• Transform magazine
  • October 22, 2020

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#TransformTuesday: 6 September

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

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In 2015, US-based real estate companies DTZ and Cushman & Wakefield merged in a deal worth £1.3bn ($2bn). Following this, Republic of Ireland-based real estate firm DTZ Sherry FitzGerald has rebranded to Cushman & Wakefield, to better align the global platform of Cushman and Sherry FitzGerald’s Irish client base. Managing director of Cushman & Wakefield, Aidan Gavin, says, "This is more than a rebranding exercise, it gives us access to many new services and opportunities driven by the scale of the merged Cushman & Wakefield business.  Being the Irish arm of one of the top three global firms gives us access to many more occupier enquiries, finance, market intelligence, research and experts, than ever before.”

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London-based design agency, Design Studio, has updated the visual identity for food delivery service company, Deliveroo. A teal polygon with two ‘eyes’ and ‘ears’ replaces the kangaroo holding a shopping bag which formed the company’s previous design, to emphasise a more abstract, simple concept. The updated logo will feature across the brand’s digital platforms, company uniform and more. Its design team has also added hyper-reflective materials to the Deliveroo delivery riders’ clothing to improve safety, particularly during night hours.

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Pearlfisher has teamed up with fledgling Beijing-based company, Yoai, to design the packaging for its new range of tampons. Prior to Olympic swimmer Fu Yuanhui’s admission that she had her period during one of the events, only 2% of Chinese women used tampons. Now, Yoai aims to boost these numbers, moving away from conservative Chinese values by embracing the freedoms associated with modern womanhood. Pearfisher has designed Femme to ensure its contents are not overtly obvious; to the discerning eye, inclusion of the Chinese symbol for womanhood communicates a new era in menstrual hygiene.

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Fortuneo Banque is one of several bank brands which has adopted the digital-first banking style being increasingly pioneered by start-ups and ‘disruptive brands’. Based in France, Fortuneo is country’s leading online-only banking company. Its latest visual identity, in collaboration with French branding agency Agence W, is streamlined from the previous version to better reflect the aesthetics of the digital era. The abstract, ‘origami’ format of its updated logo enables ease of translation onto a digital platform.

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Australian car manufacturer, Holden, has redesigned its logo and campaign offering, in a bid to encourage people to change their perceptions of the brand. Its font, lettering and lion emblem have all been updated, lending the brand a unique, informal yet modern feel. The company has also enlisted award-winning music producer, Flume, to provide the soundtrack to its visual campaign, which has been develop by Melbourne-based agency, AJF Partnership. Holden intends to shut down its last manufacturing plant in Australia by the end of 2017, and move to an import-only model.

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Agencies MediaCom, Studio North and Pixel Inspiration are set to lead the creative and digital rebrand for the Manchester-based charity previously known as Genesis Breast Cancer Prevention. This appointment is the second stage in Prevent Breast Cancer’s rebrand, with its name change from Genesis part of its efforts to raise £1mn funding per year. In an interview with Manchester Evening News, executive director of Prevent Breast Cancer, Nikki Barraclough, says, “We have a really proud history as Genesis, but there’s a lot more research to do. We’ve made sure not to spend unnecessary funds, but feel a rebrand was essential for us to optimise our fundraising potential. The name Prevent Breast Cancer is completely explicit and clearly demonstrates our mission to make the disease a thing of the past, and we now need a bold look and feel to replicate that.”