New logo: Cabot Corporation

Cabot Corporation is a Boston-based corporation that makes different kinds of specialised materials, described by the company as "specialty chemicals and performance materials". Founded in 1882, it now has activities on several locations around Europe, Aisa and the Americas. Last week, on March 7, it unveiled a new corporate identity that aims to emphasize its strengths, reflect its values and give visibility to its products.

It introduces a new chevron symbol that is divided into different color fields, communicating an "approachable, collaborative spirit, and energetic approach to innovation and customer service".

New logo: DG

DG is an American company specialised in advertising distribution for television and the web. Yesterday, March 11, it launched a new corporate identity, developed by Chermayeff & Geismar.

Previously, DG's operations have had a fragmented visual identity with several different logos used by its operations. This exercise gathers them all under a common brand. The new logo is a pink spot and comes with the tagline "Spon on", cleverly celebrating "the spot as the core creative element of advertising".

New logo: BrightFocus Foundation

The American Health Assistance Foundation is an American non-profit group that funds research to prevent Alzheimer's disease. In late January, it changed its name to BrightFocus Foundation and introduced a new corporate identity.  This was all developed by Siegel+Gale.

A new brand platform puts more emphasis on diseases that cause irreversible harm to the brain and eyes, chaning the previous focus on seamingly less urgent age-related diseases. The name was selected as it "speaks to clarity of purpose, the health of sight and mind, a commitment to innovative medical research and optimism for the future". The logo with its interlocking chevrons "reinforces the focus on change, progress and pushing the boundaries of discovery".

Motion branding in 2012

Last year, The Branding Source featured a round-up of motion branding projects launched in 2011. Here's the much-delayed 2012 edition in that series with over 70 projects to explore. Enjoy!

New logo: Hudson's Bay

Hudson's Bay is a Canadian chain of department stores, owned by the Hudson's Bay Company which is known as the oldest company in North America, founded in 1670. Generally known as "The Bay", it was announced last week that the chain was return to using its historical name and introduced a new corporate identity that celebrates its history.

The previous "Bay" logo was created by Lippincott & Margulies in the 1960s. It featured an ornate and embraced the name that its costumers had come to use. The new corporate identity will primarily be used as a wordmark. In certain circumstances it is used with a version of the company's coat of arms, redrawn by artist Mark Summers.

The company also has activities in Quebec, where it is now called "La Baie d'Hudson", using a separate logo.

New logo: Duftstars

Duftstars is an annual event where are awards are given to achievements in the German fragrance industry. The event was established in 1993, inspired by the American FiFi Awards. This week, the awards unveiled a new visual identity, created by KW43 Branddesign.

The rationale for the symbol is said to be inspired by a drop of perfume and the ripple effects it has when it hits the human skin. Therefore, the symbol is five sets of concentric circles that together form a star. The name is set in Gill Sans.

New logo: SABC2

SABC2 is one of three TV channel broadcast nationally by the South African Broadcasting Corporation, the state broadcaster in South Africa. A family-oriented mix of entertainment and current affairs makes it the leading television network in the country. Last week, on March 1, it launched a new look with a refreshed logo and new slogan. It was developed with South African ad agency Masters & Savant Worldwide.

Rather than having specified identity colours, SABC2 is now using four bright primary colours - red, green, blue and yellow - as a way to express the diversity of the programming and the nation. It also gets a new tagline, "You belong", instead of "Feel at home".