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The Australian brand Black Star Pastry is a good example of how a local pastry becomes a worldwide food icon. Amid a craze for its cakes, which New York Times called “the world’s most instagramable”, the company felt the need to adjust its strategy to its rapid growth. Such swift changes are not uncommon in today’s social media era, but a business has to build its brand strategy thoroughly in order not to be trapped by immediate success. So, approaching the issue seriously, the Australian bakery applied to the Melbourne-based Ongarato Studio and Japanese illustrator Noritake to create a “graphic…

Last year’s winners of the MLS Cup and US Open Cup, the The crest of the Columbus SC features a big white letter “C”, symbolizing its original name and home city. Formed like a shield, it is distinguished with swallowtail bottom, referring to the flag of Ohio. The burgee logo is also accompanied by the letterings “Columbus” on top and “SC” between the lower ends. It retains the team’s traditional colors through the black background and yellow bordering. Apart from the main emblem, the Columbus SC also presented alternate symbols for the team including a checker flag formed like the…

Last July, just after his appointment, Renault’s CEO Luca de Meo announced a strategic plan to relaunch the Group’s brands. The relaunching plan, called Renaulution, envisages a change of the brands’ positioning to provide a more effective adaptation to the era of hybrid and electric vehicles. A few days ago, a tangible step on the Renaulution way was made when the company presented its new 5 Prototype concept car which can be seen as an electric revival of the Renault 5 manufactured from 1972 to 1996. Designed in the neo-retro style, the concept features the basic traits of that vintage…

Founded in 2004, Omlet is a British brand involved in the production of various breeding and care devices for chickens, rabbits, guinea pigs, and other domestic animals and pets. In fact, the business originated as a graduation project by four students at the Royal College of Arts in London, UK. They started with a chicken coop model called Eglu, which has already sold 150,000 units. Omlet’s success is rooted in research that addresses questions like “Can my chickens go outside while I stay indoors?”, “How high can my cats climb?”, or “Is this rug truly comfortable for my dog?”. These…

As part of the preparation for the United States Semiquincentennial, the nation’s 250th anniversary to be celebrated in 2026, the America250 Commission has unveiled a special logo for this event. Created by the prominent design studio Chermayeff & Geismar & Haviv, the anniversary symbol aims to “help people engage with a national celebration at a crucial moment.” It is worth mentioning that the presented design is not the first attempt at creating a Semiquincentennial logo. In 2022, the organizational commission adopted an emblem featuring the number 250 in a currency-style typeface. However, this design was later deemed unsuitable for display…

Officially founded in 1833, Glengoyne is a popular Scottish brand producing different malt whiskies with an average age of 25 years. Such a long aging of the whiskies corresponds to one of the principles of the Glengoyne distillery – deliberation – that formed the basis of the company’s new visual identity. The renovated look of Glengoyne was forged by the Bristol-based design agency Taxi Studio. According to the studio’s head Karl Wills, the process of the design revamping can be called a “respectful rejuvenation”, being based on the distillery’s motto “unhurried” as it reflects how the company takes care of…

Established in 2009, OVO Energy is a British company involved in energy trading. Over the first decade of its existence, the enterprise had demonstrated steadfast growth with some business acquisitions, especially compared to other smaller energy companies in the UK. However, the economic and political turbulences of the past few years have had a rather negative impact on the business. So, hoping to straighten things out, OVO Energy has carried out a rebranding, assisted by Wolff Olins. Creating a new look for OVO, the design studio tried to highlight the company’s relationships with its customers. In the original branding, it…

With the legalization of medical cannabis in most US states, there are many brands offering cannabis-based products. American Weed Co. is one of them, standing out from others with the fact that it was launched by US Army veterans for retired American soldiers. The founder and head of the company, Sean Gilfillan, is a former high-ranking military officer with a number of battle awards who was among the first troops deployed in Iraq. So you can guess the style of the identity American Weed recently got from Pentagram and designer Mike Tabie. The launch of American Weed Co. needed a…