In July 2016, the $29bn merger of Ahold and Delhaize was signalled by the introduction of a new visual and corporate identity by FutureBrand. David Martin, Food retail and grocery sector brand expert and co-founder of...
Articles
Over the river and through the woods
Seamlessly integrating a massive parkland and popular business park through wayfinding and signage made the approach to materials a key consideration. Brittany Golob reports on Green Park’s brand...
A brand new start
As brand consultancies continue to lay the foundations for global ubiquity, the sweeping challenges of balancing brand architecture with burgeoning regional demands are fiercer now more than ever. Global creative agen...
Remarkable rebrands recognised at Transform Awards North America
It was another standout year for rebranding and brand development in North America. Amid a changing industry, the ever-increasing needs of clients and an increasing amount of brand touchpoints and communications metho...
Rewind: Zeppelins
In what has become a byword for disaster, the Hindenburg Zeppelin’s crash over New Jersey became world news and tolled the death knell for the technology’s proliferation. Could the collapse of the Zeppelin’s popularit...
Brand profile: Crocs
Crocs shot to fame with the debut of its now-iconic resin-based clog in 2002. Fifteen years later, the company has evolved its design and brand to allow for a future focusing on its strengths, styles and values. Britt...
Road show
Over the decades, Land Rover’s brand positioning and design ethos has evolved, but it retains a direct tie to its heritage and its origins. How does the new Discovery fit within that landscape? Brittany Golob reports...
Opinion: Distill what's essential
Marvin “Popcorn” Sutton was a famous moonshiner from around the Misty Mountains of Tennessee. He was known for his overalls, scraggly beard and talent for making corn-whiskey from an illegal copper still. He refined,...
Opinion: Audio branding dos and don'ts
Audio branding builds brand value. Your brand deserves a coherent system of sound and music created specifically to convey its values and advantages of your brand. Your brand can make every touchpoint a relationship-b...
Opinion: Bringing B2B to life during an M&A
In October 2015, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. Siegel+Gale defined a new brand experience for the spinoff...