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 online supermarket’s updated identity taps into our nostalgia for the paper bags and price labels of traditional grocery stores
With It’s Finger Lickin’ Good temporarily on hold, the fast food brand is trying on some alternative slogans for size – and they’re ones you’ll already be familiar with
The cassette tape changed our relationship with music in ways that are still playing out today. Here, MassiveMusic’s Marijn Roozemond reflects on how it opened up our ways of listening to, making, and sharing the songs we love, plus what brands can learn from this