James Greenfield

James Greenfield is founder and creative director of studio Koto

Social media and branding: what needs to change?

Facebook recently introduced a new logo. But is a rebrand enough to change people’s perceptions of the company? As social media enters an inflection point in its history, Koto’s James Greenfield examines the deeper changes these brands need to make

YouTube has a new face, but has it lost its voice?

In just over a decade, YouTube has gone from an idea three guys had to make it easier to search for video, to a key pillar in the product portfolio of the second most valuable brand on the planet. It’s the world’s leading video platform, with 400 hours of content uploaded each minute and one billion […]

Five museums with great graphic identities

We asked regular CR columnist and Koto co-founder/creative director James Greenfield to pick out his favourite five museum and gallery graphic identities from around the world. He looks at what makes them so successful and effective as pieces of communication

The funny business of branding

From walls of Post-Its to dubious logo evolution diagrams, branding can be an easy target for satire. Yet despite its clichés, process is a vital part of the job

“Remarkably touchy lot, designers”

In his second CR column on new identity work, creative director James Greenfield suggests that the mainstream media’s knee-jerk and ill-informed reaction to logo design is an insult to one of our strongest creative exports. Graphic design needs to fight back.