• Transform magazine
  • January 20, 2019

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TransformTuesday: 8 December

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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

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Brand Remedy has created a new identity for Stephenson Harwood, a legal practice based in London. Brand Remedy collaborated on a client and partner engagement programme, collaborating with strategic management consultancy, Gulland Padfield. Sharon White, CEO of Stephenson Harwood, says, “The pace of change in our market means we have an ideal opportunity to articulate what we stand for and how we work with our clients.  We’ve evolved hugely as a firm, broadening what we do into new geographic regions and legal services. It’s important that our new proposition and values are a confident projection of the firm.”

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Asia’s leading web-building platform, PowerStores, is launching in North America with its rebrand to Webware.io. The name PowerStores implied e-commerce only, but the company wants to expand its remit beyond this to include the businesses that it services who do not sell online. It also suggests a digital strategy beyond a website.   

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Silver is everywhere in Daimler’s new rebrand. The German automotive, which owns the Mercedes-Benz brand, has a new brand positioning; the ‘pioneer for the future of mobility’. The phrase is non-specific enough for a future beyond cars. Innovation and technology are key to the new brand, as well as more traditional automotive qualities, such as an emphasis on safety and high standards.

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Part of the CBS network, sports broadcaster, CBS Sports, has changed its logo for the first time in 35 years. The new design is modern, and has far more in common with competitors, such as Sky Sports, than it did previously.