The best rebrands of the 2000s, picked by pros

O2 rebrand
(Image credit: O2 / Jonathan Knowles)

At the turn of the millennium, digital life was ramping up, and, as the decade progressed, the internet evolved through entertainment and social media, and the world got closer as 3G and smartphones changed the way we connected and consumed forever. 

With the climate crisis and recession looming, some brands revamped their image, leant into new tech and sought celebrity endorsements, while others looked to their heritage to gain renewed strength.

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Antonia Wilson
Freelance writer and editor

Antonia Wilson is a freelance writer and editor. Previous roles have included travel reporter for the Guardian, and staff writer for Creative Review magazine, alongside writing for The Observer, National Geographic Traveller, Essentialist and Eco-Age, among others. She has also been a freelance editor for Vogue and Google, and works with a variety of global and emerging brands on sustainability messaging and other copywriting and editing projects — from Ugg and Ferragamo to Microsoft and Tate Galleries.