• Transform magazine
  • May 24, 2019

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#TransformTuesday: 14 July

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Every week, Transform examines recent rebrands and updated visual identities. This week’s picks are below. For more from #TransformTuesday, follow @Transformsays

  1. Possibly over-emphasising the fact that a brand is more than a logo, Coca Cola has stripped its cans bare of all bar its iconic colours and the slogan “labels are for cans not for people”. The cans, distributed in the Middle East during Ramadan only is part of a wider campaign to challenge stereotypes. 
  2. It’s never easy combining technology and heritage in a brand. Pakistan IT firm Interactive Group have done well and gone beyond most tech 20th century reference points. With five crescents creating a 3 dimensional (a postmodern nod to the Pakistan flag and the Ottoman empire’s icons), Interactive Group, and its brand agency Brandient, have created the Pentacrescent. While the value set seems somewhat shoehorned into fit the VI, the logo seems to work well across the brand touchpoints https://vimeo.com/133316184
  3. You say potatoes…
    When Williams Murray Hamm were asked by Lamb Weston to identify its brand purpose and create a new visual identity, they were struck by the idea that, for one of the worlds biggest suppliers of frozen spuds, they were always asking what’s next in the world of edible tubers. Apparently the possibilities are endless, hence the ellipsis and the ‘seeing possibilities in potatoes’ tagline.
  4. If you grew up a geeky kid you probably loved Logitech. It’s stylised computer mouse and funky wireless keyboard was hip and techy. But now they’re going beyond tech, so tech is dropped in the new Logi VI. In theory, the brand promise makes sense but the dissected visual identity is trying oh so hard.  Logi promises more products will follow, but if the brand video (https://youtu.be/7CO6PJ6IWFI) gives any clues we’ll see a Logi-Penholder at a Staples soon.

Have a tip for next week’s #TransformTuesday? Send your suggestions here.