US-based Rockwell Automation has unveiled a new logo and brand promise for the company – but the design fails to integrate with the brand’s ideals. With a bold font m...
Articles
Transcending tradition in sausage production
In 2015, the World Health Organization (WHO) report showed evidence of increasing cases of pancreatic and colorectal cancer caused by processed meats, which threatened this sector of the food industry. This forced sau...
Follow the yellow Laurel Road
Among the plethora of opportunities that exist for brand and design agencies, perhaps the prospect of rebranding the loans integral to ensure students can complete their university degrees is one of the least relished...
Cleared for takeoff
International brand agency Base Design teamed up with JFK's Terminal 4 in New York to create a new logo and visual identity consisting of vibrant, fun signage that directs travellers throughout the terminal....
Brand experience: PNC Financial
To educate children about finance, American financial services company PNC uses its Christmas Price Index to create brand experiences that promote the brand’s reputation, engage children and educators in banking and e...
Peer perspectives: AT&T
AT&T’s rebrand by Interbrand is a work in progress, but the first phases have been rolled out, including a new, simplified world icon. Jaid Hulsbosch, director of Australian brand agency Hulsbosch, examines the pr...
Moving the brand goalposts
Given the task of assigning a sport to the US, one could be forgiven for immediately thinking of baseball, basketball, or even American football. All are huge entertainment spectacles involving heady amounts of sponso...
K-Swiss’ new brand retains American heritage
The trainer market is booming right now, with Nike and adidas leading the pack. In this competitive environment of super-brands there is no room for complacency, and the latest athletic footwear retailer to refresh its brand is K-S...