• Transform magazine
  • March 03, 2024


#TransformTuesday: 5 November


From abstract waves to new names, here's our pick of the latest rebrands. For more from #TransformTuesday, follow @Transformsays


Microsoft Edge

Microsoft has unveiled an updated logo for its browser Microsoft Edge, which forms an abstract wave following the shape of the E. The new logo is designed to distance Edge from Microsoft’s legacy browser Internet Explorer, which was discontinued in Windows 10. Edge is slated for release on 15 January.


Black Lines

Ready mixed cocktails manufacturer Hingston + Co. has rebranded as Black Lines as the company makes a push to become a more mainstream supplier for licensed premises and expands its range of cocktails. The brand name takes inspiration from the eponymous abstract painting by Wassily Kandinsky and was devised by & Smith. Nine illustrators were commissioned to create bespoke pieces for Black Lines’ cocktail range. Each artwork is an abstract representation of cocktail making, according to the agency.


Simon Jersey

Workwear firm Simon Jersey, which supplies the official uniform for Team GB, unveiled a new look created by design agency Brandality. The revamp includes a new mascot linked to sustainability, Bonnie the worker bee, and a new strapline ‘Functional Fashion’. “We are increasingly finding that just because someone is in workwear, doesn’t mean they don’t want to look fashionable as well as comfortable. That’s why, with Brandality, we came up with the strapline,” said Simon Jersey marketing manager Claire West.



Telecommunications company Vonage has rebranded to reflect the evolution of its business from a VoIP (voice over IP) provider to a B2B communications company. The new marque, by Wolff Olins, uses visual extrusions in the logo to create a three-dimensional effect and communicate the nature of Vonage’s services, which are “there when you need it and fade away when you don’t,” according to the agency. The system was applied across all the elements of the rebrand, such as website icons, digital animations and posters.


Clifford French

British PR firm Clifford French has changed its name to 160over90 as part of the global rebrand of Endeavor Global Marketing, which sees it merged with the group’s advertising, sponsorship, experiential and communications arms to form a full service agency. The new name is a reference to ideas or moments that “get the blood pumping” and raise the heart rate to 160 over 90, according to Clifford French co-founder Dan French.