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
Finding an original, memorable and appealing name for a new brand is no easy feat. We talk to copywriters Nick Asbury and Mike Reed about what makes a good brand name (and what doesn’t)
Trademarking a colour has been attempted by everyone from Christian Louboutin to Cadbury. But is it actually worth the messy legal battle? We look at the value of being associated with a specific hue
Today’s place branding is about much more than logos. Rachael Steven talks to five experts about the challenges and complexities of designing visual identities for countries, cities and neighbourhoods
From funeral comparison sites to services providing alternative headstones, we take a look at the brands bringing some much-needed innovation to death and funeral care – and giving people more choice over how they are remembered
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.
German store Hornbach has established itself as the cathedral of DIY, with years of tongue-in-cheek advertising that’s appealed to home improvers’ sense of humour. We delve into why it works so well, and what it can teach advertisers about the current mania for purpose
With Ikea’s annual soft toy drawing contest as popular as ever, CR speaks to Bodil Fritjofsson about how they’re making dreams come true one soft toy at a time
As Gucci unveils a (temporary) new version of its 87-year-old logo, we ask if we’re finally seeing the end of sans serif mania, and a new, weirder approach to branding from the fashion industry
The work of designer Dan Reisinger, who died last year, had a significant impact on his adopted home of Israel. Here Naomi Games, daughter of iconic British designer Abram Games – who taught Reisinger – looks back at his life and influence
Esports have rapidly evolved into a billion dollar industry, but it’s still often deemed the “wild west” for brands. We speak to experts from Copa90 and 72andSunny Amsterdam about why it’s such a complex landscape, and what potential opportunities and pitfalls brands need to look out for
The use of ASMR (sound effects that create a deeply immersive experience) by brands and marketers rocketed last year. But is it just a fad or can the trend develop into something more meaningful? Here, Anne-Laure Pingreoun of Alter-Projects argues it can
There’s more to creating a playful culture than installing ball pits and pool tables. We talk to Franz Blach, MD at IDEO in Munich, about the importance of ‘playing with purpose’
In the final of our articles predicting what the next decade holds for the creative industries, Do The Green Thing co-founder and Pentagram partner Naresh Ramchandani envisions an unexpected turnaround from Trump, the rise of ‘Boomerbook’, and more