A brand’s heritage can provide a great starting point for a new identity – but sometimes, the past is best avoided. We take a look at the brands drawing on their archives for inspiration and speak to three designers about the pros and cons of revisiting old identities
Could the key to naming a top brand be as simple as using an ‘O’ as the second letter? asks Paul Harpin of brand consultancy Harpin & Waring. Surely not?!
Two years after its last rebrand, Uber has unveiled a new identity created with Wolff Olins. How does the new look reflect the changing priorities of Uber as a business as it matures, diversifies and faces increased pressure from regulators?
Both Nike and John Lewis are hitting the headlines with controversial new creative work. But at the eye of these two branding storms, there should be one small area of calm agreement. The writing is brilliant.
The digital-first insurance company wants to motivate small businesses to take the leap to them with the help of uplifting new branding designed by Collins
Logos, exhibition design and book covers can often seem like the zenith of graphic design. Do reports, documents and catalogues get overlooked by comparison?
MetaDesign group creative director Sally Anderson shares her insights from a decade of working in China, including why so many big brands try and fail to crack the Chinese market
Mark Hauser, applied behavioural scientist at branding agency The Team, discusses how psychology could create more effective, human-centred creative work