Blog

In anticipation of the Genesis Invitational golf tournament, Tiger Woods unveiled his new apparel brand. Thus, Nike’s Swoosh has been replaced with a “striped tiger” in the personal history of the golf star. Each of the 15 stripes represents a major title that Woods has won in his career. Last month, Tiger Woods announced the end of his 27-year-long partnership with Nike. The news sparked speculation about the athlete’s next move after ending one of the most lucrative endorsements in sports history. Now, we know what Woods was hinting at when he tweeted “See you in LA” a month ago,…

Having a more than 80-year history, the chocolate brand M&M’s is launching a new rebranding, announcing a strategy oriented towards public communications, inclusiveness and diversity. To emphasize these values, the new identity focuses on the brand’s recognizable ampersand. M&M’s new look was created by Jones Knowles Ritchie, a prominent design agency known for its works with big food brands like Burger King and Baskin-Robbins’. Including a lot of details, the project deals not only with visual branding but also a verbal image and the storytelling about M&M’s individuality. Fulfilling its mission, JKR developed a flexible visual identity that allows the…

Founded in 1972, the British Equestrian Federation is the national organization for equestrian sport in United Kingdom. Recently, BEF has carried out a rebranding by renaming itself to British Equestrian and rolling out a new logo. According to British Equestrian’s officials, while changing its name, the organization follows the trend among many sports governing bodies that drop such words as Federation, Union or Association from their names as this fits more the spirit of the present time. Under its auspices, the new brand will unify Equestrian Team GBR that brings together UK’s professional horse riders, and Hoof, a body advocating…

Established in 1918 as a company delivering newspapers and magazines, Hudson has eventually evolved into a large travel retailing enterprise that includes about 1000 duty-free shops and newsstands in 87 airports across North America. Its staff numbers almost 10,000 employees.   Expanding the business, the company, affiliated to the Swiss brand Dufry, has recently carried out a rebranding by dropping the word “Group” from its name and introducing a new logo. Hudson’s new identity is itented to showcase its rich history and reflect the policy aiming to modernize its services for travelers in airports. The company’s updated look was developed…

Established in 1997, the Chicago Fire can boast its glorious history and traditions. The club had a great beginning in the Major League Soccer in 1998, when it won the MLS Cup and then made a “double” by winning the US Open Cup – later, the Fire won it for three times more. Now, after 21 years in MLS, the soccer club is changing its identity including a new name and logo. Since now, the Fire’s official name is Chicago Fire FC, where the “FC” (football club), that has replaced the “SC” (soccer club) is a homage to the global…

Last week, Overhauling the iconic GM trademark, the company tried to express its new path of production, the ideas of eco-friendliness and the technology implemented in electric vehicles. In renovated logo, the GM initials have become lowercased, placed inside a frame with rounded angles. The emblem’s milder and a bit three-dimensonal design with its light blue gradient color give a modern perception and symbolize clean environment and blue skies that people will have, using EV’s. Another remarkable change is the underline that was featured in the previous GM logo – now it is only under the “m”, and the space…

Maybe, not so many people heard about National Instruments, but, every day, we meet such names as 3G, 4G LTE, and 5G. All of these mobile technologies were created with use of the means developed by NI. Incidentally, the abbreviation “NI” became widely used among the engineering society and turned into a kind of a brand. That’s why the company made a decision to officially rebrand itself as NI. It is worth to mention that the rebranding was preceded by a wide-scale reorganization of the company. National Instruments were divided into several units, and new divisions for machine learning, data…

Established in 1968 by Dutch entrepreneur Piet Derksen, Center Parcs is an international network of holiday villages that currently operates a number of resorts in eight European countries as well as China. The tourism brand has entered the new year with a new visual identity, hoping to refresh its image in the industry. Tourism has accelerated much after the tough times of coronavirus, promising to increase the income for many providers. According to Frank Daemen, a member of the board of Center Parcs, the company became one of the leaders in the industry last year. “We can now look back…