Lufthansa’s new look is a model example of thoughtful and intelligent modernisation of a long-established brand. The new look exudes the feeling and respect for the brand and its history, and you get a sense that design methods have been correctly used.
RIMOWA, the Mercedes of luggage brands, has given itself a new visual identity and simultaneously relaunched its logo. When looking at the new logo, one has to mention that it is actually the logo – otherwise one might assume it was plain text typeset in a sans serif font. And this is where the drama […]
Actually, this isn’t completely true. Brands that expanded during the era of digital transformation no longer have a traditional logo with fixed specifications incorporated into a rigid system. Logos that have primarily been designed to work on digital platforms have to meet new requirements. They always needed to be simple and succinct – but now […]
Fanta has become a brand again. Finally! The new logo is compact, distinct, fresh and confident and quite simply fun. Comparing the new and old logo directly, it’s like the sun has risen – that’s how radiant the colours have become. The complementary contrast of orange and blue is shown to optimum effect. Typographically, the […]
The new MasterCard logo is reduced to its essence without losing its recognition or roots. The two iconic overlapping circles are now – freed from lines and a long-in-the-tooth typography – clearer, more unambiguous, thus become even more powerful. They stand for a smooth and trouble-free cross-linking and merging. This is the purely graphical viewing. […]
The “old Instagram logo” was personable, approachable, and easily decipherable, but it certainly was not a masterpiece of graphic design. And it would soon become boring, so a relaunch should be understandable. It can be understood as its extending its positioning from a “pure image archive” to a communication platform. Yet, uniqueness, a top priority […]
“Iconic brands” are always regarded as the original. They are in the position to claim something for themselves, be it a colour, shape, or logo. The stronger and more unique the brand characteristic codes are, the better the chances are to assert oneself in strong global competition. Coke has at its disposal a unique bottle […]
It is holiday season and so the obligatory question comes up: where are you going? My answer, as for the last 7 years: Turkey. Then, almost like a Pavlovian reflex, comes the next inevitable question: Antalya? As I was recently quite seriously asked whether Turkey had more than one airport, I spontaneously decided to make […]