• Transform magazine
  • December 15, 2018

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Articles

New ownership structure supported by renaming

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Transforming itself from a more traditionally named architectural firm to one that is future-proof, digitally ready and employee-owned, the newly named Apt has unveiled a rebrand that is apt for a progressive professional serv...

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Spotlight on Benoy

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Boasting an impressive portfolio of brands, architectural firm Benoy is midway through celebrating its 71st year. How has the company transformed its previously inflexbile brand architecture to one befitting its global portfol...

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Opinion: The art of FMCG brand architecture

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Just like its more widely understood sibling – physical architecture – brand architecture is all about making things work. It’s about helping our brains to rapidly decode brands and products. And it’s about using design to ens...

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Big leagues: Brand and reputation in the biggest sports on earth

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The brand of a sports league can help build the reputation for the sport itself. How do leagues approach branding, licensing and business growth through design? Hassan Butt investigates...

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Opinion: What impact do acquisitions have on brand architecture?

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The rationale behind most high-profile acquisitions is usually evident – to bolster technological capabilities, integrate vertically or expand into new categories, among them. How do these acquisitions fit into a company's exi...

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Love is in the air for major romance publisher

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Love is in the air this Valentine’s Day. Perennial publisher of romance novels, dating back to 1908, Mills & Boon has now become a major e-book player as well. The shift to digital, and the growing trend toward modern romance...

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Global toy brand TOMY launches sub-brand, Toomies

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“We Toomies love to have fun! We love surprising and delighting both you and your child. You may call us quirky, but we’re serious about not taking playtime too seriously.” So begins the introduction to newly-launched Toomies...

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Ragged Edge rebrands London architectural practice, Applied Studio

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Crafting a unique and compelling identity, which stands out among the melee of competing firms in London, can be challenging. To cut through the noise and secure recognition among a variety of architectural studios - some of w...

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Opinion: The benefits of brand architecture

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How can brands best manage their brand architectures to ensure commercial gain and as stronger brand? Anthony Cox discusses the value of a clear brand architecture As brands seek to...

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Opinion: What does Microsoft's acquisition of LinkedIn mean for the two brands?

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Earlier this week, one of the biggest online acquisitions of the decade was announced. In a surprise move, Microsoft confirmed it would invest a huge $26bn in purchasing business-based social network LinkedIn – a move describe...

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@transformsays

Founders have an impact on their businesses beyond the bottom line. That had been the case with Sir Martin Sorrell… https://t.co/oAmCNJdpjA
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.@Microsoft updates design of app icons, allowing users to focus on each application’s use and not its branding 👇… https://t.co/BoYw8aeNdp