• Transform magazine
  • August 25, 2019

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#TransformTuesday: 30 August

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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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In June 2016, Australind, a suburb of Bunbury, Australia, welcomed the first regional Aldi store in Western Australia. To coincide with its opening, creative marketing agency Jack in the Box redesigned the visual identity of its shopping centre location, as well as the name and logotype of the previously-named Australind Shopping Centre. Jack in the Box developed an identity under the name The Village Australind, with the new name and village aesthetic reflecting the community hub and friendly atmosphere of the complex.

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London-based brand and communications agency, We Launch, created a new identity for British Fencing, prior to the Olympic Games, held this year in Rio de Janeiro. It encompasses the three main sword disciplines, Epee, Sabre and Foil, which are reflected in the three sword slashes across the logotype. The rebrand by We Launch intends to encourage non-fencers to think differently about the sport, and accentuate the Team GB colours of white, red and blue among the different nationalities of the 2016 Rio Olympics.

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Dmax is a Spanish television network which has aired for four years. First called Discovery Max, the network changed its name to a shortened version, Dmax, to reflect a contemporary offering. Elena Hermosilla, director of marketing and communication networks discovery for Spain and Portugal, says, “The team at Discovery Networks works every day to offer the public a unique, surprising and different experience from the rest of the Spanish television market. Our audience is demanding and during these four years has been moving with us. Now we want to continue to grow, both with our brand graphically as well as with the content.”

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Google Analytics has changed its name to Google Analytics Solutions, reflecting the site’s changing offering to companies and enterprise. The most widely used analytics service available on the internet, Google Analytics Solutions tracks website data and traffic, and reports changes or trends to users. The service has been in operation since 2005, and has recently also announced the launch of its new Workspaces provision. This allows colleagues to easily work together on tags simultaneously, and updates the already-existing Tag Manager 360 service.

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Advertising and digital agency, The Lane, has completed a rebrand for employment law and HR specialist, Law at Work (LAW), an organisation with offices in Glasgow and Edinburgh. The updated visual identity includes LAW’s website and marketing materials; it aims to encourage clients to move away from using traditional employment law firms. In an interview with online magazine, Scotland B2B, managing director of The Lane, Ali Findlay, says, “In a market which can be seen as stuffy and boring, [LAW] have carved out a unique place for themselves and we wanted to build on this while encapsulating their personality.”

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The mobile-first British challenger bank originally known as Mondo has rebranded, becoming known as Monzo after a successful trademark challenge by another firm earlier this year. Monzo, which had previously used crowdfunding to raise £1mn in 96 seconds, again turned to public participation to develop its new name. The number of suggestions reached 12,560, but all had to begin with the letter M to ensure Mondo/Monzo could retain its merchandise selection and marketing materials.