Category: News

The iconic soft drink brand Pepsi’s previous logo was a matter of debate, dramatically changing the visual identity of the brand. Its red, white, and blue segments were rearranged, abandoning the customary top-bottom layout, while the Pepsi wordmark was designed in a stylized lowercase font, placed outside the tricolor symbol. The company stayed, of course, successful with that emblem too, but the design caused some confusing effects which were not so favorable to the brand. With the wordmark moved aside, the logo somewhat lost its appeal, and the new font was too thin, compared to Pepsi’s classic identity. Plus, the…

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…

When a brand experiences some unsteadiness, revision of its visual identity can be an effective means to stabilize the business and make the goals clearer. And the recent rebranding of Freeform, a Disney-owned cable channel, is a good example of this idea. Formerly owned by “They haven’t come of age yet, and are in a state of constant becoming, so they need shows which will help them expand the world, but not escape from it”, Collins says. So the uniqueness of the brand is in the attractiveness to its audience, embodied in productions with profound stories giving people different points…

The German fashion retail company Bonprix has updated its visual identity that has to express its positioning as a “smart fashion brand”. The redesign includes a simplified wordmark logo and a new visual language which have been unveiled as a part of a promo campaign presenting the brand’s fashion tendencies for Spring 2023.   Founded in 1986, Bonprix has long been one of the most successful fashion retailers in Germany and abroad. Headquartered in Hamburg, the company has a staff of 3,700 and nearly 15 million customers in 30 countries. Initiated by Otto Group, the parent company of the brand,…

Eurotunnel Le Shuttle, a railway service shuttling between Coquelles, France, and Cheriton, UK, through the Channel Tunnel, has rebranded itself to simply LeShuttle, assisted by Landor & Fitch. The design studio created the line’s new visual identity, including a “progressive” logo and an “innovative” color palette, which conveys a more sustainable way of traveling on the route. The initial goal of the rebranding was to differentiate the service and the tunnel as an infrastructure. Sometimes, Eurotunnel Le Shuttle was also confused with   According to Sykes, the brand’s signature is “built with fixed anchor points”, and this structure allows to…

The iconic Warner Bros. shield is changing again. This time, the redesign anticipates the revision for the whole WB brand family. The new version of the While the previous design was developed by Pentagram just three years ago, the current rebranding has been carried out by the design agency Chermayeff & Geismar & Haviv. The logo update won’t seem so surprising though if we remember that the movie giant is celebrating its centenary this year. Back in 2019, the total debt of AT&T, Warner Media’s owner, was enormous. The company was revising its business portfolio, with the emerging HBO and…

According to the information leakage published by the sports edition FootyHeadlines, the While the current version of the La Liga logo was introduced in 2016, the change of the identity is said to be planned by the championship’s board in connection with the change of the sponsor as EA Sports is coming instead of Santander. The source also says the emblem has already been finalized. The football enclosed by seven patches in the colors of the rainbow was first introduced in 1993 and slightly redesigned in 2016. Now, it will likely become history. As for the leaked badge, it will…

Western Union, the world’s leading money-transfer company, has carried out a large-scale rebranding. The project has been implemented in cooperation with the design studio Love Street & Co. The new According to a press release, the rebranding’s all-encompassing strategy marks an important milestone in the 172-year history of the company. The brand is looking to a more integrated and progressive future, keeping in mind globality as the company’s services are available in every corner of the world. Western Union’s new identity showcases a more modern design of the logo where the initial “W” turns into a symbol with bolder and…