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.
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
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
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
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