Brand names and identities are changing all the time, and it is not just restricted to companies that want to overhaul their public image.
Rebranding is a delicate and risky endeavor. Even a small mistake can have significant consequences. But done right, a new name can unlock a new market, shed outdated baggage, or simply better reflect what a company has become.
Here are 35 companies that evolved their identity over time:
| Original Name | Current Name |
|---|---|
| BackRub | |
| Kadabra | Amazon |
| SaaSure | Okta |
| Palo Alto Delivery | DoorDash |
| /dev/payments | Stripe |
| SMTP API | SendGrid |
| micro-soft | Microsoft |
| twttr | |
| UberCab | Uber |
| zimrides | Lyft |
| Kibble | Netflix |
| Squirrel | Square |
| Minnesota Mining and Manufacturing | 3M |
| Bank of Italy | Bank of America |
| justin.tv | Twitch |
| ShoeSite | Zappos |
| Jomax Technologies | GoDaddy |
| Software Development Laboratories | Oracle |
| snew | |
| Burbn | |
| Savage Beast Technologies | Pandora |
| kaChing | Wealthfront |
| SaaSBee | Zoom |
| TheFacebook | |
| Brad’s Drink | Pepsi |
| Stag Party | Playboy |
| Unadulterated Food Products | Snapple |
| Goodfellow’s Dry Goods | Target |
| Dynamic Network Services | Dyn |
| Cymitar Technology Group | Rackspace |
| North Tahoe Power Tools | Workday |
| Plankton | Firebase |
| Stickybits | Turntable FM |
| RelayRides | Turo |
| Quantum Computer Services | AOL |
What stands out is how many of the original names were either too literal, too narrow, or tied to a version of the product that no longer existed. The best rebrands are not cosmetic. They signal a genuine shift in what the company is and who it serves.