Govia Thameslink Railway (GTR) has unveiled a refreshed visual identity for its four brands: Great Northern, Gatwick Express, Southern and Thameslink. With a central...
Articles
Circle game
Brands that can engage new audiences, existing supporters and the media around events have to ensure their social media, partnership and communications strategies are all aligned. Brittany Golob investigates the chall...
Racing toward a smoke-free future
Altering its corporate narrative while changing the societal perception of its products has required Philip Morris International to go all in on R&D, brand positioning and communications. Brittany Golob reports fr...
Following up with Formula One, after its 2018 rebrand
Formula One had reached a crossroads in 2017. It was effectively run by its founder, Bernie Ecclestone, but had broadcasting partnerships and exposure in 200 countries. This approach was likened to a being a ’70-year...
New York Jets reveal a full-scale rebrand
Disappointing is the best word to describe the often-troubled New York Jets NFL franchise. However, with the recent draft choices of quarterback Sam Darnold and safety Jamal Adams, along with the major free agent acq...
Tokyo Olympics branding progresses with 500 days to go
With just under 500 days to go until the opening ceremony of the Tokyo Olympics in 2020, the brand development of the games is in full swing. The Tokyo Organising Com...
Miami Marlins introduce new generation of brand identity
This is not the first time the Florida Marlins has undergone a drastic rebrand. In 2011, the then-Florida Marlins changed their name, logo, and uniform, in an effort to evolve, expand and reach new audiences. Almost a...
Rugby rebrands help sport reach new audiences
In 2014, the IRB – the world’s governing body for rugby – renamed to World Rugby and unveiled a stylish rebrand that combined a ‘W’ with a rugby ball shape. Four years later, changes to rugby's branding on the reg...
Run like a girl, score like a girl
It’s 2018 and gender stereotypes may finally be a thing of the past. Pink is not defined as a colour for girls and football is no longer a sport exclusive to boys. Wi...
Opinion: Should brands take a stand in controversy?
In the recent Nike campaign, it’s been interesting to look into the lessons of how brands should manage risk when tackling controversy through brand purpose, says Ben Hayman of brand purpose consultancy Given...