To end a great year, here's a summary of the noteworthy and the memorable in brand design during 2012.
Technology
Easily the most high-profile corporate rebrand of the year, both in terms of public impact and monetary value, was that of Microsoft. The roll-out of a new design program was already progressing when a new Windows logo, designed by Paula Scher at Pentagram, surfaced in February. It continued throughout the year with new logos for many programmes and services, including Microsoft Office, and culminated in the reveal of a new corporate Microsoft logo on August 23.![]() | Microsoft Revealed and launched: August 23, 2012 The Branding Source |
![]() | Windows Created by: Paula Scher Revealed: Around February 13 (leaked) February 17 (confirmed) Co.Design Brand New The Branding Source |
Telecom
The launch of EE to replace both T-Mobile and Orange on the British market was probably the most talked about telecom rebrand this year. This year also saw new looks for other mobile telcos like M-Tel in Bulgaria and Au in Japan.![]() | EE Created by: Wolff Olins Revealed: September 11, 2012 The Branding Source Brand New |
![]() | M-Tel Created by: Saffron Brand Consultants Revealed and launched: September 24, 2012 The Branding Source Brand New |
![]() | Au Launched: January 16, 2012 The Branding Source |
![]() | Shaw Communications Launched: November 5, 2012 Brand New Press release (archive) |
![]() | Comviq Created by: Kurppa Hosk Revealed and launched: November 7, 2012 The Branding Source |
![]() | QNBN Created by: Wolff Olins Revealed: October 10, 2012 The Branding Source |
Finance and insurance
A review of recent bank and insurance logos is usually a review of what is considered trustworthy yet contemporary.![]() | AIG Revealed: October 2, 2012 The Branding Source |
![]() | Aetna Created by: Siegel+Gale Revealed and launched: January 18, 2012 Aetna - Our Brand Story Siegel+Gale (archive) Business Wire Brand New |
![]() | KfW Created by: MetaDesign The Branding Source |
![]() | NYSE Euronext Created by: Interbrand Revealed and launched: May 14, 2012 The Branding Source Brand New |
![]() | MFS Investment Management Created by: Lippincott Identityworks Lippincott Press release June 18 Press release October 9 |
![]() | PZU Revealed: May 10, 2012 Launched: May 12, 2012 The Branding Source Brand New |
![]() | Gjensidige Created by: Dinamo Design Revealed: October 24, 2012 Launched: December 2012 The Branding Source |
![]() | Direct Line Group The Branding Source |
![]() | Belfius Created by: Hoet & Hoet Revealed: March 1, 2012 The Branding Source |
![]() | ITG Created by: Landor Associates Revealed and launched: January 23, 2012 Branding Source |
![]() | Coinc Created by: Saffron Brand Consultants Launched: July 24, 2012 The Branding source |
![]() | Leto Bank Created by: The Brand Union The Branding Source |
EVO Created by: Saffron Brand Consultants Revealed: March 12, 2012 Saffron (archive) The Branding Source |
![]() | Paraf Created by: Saffron Brand Consultants The Branding Source |
![]() | Life Financial Group Created by: AIC The Branding Source |
Airlines
Many of the major airlines are still fighting for survival, and 2012 wasn't a big year for airline rebrands. Malaysia Airlines appears to have been the only flag carrier from a large country to introduce a new corporate identity this year. Still, there were several medium-sized airlines who introduced interesting new looks during 2012.
![]() | Fiji Airways Revealed: August 17, 2012 Launched: 2013 (scheduled) The Branding Source |
Air Malta Created by: Futurebrand Revealed: July 31, 2012 The Branding Source |
Malaysia Airlines The Branding Source |
![]() | Royal Brunei Created by: Interbrand Revealed: October 30, 2012 The Branding Source Simpliflying |
![]() | Volotea Created by: Saffron Brand Consultants Saffron (archive) Pienso Logo Existo |
![]() | Xiamen Airlines Revealed: July 2012 Rologo |
![]() | FastJet Created by: SomeOne Launched: November 5, 2012 The Branding Source |
Germanwings Created by: KW43 Revealed: December 6, 2012 Design Tagebuch Germanwings (archive) |
![]() | Corsair International Created by: Dream On The Branding Source |
Automotive
If it's a shiny badge, it has to be a car logo.![]() | SEAT The Branding Source |
![]() | Jaguar Press release (archive) Brand New |
![]() | Datsun Revealed: March 20, 2012 The Branding Source |
Energy
Two major American electricity utilities introduced new corporate identities this year. They may be humdrum businesses that with identities that are a bit conservative, but they are also ranked quite high on the Fortune list.![]() | Exelon Created by: Futurebrand Revealed: May 24, 2012 The Branding Source Brand New |
![]() | Duke Energy Revealed: September 17, 2012 Launched: 2013 (scheduled) The Branding Source |
Direct Energie Created by: Dragon Rouge Launched: December 5, 2012 The Branding Source |
![]() | EnergyAustralia The Branding Source |
The year also saw a new look for a few major petroleum corporations, including Spanish Repsol.
![]() | Repsol Revealed and launched: May 29, 2012 The Branding Source |
![]() | Terpel Created by: CBX Launched: December 2012 The Branding Source |
Unión Fenosa Gas Created by: Morillas Corporate identity portal Pienso Logo Existo |
![]() | Butagaz Launched: September 20, 2012 The Branding Source |
Destinations
Country branding seemed to move in a colourful direction this year. With the exception of the Czech Republic, which went all in for a social media pun.Tourism Australia Created by: Interbrand Sydney Revealed: December 6, 2012 The Branding Source |
![]() | Czech Republic Created by: Marvil Revealed: June 28, 2012 Launched: 2013 (scheduled) The Branding Source Press release (archive) |
![]() | Colombia Vimeo Brand New |
Some examples of other noteworthy destination and location branding from 2012.
![]() | Düsseldorf Created by: BBDO Proximity Revealed: November 26, 2012 Design Tagebuch The Branding Source |
![]() | Sonoma County Created by: Landor Associates Revealed: August 15, 2012 Press release (archive) Identity guideline (archive) Brand New |
![]() | Shrewsbury Created by: & Smith and We All Need Words Creative Review Brand New |
Brussels Capital Region Created by: Base Design Revealed: July 2012 Base Design Creative Review Design Tagebuch |
Media
For logos TV and internet-related logos, see separate sections below.![]() | Associated Press Created by: Objective Subject Revealed: February 23, 2012 The Branding Source Objective Subject (archive 1, archive 2) |
![]() | USA Today Created by: Wolff Olins Revealed: September 13, 2012 The Branding Source Brand New |
![]() | Comcast Revealed and launched: December 10, 2012 The Branding Source |
Universal Studios Revealed: January 10, 2012 Branding Source |
Eurovision Created by: Studio Dumbar The Branding Source |
DC Comics Created by: Landor Associates Revealed: January 2012 DC Comics The Source (archive) BP&O Brand New 1 Co.Create |
![]() | Hibu Created by: Landor Associates Revealed: May 2012 Launched: July 26 (scheduled) Yell Group (archive) DesignWeek The Branding Source |
![]() | DTG Created by: VBAT Revealed: October 2012 Launched: October 15, 2012 The Branding Source |
![]() | Australian Associated Press Created by: Charles Elena Design Revealed: May 24, 2012 The Branding Source |
Internet
Easily the biggest source of traffic for the blog this year has been the post about the redesigned Twitter bird. Twitter recognised the equity built into its bird icon and allowed a refreshed version of it replace its wordmark. Ebay is a somewhat older and more profitable Internet company that went in a similar direction.
![]() | Twitter Launched: June 6, 2012 The Branding Source AdWeek |
![]() | Ebay Created by: Lippincott Revealed: September 13, 2012 The Branding Source Brand New |
Google Play Revealed: March 6, 2012 The Branding Source |
![]() | Rutube Created by: Cuban Council The Branding Source |
![]() | Myspace Revealed: September 2012 Brand New |
Shutterstock Created by: Lippincott Revealed: May 2, 2012 Launched: May 2, 2012 The Branding Source Brand New |
![]() | Hotels.com Created by: Lambie-Nairn Revealed: February 14, 2012 The Branding Source Lambie-Nairn (archive) Lambie-Nairn pdf (archive) |
TV
This year saw new logos from several leading private TV networks, including ITV in the UK and Univision in the US. There were also new corporate identities launched by the public broadcasters in several European countries, includingbthe Czech Republic, Hungary and Switzerland.![]() | ITV Created by: In-house Revealed: November 15, 2012 Launched: January 2013 The Branding Source |
![]() | TVA Revealed: November 29, 2012 The Branding Source |
?eská televize Created by: Studio Najbrt Revealed: April 19, 2012 Launched: September The Branding Source |
![]() | Univision Created by: Wolff Olins Revealed: October 17, 2012 Launched: January 1, 2013 (scheduled) The Branding Source Brand New Univision press release (archive) |
![]() | Telemundo Revealed: May 14, 2012 Launched: December 2012 Press release (archive) Brand New |
![]() | Rede Record Launched: February 26, 2012 The Branding Source |
![]() | CTC Launched: September 15, 2012 The Branding Source |
![]() | D8 Revealed: September 2012 Launched: October 7, 2012 The Branding Source Blog.Lenodal.com |
![]() | Lifetime Created by: Leroy + Clarkson Revealed: May 2, 2012 The Branding Source Brand New |
![]() | TV Land Created by: Trollbäck + Company Revealed: May 9, 2012 The Branding Source Brand New |
![]() | Style Network Created by: Gretel Revealed: June 20, 2012 Launched: June 25, 2012 The Branding Source Gretel (archive) Vimeo Brand New |
UniMás Created by: Troika Revealed: December 3, 2012 Launched: January 2013 The Branding Source |
![]() | MTVA Revealed: July 2012 Launched: July 2012 The Branding Source |
![]() | C More Created by: Ohlsonsmith Revealed: June 7, 2012 Launched: September 4 (scheduled) The Branding Source |
![]() | Vier Created by: Why Not Associates Revealed: June 14, 2012 Launched: September (scheduled) The Branding Source Creative Review |
Retail
Rebrands in the retail sector seemed to introduce simple and elegant solutions to communicate brand values, from JCPenney's American square to Rebel's competitive Es.![]() | JCPenney Revealed: January 25, 2012 Branding Source Brand New |
![]() | Rebel Created by: Hulsbosch Australian Creative Brand New Marketing The Branding Source |
Penny Markt Created by: Peter Schmidt Group The Branding Source |
![]() | Carulla Created by: Smartbrands The Branding Source |
![]() | Jaju Created by: Wolff Olins Wolff Olins (archive) Korea JoongAng Daily |
![]() | General Optica Created by: Summa Brandemia Summa (archive) |
![]() | Eram The Branding Source |
![]() | E. Leclerc Created by: Saguez & Partners The Branding Source |
![]() | Coopmart Created by: Landor Associates (Hong Kong) Revealed: June 27, 2012 The Branding Source |
Restaurants
Two major fast food chains went for a cleaner, simplified and more contemporary look. Another went in a completely different direction.![]() | Wendy's Created by: Tesser, Inc Revealed: October 11, 2012 Launched: Scheduled for March 2013 Press release (archive) Brand New AP |
![]() | Domino's Revealed: August 6, 2012 (New Zealand) August 14, 2012 (corporate) Corporate press release (archive) Scoop.co.nz AdAge |
![]() | Arby's Launched: September 2012 Brand New |
![]() | Long John Silver's Brand New |
Food
The division of Kraft Foods into two companies brought one ridiculous name and two decent logo designs. This also seemed to be the year when just about every American maker of breakfast cereal introduced refreshed visual identities.![]() | Mondelez International Revealed: May 23, 2012 The Branding Source |
![]() | Kraft Foods Launched: October 1, 2012 The Branding Source |
Kellogg's Created by: Interbrand The Branding Source |
![]() | Quaker Oats Created by: Hornall Anderson Brand New ABC News |
![]() | MOM Brands Created by: Duffy & Partners Revealed and launched: February 21 The Branding Source Brand New |
![]() | Post Brand New |
![]() | Hillshire Brands Created by: Duffy & Partners Revealed: June 5, 2012 The Branding Source |
![]() | Senseo Created by: Pearlfisher The Branding Source |
![]() | Campbell's Go Created by: Deutsch Design Works Deutsch Design Works The Dieline |
Lyons cakes Created by: JKR JKR (archive) |
![]() | Fratelli Orsero Created by: FutureBrand |
Pripps Blå Created by: Nine The Branding Source |
![]() | Sour Patch Kids Created by: Landor Associates Launched: April (or late March) 2012 BP&O Behance Network (archive) The Branding Source |
Museums
Moving on to the more elegant, stylish and minimalist visual identities of cultural institutions. That includes museums, theatres and orchestras.New Theatre Created by: Interbrand Sydney The Branding Source |
Stedelijk Museum Brand New |
![]() | QAGOMA Created by: Interbrand Sydney Stand Apart (archive) Brand New |
Film Commission Chile Created by: Hey Hey (archive) Pienso Logo Existo |
Rijksmuseum Amsterdam Created by: Irma Boom Revealed: August 22, 2012 The Branding Source Imprint Brand New Bold Monday |
![]() | Moscow Design Museum Created by: Lava Lava (archive) Fontanel Brand New |
![]() | Orchestre Symphonique Genevois Created by: KW43 Corporate identity portal |
![]() | Australian Youth Orchestra Created by: Landor Associates (Sydney) Launched: May 2012 The Branding Source Desktop |
![]() | Philbrook Museum of Art Created by: Michael Bierut, Pentragram Pentagram (archive) Philbrook Museum (archive) Brand New |
![]() | Riksteatret Created by: Bleed Bleed (archive) BP&O |
![]() | Komische Oper Berlin Created by: Blotto Design Design Tagebuch Blotto (archive) |
![]() | Fins Cultureel Instituut voor de Benelux Created by: Kokoro & Moi BP&O |
![]() | Konzerthaus Berlin Created by: MetaDesign The Branding Source |
![]() | Luxembourg Philharmonic Orchestra Created by: Pentagram (Berlin) Launched: April 2012 Pentagram (archive) The Branding Source |
![]() | Perot Museum of Nature and Science Created by: Pentagram Revealed: May 31, 2012 Press release (archive) |
![]() | National Museum in Warsaw Created by: MesmerCenter Revealed: March 2012 The Branding Source |
Universities
The University of the Arts London played it safe this year, adopting a simple Helvetica logo. Similar institutions in other countries were willing to try out bolder ideas.![]() | University of the Arts London Created by: Pentagram Creative Review |
![]() | University of the Arts Helsinki Created by: Bold Revealed: November 27, 2012 The Branding Source |
![]() | Utrecht School of the Arts Created by: Thonik Revealed: December 2012 Launched: 2013 (scheduled) Vimeo Creative Review Corporate identity portal |
Conventional universities tend to have more traditional visual identities.The new monogram for the University of California stood out not because of its design, but because of the ridiculous response it got from the school's alumni, who rejected it and ultimately forced it to be withdrawn.
![]() | University of California Brand New Co.Design |
![]() | Vlerick Business School Created by: Landor Associates DesignWeek |
![]() | Stanford University Launched: November 2012 Brand New The Stanford Daily |
Non-profit
Pro-bono work for charities and other non-profit groups tends to be good platform for major agencies to show off their creative skills.![]() | Alzheimer Nederland Created by: Studio Dumbar Studio Dumbar (archive) Creative Review |
![]() | Cancer Research UK Created by: Interbrand DesignWeek |
American Red Cross Created by: Turner Duckworth Red Cross (archive) Brand Standards (archive) PRNewswire Brand New |
![]() | New Visions for Public Schools Created by: Chermayeff & Geismar Launched: November 2012 Logo Design Love |
Other
Finally, here's a selection of other identity design work introduced in the past year that deserves attention.![]() | Belkin Created by: Wolff Olins Revealed and launched: January 10, 2012 Branding Source |
![]() | Adani Created by: Wolff Olins The Branding Source Wolff Olins (archive) |
![]() | MoneyGram Created by: Landor Associates The Branding Source |
![]() | iD from Stride Created by: Landor Associates The Branding Source |
![]() | Cloak & Dagger Created by: Interbrand Sydney Stand Apart (archive) Desktop |
![]() | Bookworld Created by: Interbrand Australia Brand New Stand Apart (archive) |
![]() | Melbourne Theatre Company Created by: Interbrand Stand Apart (archive) BP&O |
![]() | VanguardInc Created by: Interbrand Design Tagebuch ePHOTOzine |
![]() | JA Resorts & Hotels Created by: Interbrand Launched: October 1, 2012 The Branding Source |
Deutsche Digitale Bibliothek Created by: Interbrand Corporate identity portal |
![]() | Igloo (TV) Created by: Interbrand Sydney Stand Apart (archive) Brand New |
![]() | Malabar Gold & Diamonds Created by: The Brand Union (Middle East) Revealed: March 25, 2012 Launched: March 2012 The Brand union pdf (archive) |
![]() | Daniel Jouvance Created by: The Brand Union Actulogo Stratégies Categorynet |
![]() | Bahri Created by: The Brand Union Launched: April 2012 The Brand Union |
![]() | Virgin Pure Created by: FutureBrand Launched: May 30, 2012 FutureBrand blog (archive) The Drum |
![]() | Deluxe Entertainment Created by: Futurebrand Brand New |
![]() | Andbank Created by: FutureBrand (Madrid) Brandemia |
![]() | Velatia Created by: Futurebrand Launched: September 17, 2012 The Branding Source |
Music Choice Created by: Siegel+Gale Launched: January 2012 The Branding Source |
Total Rewards Created by: Siegel+Gale Launched: March 2012 Siegel+Gale case study (archive) Siegel+Gale press release (archive) Brand New |
![]() | Mindtree Created by: Siegel+Gale Launched: September 28, 2012 The Branding Source |
![]() | Mount Sinai Hospital Created by: Siegel+Gale Launched: December 2012 Brand New Mount Sinai Hospital (archive) |
![]() | Actavis Created by: Lippincott Revealed: October 31, 2012 The Branding Source |
Houghton Mifflin Harcourt Created by: Lippincott Brand New |
![]() | Nuts.com Created by: Michael Bierut, Pentagram Pentagram (archive) Brand New BP&O Co.Design |
![]() | Mohawk Created by: Pentagram Launched: April 16, 2012 Brand New Pentagram (archive) Mohawk 1 (archive) Mohawk 2 (archive) |
![]() | Global Design Forum Created by: Pentagram Pentagram (archive) |
![]() | Cohen Media Group Created by: Pentagram Pentagram (archive) |
![]() | World Chess Championship Created by: John Rushworth, Pentagram Pentagram (archive) Design Week Co. Design |
![]() | Republic Records Created by: Pentagram Pentagram (archive) |
![]() | Here Created by: Pentagram Revealed: November 13, 2012 The Branding Source |
Weight Watchers Created by: Paula Scher, Pentagram Launched: December 3, 2012 The Branding Source |
![]() | Prague Zoo Created by: Chermayeff & Geismar Revealed: March 2012 Chermayeff & Geismar (archive) The Branding Source |
![]() | CFA Institute Created by: Chermayeff & Geismar Chermayeff & Geismar (archive) |
![]() | Arcadia Created by: Moving Brands Moving Brands (archive) |
![]() | Madefire Created by: Moving Brands Moving Brands (archive) BP&O |
![]() | 7digital Created by: Moving Brands Moving Brands (archive) Corporate Identity Portal |
![]() | Weve Created by: SomeOne Revealed: October 25, 2012 Design Week MarketingWeek Brand New |
![]() | Saint Laurent Paris Revealed: July 2012 |
![]() | Senac Created by: Packaging Brands Launched: August 5, 2012 The Branding Source |
![]() | Móra Created by: Zwoelf Zwoelf (archive) Identity Designed YouTube Brand New |
![]() | Bloomsbury Institute for Pathogen Research Created by: Igloo Igloo (archive) Brand New |
![]() | Avis Launched: August 2012 Brand New |
![]() | Ving Created by: Happy F&B Revealed: December 13, 2012 Launched: December 19, 2012 |
Metsä Revealed: February 9, 2012 Launched: February 2012 The Branding Source |
![]() | Evry Created by: Scandinavian Design Group Revealed and launched: March 17, 2012 The Branding Source |
![]() | Folkekirken Created by: Jacob Jensen Design Revealed: November 30, 2012 The Branding Source |
![]() | KODA Created by: Kontrapunkt Launched: April 12, 2012 The Branding Source |
![]() | Adveo Created by: Summa The Branding Source Summa (archive) |
I really like your website. I come here for inspiration and also to see how and in what direction logo design and branding is trending without a bias and impartial reporting. I also LOVE not having to read comments from design students and critics who do not have a portfolio of themselves to back up their design values and understanding.
ReplyDeleteKeep up the great work and looking forward to the upcoming year.
Is there a donate button?
Congrats! The blog is awesome, the work you do is quite professional. Cheers and have a nice 2013!
ReplyDeleteGreat review and thank you :)
ReplyDeleteAll business logo design are looking very good.Thanks for sharing such types of list here.
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