing Arts." However, it's important to note that two months after John F. Kennedy's assassination in 1963, Congress and President Johnson signed into law legislation renaming the National Cultural Center as a living memorial to Kennedy: the John F. Kennedy Center for the Performing Arts.

And on December 18th, The Kennedy Center Board of Trustees voted to rename the facility as "The Donald J. Trump and The John F. Kennedy Memorial Center for the Performing Arts." While the new name has been added to the building, apparently, the official name change must be made by an act of Congress. According to Joe Kennedy, III, a former Congressman and the great-nephew of JFK, "The Kennedy Center is a living memorial to a fallen president and named for President Kennedy by federal law. It can no sooner be renamed than can someone rename the Lincoln Memorial."

3. Heinz created a limited-time item called LEFTOVER GRAVY. Made with real turkey broth and "delivering a rich, smooth, homemade taste," the Leftover Gravy comes in a squeezable bottle and is the "perfect addition to every feast – and leftover meal. According to Retailer News, "During the protracted Thanksgiving celebrations, it is estimated that 94 percent of Americans craft sandwiches from their leftovers. Half of these sandwich makers regard gravy as a vital ingredient. With these statistics in mind, Heinz Leftover Gravy was conceived. The introduction of this product aligns seamlessly with Heinz’s ongoing emphasis on gravy during the high-demand holiday season. The company aims to appeal to millennial consumers, a demographic known for reshaping Thanksgiving traditions." (November)

4. PepsiCo launched a new line called Simply NKD, a reinvention of iconic Doritos and Cheetos flavors made with no artificial flavors or dyes, and completely colorless. The term "naked" (NKD) was used to tap into growing consumer skepticism about processed foods and appeal to those who want the indulgence of junk food without the "guilt" of artificial additives. It's designed to be an "additive option, not a replacement" for the original products. (November)

Rachel Ferdinando, CEO of PepsiCo Foods U.S., explained, "Rest assured, our iconic Cheetos and Doritos remain unchanged. NKD is an additive option, not a replacement, introduced to meet consumer demand. This move underscores our commitment to flavor leadership, demonstrating that our taste remains strong even without visual cues. As part of our broader transformation, we are expanding choices while still protecting our iconic brands. More choices, same flavor, same brand power."

5. "AND THE OSCAR GOES TO...YOUTUBE"

Beginning in 2029, the annual Oscars telecast will move from broadcast television to a streaming service. Say goodbye to ABC and hello to YouTube. On December 17th, a deal was reached by The Academy of Motion Picture Arts and Sciences with YouTube for the annual telecast from 2029 through the 2033 telecast. ABC has been the home of the Oscars for decades and will continue to broadcast the awards ceremony through 2028.

BRAND MISSION CHANGES:

1. Starbucks announced its new mission statement, "To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit – one person, one cup, and one neighborhood at a time." (January)

2. For the first time in the nearly 60-years of Southwest Airlines' existence, no more “Bags Fly Free.” Starting with flights booked on or after May 28th, Southwest began charging for checked bags with some exceptions. The new policy aligned Southwest with other major airlines that already charge for checked baggage. (March) And later in the year, Southwest added assigned seats - also a big change to the brand's core mission of open seating. (July)

STRATEGIC BRANDING & CO-BRANDING CAMPAIGNS:

1. Subway partnered with OREO to create Subway's first Footlong Cookie collaboration. (February)

2. Puma partnered with Hello Kitty to unveil a limited-edition sneakers collection to celebrate the 50th anniversary of Hello Kitty. (March)

3. Burger King partnered with the "How to Train Your Dragon" movie with menu items inspired by the movie. (May)

4. Jetblue and Dunkin' partnered to unveil a new Dunkin'-themed livery.The vibrant design of the freshly painted Airbus A320 aircraft, appropriately named Brewing Altitude, features Dunkin's iconic pink and orange branding brought to life with a playful donut and coffee motif. The plane celebrates almost two decades of partnership between the two brands. Dunkin' coffee first became available on JetBlue planes in 2006. Five years after that, the companies inked a deal to make the coffee and donut chain the carrier's "exclusive onboard coffee provider" and Dunkin remains so to this day. (May).

5. Sesame Street announced that, "We are excited to announce that all new Sesame Street episodes are coming to Netflix worldwide, and new episodes will also release the same day on PBS stations and PBS Kids platforms in the United States, preserving a 50+ year relationship. The support of Netflix, PBS, and the Corporation for Public Broadcasting serve as a unique public-private partnership to continue to help children everywhere grow smarter, stronger, and kinder." (May)

6. Georgia Aquarium and Coca-Cola: For a limited time, a two-for-one combo ticket provided admission to both the Georgia Aquarium and the World of Coca-Cola in Atlanta. The $75 price was a twenty percent discount off regular anytime ticket prices. The Georgia Aquarium is known for its 11-million gallos of blue wonder, where visitors can walk through a 100-foot tunnel surrounded by whale sharks, manta rays, and thousands of fish. At World of Coca-Cola's Beverage Lab, visitors can experiment with different flavors to create a unique drink. (June)

7. Best Buy and Uber partnered to bring consumer electronics from more than 800 stores to the Uber Eats platform. From headphones and chargers to laptops, gaming gear, and small appliances, Best Buy customers now enjoy the convenience of on-demand delivery or scheduled drop-offs, all within the Uber Eats app. (September)

8. Kahlua and Dunkin' partnered to introduce Kahlúa Dunkin’ Caramel Swirl Cream Liqueur, the latest addition to Kahlúa’s permanent line of thoughtfully crafted liqueurs, marking Kahlúa’s largest investment in the cream liqueur category and Dunkin’s very first foray into cream liqueur. (October)

9. CeraVe was named the official skin care and hair care partner of the National Basketball Association (NBA). The partnership brings together the number one dermatologist-recommended skin care brand in the U.S. with, perhaps, the sports league that is the most-digitally engaged in the U.S. Jasteena Gill, vice president of marketing at CeraVe U.S., said, "The NBA is a testament to how sports can transcend the sports world and impact culture, fashion, and skincare, and have so much influence on people’s lifestyles." (October)

10. In preparation of the 2028 Olympics in Los Angeles, Google announced its partnership with LA28, Team USA, and NBCUniversal to create a more personal and interactive experience for U.S. fans, athletes, and the 70,000 volunteers and workers who are planning and will produce the event. According to Google, “The partnership will bring together the latest advancements across Google Search, Gemini, and Google Cloud to bring viewers closer to the action. We’ll support the analysis of Team USA’s training and bring viewers new ways to search for information during NBCUniversal’s coverage. And we’ll help LA28 Games organizers as they prepare for the first Olympic and Paralympic Games in the United States in 26 years. NBCUniversal will also partner with YouTube to provide fans with even more exciting content.” (October)

11. M&M'S, proudly part of Mars, announced the brand's first-ever collaboration with global footwear leader Crocs. The limited-edition collection brought together the iconic world of M&M'S with the comfort and style of Crocs, creating a unique fashion statement to surprise and delight fans worldwide. (October)

12. WICKED: FOR GOOD, part two of the musical film sensation, partnered with dozens of brands in a promotional blitz very similar to the BARBIE film in 2023 and the first WICKED film in 2024. Some notable brand partnerships and/or co-branding campaigns: Lego, Mattel, Amazon Prime, Puma, Stanley, Johnny Rockets, Compartes, Freskas, Le Creuset, Cascade, The Noble Collection, Classic Whipped Light Cream, Swiffer Sweep+Mop, Care Bears, Monogram Collectibles, Williams-Sonoma, Pottery Barn, Marks & Spencer, Dobly Cinema, Regal Cinemas, Cinemark, AMC Theatres, Sophia Webster, American Girl Doll, Wrigley's Extra Chewing Gum, 7th Heaven, Owala Drinkware, June's Journey+Wicked For Good, Dunkin', Build-A-Bear, Lexus, General Mills, Bubble lip balm, Dancing with the Stars, Precious Moments, Printfresh, Lovepop, and Little Golden Books Wicked Series. (October and November)

13. Starbucks partnered with Hello Kitty. With the arrival of Starbucks' annual holiday collection in November, this year, it included a special line of Hello Kitty merchandise. (November)

14. Air Canada partnered with Walt Disney Animation Studios and unveiled a new aircraft livery inspired by the Disney film Zootopia 2. The airline announced that the Airbus A220 (Fin 138) will be used for flights to several major cities, including Montreal, Toronto, Ottawa, Vancouver, Los Angeles, New York LaGuardia, Denver, and Boston. Andy Shibata, Vice President of Brand at Air Canada, said, "This special livery reminds us that travel, like storytelling, is about imagination, connection, and a little bit of magic." (November)

15. The International Olympic Committee (IOC) and Sega Corporation announced a new multi-year licensing deal to launch a co-branded merchandising program that celebrates Sonic the Hedgehog alongside the Olympic rings, highlighting shared values such as friendship, excellence and respect. (October)

16. Krispy Kreme partnered with a myriad of partners to create special doughnut collections: Pop Tarts, Hulu, Hershey's, Pebbles, Bandi Namco Entertainment America, Inc. (PAC-MAN), Warner Bros. Discovery Global Consumer Products, Crocs, Universal Studios (Harry Potter Back to Hogwarts Collection), and Peanuts. (all year)

UNIQUE BRAND EXPERIENCES:

1. ITALIAN MUSEUMS AND DOGS: Italian museums started offering free dog-sitting services in a bid to boost visitor numbers. The scheme, initiated by the Bauadvisor dog services company, launched in Rome at four major cultural sites. Forty dog owners reportedly used the service on its opening day. A 2024 report published by the Eurispes research company found that a third of Italian families have pets, and that almost 50 percent of those pets are dogs. The service, which can be booked online, will tour 15 tourist hotspots across Italy for one day each month until April 2026. Dog owners will be able to leave their pets with trained minders at the entrances of selected museums. The dogs will then be walked and fed while their owners roam free inside each institution. (January)

2. GIANT PANDAS IN WASHINGTON, D.C.: The zoo welcomed two new bears, Bao Li and Qing Bao. In a ceremonial opening of the Asia Trail exhibit, the Zoo was declared as the "District of Panda." Hotels, restaurants, and even the Washington, D.C. public library got into the panda spirit: "Check out panda-themed books, stream documentaries about the species, create a panda paper mache mask, and more." (January)

3. HONOR FOR MATTEL: Mattel received the Evelyn Y. Davis Corporate Changemaker Award to recognize the societal impact of its Barbie brand to empower ALL to explore the wonder of childhood and reach their full potential. According to Toy World Magazine, "Evelyn Y. Davis, the namesake of the Corporate Changemaker Award, and Ruth Handler, Mattel's co-founder, first corporate president, and Barbie's creator, both shared a vision of challenging how women are perceived in society. Evelyn was an advocate for transparency, accountability, and gender equity in the corporate world, while Ruth revolutionized the toy industry by creating toys that challenged traditional gender roles and empowered girls to dream big." (March)

4. BLUE ORIGIN: Jeff Bezos' aerospace company, Blue Origin, sent an all-female crew to space. The crew included singer Katy Perry; morning TV host Gayle King; Bezo's fiance Lauren Sanchez who brought the mission together; space engineer Aisha Bowe; civil rights activist Amanda Nguyen; and film producer Kerianne Flynn (whose credits include "This Changes Everything" (2018) about the history of women in Hollywood and "Lilly" (2024), which was a tribute to fair-pay advocate Lilly Ledbetter. (April)

5. 50TH ANNIVERSARY OF JAWS: "When "Jaws" first came out in 1975, we virtually knew nothing about sharks, and nobody knew how important of a role they play in their ecosystem," explained Megan Winton, a scientist at the Atlantic White Shark Conservancy on Cape Cod. As reported by USA Today, "On Martha's Vineyard − the real-life version of Steven Spielberg's fictional Amity Island − planning for the 50th anniversary of "Jaws" has been in the works for years. There will be screenings of the film and a documentary about its production, a live performance of the movie's famous score, and parties where fans can meet some of the cast and crew. Most shops and restaurants are decked out with "Jaws"-themed merchandise from custom-poured shark candles to a bloody-looking cranberry sweet treat at Murdick's Fudge." (Summer)

6. PUFFINS IN ICELAND: IFLScience reported, "In Iceland, as summer draws to a close, locals give baby puffins a helping hand as they leave their burrows for the first time and attempt to find the ocean. It's a long-held tradition in the Westman Islands, where puffins nest in large numbers. The island cluster is home to the largest puffin colony in the world with around 830,000 breeding pairs - approximately 20 percent of the global population - arriving each spring/summer to mate and lay their eggs. As nights begin, puffin chicks (known as pufflings) start to flee the nest, embarking on an often-treacherous journey to the sea. The baby birds are guided by the light of the moon, but tend to be drawn by the bright city lights, and instead, head inland. Their wings are too weak to take off again, so they can end up stranded on the island, where they make easy prey for local predators. To set them back on the right course, the people of Iceland will intervene. There are designated rescue teams and hundreds of volunteers who scour the nearby towns and villages each night, scoop up hapless pufflings, take them home, and gently throw them off a cliff the next morning. Rescuers can scoop up as many as 10 pufflings a night during the peak. Once in the air, the pufflings know how to handle the rest." (September)

7. MATTEL’S BARBIE AND MUSEUM OF MODERN ART: A limited-edition series of toy brands from Mattel were reimagined through the lens of modern art and New York City's Museum of Modern Art's timeless influence on global design. These include Barbie, Hot Wheels, and more. According to MoMA's website, "As the collection’s centerpiece, the MoMA-inspired Barbie captures the essence of modern creativity — sleek lines, abstract color palettes, and fashion that echoes the harmony between art and individuality. Barbie's look feels at once timeless and contemporary, bridging childhood nostalgia with the sophistication of gallery-worthy design. Inspired by Vincent van Gogh’s masterpiece “The Starry Night,” the doll transforms one of the world’s most iconic paintings into couture fashion. Barbie wears an exquisite evening gown in swirling shades of deep blue and turquoise, echoing the brushstrokes and rhythm of Van Gogh’s night sky. The fabric captures the motion and emotion of the artwork, while her sculpted blonde hair, accented with shimmering blue tones, mirrors the painting’s luminous energy. Every detail — from the fluid silhouette of the dress to the sculptural curls framing her face — pays homage to Van Gogh’s vision of light and movement. The collection was available beginning in November online at Mattelcreations, MoMA’s website, and at MoMA Design Stores in New York and Japan.” (October)

8. LOUVRE THEFT IN PARIS, FRANCE: In news that shocked the world, on October 19th, thieves disguised as construction workers stole eight pieces of the French Crown Jewels valued at $100 million from the Apollo Gallery in the Louvre Museum in Paris, France. The robbery took less than eight minutes, of which the thieves spent four in the museum itself, and occurred during regular opening hours. Following the news of the Louvre break-in and robbery, the Cafe Saint Honore in Paris shared a post on Instagram of two teddy bears wearing red French beret hats climbing on the Louvre Museum's triangle - as if they were the thieves. In a related post, they shared a cover page of Le Parisien newspaper with the following story, "Breaking News: The Heist of the Century? Priceless pieces stolen from the world's most famous museum. The suspects were seen yesterday and captured in this photo, their whereabouts are still unknown. Some people claim to have seen them drinking tea at Cafe Saint Honore and acting suspicious. We're sure the bears at Cafe Saint Honore could only steal smiles. Neighbors in the area say they are extremely cute and adorable and the only thing they could steal would be smiles and tenderness." (October)

9. IKEA COLOR OF THE YEAR FOR 2026: With all the appropriate brands that announced their Colors of the Year for 2026, i.e., graphic design and paint color brands, this brand definitely stood out among the noise. According to Apartment Therapy, "Swedish furniture brand IKEA announced its 2026 Color of the Year as Rebel Pink, a hue that brings "a bold response to the need for joy, energy, and self-expression," explained Abbey Stark, home furnishing direction leader at IKEA U.S. "When selecting Rebel Pink as the Color of the Year for 2026, we looked deeply into macro trends across design, fashion, and culture, and how they influence life in our homes. We see [Rebel Pink] as a new neutral that energizes everyday spaces while staying true to Scandinavian simplicity; it’s not just a color, it’s a movement that invites people to push boundaries and embrace individuality.” The color is heavily featured in the new GREJSIMOJS collection, a set created by 12 designers that celebrates the importance of joy and play for both kids and adults. (December)

With all these changes, one wonders if brands that don’t make changes have staying power. Do logos and brand names need to be refreshed every so often? How do these changes impact brand equity and customer/fan/stakeholder recognition? These are important questions before considering, planning, and executing strategic branding changes.

Which brands will make news during 2026? Swing by #DebbieLaskeysBlog in January 2027 for a recap!

Debbie Laskey's Blog

Wednesday, January 14, 2026

2025 Was the Year of #BrandIdentity Changes

SHARE THIS: Products are made in a factory, but brands are created in the mind. ~Walter Landor #BrandIdentity #BrandExperience #DebbieLaskeysBlog