• Transform magazine
  • June 25, 2017

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#TransformTuesday: 14 March

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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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CILIP

Following an attempt to rebrand in 2013 in which the association sought to highlight the 'information' bit of its remit, rather than the 'library' bit, CILIP has now become the Library and Information Association. The 2013 project angered members who wanted to retain the use of the word 'library.' The current rebrand, unveiled this month, was carried out without extensive membership consultation. Despite member uproar, the new brand is intended to raise the profile of the organisation's objectives and make it a stronger force for good in the knowledge management and library sector.  

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Equifax

Analytics and credit information company based in Australia, Veda was acquired by global 'information solutions company' Equifax a year ago. The companies have worked together to rebrand Veda as part of the Equifax family, while taking care to retain the brand recognition Veda had built up over decades of work in Australia and New Zealand. Equifax says it worked with Veda's internal teams to ensure the smooth transition and implementation of the rebrand.

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Guillebert

Guillebert's annual catalogue is the so-called 'bible for professional gardeners.' The longstanding French landscaping tools company worked with Brand Brothers to launch a new brand. The logo combines the E and G in founder Eugene Guillebert's name and an extensive brand system has been implemented to turn Guillebert into a brand relevant beyond its catalogue. 

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Krakow

After winning a competition, designer Dorota Kozak's new brand for the city of Krakow, Poland, was unveiled. The previous mark, which featured a marketplace icon has evolved into a cleaner, more modern brand, using a similar device. The city will roll the new visual identity out across its departments. It can be used with or without the blue street map backdrop. 

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MyTaxi

The darling of London taxi apps, Hailo, was purchased by global brand MyTaxi last year. Hailo was founded in 2011 and, with a headquarters in Somerset House, helped lead the British app development scene. Hailo and MyTaxi allow app users to book black cabs or taxis through their apps, track their rides and pay without cash for rides not booked through the app. In terms of design, MyTaxi's yellow and grey colour scheme is not too far a departure from Hailo's original livery. The app itself offers a similar level of usability to Hailo's original user interface, but with differences like recommendation and favourite driver options.

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V Festivan

London-based brand agency Form has given V Festival the festive treatment. The colourful and young circus style cleans up the old wordmark while still emphasising the Virgin logo. The agency has created a fully-designed alphabet chock-ful of different colours and patterns for use in wayfinding and signage. The new brand will take centre stage for the first time at this year's festival in August.