The Big Game

Nike Brings Style, Innovation to the Field for This Year's Super Bowl

Posted by Mark J. Miller on January 30, 2014 07:22 PM

When the Seattle Seahawks and Denver Broncos take to the field on Sunday for this year’s Super Bowl, there will be a bunch of designers at Nike who will be thoroughly enjoying the show.

It won’t be because of Bruno Mars or the Red Hot Chili Peppers, either. Instead, both teams are wearing what are considered some of Nike’s most radical football designs. Denver’s first hit the field back in 1997 and Seattle’s in 2012 when Nike took over as the uniform supplier for the whole league. While there were some initial complaints from players about the fit, it seems that everyone is faring just fine these days.

“We are very proud today that both of these teams are now matching up together and that both are very progressive in terms of their aesthetic,” Todd Van Horne, the creative director for football at Nike, told the New York Times.Continue reading...

automotive

FCA Gets the OK: Fiat Chrysler Automobiles Establishes Global Structure

Posted by Dale Buss on January 29, 2014 12:33 PM

Chrysler and Fiat took a huge step today toward becoming the competitive, globally-minded automaker envisioned by CEO Sergio Marchionne when Fiat acquired Chrysler with the US government's help in 2009.

In a press announcement following its board meeting at Fiat HQ in Turin, Italy, the automaker revealed that the combined entity will be named Fiat Chrysler Automobiles NV, be incorporated in the Netherlands, have a tax-related fiscal domicile in the UK and enjoy a primary stock listing on the New York Stock Exchange with a secondary listing in Milan. Fiat Chrysler also unveiled a new corporate logo in simple, blue, sans serif initials spelling out "FCA."

There's still a lot on FCA's plate if it ever wants to join the top tier of global automotive giants.Continue reading...

automotive

Lower, Longer, Leaner: Cadillac Drops Wreath to Reveal New Crest at NAIAS

Posted by Mark J. Miller on January 15, 2014 12:35 PM

After 14 years, Cadillac is changing its look. The iconic GM luxury brand announced this week that it is replacing its wreathed logo with a "lower and wider" crest, following the design influences seen on other major carmakers like Chrysler and Bentley.

The new emblem was first shown back in August on the Elmiraj concept car, but was officially unveiled this week at the North American International Auto Show in Detroit, where executives said it would adorn all Cadillac models beginning the middle of this year.

"This new crest matches the lower, longer, leaner mantra of our current car designs," Andrew Smith, Cadillac's executive design director, said in a press release. The crest is based on the coat of arms for the family of Antoine Laumet de La Mothe, sieur de Cadillac, the founder of Detroit.Continue reading...

logo-a-gogo

NYC Taxis Get Third Logo in Six Years

Posted by Mark J. Miller on December 9, 2013 11:11 AM

After a century without an official logo, New York City’s fleet of yellow cabs now have their third logo in six years. The newest one signifies the so-called Taxi of Tomorrow that may soon be a relic of yesteryear.

The logo for the Taxi of Tomorrow plays off the previous two with a large yellow T in a black circle. It came about because when the second one was plastered onto the Nissan NV200 minivan, it looked a little small. “It was a little anemic,” David S. Yassky, the chairman of the Taxi and Limousine Commission, said, according to the New York Times.

The Taxi of Tomorrow isn’t just a new logo. It has reading lights, climate control, electrical outlets, and antibacterial seats. Outgoing Mayor Bloomberg aimed to have all taxi fleets buy these vehicles when replacements needed to take place. But the New York State Supreme Court ruled that Bloomberg has overstepped, and can’t force taxi-fleet owners to make that choice. Continue reading...

brand roadmaps

Pixel by Pixel, Philips Reveals a New Logo and Brand Direction

Posted by Sheila Shayon on November 12, 2013 12:13 PM

Dutch technology brand Philips is set to reveal its new brand identity on Nov. 13—but not without a little help from its friends.

The #40 Best Global Brand is engaging fans with a sneak peek: a teaser social media campaign that allows anyone to "claim" one of 50,000 pixels in an image of the new logo by signing in with Facebook or Twitter and using the hashtag #UncoverPhilips.

The evolving image lives on an Uncover Philips microsite, in English or Dutch, where so far more than 18 percent of the image has been revealed with users from The Netherlands, US, India and elsewhere claiming more 9,000 pixels so far.Continue reading...

campaigns

NESCAFE Refreshes Dolce Gusto Brand With "Live With Gusto" Campaign

Posted by Sheila Shayon on November 11, 2013 11:26 AM

Celebrating its 75th anniversary this year, NESCAFÉ has something to crow about indeed as it’s the most popular coffee brand in the world, with more than 4,500 cups consumed every second.

The Nestle-owned brand has "regained momentum" this year and in Europe is outperforming the market, according to CEO Paul Bulcke, commenting on on sales over the last nine months. It's now turning to NESCAFÉ Dolce Gusto with a refreshed visual identity and new tagline, “Live With Gusto,” to celebrate its line of single-serve coffee machines now sold in more than 60 countries.

The multimillion-dollar campaign includes print and online ads, an infomercial with new ambassador, Mario Lopez, a website refresh, and social media engagement on Facebook, Twitter, Instagram, Pinterest and Google Plus, all showcasing "#DolceGusto" as a lifestyle choice.Continue reading...

rebranding

Iberia Airlines Rebrands for a Better Future With New Logo and Livery

Posted by Mark J. Miller on October 15, 2013 05:57 PM

Iberia Airlines, which merged with British Airways in 2010, has kept its national pride intact as the airliner carries out a rebrand across its fleet and service. 

The airline worked with leading brand consultancy Interbrand on its new visual identity and brand experience, including a new livery design that makes greater use of Spain's national colors, red and yellow. Its iconic crown remains on the tail, but moves to a smaller location on the fuselage.

Its new logo features a bold 'Iberia' typeface and a new symbol that's reflective of the old 'IB' logo. The new look will officially debut through mid-November, but the extent of the rebrand goes far beyond a paint job.Continue reading...

what girls want

Girl Scouts Taps Into American Girls' Hopes and Dreams with New Campaign

Posted by Dale Buss on October 15, 2013 01:47 PM

No doubt Girl Scouts of the USA and other longtime organizations for kids have been hit hard by societal and cultural trends including the lure of other afterschool activities, a generational de-emphasis of some traditional community touchpoints, and a dwindling availability of stay-at-home parental volunteers.

Now the Girl Scouts are leveraging at least one of those same factors—social media—to attempt to turn the tables on a recent decline in new members and "troop" leaders with a new advertising campaign under the tag line, "I can't wait to ..."

Leading brand consultancy (and brandchannel parent) Interbrand re-imagined the brand's iconic Girl Scout Trefoil symbol and used it as the visual starting point for the new campaign by transforming it into a dynamic "Kaleidoscope" storytelling device that serves as a metaphor for the ever-changing experiences girls can have in the Scouts, according to a press release.Continue reading...

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