• Transform magazine
  • April 07, 2020


#TransformTuesday: 1 October


From playful platforms and passionate sports clubs to more sustainable aircraft livery and expanding charitable services, here’s our pick of the latest rebrands. For more from #TransformTuesday, follow @Transformsays


AC Milan

AC Milan is celebrating its 120th birthday with a brand refresh courtesy of design agency DixonBaxi, which was tasked with creating an identity that merges past visuals and new influences to appeal to old and new fans alike. The new brand reflects the club’s values of teamwork, excellence and elegance with a vibrant, confident look that conveys the Italian club’s innate passion for the beautiful game. Dixonbaxi’s work encapsulates the brand’s historical narrative to entice both loyal and new generations of fans and marks a new chapter in AC Milan’s history.



Duolingo makes a difference to millions of language learners the world over through the happy marriage of gamification and learning, but its old identity was designed purely for on-screen use and wasn’t flexible enough to be applied offline. Duolingo brought in design agency Johnson Banks to overhaul the brand identity, tone of voice and visual assets to support the brand’s real world expansion. The new look is playful and vibrant, while the tone of voice is clear and confident. Johnson Banks drew inspiration from the brand’s owl mascot to create a custom font, which it named Feather Bold. Together the result is colourful, vibrant and adaptable enough to support offline expansion and Duolingo’s sub-brands and has already been applied to posters.


Royal Star & Garter

In the past, Royal Star & Garter has provided care to veterans and their partners living with disability or dementia. Planning to launch an expanding range of services, the charity announces a new logo by creative agency Open Agency to support upcoming changes in the organisation. The partnership enables the charity to examine its core identity, allowing it to identify the values of love, family and courage at the heart of the new brand. Royal Star & Garter looks to extend its national reach to younger veterans, and the new identity includes the tagline ‘Care with courage’ to represent its commitment to the cause.


Scandinavian Airlines

Scandinavian Airlines has unveiled new livery for the first time in 21 years, created by design agency Bold and designed to complement SAS’s sustainability initiatives. Some of the first aircraft to feature the new design will be SAS’s new Airbus A320neos and A350. The advanced coating material used requires fewer layers of colour to be added, which reduces the weight of the aircraft significantly and translates into fuel savings, as well as reduced CO2 emissions. The paint contains fewer toxins than conventional paint systems, while the increased durability allows for longer intervals between complete repaints. The new look, which features a more modern and elegant iteration of the Danish, Swedish and Norwegian flags, will be rolled out across the entire SAS fleet by 2024.



Live streaming platform Twitch, which boasts more than 140 million monthly unique viewers, hired design firm Collins to refresh its brand identity as part of a wholesale update that includes a new website and app designs. Collins has created a new look that plays off Twitch’s playfulness as a brand. The logo, designed to appeal to an expanding and increasingly diverse user base, takes inspiration from previous versions to merge past and future with a new take on the original 8-bit blocky style and an array of colour gradients to represent the diversity of Twitch’s audience.

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