• Transform magazine
  • June 19, 2019

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#TransformTuesday: 8 September

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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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Los Angeles, 2024 Olympics

It has been announced that LA will be the US bidder for the 2024 Olympic Games. However, the brand fronting the campaign is quite different to the original concept that lost against Boston. Boston had its bid withdrawn when local residents failed to get behind it. Perhaps LA’s newly adapted bid logo, a far simpler creation than the previous logo created with M&C Saatchi LA and Sydney-based RE:, is intended to assure LA residents that the games will prioritise frugality over flashiness.

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Circle K

Alimentation Couche-Tard Inc. has announced that it will rebrand the approximately 1,500 Kangaroo Express convenience stores in America’s southeast, which it picked up from The Pantry Inc. in early 2015. The stores will be converted to Circle K, a pre-existing international chain. The rebranding will begin in January 2016 and continue over the following six to nine months.

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Regent Street

London’s famous Regent Street has been rebranded by London agency, Small Back Room. The new visual identity portrays the area as a place that, while rooted in tradition, is constantly changing. The previous logo, also designed by Small Back Room, had become outdated after 13 years. The new brand launch will take place in September to coincide with Regent Street Fashion and Design Month.

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Verizon

This US-based telecommunications company has altered its logo so that it appears slightly less corporate and more modern than its predecessor. However, the refresh, by design firm, Pentagram, may be playing it a little too safe if Verizon truly hopes to win over the hearts of the public.

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Bo Islands

UK creative agency, Sedley Place, has created a new brand identity ahead of the launch of Bo Islands, a luxury vacation resort on Egypt’s North coast. The agency was also involved in the naming of the resort, which is owned by Maxim Investment Group (MIG), and provided Maxim with a set of brand guidelines for the successful implementation of future, local sales and marketing campaigns. A unique foot symbol represents the barefoot philosophy of the resort and will be used as a motif across all marketing materials.