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.
FutureBrand has overhauled Coutts’ visual identity, replacing its “unapproachable” image with branding that emphasises its family and historical roots
Laura Jordan Bambach, CCO of Grey London, and Michele Oliver, Global Marketing VP at Mars, will be in conversation with CR Editor Eliza Williams about brand purpose on June 3: register to take part now
Established beauty brands are in a strong position to innovate, yet they are at risk of being outshone by young, independent startups. Heidrun Angerer, ECD at Peter Schmidt Group, explores what they can learn from their competitors
Yuko Higuchi and Idea Oshima have reimagined A24’s folk horror flick Midsommar, as part of the film company’s ongoing series of artist-created posters