• Transform magazine
  • October 09, 2024

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Opinion

Does your masterbrand matter?

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Natasha Murray, chief client officer at media agency UM, discusses whether there is value in putting a masterbrand front and centre. It’s tough at the top. While name...

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Angus’ A-Z of logos: National Theatre

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Pentagram partner and creative director Angus Hyland describes his love for the ‘beautifully brutalist’ and ‘deceptively simple’ National Theatre logo. When a company...

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Beauty in authenticity: the nuances in designing new and heritage brands

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Fabio Molinaro and Roberto Decio, creative director and strategic planner at Milanese branding studio Robilant, delineate how to develop a brand story for a new-to-market brand versus a heritage brand and explain the...

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Beyond endorsement: The rise of bespoke talent partnerships in luxury brand building

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Oisin James Deady, co-founder of creative content agency TwelveA.M., argues modern consumers demand more meaningful connections. That being the case, companies must carefully choose talent partnerships that genuinely...

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Angus’ A-Z of logos: Montblanc

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Pentagram partner and creative director Angus Hyland discusses why the Montblanc logo piques his interest. While occupying the same luxury territory as celeb favourit...

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The return of the trickster

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Steph Thomas, brand strategist at London-based brand design agency FreshBritain, discusses the idea of the ‘trickster’ brand archetype, and why it’s making a comeback....

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The age of individuality: Moving beyond generational labels

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Charlie Hughes, strategy director at Vault49 London, offers her thoughts on the danger of grouping consumers by age and forgetting their individuality. I have a reque...

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Brand transformation lessons from streaming brands

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Chris Prescher, chief strategy officer at global brand consultancy 50,000feet, discusses the entertainment streaming industry, and offers important lessons brand designers can learn from it....

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Angus’ A-Z of logos: Lego

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Pentagram partner and creative director Angus Hyland explains why the iconic Lego brick logo has lasted for 50 years. What is it with these four-letter Scandi logos?...

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Learning from the Lions

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With Cannes Lions 2024 drawing to a close, Transform magazine editor Jack Cousins looks back at his favourite moments from the festival. Insightful, rip-roaring, hect...

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