Opinion

Steph Thomas, brand strategist at London-based brand design agency FreshBritain, discusses the idea of the ‘trickster’ brand archetype, and why it’s making a comeback....

Charlie Hughes, strategy director at Vault49 London, offers her thoughts on the danger of grouping consumers by age and forgetting their individuality. I have a reque...

Chris Prescher, chief strategy officer at global brand consultancy 50,000feet, discusses the entertainment streaming industry, and offers important lessons brand designers can learn from it....

Pentagram partner and creative director Angus Hyland explains why the iconic Lego brick logo has lasted for 50 years. What is it with these four-letter Scandi logos?...

With Cannes Lions 2024 drawing to a close, Transform magazine editor Jack Cousins looks back at his favourite moments from the festival. Insightful, rip-roaring, hect...

James Brooke, managing director at Rooster, discusses the brand evolution of the UK-based comms agency, and why its latest identity draws on the company's past. A...

Pentagram partner and creative director Angus Hyland discusses Kodak’s modern logo and how nostalgic sentiment inspired it. In the final episode of the first series o...

Bobbie Galvin, brand researcher at FreshBritain, takes a look at the work of Decathlon-owned mountaineering brand Simonds, and the way companies are starting to reimagine the metrics of corporate success....

Bassel Kanounji, associate creative director at Omnia, discusses how cultural nuance can aid connections between brands and their audiences. Of the 223 nationalities...

Sameh El Tawil, chief creative director and managing partner at Hive Innovative Group, Dubai, discusses the importance of brand visual characters, and offers a deep dive into his agency’s work for LikeCard’s Cards'...