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The Scout Association is the largest Scouting organizations in the United Kingdom. It unites over 580,000 members and can boast its rich history. Regardless of its heritage, changing times urge this movement, offering education for young people, to update its identity. Established in 1909, the Scouts had kept the traditional fleur-de-lis on their logos, the latest of which was introduced almost 20 years ago that certainly allows to consider it as dated. In the modern digital age, the leaders of the organization have realized that the Scouts identity has to be changed. As Chris James, a brand director at the…

Established in 1997, the Chicago Fire can boast its glorious history and traditions. The club had a great beginning in the Major League Soccer in 1998, when it won the MLS Cup and then made a “double” by winning the US Open Cup – later, the Fire won it for three times more. Now, after 21 years in MLS, the soccer club is changing its identity including a new name and logo. Since now, the Fire’s official name is Chicago Fire FC, where the “FC” (football club), that has replaced the “SC” (soccer club) is a homage to the global…

Established in 1918 as a company delivering newspapers and magazines, Hudson has eventually evolved into a large travel retailing enterprise that includes about 1000 duty-free shops and newsstands in 87 airports across North America. Its staff numbers almost 10,000 employees.   Expanding the business, the company, affiliated to the Swiss brand Dufry, has recently carried out a rebranding by dropping the word “Group” from its name and introducing a new logo. Hudson’s new identity is itented to showcase its rich history and reflect the policy aiming to modernize its services for travelers in airports. The company’s updated look was developed…

The Crusaders, who were winners of Super Rugby for 10 times, have unveiled a new logo. The renovation of the club’s badge is said to be driven by the terror attack on the Al Noor mosque in Christchurch this March. The Crusaders’ previous logo featured a knight with a sword, and many people believed that it should be replaced as the crusader may be associated with the religious enmity between Muslims and Christians in the Middle Ages. Also, there were propositions to change the team’s name but this idea hadn’t found much support. For the new emblem of the Crusaders,…

The City of Moose Jaw, the Saskatchewan province, Canada, is planning an update of the city logo in 2020, as well as modernizing its website along with the new application launch. The 4th largest city in the province is situated on the bank of the Moose Jaw River and near the Trans-Canada Highway 48 miles (71km) west of Regina. Craig Hemmingway, Communications Manager for the City, lifted the veil of the new look of the future version of the logo. According to C. Hemmingway, the new logo, as well as the old one used to, will without doubt include the…

Although Middleburg has population of only 673, it is quite a renowned site in the United States. In 1863, the town was a place of two combats between Confederate troops and the Union Army’s cavalry. In the early 1900s, Middleburg grew popular among enthusiasts of horseback riding and foxhunting and eventually received the title of the Nation’s Horse and Hunt Capital. That’s why the horse and the fox had become the main candidates to be depicted on a new town logo. The rebranding was initiated in 2018 by the Town Council hoping that some refreshments of the Middleburg’s image will…

Eight years ago, Russian NHL star, playing as the captain of the Washington Capitals, Alex Ovechkin signed a long-term contract with Nike. In the framework of this cooperation that is lasting to present day, the hockey player got a personal logotype designed by the apparel firm. The logo, that can often be noticed on Alex’s jerseys, sticks and skates, represents a kind of a monogram in which one can make out an “O”, a “V” and an “8” referring the uniform number that Ovechkin wears. Continuing the collaboration with the Capitals’ captain, Nike has created a new design for Ovechkin’s…

As the Netherlands’ Duncan Laurence with the song “Arcade” won the 2019 Eurovision Song Contest in Tel-Aviv, the next edition of the song festival will take place in Rotterdam in May of 2020. While the participating countries are going to choose who will represent them in the Netherlands, the contest’s Oversight Committee has unveiled the identity for the event. It should be mentioned that in Rotterdam, the Eurovision Song Conest will be celebrating its 65th anniversary, so the emblem for the 2020 ESC edition is dedicated to its history and described as “data-driven”. The logo, carried out by Clever Franke,…