#TransformTuesday: 18 August

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

Google’s new Alphabet brand will provide an overarching identity to unite all of its sub-brands, but will mostly operate at corporate level. Google will now specifically refer to the search engine function.Alphabet will use the URL abc.xyz.

ITV continues its prosperous brand redevelopment with the rebranding of its entertainment channel, ITV2. The digitally-led new identity is primarily geared towards younger audiences, and prepares the channel for a future that will not necessarily be governed by broadcast television. The new brand was created by design agency, ManvsMachine.

The Australian Olympic Committee has undergone some subtle changes with a simplified emu and ostrich logo that will lend itself better to embroidery on the athletes clothing. The modernisation of the brand was prompted by new guidelines introduced by the International Olympic Committee reducing the number of marks a National Olympic Committee can use.

The rebrand of government-owned ACTEW Water in Canberra, Australia, should separate it from the gas and electricity company ActewAGL. It is also hoped that the rebrand will improve brand recall and recognition among Canberra residents. The Icon Water logo was designed by advertising agency Ogilvy Australia.

ITV continues its prosperous brand redevelopment with the rebranding of its entertainment channel, ITV2. The digitally-led new identity is primarily geared towards younger audiences, and prepares the channel for a future that will not necessarily be governed by broadcast television. The new brand was created by design agency, ManvsMachine.