Features

For years, Cuba’s national brand has been defined by its isolation from its neighbour 90 miles to the north. Now that the US has changed its policies toward the island nation, will Cuba’s brand change too? Samantha No...

Since 1991, the FIFA Women’s World Cup has been the pinnacle of women’s professional football. Though dominated by championship teams from the US and Germany, the history of the brand has drawn on cues from host count...

Aluminium is an extraordinarily recyclable metal. For Rusal, the company that mines the most aluminium in the world, sustainability is likewise a major priority. It focuses its efforts on local communities in its area...

Latin American flag-bearers Avianca and Taca merged, prompting a need to redefine brand strategy. Emily Andrews takes to the skies with the airlines Take one large, C...

Bruno Maag analyses the use of iconography and typography in wayfinding and signage Every day we each navigate through spaces, either physical or digital; we use conv...

Brand consistency and typography helped the Roman Empire extend its reach. Bruno Maag asks if modern brands can do the same? It was once the case that investors only...

Paint the town red What: The city’s growing cycle scheme began life in Barclays blue and saw their prominence grow alongside the partnership. Yet, in February 2015, S...

For brands with sustainability and CSR sins in their pasts, the future may require penance. How can companies transform their bruised reputations to become ethical saints? David Benady investigates....

In designing a new flagship, Hamleys brought imagination to life across nine different experience- led worlds of play. How did organisational and experiential strategy impact the brand? Brittany Golob reports....

Plagued by pricing concerns and crashes, the Concorde was retired in 2003. Could a new brand positioning or brand strategy have saved the super-fast jet? Sarah Macaul...