• Transform magazine
  • June 06, 2020

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#TransformTuesday: 14 April

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Here's this week's selection of rebrands from chocolates to online conferences. For more #TransformTuesday, follow @Transformsays on Twitter.

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Accuity

Regtech firm, Accuity, uses data and information to help the financial services sector with due diligence and reputation, with a suite of brands across the payments, and risk and compliance sectors. Founded in 1838, and now owned by RELX (formerly Reed Elsevier), the brand did not reflect its leading position amongst its peers. Following a comprehensive brand repositioning exercise and brand strategy, design agency Designhouse developed a strategy to reflect eight newly defined brand values of collaboration, connectivity, courage, curiosity, integrity, honour, energy and endurance. Keeping the hero colour orange, retained from the original palette, it created a bold, single colour identity, putting the master brand centre stage. The new strapline, “Together we make a difference” adds to the dynamism of the brand.

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Cadbury

Cadbury, the chocolate brand owned by Mondelez International, has updated it’s word mark, with a new iconography and typography across all of the Cadbury Dairy Milk assets. UK design agency, Bulletproof, has looked back through the Cadbury archives, with the new Cadbury wordmark inspired by the signature of founder John Cadbury himself.

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Living

It’s always interesting when a brand strategy and design agency turns the spotlight on its own brand. Global brand agency, Living Group, followed its own advice, researching its clients to throw light and shade on their perceptions of the business. The result challenged them to refresh their brand. The result was a truncation of the brand name to ‘Living’ to follow what every one called them. The type and colour was revisited adding a vibrancy to the palette while retaining their core purple. The main objective seems to be realised - a brand identity that can grow and evolve while injecting a sense of energy into the agency.

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Google Meet

No one is hanging out anymore. In the pre-Covid19 days when we could, having a conferencing app that referenced the casual way we could spend time with each other, friends and business contacts alike, was a great positioning. But there’s no hanging out anymore. We chat, but not around the water cooler. We meet, but not in the boardroom. Everything is online, and brands need to reflect that. The question is, has Google been that quick to make that change, dropping the Hangouts from Hangouts Meet and Hangouts Chat. Or was it just fortuitous timing.