Rebranding in Crisis: How and Why Companies Transformed Their Corporate Identities during the COVID-19 Pandemic

Abstract

The COVID-19 pandemic crisis compelled brands globally to alter their corporate identities in response to shifting market uncertainty and consumer emotions. This study examines why and how companies rebranded during the crisis, focusing on visual identity (logo) evolution, empathetic communication, and strategic positioning. Drawing on Situational Crisis Communication Theory and Corporate Identity Theory, it analyzes global and local case studies to disclose trends such as minimalist design, socially responsible messaging, and calm color palettes. The findings focus on how rebranding during COVID-19 extended beyond aesthetics, and it functioned as a strategic tool to convey trust, resilience, and unity amid global disruption.