# Branded Solidarity Brands are revamping their logos to show support amid COVID-19. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published May 12, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-solidarity ## Key Figures - Trend score: 5.0/10 - Evidence articles: 4 ## What is the Branded Solidarity trend? **Branded Solidarity:** To help send a message of solidarity during the COVID-19 pandemic, various brands have launched rebranding initiatives to show their support during the new era of social distancing. These logos have been altered to encouraging visual messages asking consumers to stay safely at home. ## The consumer insight behind the Branded Solidarity trend These isolating times of COVID-19 have left consumers feeling secluded and lacking in community support, especially since consumers feel the only way to stop the spread of the virus is through the lonely practice of social distancing on a large scale. This demographic is looking for ways to feel supported within their community while maintaining their distance, and expect that brands show this support not just in a way that's symbolic, but that's also tangible. ## At a Glance - Evidence: 4 featured examples - Articles from: May 7 to May 13, 2020 - Published: May 12, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Branded Solidarity trend ### Brands Show COVID-19 Solidarity in Rebrands Consumers are looking for ways to feel supported within their community while maintaining their distance, and expect that brands show this support not just in a way that's symbolic, but that's also tangible. ### Brands Encourage Social Distancing Amid COVID-19 During these uncertain times, many consumers are turning to brands that provide community support for compassion and empathy. Brands that respond to crisis and chaos with support will help win consumer loyalty and increase brand awareness. ### Companies Adjust Logos To Promote Quarantine The solidarity marketing efforts of fast food chains and other companies show a commitment to encouraging fans to stay indoors during these uncertain times. ## What the Branded Solidarity trend means for industry ### For Food and Beverage Companies in the food and beverage industry are using creative rebrands to send messages of hope and support to their loyal patrons, and win over new ones during times of stress. ### For Marketing and Advertising The COVID-19 pandemic has caused disruption in many industries, including marketing and advertising, but it has also provided opportunities for companies to showcase their creativity and compassion where it is most needed. ### For Retail As consumers seek out brands that demonstrate their commitment to social distancing, companies in the retail industry have the opportunity to adjust their messaging and create new marketing strategies to capture the attention of shoppers in a crowded and shifting marketplace. ## Workshop question How could your brand reflect global concerns in its marketing to reach consumers? ## Trend signals for Branded Solidarity Trend score 5.0 out of 10, from popularity 71%, activity 69%, freshness 9%. - Popularity: 71% - Activity: 69% - Freshness: 9% ## Examples of the Branded Solidarity trend 4 featured examples from May 7 to May 13, 2020. - [Social Distancing Rebrands](https://www.trendhunter.com/trends/covid19-solidarity): McDonald's Adapts its Logo in an Act of COVID-19 Solidarity (Category: Marketing) Implication: Food service brands can implement social distancing initiatives and community support to build customer trust and loyalty during the pandemic. - [Quarantine-Themed Rebrands](https://www.trendhunter.com/trends/chiquita): Chiquita Removed its Mascot From Logo Because 'Miss' is "Already Home" (Category: Marketing) Implication: Brands in this sector have an opportunity to connect with consumers in new ways, especially by showcasing their social conscience and empathy. - [Solidarity Re-Imagined QSR Logos](https://www.trendhunter.com/trends/stay-home-1): Burger King Alters its Tagline on Storefronts to 'Stay Home' (Category: Marketing) Implication: The restaurant industry can leverage creative logo and tagline changes to promote social distancing and reinforce their commitment to customer safety. - [Pandemic-Supporting Snack Rebrands](https://www.trendhunter.com/trends/ramo): Food Company Ramo Changes Its Name to Send a Message of Hope (Category: Marketing) Implication: The food and beverage industry can adopt similar strategies to Ramo and inspire consumers through uplifting messaging in product rebranding during the pandemic. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)