Thursday, March 21, 2019

Academic Work by Identity Works



Academic Work is a Swedish staffing firm, focused on recruiting young professionals. Bakc in November, it launched a new visual identity, developed by Stockholm-based Identity Works.

Academic Work has grown since significantly its foundation, starting and acquiring new staffing companies. This necessitated a new identity that could united several companies. Identity Works created a new AW monogram made up of lines that grow in number, "representing the ambition with people working at Academic Work". They also clarified the green colour and developed icons and striped background patterns.

Wednesday, March 20, 2019

Nextdoor gets its Wojo on


Wojo is French service operated by Bouygues Immobilier and Accor that provides flexible shared office space. It was known as Nextdoor until last week, when it launched a new name and identity, created by the agency W.

The new name is a combination of the English words "work" and "mojo". The rebrand aims to position as "the European reference in shared workspaces".

Tuesday, March 19, 2019

Laundry creates clean new brand for Turner Ignite Studios


Turner Ignite Studios is a new in-house studio from Turner Ignite, the branded content arm of Turner Broadcasting (CNN, TBS, TNT, Adult Swim, truTV etcetera). Back in February it launched its brand identity, created by design and animation company Laundry.

Monday, March 18, 2019

From 2006: Discovery Times by Trollbäck + Company


Discovery Times was a joint-venture between Discovery Communications and The New York Times Company. Launched in 2003, it tried to bring the straightforward storytelling of The Times to cable TV. The channel managed to become a platform for high-quality documentaries, but the newspaper didn't feel it made sense for them financially and chose to exit the venture in April 2006.

Also in 2006, the channel launched a fresh new look, created by Trollbäck + Company. The agency went for a very simple typographic look with "stripped-down graphics system", reflecting The Times' "straightforward approach to news storytelling".

Discovery didn't manage to run a high-brow documentary channel on their own, so in 2008 they replaced it with the true crime channel Investigation Discovery, which went on to become one of the company's most lucrative global brands.

Tuesday, March 5, 2019

Promax drops BDA, with Loyalkaspar


PromaxBDA is a marketing association for agencies that work in broadcast promotion and design. Its members are frequently featured here on this blog, although their own news service The Daily Brief is more focused on TV and motion branding.

Last month, on February 12, the association dropped BDA from its name. "BDA" stands for Broadcast Designers Association and has been with the organisation since the 1997 merger of Promax and BDA. Dropping BDA probably makes sense as the industry adapts to a world where TV consumption is primarily on-demand. The new branding was developed by Loyalkaspar, one of Promax' members. The sonic branding was done by Man Made Music and typeface design by Type Network.

Visually, Loyalkaspar sought the created a clear and simple identity. Promax' communication is built around the slogan "We love what you do!", expressing appreciation for its members.

Thursday, February 28, 2019

Cheap and colourful look for Ica Basic

Ica Basic is Swedish grocery retailer Ica's own brand for discount products. It was introduced in 2018 and covered here at the time.

Last autumn (in November or earlier) the brand got an all-new look, created by the design agency Silver. The packaging is still quite basic, but the new system brings in a variety of bright colours that dominate the packaging.

Tuesday, February 26, 2019

Logo round-up: Januari 2019


A late-but-big logo round-up for January, featuring a multitude of big rebrands. The new logos for Slack and Zara probably gained the most attention. There were also some lateral refreshes for big brands like Wells Fargo, Dish, Univision and Aer Lingus.

Wednesday, February 6, 2019

Carré Noir tweaks design for food brand Fleury Michon


Fleury Michon is a French brand for a variety of refrigerated food products, such as sliced meats an ready-made meals. Around October last autumn, it launched a fresh new look, created by French agency Carré Noir.

Carré Noir were also behind the previous redesign for brand which was introduced as late as 2015. This suggests their previous design was an evolutionary step to renew the brand without loosing familiarity. The new look wants bring in more emotion with packages redesigned to be transparent and less industrial.

Tuesday, February 5, 2019

Refreshed Quaker Oats logo


Back in early 2012, there were numerous reports about the Quaker Oats man slimming down and getting a new look. Well, last autumn he got a refresh once again, but there wasn't really any reporting on it. The redrawn Quaker man is barely distinguishable from his predecessor, but has slightly fluffier hair and the wind has caught his handkerchief.

He has also been freed from the previous pennant and now appears in front of an oat field on packaging. The wordmark has been redrawn and now appears arched. This is all part of an effort to position Quaker as a brand for healthy products.

Monday, February 4, 2019

Sat.1 Gold launches new look with gold lining


Sat.1 Gold is a TV channel from the major German broadcaster ProSiebenSat.1, showing classic TV series for a primarily female audience. On January 17, the channel launched a new look with a refreshed logo, created by the in-house agency ProSiebenSat.1 Creative Solutions in collaboration with Lama Design and Wielandt GmbH. They also introduced a new slogan "Watch with Your Heart" (Mit dem Herzen sehen) reflecting the melodramatic nature of some of the programmes.

We covered the launch of Sat.1 Gold here six years ago. The refreshed logo is a more competently executed version of its predecessor with more pronounced rounded letters. The graphics package expands the range of colours used, but also manages to look luxurious with the gold colour used as a "lining" that doesn't dominate the screen.

Friday, February 1, 2019

From 1999: Intel Play by Sapient


Intel Play was a line of advanced toys developed by toy maker Mattel and chip maker Intel. According to a press release, the toy line would combine "the power of PCs and the 'magic' of toys into a new generation of interactive play".

The line was announced on February 3, 1999, initially consisting of two toys that were both PC peripherals: the X3 Microscope and the Me2Cam, a microscope and webcam, respectively.

The brand identity for this toy line was developed by Sapient, one of the hottest marketing consultancies in the dot-com era. It included a friendly "Play" logotype and a special version of Intel's trademark audio logo.

Leveraging the tech-oriented Intel brand to market a line of toys is a curious strategic choice. Presumably, the Intel brand gave the toys some credibility to parents as having educational value. Microsoft had launched a similar PC-related toy called ActiMates a few years earlier. Scattered press reports suggests the Intel Play products were well reviewed, but they didn't succeed financially and the brand was retired around 2002.

Wednesday, January 30, 2019

Traditionally modern refresh for Aladdin chocolates


Aladdin is a traditional Swedish brand of chocolate pralines that is sold in high quantities around Christmas. It is sold by confectionery company Marabou (part of Mondelez International) and has been around since 1939. Last October it revealed a new package design, its eighth in as many decades.

The redesign sought to be both more modern while also enhancing the feeling of tradition. The messy background was replaced by more impactful diagonal stripes.

Friday, January 25, 2019

Swedish publisher Forum rebrands for anniversary


Bokförlaget Forum is a Swedish book publisher for original and translated books in both fiction and non-fiction, generally seeking out books that are important to the here and now. It belongs to the Bonnier group, the largest publishing house in Sweden.

Founded in January 1944, they are celebrating their 75th anniversary this year. In anticipation of this, they revealed a new logo in November last year, according to a Facebook post. The new logo is a simple shaded square, white an optional orange background colour.

Thursday, January 24, 2019

A new take for French-Canadian channel Prise 2


Prise 2 (meaning "Take 2") is a French-Canadian TV channel which shows older series and movies from Quebec and the United States. Last December it launched a new look.

According to a press release, the new look "represents the evolution of the channel" while also "retaining it's primary mission".

Monday, January 21, 2019

Logo round-up: December 2018


People generally don't want to rebrand in December, and last month the crop was unusually meagre, with only about 20 new logos included in the logo round-up.

Tuesday, January 8, 2019

Kurppa Hosk gives Axfood a modern identity


Axfood is a major Swedish grocery company, owner of national chains Hemköp and Willys. The company was formed through a merger in the year 2000 and has been using the same logo since that merger until today, when a new one was revealed, developed by Stockholm-based Kurppa Hosk.

The new look is intended to convey how Axfood is a modern and progressive corporation with a "strong, timeless and relevant" wordmark. Axfood functions as a corporate brand and is therefore scaled down and simple, as opposed to consumer-facing retail chains that are more expressive.