Giulio Ruggieri, partner and director of interactive design at Interstate Creative Partners, explains why a critical step for any agency integrating AI into their practice is to craft a thorough and astute set of prin...
Opinion
Angus’ A-Z of logos: Gucci
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland tells us what’s so trendy about Gucci. Despite...
Names don’t matter. How you get there (and how you use them) does
Tom Dabner, creative director and partner at SomeOne, talks about the challenge of naming brands, and his experience of renaming a $1bn international health-tech company following a merger....
What's not in a name
James McCarthy, freelance naming and verbal identity director, shares a technique to help great names survive the selection process. Six words to strike fear into the...
Angus’ A-Z of logos: FedEx
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland points us in the direction of FedEx. Once you’v...
Why local authenticity is the new international
Jenny Hu, senior strategist at Design Bridge and Partners’ Shanghai office, shares her team’s story of developing an identity for Rissai Valley, a Ritz-Carlton Reserve, and explains why authenticity was key....
Demand generation strategy: Brand marketing vs. product marketing
Behrad Mirafshar, the CEO and founder of Bonanza Studios, discusses the vital differences between brand and product marketing, and why you can’t replace one with the other....
Angus’ A-Z of logos: ENO
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland describes how the ENO logo struck a tune in the 1990s....
AI's transformative role in brand design
Kylie Gould, director and founder of Australian graphic design studio Creatik, discusses the profound effect AI is already having on brand design and the benefits it can bring to design agencies....
‘Alternatives’ shouldn’t be marketed as such – quite the contrary, actually
Christian Halsted, strategy director and founding partner at Everland, discusses how naming is a good place to derive relevance for food brands that aim to save our ecosystem....
- Opinion
