• Transform magazine
  • January 23, 2020


#TransformTuesday: 25 October

Transform Tuesday.png

Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays


Bisto, OXO and Paxo

Three of the UK's household food brands, Bisto, OXO and Paxo, now under the roof of British food manufacturers Premier Foods, have created a unique new packaging, bringing the brands' heritage into a contemporary new light. The new designs accentuate the vibrant colours of all three brands in limited edition packaging, cultivated by British creative agency, Robot Food, both Bisto and OXO's red and silver tones are put at the forefront of the packaging while Paxo's well-known stuffing brand is decorated with colourful hearts.



Italian restaurant chain, Carluccio's, has opted for a new look with a rebrand to suit its new 'Deli & Dining' direction. The restaurant chose creative consultancy Frontroom London to undertake the new imagery. Incorporating both Carluccio's Italian heritage and its current brand image, the new design pushes forward a playful new identity. Lau Glendinning, managing director of Frontroom London, comments, “In a market which has exhausted promises of ‘authenticity’, we genuinely were dealing with the real deal in Carluccio’s. Our task was to bring that truth to the fore and create a brand that connected with consumers on a deeper level - then prove it across every touchpoint. Elevating the Carlucco’s experience into fulfilling a role in customers’ lives.”



Dell and EMC Corporation

One year after the merger between global computer technology company Dell and data storage specialists EMC Corporation, a new visual combines their innovative histories. Moving forward as Dell Technologies, the growing collective now holds a number of brand names including Pivotal, SecureWorks and VMware. WPP owned creative design consultancy, Brand Union, undertook the project with aims to punctuate Dell Technologies' digital presence with October 2015's merger with EMC being the largest technology merger in history. With a new typeface as well as a collection of expressive imagery, the rebrand gives Dell Technologies a refreshing new visual.


European Olympic Committees

European Olympic Committees unveil a new logo ahead of its 45th general assembly. The new imagery retains much of the old, only now a 50-piece mosaic representing the member nations forms the centerpiece to the brand logo. The new design work was undertaken by sport-focused design agency JTA Design and still includes the symbolic rings of the Olympic games. The EOC's acting president, Janez Kocijančič comments, "The EOC’s new look and feel is an excellent visual representation of Europe and the unifying role that sport plays across our continent."


Fortune Magazine

Multinational business magazine, Fortune, has rebranded its logo, returning to a sans-serif typeface for the first time since 1988. Tracing back to the publications modernist heritage, the new logo pays homage to earlier iterations of the Fortune brand. As the title celebrates its 86-year history, its current direction of modernising into a contemporary, 21st century platform was undertaken by Fortune's in-house art directors Peter Herbert, Josue Evilla and Michael Solita.



Returning to the red and yellow combination of old, Kodak embraces atavism with its new rebrand. The new imagery harks back to the pinnacle of its industry success, with the rebrand sharing an almost identical look to its longstanding signage from 1971-1987. Creative brand agency Work-Order worked to create a retro feel to the rebrand, opting for little variation from Kodak's original logo. The new imagery also accompanies Kodak's recent announcement of a smartphone geared to photographers, cultivating a new position for the long-established brand in the ever-competitive digital landscape.


Nintendo Switch

Nintendo's dominant red and white tone will be a familiar throwback for previous generations of game enthusiasts, evoking its original success through the Super Mario franchise, the release of new console Nintendo Switch sees a return to the previous colourway. A crimson red background now features the brand logo of the console, and with a new direction, the Japanese company hopes to achieve further success with the high-tech features of the new hardware, set for release in March 2017.