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Brand New

Opinion on Corporate and Brand Identity Work (Visitar)



From Five to 5

Brand New (+)   11/02/2011

Channel Five is a television network in the United Kingdom, originally launched in 1997, with a variety of programming for all ages and interests from soap operas in the morning, to cartoon blocks for kids; to sitcoms, procedurals, and reality shows for t (+)


PUR Filtrates its Serifs

Brand New (+)   19/01/2011

Developed by Recovery Engineering, Inc. and first sold for the household market in 1994, PUR (pronounced like "pure") is a range of water filtration products — faucet-mounts, pitchers, refrigerator filters, etc. — that are now a part of P&G. While I like (+)


E-A-D-S Spells B-E-V-E-L-S

Brand New (+)   17/11/2010

EADS or the European Aeronautic Defence and Space Company, was born from the merger of the German DaimlerChrysler Aerospace AG, French Aérospatiale-Matra and Spanish Construcciones Aeronáuticas SA (CASA), creating a company spanning the industries of, wel (+)


A Dell-icate Redesign

Brand New (+)   15/11/2010

Established in 1984 by Michael Dell in our hometown of Austin, TX, Dell is one of the largest technology companies in the world with 96,000 employees and it is currently number 38 of the Fortune 500. Well known for its hardware, shipping 110,000 "systems" (+)


Too Urban Urban Outfitters

Brand New (+)   12/11/2010

We received a lot of requests to review the logo currently adorning the header of the website of apparel, accessory and hipness retailer Urban Outfitters (UO) and as much as I hesitated to post it I think it's worth getting it out of our system. I hesitat (+)


Oval is the New Circle

Brand New (+)   11/11/2010

WTA, the Women's Tennis Association, is the principal organizer of women's professional tennis, the WNBA of the tennis world. It consists of 2,225 athletes, representing 91 nations, competing for more than $86 million in prize money. The new identity is m (+)


Rebranding 101

Brand New (+)   09/11/2010

Although the above image indicates this is a typical "Before/After" it's not really one. The redesigned Artyarns logo is one of three "brand makeovers" that small businesses have undergone through Project RE:Brand by American Express OPEN Forum which has (+)


Zoo in Disguise

Brand New (+)   08/11/2010

Founded in 1838, Natura Artis Magistra (Latin for "Nature is the Teacher of Art") located in Amsterdam is the oldest zoo in the Netherlands. Home to 900 species it also has a botanical garden, a planetarium, an art collection, a geological museum, and a z (+)


Imitation Imitation Sugar

Brand New (+)   03/11/2010

NutraSweet, one of the first, most visible purveyors of aspartame recently refreshed their brand in an obvious move to take on the pastel world of packet sweeteners. Now NutraSweet, which originated as an ingredient brand (a B-to-B of the food world, if y (+)


Shape of Singapore

Brand New (+)   01/11/2010

Geographically small at barely 275 square miles, Singapore is a country big with culture, architecture, scenery, financial prowess, and diversity, playing an important role in keeping the wheels of global business churning. This past March, the Singapore (+)


Say it ain't Sears

Brand New (+)   29/10/2010

Sears, Roebuck and Co., known by its everyday name Sears, is a retailer of apparel, automotive and home products and related services in the the U.S. and Canada. Richard Sears began building his enterprise in 1886 when he took possession of a shipment of (+)


Myspace Goes Blank

Brand New (+)   28/10/2010

Launched in 2003, Myspace — capitalized as MySpace at the time — became the de facto social networking platform for youngsters attracting 1 million users in its first year, 5 million a few months later, and over 100 million users amassed to this day. With (+)


San Diego Zoo Gets Funky

Brand New (+)   27/10/2010

Founded in 1916 the San Diego Zoo is one of the largest in the world, with "over 4,000 rare and endangered animals representing more than 800 species and subspecies" including a delicious (looking not tasting) panda. The San Diego Zoo, as a parent brand a (+)


The Many Layers of Oprah

Brand New (+)   26/10/2010

In January of 2008 the mother of all talk show hosts, Oprah Winfrey, announced she would be launching her own network debuting in 2009. "The new multi-platform media venture," read an ancient press release, "will be designed to entertain, inform and inspi (+)


Eye Hear You

Brand New (+)   25/10/2010

With 14.4 million customers, Time Warner Cable (TWC) is the second largest cable provider in the U.S., trailing category leader Comcast. (A funny fact, as I've never met anyone subscribed to Comcast). Originally part of Time Warner — the resulting 1989 me (+)


W's New W

Brand New (+)   20/10/2010

W magazine, first published in 1971, is a monthly American fashion magazine, published by Condé Nast. Its average reader is female, mature and lives in a household with yearly income of $135,840. In response to declining circulation figures, Condé Nast h (+)


FAO Schwarz's New Hire: Wit

Brand New (+)   19/10/2010

Established in 1862 in Baltimore, Maryland by Frederick August Otto Schwarz, FAO Schwarz is today the mecca of toy stores with a flagship store in New York as famous as the Statue of Liberty, except with more foot traffic, more profitable, and the dream f (+)


A Tree Grows in D

Brand New (+)   15/10/2010

Over the years, I have stayed a few times at DoubleTree hotels. What I remember most about it is just how big their rooms are. Although I have no doubt that this memory is amplified in direct correlation to the consistent shrinking of most other rooms I h (+)


Follow-up: Gap, Undo

Brand New (+)   12/10/2010

It's a double Command-Z for Gap as Marka Hansen President of Gap Brand North America announced yesterday that not only was it canceling its crowdsourcing venture but that it was reverting back to its old logo. As satisfying as it may be to see Gap acknowl (+)


OnStar gets OnGotham

Brand New (+)   11/10/2010

First developed in 1995 by General Motors in collaboration with Electronic Data Systems and Hughes Electronics Corporation, OnStar is a "provider of in-vehicle safety, security and communication services" integrated with all contemporary GM models. Some o (+)


Belk Flourishes

Brand New (+)   07/10/2010

Originally established as the New York Racket in 1888 by William Henry Belk Monroe, North Carolina, today Belk is a department store with over 300 locations across sixteen southern U.S. states. As a privately held business, Belk has also stayed in the fam (+)


Don't Mind the Gap, or the Square

Brand New (+)   06/10/2010

Established in 1969 in San Francisco, Gap is one of the most popular American clothing brands — net sales of $3.8 billion in 2009 can attest to it. With 1,140 stores in the U.S. and almost 300 more abroad, Gap pushes simple and unfuzzy clothing at very re (+)


Ask Wolff Olins

Brand New (+)   05/10/2010

For the Brand New Conference this coming November, Jordan Crane (creative director) and Karl Heiselman (CEO) of Wolff Olins will put together a presentation based on your questions. So… What would you ask Wolff Olins? And be nice! Don't forget to cast you (+)


Papaya King: Regally Good

Brand New (+)   04/10/2010

Since 1932, Papaya King has delivered sweet/savory subsistence in New York City. Somehow, after 68 years, the brand has resisted gentrification. While it feels like this institution has been franchised onto every block, in reality there are only several o (+)


The Virgin Left Behind

Brand New (+)   01/10/2010

On July of this year, British Sky Broadcasting (BskyB) bought Virgin Media Television for £160m and in doing so acquired Virgin1, a channel offering programming like That 70s Show, I want to Work for Diddy, and Terminator: The Sarah Connor Chronicles (whi (+)


Gran Branding for Gran Turismo

Brand New (+)   28/09/2010

This year marked the first season of the FIA GT1 World Championship, a global event sanctioned by the Fédération Internationale de l'Automobile (FIA) and promoted by the Stéphane Ratel Organisation (SRO). And GT, for those as oblivious to car terms as me, (+)


Wembley 2.0

Brand New (+)   27/09/2010

As old stadiums around the world fall apart and new, shiny complexes with plenty of box suites and corporate naming rights rise, it's the building as much as the memories within it that are demolished. And perhaps there isn't an international venue as wel (+)


Connect the Ads

Brand New (+)   24/09/2010

Established in 2006, interclick is a publicly-traded company that focuses on deploying online advertising campaigns based on data to connect advertisers with very specific and targeted audiences. Earlier this month, interclick introduced a new logo create (+)


Internet Explorer Version Who Cares?.0

Brand New (+)   23/09/2010

A long time ago, like, totally, in the 1990s the de facto browsers were Microsoft's Internet Explorer (IE) and Netscape, the equivalent of today's Safari and Firefox. The latter in both cases had more geek cred, while the former had better looks. Back in (+)


Textile Exposé

Brand New (+)   22/09/2010

Established in 1973, Hemtex is the leading store of home textile products in the Nordic region with 189 stores in Sweden (where it has the most at 143), Finland, Denmark, Norway and Estonia. Hemtex produces, designs, and/or commissions most of its product (+)


PricewaterhouseCoopersWasALongName

Brand New (+)   21/09/2010

The clearest picture I have of what PricewaterhouseCoopers does is of two dudes in tuxedos holding a briefcase with the envelopes that announce the winners at the Oscars. But, clearly, with 163,000 employees in 151 countries they do more than that. They a (+)


Smile, you are on Candid Airport

Brand New (+)   17/09/2010

Gatwick Airport, formerly London Gatwick airport, is the world's 28th busiest airport, and until 2009, was owned by BAA, or British Airports Authority, just one amongst the many it owned in the south-east of England. Forced to sell after a government revi (+)


Living Art

Brand New (+)   10/09/2010

SECCA, or the South Eastern Centre Contemporary Art, is a contemporary art centre in North Carolina. Originally founded in 1956, the organization really got going in 1976 thanks to a philanthropic bequest of industrialist James G Hines's 32-acre estate. I (+)


Hit the Road MAT

Brand New (+)   08/09/2010

Established in 1972 the Metro Area Transit, or MAT as more colloquially known, is the local bus system for the city of Omaha, operated by the Omaha Transit Authority, a governmental subdivision of the State of Nebraska. With a look that looked as if it ha (+)


Generic Swap

Brand New (+)   03/09/2010

I first learned about Swaptree through a presentation by one of our clients at TEDxSydney on the subject of Collaborative Consumption — itself the subject of her book, What's Mine is Yours, for which we designed the web site. Although Swaptree has been ar (+)


Two Triangles are Better than One

Brand New (+)   02/09/2010

The Dutch public broadcasting organization VPRO (an acronym that translates into "Liberal Protestant Radio Broadcasting Company") started its life in 1926 as a religious radio broadcaster. Over the years it became more liberal and less religious until, in (+)


Orange Tart

Brand New (+)   31/08/2010

QR National is a soon to be listed public company that owns and operates Australia's largest rail freight network. In a country that is the world's largest exporter of coal, it's not surprising that QR National is also the world's largest transporter of t (+)


Discovery Kids Grows Up

Brand New (+)   30/08/2010

Launched in 1996, Discovery Kids is another popular channel of the Discovery Communications empire with an emphasis on — stating the obvious here — programming for kids focusing on science and nature shows. Beyond its programming, Discovery Kids has also (+)


Surf's Down

Brand New (+)   27/08/2010

Founded in 1984 by a small group of surfers in Malibu, California, Surfrider Foundation (SF) is a non-profit organization dedicated to "the protection and enjoyment of the world's oceans, waves and beaches for all people, through conservation, activism, r (+)


Forward-Looking Phoenix

Brand New (+)   26/08/2010

Founded in 1976 to serve working adults seeking higher education who couldn't attend a traditional university environment, the University of Phoenix (UOPX) is currently the largest for-profit university with more than 420,000 undergraduate and 78,000 grad (+)


Type is in the Details

Brand New (+)   25/08/2010

An aspect of identity design that goes unexplored to a certain degree is that for religious organizations, but as everyone becomes more brand aware these spaces and communities most communicate and attract with as much urgency as any major consumer brand (+)


National Geometry of Australia

Brand New (+)   24/08/2010

Established in 1967 by the Australian Government, the National Gallery of Australia (NGA) in the capital city of Canberra, houses over 100,000 works across four points of national interest: Australian art, Aboriginal & Torres Strait Islander art, Asian ar (+)


Arts United Unites

Brand New (+)   23/08/2010

Originally named the Fine Arts Foundation when it began in 1955, Arts United, as it was renamed twenty years ago, is one of the oldest non-profit art funds in the United States, located in Fort Wayne, Indiana. Its mission is "to provide support to arts an (+)


Like a (Crystal) Rock

Brand New (+)   20/08/2010

Outside of the few well-known, national bottled water brands like Evian, Dasani, or Aquafina, the United States is awash in smaller brands that are sold only in specific regions or states. A couple of them are produced by Crystal Rock LLC, which distribut (+)


The Land of Scot gets Creative

Brand New (+)   19/08/2010

Established on July 1, 2010, Creative Scotland is the new representative body for the "arts, screen and creative industries" in Scotland. "We think," states the website, "Scotland's arts, culture and creative industries are worth shouting about. We'll lea (+)


A More Royal Royal Opera House

Brand New (+)   18/08/2010

Nestled in bustling Covent Garden, the Royal Opera House is home to The Royal Opera, The Royal Ballet and the Orchestra of the Royal Opera House. In its third structural incarnation since 1732 — two previous buildings were burned in fires in 1808 and 1856 (+)


The Abu Dhabi Brand: Rich

Brand New (+)   17/08/2010

Abu Dhabi is the capital of the United Arab Emirates (UAE). However you may be more familiar with the world's-tallest-tower-building, 7-star-hotel-opening, artificial-islands-in-the shape-of-a-world-map-making, or palm-creating lunacy of Dubai, the more f (+)


Can you C me Now?

Brand New (+)   16/08/2010

Launched in 2001, Cell C is the third — both in terms of introduction date and market share — cellular service provider in South Africa behind Vodacom and MTN. No one likes to be in third place, so Cell C is pushing forward to gain some momentum with a ne (+)


Any way you Slice It

Brand New (+)   13/08/2010

Did you know that a ceramic called zirconium oxide is the most durable substance on earth after diamonds? Not only that, but that it kicks metal's ass in terms how sharp, hard and durable it can be. That's why Slice makes it slicing and dicing products ou (+)


Follow-up: United Airlines

Brand New (+)   12/08/2010

Allow to me quote myself from something I said a little over three months ago: "In all likelihood we will see a new logo in the next year or two." Boy was I wrong as a drunk at the race track. It wasn't two years. Or a year. Barely a financial quarter has (+)



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