• Transform magazine
  • October 25, 2021


#TransformTuesday: 5 June

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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.


Buzzfeed UK

The UK branch of US-based social news company Buzzfeed has unveiled a new logo, designed around the organisation’s theme of ‘upwards trending’ news. Incorporating an arrow into its design and adopting the classic BuzzFeed red, the visual identity aims to situate the UK branch in its own context while sporting a bold and irreverent identity typical of the site. London-based art director Tim Lane is behind Buzzfeed UK’s logo redesign, which incorporates the bespoke typeface Buzz UK also created by Lane. Overall, the rebrand gives ownership of the media brand back to a UK audience.



Good Science Beauty

As the cosmetics and make-up market becomes ever more diverse, brands are adopting unique approaches to product design. For new cosmetics brand Good Science Beauty, the important intersection between beauty and science is its key USP - reflected through a unique, stripped-back packaging design. Developed by Chichester, UK-based Studio Almighty, the Good Science Beauty brands takes visual cues from traditional prescription packaging and the periodic table to communicate the active ingredients in each product. However, a colour palette of turquoise, pink, blue and orange is coupled with illustrations and graphics to lend the brand a friendlier tone. The packaging is also gender neutral, an important consideration in considering the fluidity of the contemporary cosmetics market.


Indy 500

Held at the Indianapolis Motor Speedway in Speedway, Indiana, the Indy 500 is the iconic annual speedway track race of 200 laps and 500 miles. On May 26 2019 the event enters its 103rd year; a logo has been revealed almost one year in advance. According to Indy 500, “The logo for the 103rd Indianapolis 500 includes bold, dynamic features that will form the core of future logos for ‘The greatest spectacle in racing… [the logo is] athletic, prestigious and confident and includes a rich navy blue that contrasts with gold, the colour of the iconic wing and wheel logo of the Indianapolis Motor Speedway.” The Indy 500 logo also incorporates a row of forward-facing red bricks, reflecting the track’s historic surface and that still comprise the ‘Yard of Bricks’ at the Indy 500 start/finish line.


Nordic Museum

The Nordic Museum, based somewhat confusingly in Seattle, Washington, tells the story of 12,000 years of Nordic influence and innovation. The museum has released a new logo, signage system and visual identity, designed by US-based design studio Turnstyle, which aims to reflect the metaphorical ‘fjord’ built into the museum’s new 57,00 sq. ft space. A logo, more minimalist and less cluttered than the previous offering, regains the feel of a cultural institution; accompanying marketing materials and visual offering typify traditional Nordic scenes.


SGL Carbon

Munich, Germany-based marketing and corporate identity agency KMS TEAM has rebranded German energy company SGL Carbon, following the company’s strategic repositioning and renaming from SGL Group - the Carbon Energy Company. Returning to its original SGL Carbon moniker, says SGL, allows it to focus more completely on its single mission of providing expertise in carbon-based products. Andreas Pütz, director of corporate communication and marketing at SGL Carbon, says, “Our brand values and new visual identity give us a distinctive profile and communicate a clear mindset: SGL Carbon is a technology-based company that is helping to shape the future.”



Danish mortgage provider Totalkredit has released a new logo and visual identity in a project led by brand and design agency, Greenspace. Owned by Nykredit, a bank that provides mortgage loans to almost 40% of Danish home owners and has a network of around 60 local and regional banks, Totalkredit needed to be more relevant for a new generation of homeowners. To achieve this vision Greenspace - working in collaboration with Copenhagen-based business consultants bro - developed an digital-first identity designed to integrate all aspects of the business. “The new Totalkredit brand identity signals the evolution of the business to meet the needs of our customers in the digital age,” says Troels Bülow-Olsen, Totalkredit CEO. “We are delighted with the work of Greenspace.”