#TransformTuesday: 23 February

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

The company previously known as Wasserman Media Group, or WMG, have rebranded to become known as, simply, Wasserman. Led by its newly-appointed chief marketing officer, Denise Durante, Wasserman’s visual identity change was done solely in-house and aims to reflect an evolution from an agency concerned primarily with sports sponsorship and management, to an agency that deals with all aspects of culture. The colour palette of Wasserman’s new logo, which includes black lettering and a black background, is an obvious departure from the melee of colours adorning the previous offering – its brand circle remains, now containing only a single shade of orange. 

Sao Paulo-based advertising agency, LDC, has unveiled a new brand for former world number one tennis player Gustavo Kuerten. Affectionately known as Guga, a popular shortening of the name Gustavo in Portuguese-speaking countries, his former brand identity was his signature. This new offering reflects his history on the tennis court while creating a more legible typeface so that his brand can be more easily identified.

Known for its array of soft and decorative furnishings, the company originally trading under the name Jaipur Rugs has undergone a name, logo and location change. Now recognised as Jaipur Living Inc., the US-based company’s unprecedented expansion over the past few years has led to the brand changing its external face. The move, from Cherokee to Atlanta, will see a change of location for Jaipur Living Inc.’s corporate headquarters. Its new visual identity, which features a central gold ‘J’ carrying a smaller, white ‘L’, is reminiscent of Jaipur Living’s sophisticated and elegant aesthetics; an artisanal approach to creativity is what the company prides itself on. 

An octopus wearing boxing gloves is the vibrant and alternative new logo that accompanies the name change of this Australia-based marketing communications group. Formerly known as 303Lowe, the name change to MullenLowe – or 303MullenLowe in Australia – is intended to coincide with the expansion of the company’s service. Data analytics and strategic insight are among its newest offerings; 90 offices in 65 different international markets will be affected.

Google Ideas, Google’s in-house think-tank, has announced that it will now be known as Jigsaw, in a rebrand based around the idea of Jigsaw as a ‘technology incubator’. Its logo is born from Jigsaw’s visual identity, a strong concept based on the internet and the infinite connectivity associated with the new digital era. The classic yellow, red, blue and green Google brand colour palette has been replaced with a monochrome offering; the white J for Jigsaw in an abstract style that contrasts with the black background.