#TransformTuesday: 28 February
Every week, Transform examines recent rebrands and updated visual identities. This week's selections are below. For more from #TransformTuesday, follow @Transformsays
Activia
In the last half of 2016, global yogurt brand Activia updated its visual identity with international brand consultancy, Futurebrand. A main brand proposition of Activia products is the ‘healthy’ bacteria offered inside the yogurt, including the ‘Bifidus Actiregularis’ culture. Futurebrand’s packaging redesign aims to highlight the presence of this bacteria in the yogurt, with the Bifidus Actiregularis name set on gold against the trademark green Activia background. Futurebrand’s Activia project page says, “The design visually recounts a story at the heart of the new Activia positioning: the synthesis of science and nature, mind and core, health and pleasure. One of the key elements we created is the new brand icon: a symbol of synergy and balance, key drivers of the new brand storyline.”
Crohn’s and Colitis Foundation
In the US, estimates show around 1.4 million people suffer with some form of inflammatory bowel disease (IBD). This includes, but is not limited to, Crohn’s Disease and Colitis. Both are long-term conditions which can drastically impact the quality of life of the sufferer. The organisation previously known as the Crohn’s and Colitis Foundation of America has rebranded to celebrate its 50th birthday, demonstrating an ongoing commitment to this IBD community. With input from both external and internal stakeholders, the Crohn’s and Colitis Foundation rebrand reflects the organisation’s long history. Its visual identity, developed under the guidance of healthcare agency FCB Health, is relatable and relevant to the current charitable sector in the US.
FBD
Earlier in February, FBD Holdings, the only publicly-listed insurance company in Ireland, announced a €2.5m rebrand under its CEO of two years, Fiona Muldoon. Founded 48 years ago, in 1969, the company has 34 offices throughout the Republic of Ireland. A tagline, ‘Protection: it’s in our nature,’ reflects FBD’s heritage and emphasis on looking after its customers and the role the insurers play in supporting Ireland’s communities. FBD’s chief commercial officer, Jim Ryan, says, “This was a big strategic decision for us and one that we’ve been excited to unveil… with the refreshed brand we’re aiming to remind customers of our support for almost fifty years while remaining true to our roots.”
Rockwool
Under a new brand strategy, global supplier of stone wool, Rockwool, has rebranded its visual identity and brand architecture. ‘Purpose’ is now the brand’s guiding principle, which is cited as to ‘Release the natural power of stone to enrich modern living.’ Visual updates include the abstract image of an erupting volcano alongside the new logotype, which represents Rockwool’s commitment to using natural resources in its finished products. The new logo also ties together the company’s daughter brands, which include ‘Grodan,’ ‘Lapinus,’ ‘Rockfon,’ and ‘Rockpanel.’ Mirella Vitale, Rockwool senior vice president for group marketing, communications and public affairs, says, “The updated brand identity marks an important evolution in the way we talk about our company, conveying a consistent vision and shared heritage across our diverse product portfolio’s full range.”
Scania
Scania, a Sweden-based bus and truck manufacturer, last year celebrated its 125th birthday. Under the new strategy, ‘One Scania,’ international design studio, Brand Union, has streamlined Scania’s visual offering. The company’s updated logo and typeface is applied in a style unique to other companies in the transportation sector; the colour palette of the Scania griffin symbol is now brighter and features a silver, rather than gold, crown. Birds-eye view landscape shots accompany the imagery used for Scania’s promotional shots.
Veon
The global communications provider previously known as VimpelCom has rebranded to be known as Veon, better reflecting the company’s evolution. Now offering global tech solutions, including personalised internet services, the Veon brand better reflects the current technology market and highlights the structural and financial changes undergone by the organisation in recent months. Veon CEO, Jean-Yves Charlier, says, “The launch of Veon, our new internet platform, will bring genuinely free messaging services, a fresh digital engagement model and new services from music to banking to consumers.” Veon has headquarters in Amsterdam and providers broadband, digital and other services to 200 million customers across 13 markets.
