#TransformTuesday: 13 October
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays
The Scottish government has launched a new Scottish dairy brand after the prices of milk continue to fall, with disastrous results for dairy farmers. It is hoped that the new brand will help to raise the international profile of Scottish dairy produce to the level of other popular Scottish exports such as whisky and beef.
Thailand’s Chang Beer is hoping to boost its regional presence with a rebrand that includes a new name, Chang Classic. The rebrand will see five variants of Chang combined into one product with a new taste and packaging, and will be accompanied by a marketing campaign rolled-out at popular Thai events.
Interbrand has created a new identity for the Dallas Fort Worth International Airport, replacing a navy corporate logo with something a bit more modern. The rebrand is accompanied by new facilities and updated amenities, as well as a $2.7bn terminal improvement programme to renovate its four terminal buildings.
Brand implementation agency, Endpoint, has a new marque and tagline, ‘Communication for the built environment’. Now celebrating its 15th year, the company has expanded its services and grown into new regions. Endpoint hopes that its new identity better reflects the value that it brings to its clients.
On its 21st anniversary, UK-based charity, Hope for Children, has launched a new look and a five year strategy. The new brand, developed by the in-house marketing team, aims to improve differentiation and recognition. Chris Lyne, Hope for Children’s marketing manager says, “Over the past 21 years, Hope for Children has prided itself on using positive messaging to communicate the impact that our vital work is having on the lives of vulnerable children across Africa, Asia and the UK. However, with over 164,000 registered charities across England and Wales, it has become increasingly difficult for a charity of our size to stand out in such a crowded market. Particularly in the last 12 months, which has seen some of the larger organisations take a more upbeat approach to their marketing. With this in mind, we decided to place a greater emphasis on the concept of what makes a safe and fulfilling childhood and how Hope for Children is making this a reality for more of the world’s children.”
Medium, a publishing platform founded by Twitter co-founder Evan Williams, allows for the publication of content without the distraction of design, images and themes. The idea is that the quality of the content alone differentiates one post from another. Medium’s new logo is an in-house collaboration with San Francisco-based type foundry PSY/OPS and features a stylised ‘M’ in different shades of green.
