Opinion

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...

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....