Branding mergers and acquisitions:
— merging brands turn into a joint one
Mergers and acquisitions spark questions not only about operations and finances, but also about branding. When two brands that come together bring in important equities, it's possible to create a new brand that uses the strengths of both sides. The question is how to structure this importance. There are three options here:
Scenario 1: Equal brand merger
Some brands merge as equals, integrating both legacies 1:1 into a new identity. A very clear example of that is the merger Kraft and Heinz. Both iconic brands brought their strengths and recognition to the table, creating a unified KraftHeinz brand. The new logo preserved both heritage typographies and brought them closer to one another to visually highlight the union. Unfortunately, in 2025 we witnessed a divorce of this cozy couple.
Scenario 2: New brand with shared heritage
Sometimes, companies create an entirely new brand but choose to preserve some elements of the original brands. When United Airlines merged with Continental Airlines, the new UNITED brand emerged. It kept part of United Airlines' name and adopted Continental’s globe emblem. A smart way to honor the history of both companies while signaling a future-oriented outlook. Such a move holds a special value for the internal culture, allowing employees for an easier identification with the newly created brand.
Scenario 3: Acquiring brand endorses the acquired one
In other cases, companies opt to show the hierarchy through an endorsement. Consider "GE Appliances, a Haier company". Post acquisition, GE Appliances maintained its trusted name in the consumer context. However, the new ownership is clearly signalled in the logo, but only B2B and corporate settings.
Each approach has its advantages, depending on market perception, customer loyalty and strategic goals. At SKINN, we guide brands through these complex transitions, ensuring mergers don’t just combine companies but build stronger brands. Discover our strategic services here: https://www.skinn.agency/strategy
