• Transform magazine
  • December 15, 2018

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Features

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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Spotlight on King's Cross and Union Square

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Two neighbourhoods across two major cities unveiled rebrands recently. How was place branding approached in New York and London? Amy Sandys investigates For the transport hub-cum-ent...

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Formula for the future

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‘Future-Proof Your Brand’ was launched in July this year during the annual summit of the European Association of Communication Directors. Authors Laurens Hoekstra and Marc Cloosterman have laid out their unique approach to bra...

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Brand in action: Spyscape

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Uncovering an undercover world Who: Spyscape and SomeOne What: From December 2017, midtown Manhattan will be the new home of Spyscape. The 60,000 sq ft museum, whose seven bespoke pa...

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Far from home

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Brands operating in regions that are not their home territories can face challenges when appealing to local markets. This extends from design to implementation to marketing. Hassan Butt analyses the ways in which brands approa...

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The type writer: non-Latin typefaces

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Bruno Maag explores the challenges of localising a brand’s typeface to non-Latin scripts It was only last year that Johnston, the iconic typeface for Transport for London, celebrate...

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Peer perspectives: Dropbox

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Prominent file-sharing platform Dropbox unveiled a new brand that featured a minimal wordmark retouch, the introduction of quirky hand-drawn animations and a stronger sense of self. The divisive work has for some, been well-re...

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Place branding: Edinburgh

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Scotland’s bustling capital city of Edinburgh has a lot to offer students, tourists and arts fans. With a new place brand, it is seeking to harness the same enthusiasm for the city among businesses. Amy Sandys reports...

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Sustainable futures: Centrica

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UK utilities company Centrica has led the way in sustainability and CSR. Its ownership of brands like Hive has helped it ingrain sustainable principles throughout the business. Hassan Butt reports...

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Rewind: Monarch Airlines

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Once travel royalty, now defunct, how could Monarch Airlines have turned its nosedive around with a fresh approach to brand positioning? Timothy Ruthven, head of marketing innovation...

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