Three very different organizations unveiled new brand identities in the first half of November 2026, and together they offer practical rebrand lessons for growing companies. Brazil’s state-owned bank Caixa presented a redesign by agency Tátil Design on November 9, toy maker Takara Tomy announced a new corporate logo and global name on November 10, and Cleveland’s airport system launched new logos and a shared tagline in early November.
What changed
Caixa: evolve the familiar, do not replace it
Caixa Econômica Federal kept its name and its traditional X symbol, but redrew the X with new shapes and depth in its blue and orange strokes and updated both colors. The word “Caixa” is now set in unicase type that mixes uppercase and lowercase letters. The new system adds illustrations inspired by Brazilian art, created with artists from different regions, and a new signature line, “Vem realizar.” Tátil organized more than 50 projects across the Caixa brand ecosystem so the main brand stays central. Rollout began in 11 branches and will follow the bank’s maintenance and renovation schedule through 2030. Economic News Brasil reports R$3.5 million was invested in the redesign between 2024 and 2026, while the full implementation cost has not been disclosed.
Takara Tomy: one name for every market
Takara Tomy’s new corporate logo is built on the katakana word for “asobi,” meaning play, and draws on Japanese aesthetics. It is the group’s first corporate logo change since Takara and Tomy merged in 2006, and it takes full effect on April 1, 2027. The bigger move is the name. The group has used “Takara Tomy” in Japan, “TOMY” in English-speaking markets and a separate Chinese name in Chinese-speaking markets. All of these are being unified under “TAKARATOMY,” and the parent company’s English name changes from TOMY Company, Ltd. to TAKARATOMY Corporation. Overseas subsidiaries such as TOMY International in the US will gradually adopt the name. The company links the change to its Mid-Term Management Strategy 2030 and a “ONE TAKARATOMY” identity.
Cleveland’s airports: a family of related marks
Cleveland Hopkins International Airport and Burke Lakefront Airport now carry slightly different logos designed to show what makes each airport unique, tied together by the tagline “Where the Land Meets the Sky.” The system keeps its existing blue and green palette, which reflects Lake Erie and the surrounding scenery. The new brand will be introduced in phases. Megan O’Connell, assistant director of marketing, communications and guest experience at Cleveland Hopkins, told Spectrum News: “The visual identity of an airport might not seem like a big component of it, but it really is.”
Why these rebrand lessons matter for businesses
None of these projects threw away what customers already recognized. Caixa kept its X and colors, Cleveland kept its palette, and Takara Tomy kept the name people already search for. For a growing business, that is the main takeaway: a rebrand should spend its effort on what is broken, not on erasing equity you have already paid to build.
Takara Tomy shows a problem many expanding SMEs share. A company that grew from India into the GCC, or from the US into Europe, often ends up with different names, domains and social handles in each market. That splits search visibility and confuses partners. Unifying the name is less glamorous than a new logo, but it often does more commercial good.
Caixa and Cleveland both chose phased rollouts tied to existing schedules. Smaller companies can do the same: update digital touchpoints first, then replace signage, vehicles and print as they come due for renewal. That spreads cost and avoids a half-finished launch.
What to do now
- Audit which brand assets customers actually recognize, such as a color, symbol or name, and decide which to keep before briefing any designer.
- Check whether your company name, domains and social handles are consistent across every market you serve, and fix gaps first.
- If you run several products or locations, design a family of related marks rather than unrelated logos.
- Write a short line that explains what the brand stands for, and test it with customers before launch.
- Plan a phased rollout: digital channels first, physical assets as they are due for replacement.
- Capture the new system in clear brand guidelines so every team and supplier applies it the same way.
If you are weighing a refresh, see how Purple Rocket approaches rebranding and brand guidelines.