Big tech brands evolving, refreshing over the past year-plus
Over the past year and a half, you may have noticed some changes to enterprise tech logos. It’s not your imagination. From AI companies to 100-year-old hardware giants, a wave of major rebrands and brand refreshes has swept through the tech industry since early 2025. Some were more evolution than revolution. Some were strategic, while others felt like little more than an aesthetic exercise. But given our focus on brand strategy and identity—and our track record working in B2B tech—they’re all interesting to us.
With that in mind, we pulled together five of the biggest tech brand updates from the past year-plus to see what changed, why, and what it all adds up to.
OpenAI
In February 2025, OpenAI rolled out its first major brand refresh since ChatGPT launched—a notable milestone for a company whose original logo was allegedly sketched by the founders. The new identity, developed by an in-house team working alongside type foundry ABC Dinamo and Studio Dumbar, kept the recognizable “blossom” mark but refined it: the center opening was widened, the line weights were unified, and the geometry became more fluid.
The centerpiece of the refresh is a custom typeface, OpenAI Sans, designed to balance geometric precision with a softer, more human feel—the O has a perfectly round outer edge but a deliberately imperfect interior. The stated goal was to move away from a cold, mechanical AI-company look toward something warmer, without losing the sense of technical authority. It’s a subtle shift rather than a dramatic rebrand, but for a company whose valuation went from roughly $29 billion in 2023 to $300 billion in early 2025, subtlety may have been the point. OpenAI didn’t need to gain awareness, but wanted to look more sophisticated and friendly.
Adobe
Adobe’s 2025 brand work is another good example of a “nobody noticed, and that’s great” evolution. Adobe retired the boxed-in, negative-space A icon it had used for years and replaced it with a positive-space wordmark where the A lives freely inside the logotype—a design choice that nods back to Marva Warnock’s original 1982 Adobe identity.
In addition to the logo, Adobe refreshed its color system, typography, and overall UI philosophy across its product suite, all in service of a more unified, “hybrid creator” positioning rather than a strictly professional-tools brand. Design industry insiders noticed the change, but there was no big campaign, no splashy reveal—the identity had been evolving for roughly two years before the more complete shift was made. Like OpenAI, this brand refresh is noteworthy for its restraint.
Cotality
In March 2025, longtime property data giant CoreLogic rebranded as Cotality. The invented name is meant to evoke both totality (the breadth of data and analytics the company delivers across the property ecosystem) and vitality (its stated mission of helping the industry “thrive”), while the retained “Co-” nods to the company’s roots. The logo is inspired by the flight of starlings—a collection of individual data points moving together to reveal a bigger picture.
Alongside the new name came a new logo, visual identity, and trademarked tagline, “Intelligence beyond bounds.” CEO Patrick Dodd framed the change as reflecting the company’s evolution from a financial-services data provider focused on mortgages into a broader information-services player serving agents, lenders, insurers, and governments. Unlike OpenAI’s and Adobe’s quiet refinements, this was a full identity overhaul—new name, new mark, and new story, all at once.
HPE
Hewlett Packard Enterprise marked its 10-year anniversary as an independent company (since HP split in 2015, resulting in HPE and HP Inc.) with a visual identity update unveiled in June 2025. Gone is the old wordmark-plus-rectangle treatment; in its place is a sharper, more condensed “HPE” mark. The E is stylized as a nod to the original rectangular icon (the “Element”), which is still in use as a separate graphic device.
HPE also deepened its signature green into a richer, brighter tone and overhauled its typography. The company was explicit about the motivation: with six of the world’s top ten supercomputers and a growing role in AI infrastructure and hybrid cloud, HPE wanted a brand that reads as ambitious and modern rather than as the more conservative enterprise-hardware image it had carried for a decade. This is a classic scenario of the brand catching up to changes in the underlying business.
Xerox
Xerox’s new symbol, unveiled in June 2026, is a direct response to a major corporate event: its $1.5 billion acquisition of Lexmark (completed in mid-2025), on top of its earlier acquisition of IT services provider ITsavvy. The combined company now claims a top-five position in every major print segment, serving more than 200,000 clients across over 170 countries—a scale that the old, standalone Xerox identity wasn’t built to represent.
Xerox’s chief marketing officer described the new mark as reflecting “more capability, more scale, more intelligence” behind the company’s offerings, spanning everything from desktop printers to production systems, software, and managed services. The message to existing customers has been one of continuity—existing devices, consumables, and service contracts remain unaffected—while the updates to the visual identity signal that Xerox is no longer just a printer company but a broader workplace technology and IT services player.
So what’s the trend?
Looking at these five brand updates side by side, a few patterns jump out:
Triggers for brand work include M&A, evolutions in the underlying business, and major milestones.
Subtle evolutions can make a significant impact without losing recognizability.
More dramatic changes often reference the brand’s past.
Sophisticated brands are investing in custom typography and motion.
As AI continues to affect everything, brands are leaning into “intelligence” to signal they’re keeping pace.
The bigger picture
Taken together, this isn't really a story about logos. Instead, it shows us that B2B tech is moving fast enough that some of the most recognizable brands in the industry felt the need to signal that they’ve changed. Whether that’s OpenAI trying to look less like a research lab and more like a consumer platform, CoreLogic changing its name to Cotality, or Xerox absorbing Lexmark and expanding into IT services, the throughline is the same: when the brand no longer reflects the business, it’s time to close the gap, whether through a light refresh or a full rebrand. The trick is doing so without giving up the equity worth keeping.
We’ll be watching to see who’s next.