• Market Crumbs

Companies Usher In The New Year With New Branding

Image via Pfizer

The beginning of a new year often pushes people to commit to resolutions and make changes for the better. In the eyes of many, a new year is the perfect time to start with a clean slate.

This year has already seen a handful of companies follow the same mantra by debuting new branding and logos.

Burger King kicked off the new year by announcing its first complete rebrand in more than 20 years to better represent its values and showcase its recent improvements to taste and food quality.

"Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests' experience," Restaurant Brands International Head of Design Raphael Abreu said. “We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste."

Burger King hopes the updates, which will include a new brand logo, packaging, crew uniforms and more, will make guests feel good about its food. The new branding will debut early this year and roll out globally over the coming years.

General Motors also announced a new marketing campaign, including a new logo that evokes "the clean skies of a zero-emissions future," as the company focuses on the mass adoption of electric vehicles. The updated branding and marketing campaign is meant to capture the company's evolving mission, which is now a world with zero crashes, zero emissions and zero congestion.

"There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles," GM global chief marketing officer Deborah Wahl said. "Our new brand identity and campaign are designed to reflect this."

Pfizer, which has been in the news for its Covid-19 vaccine, also unveiled its first major rebrand in decades. The pharmaceutical giant is now focused on projecting the image of a company that cures and prevents diseases rather than simply treating them.

The rebrand includes a new logo that took 18 months to finalize and replaces the iconic Pfizer logo that has been used since 1948. Pfizer halted work on the rebrand last year as it focused on its communications and marketing around the pandemic.

"After 171 years, we arrive at a new era," Pfizer CEO Albert Bourla said. "A time of extraordinary focus on science and dedication to patients. Pfizer is no longer in the business of just treating diseases — we're curing and preventing them."

As the new year brings in new logos and branding, there's likely to be more as the world is quickly evolving and companies will be forced to adapt.

Leftover Crumbs

  • Hyundai confirms Apple talks. Hyundai Motor said it is in discussions with Apple following reports the two companies are exploring an electric vehicle partnership. While confirming the two companies are in early talks, Hyundai didn't disclose what the talks are about. "Apple and Hyundai are in discussion, but as it is early stage, nothing has been decided," Hyundai said in a statement. Hyundai also said in a regulatory filing that it was "getting requests for cooperation on joint development of autonomous electric vehicles from various companies."

  • Tesla eyes design head for China. Tesla is reportedly looking for a design director to oversee the design of a vehicle built according to Chinese tastes, according to Reuters. Tesla is looking to open a "full-function" studio in Shanghai or Beijing that could design a car from scratch and then hand off the designs to Tesla's engineers in the U.S. "I think something that would be super cool would be ... to create a China design and engineering centre to actually design an original car in China for worldwide consumption," Tesla co-founder and CEO Elon Musk said last year. "I think this would be very exciting."

  • Roku acquires Quibi's distribution rights. Roku announced it has acquired the exclusive global distribution rights to more than 75 shows and documentaries created by Quibi for less than $100 million. "Today's announcement marks a rare opportunity to acquire compelling new original programming that features some of the biggest names in entertainment," Roku Vice President of Programming Rob Holmes said. "We're excited to make this content available for free to our users in The Roku Channel through an ad-supported model."

  • You can now bet on drone races. The Drone Racing League has agreed to a deal to make DraftKings an Official Sports Betting Partner of the league. Users can now bet on drone races in Colorado, New Hampshire, New Jersey, Tennessee and West Virginia, while additional states are pending approval. "The sky is now the limit for DRL fans to get skin in the game, and we're thrilled to partner with DraftKings to transform our high-speed race competition into the ultimate sport to bet on," DRL President Rachel Jacobson said.

  • Oil and gas M&A has strong Q4. Total deals among oil and gas producers jumped to $27.1 billion in the fourth quarter from $21 billion in the third quarter. Three multi-billion dollar deals helped the fourth quarter end the year on a high note. However, the 140 deals announced in 2020 was the lowest since at least 2006, according to Enverus.