Recently, three very different brands (Domino’s, Crocs, and the City of Austin) went through rebrands that got people talking.
Some nailed it and some… we still have questions about.
DOMINO’S
.@dominos has unveiled its first rebrand since 2012.
The overhaul also introduces a custom typeface, Domino’s Sans, and a new jingle from Grammy-nominated country artist @ShaboozeysJeans, all unified under the trademark “Dommmino’s,” with an extra “mmm.” bit.ly/46HSEKg
— #ADWEEK (#@Adweek)
4:05 PM • Oct 8, 2025
What Happened: Domino’s refreshed its packaging and logo plus introduced a quick, four-second jingle voiced by Shaboozey.
The Fathers Take: The jingle may be back. After a decade of sterile “millennial blanding,” brands are realizing that sound is just as powerful as color. If they stick with it, Domino’s could own an audio identity the same way McDonald’s owns “ba da ba ba bah, I’m lovin it.”
CROCS
In what feels like a bleak era of brand refreshes (Kia, Jaguar, Cracker Barrel), credit where credit is due: the new Crocs logo is an instant classic.
— #Ben Springwater (#@benspringwater)
1:07 AM • Oct 9, 2025
What Happened: Crocs unveiled a new logo shaped like a crocodile…or so we thought. This is actually a concept logo made by a fan that went viral over the weekend. And we fell for it.
The Father’s Take: If real, this would’ve been one of the rare A+ examples of a minimalist logo rebrand. It’s recognizable, novel and extremely clever. Who knows, maybe one day they’ll incorporate it.
CITY OF AUSTIN
What Happened: Austin spent $1 million on a citywide rebrand, ditching its medieval crest for a modern, blue-green “wave” mark inspired by the city’s hills and rivers.
The Fathers Take: Civic rebrands are a losing game. Everyone hates change and no one agrees on what a city “should look like.” But the real test isn’t the logo; it’s the system. If it cleans up signage, improves wayfinding, and looks cohesive across transit and parks, it’s a win. Still though, $1M for something that looks like a telehealth startup? Tough sell.
FULL SERMON
Blessings,
The Brandfathers