#TransformTuesday: 12 January

Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays

The rebranding of Seattle-based, family-owned fish and chips chain, SPUD Fish & Chips, shows that attractive, modern brand identities are not just for the world’s major corporations. The new visual identity by Platform, a Seattle-based advertising agency, includes a friendly fish character, revitalised, refreshed colour and a classic, diner-inspired diamond pattern.

Australia’s cats and dogs are well catered for with the new brand for Sydney Dogs & Cats home. The previous identity was unprofessional, cluttered and disparate, while the new identity, by local agency, For the People, makes it easier for the public to engage with the non-profits animals, both onsite and online. There are many different iterations of the new logo using simple yet cute dog and cat illustrations. In an innovative move, the actual cats and dogs that pass through the shelter will have their information entered into the ‘logo generator’, making unique new illustrations to add to the brand’s icon library.  

A glamorous new identity for LA Football Club prepares it for its plans to join Major League Soccer in 2018. The new logo, credited to Spark International co-founder Thai Nguyen and the creative team of Tue Nguyen and Matthew Wolff, draws from the Los Angeles brand. An Art Deco-inspired font, Neutraface, is a nod to Downtown LA’s many buildings designed in that style. The crest, derived from the outline of the Seal of the City, is coloured black and gold, embodying the success, urban nature and glamour of LA.

Fitbit has evolved its logo with thicker, bolder components that make it stand-out. A more uniform colour scheme also makes it more adaptable to colour variations across different applications, and the integrated arrow in the previous design has been lost. The new logo was released alongside the announcement of new fitness smartwatch, Fitbit Blaze, available in March.

Anti, a Norwegian consultancy, has created a visual identity for Barcode, a collection of new high-rise buildings in Oslo, using skyscrapers as the basis of the new logo. The fashionable new identity can be adapted for use across a range of different applications. Since its conception, there has been intense public debate around the proposed heights and designs of the Barcode buildings.

London-based FinTech start-up, Pariti, has a new identity by marketing agency, Brand & Deliver. Pariti is a money management app that connects user’s bank accounts with their credit cards. Matthew Ford, founder and CEO at Pariti, says, “At Pariti we want to help people reimagine the relationship they have with their money. Having a friendly, clean and differentiated brand identity really helps us differentiate from the banks and other traditional finance companies. Our website and the Beta version of our app have already seen substantial increased uptake and customer brand recognition since the recent launch.”