August 28, 2024

How Not To Rebrand Your Company

Lessons from an “X” Identity Crisis

Oh, Twitter—sorry, X. Once a global rally point for conversation, activism, and real-time culture, Twitter’s abrupt rebrand to “X” taught the business world what not to do.

When a brand with millions of passionate users ditches hard-won identity for a blank slate—without warning, clarity, or buy-in—the fallout is swift and savage.

It’s proof that rebranding isn’t an art project; it’s a movement reset. Here’s the Un_Standard take on the red flags and what it actually means to rebrand with courage and clarity.

What Went Wrong?

Losing the North Star—Overnight

Twitter had global recognition, cultural momentum, and a logo that defined an era. By overnighting into “X” with a new visual system and ambiguous mission, the brand left loyalists lost and newcomers scratching their heads.

Un_Standard move: Evolve the story—don’t vaporize it. Build on what unites your market, even as you invite new energy.

Forgotten Customer—Mystified Community

The rebrand left longtime users disconnected. Why was this happening? What new promise did “X” really stand for? Most still don’t know.

If you betray the experience that built trust, no amount of hype will mend what’s broken.

Un_Standard lesson: Bring your movement-makers, community, and core users INTO the clarity process. Test, learn, iterate—never blindside.

Join The Movement

Clarity is the new growth engine—ditch the templates and join the movement of bold brands rewriting the rules. Whether you’re launching, scaling, or leading, Un_Standard delivers anti-ordinary strategy, story, and systems built for every stage of growth. Ignite momentum with our solutions—all designed to smash bottlenecks, fuel creativity, and turn your business into a story worth following.
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The Logo Myth: New Mark, Empty Momentum

A symbol change isn’t a story. Rebrands built on visuals, not values, crumble fast. Visual identity amplifies—but it never replaces—why the movement started in the first place.

Un_Standard brands tie every pixel, every change, every step to a story bigger than management’s latest brainstorm.

The Mission Meltdown: Where’s the Why?

Ask any “X” user what the company stands for post-rebrand and watch the confusion. Radical pivots without radical clarity alienate your loudest fans and open the door for fast-follow competitors.

Manifesto lesson: If your “why” can’t be shouted by your users and your team, you’ve lost the movement.

How to Un_Standard Your Rebrand

Process, Not Just Paint

Great rebrands are designed with the voice of your ecosystem—customers, team, and future hires—in the room from day one.

Test-Driven, Not Top-Down

Run narrative and visual pilots. Turn small segments of your audience into movement-makers who improve, challenge, and stress-test the story.

Stay Real, Stay Accessible

No matter how big your bet, keep the heart of the company visible. Honor the DNA—even if you’re changing everything about the brand’s hair and clothes.

Proof in Practice: The Movement Way

Un_Standard helped a SaaS with global user base modernize its look and feel—without killing the story that made customers stay. Culture engagement, retention, and Net Favorability all rose.

Contrast: “X” became meme fodder—this year’s “wait, why are we doing this?” case study.

When To Rebrand—and When to Double Down

  • Rebrand when your movement vision has evolved, not when storms hit.
  • Center your narrative with clarity and user loyalty driving every decision.
  • If your team can’t sing your new why, go back to the table.
Photo by Fanette Guilloud

Movement in Action: How to Make Your Rebrand Un_Standard

  • Build bold alignment before the launch. Over-communicate your “why” internally.
  • Make rebrand feedback loops visible (public Q&A, early access to story, visual swag).
  • Track clarity metrics! Do users recognize, repeat, and reinforce your new narrative—or is it silence?

Your Anti-Cosmetic CTA

If you want movement momentum, don’t risk a “X” moment. Dare to be bold—but root every shift in clarity, community, and courage.

Un_Standard guides rebrands you’ll never need to apologize for.

Book a Movement-Driven Rebrand Review With Un_Standard →

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Agent Provocateur & Chief Creative Officer at Un_Standard. David helps ambitious brands unearth clarity, break the rules that hold them back, and co-create movement-level growth. When not challenging the status quo, he’s in the kitchen inventing new flavors or chasing after his three cats: Hallie Tosis, Lester Een, and Jim G. Vitis. #BeUnStandard

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