Opinion

Landor has recently redefined brand governance, arguing that brand community is now more relevant. Peter Leonard considers if this also applies to the implementation of the branding...

I have spent my life working out how to get people where they need to go. Wayfinding is the current name for it. (Although I think ‘wayshowing’ is a better description.) Signs can often be a blight; a hindrance rather...

Due to significant changes in the world of communications, brand experience has never been more important. Digital usage has matured, customer experience is acknowledged as sitting at the heart of many platforms, and...

The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher qualit...

As a creative director in the current climate, you’re expected to produce strategically-led design. FutureBrand clients tend to be the major players in their field, often with well-established, recognisable identities...

As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the sh...

Our approach was to create a refreshed, design-led brand and we engaged our team across all disciplines and locations from the outset. We defined our communication ambition to enable colleagues, customers and stakehol...

Gaining buy-in to invest in your brand is challenging. The path to great results is as much about navigating these challenges as it is about the brand work itself. Here are a handful of those we hear most often, with...

When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarter...

What makes a brand iconic? David Airey in his book, ‘Logo Design Love: A Guide to Creating Iconic Brand Identities,’ says in order to be called an icon, a brand must be “simple, distinctive, memorable and adaptable.”...