New logo: Matkroken

Matkroken is Norwegian chain of convenience stores, owned by the ICA Group. The chain is about to be relaunched with a concept that allows greater freedom for independent retailers to shape their stores for local needs. A new visual identity has been developed by Norwegian design agency Grid with ICA's own team.

New look: Telemundo

Telemundo is a major Spanish language TV network in the United States, competing with UniMás (until recently known as TeleFutura) to be the second most watched US-Hispanic network. Just like its competitors, the network unveiled a new visual identity last year which launched on December 10 with ads on Times Square in New York.

Two design agencies were involved in this rebrand. The logo, which was unveiled at the upfronts way back in May 2012, was designed by Loyalkaspar. UK broadcast design agency DixonBaxi translated the new look to the screen.

Loyalkaspar's icon is reminiscent of Telemundo's classic logo that featured an outline of a globe. It is made up of two pieces that can be detached to form a framing device. It is said to represent the duality of the Hispanic audience.

DixonBaxi gave the logo different expressions through textures and animation to accommodate a broad range of programming. The style changes from bright and clean in the daytime to a more dramatic look for primetime. The applications are somewhat reminiscent of their earlier work for UK channels Watch and Yesterday, but with much more attitude and speed to reflect the US-Hispanic TV market. The graphics package features much of Telemundo's on-air talent. The shooting for IDs took place over three days in Miami and 170 network stars shot against a green screen.

New logo: British Athletics

United Kingdom Athletics is the body that governs athletics in the United Kingdom. Last month, on January 24, it unveiled a new brand identity and announced that it would be marketed as British Athletics in the future. The new corporate identity was designed by SomeOne in London, who found a need for imrpoved communication with those not already familiar with the organisation.

The new logo features a badge made up of fourteen pictograms representing different disciplines. This creates a versatile symbol that can be used in a number of ways. One can use it in small sizes and the crest shape is still apparent, one can make it large enough for all the pictograms to be visible and one can also use a portion of it, or use to pictograms as a pattern. Individual pictograms can also be highlighted through colour to represent different disciplines.

New logo: Magnum 5 Kisses

Unilever is the worldwide leader on the ice cream market, with subsidiaries in many countries around the world. Every year it introduces at least one new product line across its European markets, and this year it is done in the form of five "limited edition" ice cream bars under the Magnum brand.

The product line is called "5 kisses" and the ice cream bars take inspiration from French pastries. The idea is that the ice cream bars are as irresistible as kisses, and the theme is reinforced through a sensual advertising campaign.

New logo: Manutan

Manutan is a French distributor of office supplies with subsidiaries in much of Europe. In some countries it trades under different names, notable Overtoom in Benelux and Germany, Witre in the Nordic countries and Rapid Racking in the UK. This January it introduced a new logo accompanied by the tagline "All You Need. With Love.".

There doesn't seem to be any rationale provided for the new logo at the moment, but it is an obvious improvement on what came before. Those subsidiaries that aren't using the name of the parent company have had their logos clumsily amended to show that they are "family members of Manutan".

New look: Zapp and Zappelin

It's Friday, so here's a project that I've had among my drafts for a few months. Zapp and Zappelin are the two children's brands for the Dutch public broadcasters. Zapp targets kids over six, whilw Zappelin is for those under six, and they both operate as cross platform brands with their own dedicated TV channel, slots on other channels and websites. Last autumn, on September 3, they both introduced completely new looks, created by Amsterdam agency Terralemon.

The agency was assigned to bring the two brands together, which they did through colour, shapes and music, while also giving them a tone of voice appropriate to each age group. Before this, the two brans had gone in somewhat different directions.

Zappelin lost its very literal zeppelin logo in favour of a green butterfly. In idents, the logo flies through a safe and friendly world where characters from the shows associated with brand pop up. The new Zapp logo is more aligned with the diamond shape used by the public TV channels in the Netherlands. This logo also flies through a clean world, but the animation and music is more energetic.

New logo: Divnitsa

Divnitsa (Дивница) is a brand for sugar, flour and grains from Razgulyay, Russia's largest agricultural company. Its visual identity and packaging was recently completely redesigned by Moscow agency Depot WPF.

The new look is reportedly intended to "radiate the warmth of home while also being modern" and the communicate the brand's positioning as "warm, caring, friendly and experienced". The new symbol is a "talking pot", drawn like an old engraving.