While Barbie collaborations and products inspired by the blockbuster film dominated the summer, you could also find plenty of well-executed brand refreshes that had nothing to do with the Mattel franchise.
Of course, one significant rebrand bears mentioning less for its design and more for its contribution to the ongoing saga of Elon Musk’s stewardship of social media platform X, formerly Twitter.
In his usual capricious business style, Musk suddenly and sloppily erased years of built-up brand equity for the popular social media platform. It’s a rare feat for a brand to become a bonafide verb worthy of inclusion in the dictionary. But the CEO of Tesla and SpaceX is infatuated with “X,” also the name of his first company. When his first X merged with Confinity, the new company would eventually rebrand as PayPal a year after Musk’s bitter departure.
