Opinion

Rachel Darivoff, strategy director at Design Bridge and Partners, chats about the pitfalls of brands that position themselves around cultural fads, and gives examples of strong brands that resist the trend....

Deroy Peraza, partner and creative director at Hyperakt, discusses the importance of rebranding to nonprofits, and explains how his agency’s Nonprofit Brand Score can help....

David Harvey, creative director at Langrand, discusses the merits of a move toward authenticity in healthcare marketing. Why do we feel, live and buy the way we do? I...

Alexis Vera, VP creative and strategy at SGK, discusses how connected experiences win at the speed of culture. “Life moves pretty fast, if you don’t sto...

Pentagram partner and creative director Angus Hyland takes his shot at explaining the story behind the charming and witty James Bond ‘007’ logo. For obvious reasons,...

Natasha Murray, chief client officer at media agency UM, discusses whether there is value in putting a masterbrand front and centre. It’s tough at the top. While name...

Pentagram partner and creative director Angus Hyland describes his love for the ‘beautifully brutalist’ and ‘deceptively simple’ National Theatre logo. When a company...

Fabio Molinaro and Roberto Decio, creative director and strategic planner at Milanese branding studio Robilant, delineate how to develop a brand story for a new-to-market brand versus a heritage brand and explain the...

Oisin James Deady, co-founder of creative content agency TwelveA.M., argues modern consumers demand more meaningful connections. That being the case, companies must carefully choose talent partnerships that genuinely...

Pentagram partner and creative director Angus Hyland discusses why the Montblanc logo piques his interest. While occupying the same luxury territory as celeb favourit...