Category: News

Changing its visual identity, the Argentinian fintech company Ualá has unveiled a new logo demonstrating a remarkable refinement in design that may be considered a good example of a modern rebranding. The visual refreshment is part of an encompassing repositioning that aims to make a leap, expanding in the region with over 25 million clients during the next five years. Launched by Argentinian entrepreneur Pierpaolo Barbieri in 2017, Ualá offers a mobile app for managing The base element which was highlighted in the redesign is the Ualá symbol. Reminding the infinity sign, it is intended to reflect the diversity of…

The Covid-19 pandemic caused an upheaval in the business world. Due to a range of lockdowns, many companies had no other choice but to switch to distance working. Employees in metropolises across the world combined this freedom to work in any place with carving for nature. As a result, a lot of people relocated to suburbs and small towns. In the US, this phenomenon appeared to be especially noticeable in San Francisco, where, after three years after the healthcare crisis, the recovery rate still stays one of the lowest in the country. In this connection, the City of San Francisco,…

Following Pepsi, another soft drink brand has changed its logo. The famous In fact, Coca-Cola, the brand’s owner, is trying to build a synchronous and global identity on a new stage of its journey. Within this purpose, Fanta’s look was remastered by Jones Knowles Ritchie, a design agency known for its work with big food & drink brands. The rebranding resulted in a logo distinguished by cornered typography, keeping only blue and white as brand colors. Besides the orange, the Fanta logo has also ditched the green leaf. These two elements have been customary features of the emblem since 2008….

The iconic soft drink brand Pepsi’s previous logo was a matter of debate, dramatically changing the visual identity of the brand. Its red, white, and blue segments were rearranged, abandoning the customary top-bottom layout, while the Pepsi wordmark was designed in a stylized lowercase font, placed outside the tricolor symbol. The company stayed, of course, successful with that emblem too, but the design caused some confusing effects which were not so favorable to the brand. With the wordmark moved aside, the logo somewhat lost its appeal, and the new font was too thin, compared to Pepsi’s classic identity. Plus, the…

The Australian brand Black Star Pastry is a good example of how a local pastry becomes a worldwide food icon. Amid a craze for its cakes, which New York Times called “the world’s most instagramable”, the company felt the need to adjust its strategy to its rapid growth. Such swift changes are not uncommon in today’s social media era, but a business has to build its brand strategy thoroughly in order not to be trapped by immediate success. So, approaching the issue seriously, the Australian bakery applied to the Melbourne-based Ongarato Studio and Japanese illustrator Noritake to create a “graphic…

When a brand experiences some unsteadiness, revision of its visual identity can be an effective means to stabilize the business and make the goals clearer. And the recent rebranding of Freeform, a Disney-owned cable channel, is a good example of this idea. Formerly owned by “They haven’t come of age yet, and are in a state of constant becoming, so they need shows which will help them expand the world, but not escape from it”, Collins says. So the uniqueness of the brand is in the attractiveness to its audience, embodied in productions with profound stories giving people different points…

The German fashion retail company Bonprix has updated its visual identity that has to express its positioning as a “smart fashion brand”. The redesign includes a simplified wordmark logo and a new visual language which have been unveiled as a part of a promo campaign presenting the brand’s fashion tendencies for Spring 2023.   Founded in 1986, Bonprix has long been one of the most successful fashion retailers in Germany and abroad. Headquartered in Hamburg, the company has a staff of 3,700 and nearly 15 million customers in 30 countries. Initiated by Otto Group, the parent company of the brand,…

The premium soft drink brand Since the brand was founded in 1945, the Minute Maid logo has gone through only five iterations. The goal of the current overhaul was to unify the design, giving the brand a common identity in more than 100 countries where it is present today. Different product names are planned to be unified as well, depending on the market. The Minute Maid logo has kept its general design, with a black background, dropping, however, the green top. Thus, the emblem looks flatter, featuring a more rounded typeface in the spirit of the original design of 1945….