My opinion on corporate logo design and brand identity work.
Aston Martin. Winging it since 1927.
Aston Martin has updated its branding, adapting the 95-year-old wing logo with what Peter Saville describes as “subtle but necessary enhancements”. When you think of iconic automobile badges, many will undoubtably spring to mind. Such as Audi’s four interlinking circles; Volkswagen’s ‘V’ over ‘W’ circular…
Has Inter Milan taken ‘less is more’ too far?
Has Inter Milan taken ‘less is more’ too far? ‘Less is indeed more’. But can ‘less’ be too less. Logos in particular, especially those that have become increasingly more recognisable over time are the perfect example of less becoming lesser. Some brands may have taken…
Burger King’s deliciously retro new logo.
BK looks flatter, bolder and older than ever before. Yum. Burger King’s gone flat out with its new logo. The irony being that the new brandmark wouldn’t have looked out of place when the multi-national fast food chain first opened its doors way back in…
Wigan Warriors ‘new normal’. New, but not so normal.
Wigan Warriors ‘new normal’. New, but not so normal. Ancient and loyal. At least they can’t take that away from us. Sitting comfortably in first place, yet again, at the top of the Rugby Super League table are the mighty Wigan Warriors. That’s no real…
The Rolls rebrand. A match made at Pentagram.
Rolls Royce. Goes up another gear. The Rolls rebrand. A match made at Pentagram. Rolls Royce. A gleaming example of the very best of British. Established in 1904 they’re synonymous with success. The epitome of having reached the top. Sure, they’re not everyone’s cup of…
Friday’s have just got that friday feeling back
Friday’s have just got that friday feeling back Like it or loathe it, TGI Friday’s – one of the world’s longest running restaurant chains – has been given an overdue new branding and identity. It’s not exactly my choice of American-style dining, it’s all a…
Cadbury’s and Bulletproof. That’s a wrap.
Everything changes but, purple. Deep Purple (Pantone 2685C to be precise). And no, I’m not talking about Hertford’s unrivalled, 70s Rock Legends. I am of course referring to the colour that put chocolate on the map. No other chocolatier in the world can lay claim…
If in doubt, give Helvetica a shout.
The person who’s really responsible for Helvetica as it is today is the late, legendary typographer, type designer, type consultant and type historian – Mike Parker.
The Brilliant Light of An Iconic Shell
The Sunny Rise of Light & Energy Like the climbing sun it resembles, the shell logo casts a long light down the back corridor of fossil fuel commerce during the last eleven decades. The Shell logo emerges as a primary-coloured omnipresent icon out of the…
The Meatball, The Worm & The Birth of The NASA Logo
NASA Logo One Small Step Into The Space Frontier Sometimes brands have to jump back and forth before settling on the visual aesthetic that truly reflects their identity. For the National Aeronautics and Space Administration (NASA), 1992, wasn’t too late to return to a beloved…
Bialetti Logo
By 1958, the Bialettis were looking for a trademark logo that could encapsulate their brand and unite the various Bialetti product lines under one iconic insignia. But what, or who, could this image be based around?
Remember, It’s Just Dunkin’
The Sweet Logo Transition of Dunkin’ Donuts Remember, It’s Just Dunkin’ For the uninitiated, Dunkin’ Donuts is no longer Dunkin’ Donuts, but simply: Dunkin’. If the decision strikes people as odd — why would a chain store famous for its endless donut varieties distance itself…
Mercedes, Meet Benz
Mercedes, Meet Benz: A Brief History of The Mercedes-Benz Logo The Fight For World Domination The universally recognisable Mercedes-Benz logo, with its compass-like three-pointed star and the Romanesque laurel wreath that surrounds it, grew out of a surprisingly aggressive company philosophy — one centred on…
The Creative Force Behind The Iconic BMW Logo
BMW Logo From Aircraft To Automobile The Creative Force Behind The Iconic Driving Machine Logo That Is: BMW Most people on the street could easily identify any model of coveted BMW from any lineup of cars. But could that same sample of average people actually…
Krating Daeng – A Bull of a Different Colour
Red Bull Logo The Genesis of An Energy-Fueled Empire The Red Bull brand openly seeks to populate its fold with artists, athletes, stunt doubles, speed junkies, the whole range of energy-fueled brand ambassadors who beckon consumers to embrace a charged life. But it’s not only…
Tate Logo
The Tate logo seen across the UK and the world, is created to convey a unified and overlapping museum experience in a single graphic that is itself, a readable work of art.
Formula 1 Logo
The new F1 logo tactfully pays homage to Wong’s original. It carefully steers F1 into the future while maintaining a full embrace of its past. Richard Turley’s marketing team at Wieden+Kennedy masterminded the artwork from their London headquarters.
Canadian National Logo
Allan Fleming conceived and designed his famous logo for the Canadian National Railway Company back in 1959. People have since dubbed it the ‘worm’ logo, a seemingly unflattering moniker that refers to CN, the seamlessly conjoined pair of two letters.