#TransformTuesday: 31 January
Every week, Transform examines recent rebrands and updated visual identities. This week's selections are below. For more from #TransformTuesday, follow @Transformsays
Alzheimer’s Society
The ‘twin’ diseases of Alzheimer’s and dementia have impacted virtually every family across the UK; they are among those leaving the most devastating impact. Although the physical and mental impact Alzheimer’s has on its victims can be severe, however, the emotional trauma it leaves on relatives and friends is oft-overlooked. This is tackled by international branding agency, Heavenly, in the Alzheimer’s Society latest visual update, which includes new branding guidelines and a marketing campaign carried out by advertising agency, McCann. Rather than using purely typography like the old logo, the update by Heavenly sees a forget-me-not flower form the basis of the charity’s new design. Its new tagline, ‘United against dementia,’ is hoped by the charity to complete a rebrand it describes as ‘inspiring’ and ‘accessible.’
Butterfly Twists
International design firm, jones knowles Ritchie (jkr), has completed a new brand vision and identity for global female footwear brand, Butterfly Twists. The brand approached jkr with the specification of creating a brand identity to resonate more with a millennial audience. By focusing on the ‘twist’ aspect of the Butterfly Twist identity, jkr emphasises the company’s dynamic approach to footwear while optimising its visual design for a diverse, digital audience. Sean Thomas, creative director at jkr, says, “Butterfly Twists… [allow] consumers to think on their feet and be more nimble, fitting with their busy and unpredictable lifestyles. The identity we developed reflects this idea of quick, continuous movement, and the ability to change things up and adapt to the pace of modern life.”
Centurion
Global above-the-neck protection brand, Centurion, has updated its visual identity and brand focus in a change which sees the company focus on the potentials of the Middle East market. The rebrand includes a new logo, website and tagline, which reads ‘When clarity counts.’ Jeff Ward, CEO at Centurion, says, “With a constant flow of major infrastructure projects planned throughout the region, there has never been a greater need for continuing advancement in head protection systems to ensure workers can deliver their best. By building on more than 100 years of specialism in this space, we’re proud to be an ‘enabler’ focusing on enhancing ‘wearability’ to empower workers to shape the modern world we live in and have the confidence to think clearly.”
Conagara
One of the US’ leading branded food companies, Conagra Brands, Inc., has completed an in-house rebrand to signal the current and future changes for the organisation. Its rebrand was a response to its detachment from its Lamb Weston business, in which the company’s name also changed from ConAgra Foods, Inc. Conagra Brands, Inc. is now a consumer-branded food company with a single focus. Its recent inclusion in the Dow Jones Sustainability™ North America Index and the company’s 97-year experience in the food industry is highlighted by the logo’s green, blue and red components, chosen to reflect its social, environmental and economic impact.
RunMyProcess
Recently acquired by global IT products and services provider, Fujitsu, the cloud-based platform of RunMyProcess connects technologies to help large businesses quickly evolve. Brighton, UK-based branding agency, Pixeldot Creative, has developed a unique identity to align RunMyProcess with the larger Fujitsu organisation while retaining the individuality that made the company so attractive to its original customer base. Ian Thomas, CMO at RunMyProcess says, “Pixeldot balances the needs of an acquired company with those of its huge global parent. They’ve delivered a powerful central brand theme and amazing visual identity that dovetails perfectly with Fujitsu’s messaging and portfolio.”
Stockholm Concert Hall
At 91 years of age, the Stockholm Concert Hall (Konserthuset Stockholm in Swedish) is one of the country’s most historic institutions, playing host to numerous iconic performers including Frank Zappa, Lou Reed and Van Morrison. It is also the home of the Royal Stockholm Philharmonic Orchestra and hosts the annual Nobel Prize ceremony. Local Stockholm-based branding firm, Kurppa Hosk, has updated the hall’s visual identity. Its new design reflects the variety of musical talent that perform at the venue, as well as its historical legacy. Kurppa Hosk also had to ensure its new logotype reflected both the venue and the orchestra, which has been running since 1902 – the inclusion of a ‘musical signature’ reflects this dynamism.
