#TransformTuesday: 21 June

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

Beverage brand Absolut is celebrating the beginning of Pride month with a number of specially designed bottles. Featuring bespoke designs by Henry Holland, Gareth Pugh, SIBLING, Lyall Hakaraia, Sing The Pink, among others, the brand has teamed up with Stonewall to reflect the self-expression Pride festivals intend to encourage. Designed to incorporate six colours of the Pride rainbow flag, an effervescent effect is created depending on which way the bottle is viewed – proceeds raised from the bottles’ auction will go directly to Stonewall. 

Launched in 2012 by Duncan O’Brien, the Dalston Cola Company range has become renowned for its use of traditional flavours using ingredients sourced from nearby London markets. In-keeping with its local credentials, London-based design studio B&B Studio has redesigned Dalstons’, making the D letterform on each bottle unique to the flavour inside. Retaining the personalised element of the Dalstons drinks, this feature also celebrates the ‘rawness’ of its ingredients. Client partner at B&B, Kerry Bolt says, “We wanted to retain some of the raw, edginess of the brand, what makes it exciting, but also express its expert credentials in an interesting way.”

Part of Spalding University and situated in the city of Louisville, Kentucky School of Art and Design, or KyCAD, has developed a new visual identity to reflect the sensibility and practicalities of its students’ work. The redesign was undertaken by local brand design agency Bullhorn, and is refreshing in that its simplicity allows it to be located on almost any background. The logo is multipurpose, yet highlights the KyCAD’s standing as a serious and visionary art school. 

Travel aspirations of Africa’s growing middle class has highlighted the need to establish a strong brand identity in a competitive market. The Marriott Hotels chain, which has owned Protea since 2014, has updated the Protea Hotels logo to include a ‘by Marriott’ endorsement. With an aim to drive brand awareness,  Marriott Hotels hope to tap into the inreasingyl lucrative African tourism sector and expand Protea Hotels beyond simply South Africa. The sector has grown by almost 30% since 2015, particularly in the Sub-Saharan region. 

Despite being one of the most popular digital platforms available, Sky is under increasing pressure from other providers offering an array of tempting releases. To counteract this, Sky Movies has undergone a name change and rebrand, to be henceforth known as Sky Cinema. Swapping its iconic purple and blue faded colour logo for a bright and more striking red and black colour palette, the rebrand aims to establish dominance in a market with an increasing number of competitors. Better definition and a wider range of films is just some of the premiums the Sky Cinema brand has to offer.