Rebrands of 2016
-
Upload
carol-feeley -
Category
Design
-
view
321 -
download
0
Transcript of Rebrands of 2016
![Page 1: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/1.jpg)
BIGGESTREBRANDS
OF 2016www.beaconcreative.com
![Page 2: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/2.jpg)
WHY?
• Companies are prioritising their brand after the recession
• Encouraging new customers with a refresh
• Companies focusing on strengthening their brand, making it more consistent between print and digital, and encouraging consumers to make informed choices
• Importance of having something ‘new’ for retailers and consumers
![Page 3: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/3.jpg)
Inspired by the previous app icon, the new one represents a simpler
camera and the rainbow lives on in gradient form.
BEFORE AFTER
![Page 4: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/4.jpg)
RESPONSE
• Widely criticised on social media, is the camera icon too abstract?
• Successful consistency of its entire line up ofmobile apps, which includes Boomerang, Layout, and Hyperlapse.
• The simple app update puts more focus on your photos and videos without changing how you navigate the app.
![Page 5: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/5.jpg)
CBBCBEFORE AFTER
After nearly a decade the BBC said goodbye to the green and black
logo creating a new versatile logo for the digital media age. Aiming
to be unpretentious, flexible and playful.
![Page 6: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/6.jpg)
RESPONSE
• Negative social media response: difficult to read.
• Housing the new logo device within a structured BBC box gives the channel a more sophisticated feel, which targets the older viewers.
• For the lower age range the box acts as a canvas for creative play, bursting to life with a vibrant spectrum of colour when animated.
![Page 7: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/7.jpg)
MORRISONSBEFORE AFTER
Morrisons has rolled out a new-look logo across six locations around
the north of England as part of a pilot project to test the water on its
new branding.
![Page 8: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/8.jpg)
RESPONSE
• No commitment after initial roll out, although all stores interiors will be updated by 2019.
• Positive social media response: The public were involved in the process.
• Increase in profits, due to a attracting new customers (arguably because they’re now 4th cheapest Supermarket and have presence online).
![Page 9: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/9.jpg)
CHANNEL 5BEFORE AFTER
Channel 5 based its latest look on feedback from viewers, finding that there
were perceptions about poor quality programming. Based on this, it created
a new adaptable logo designed to create an element of surprise.
![Page 10: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/10.jpg)
RESPONSE
• Segmented logo compared to Channel 4, but not as successful.
• Positive social media response: new dynamic fresh logo and idents.
• Remains to be seen whether it changes the perception of Channel 5 in the long term.
![Page 11: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/11.jpg)
PREMIER LEAGUEBEFORE AFTER
Developed to work as a digital, broadcast-first approach, the Premier
League logo has been simplified, whilst still retaining its heritage.
![Page 12: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/12.jpg)
RESPONSE
• Praised by designers, condemned by fans - particularly the redesign of the lion.
• Variations of the logo work successfully across digital and print.
• Positive step to eliminate sponsors logo, the brand works independently.
![Page 13: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/13.jpg)
COCA COLABEFORE AFTER
Based on the new ‘One Brand’ Strategy, the simplified approach is
intended to make choice easier and simpler, whilst promoting the
characteristics of each variant.
![Page 14: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/14.jpg)
RESPONSE
• Confusion at retail - the consumer has to make a choice instead of using ‘autopilot’ behaviour - could potentially lead to increased competitor sales.
• ‘One Brand’ intended to strengthen the Coca-Cola brand - particularly a at time with such a negative focus on sugar.
![Page 15: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/15.jpg)
GUMTREEBEFORE AFTER
The new tree design, Koto's James Greenfield says, is "all the positive
natural connotations of growth, stability and diversity whilst making
[Gumtree] an instantly recognisable icon."
![Page 16: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/16.jpg)
RESPONSE
• Gumtree has also overhauled its online presence, refreshing its homepage and bringing in a new app.
• Generally praised on social media - apart from comparisons to park run logo.
• Gumtree is also set to roll out a new campaign - developed by Fold7 – to support the rebrand.
![Page 17: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/17.jpg)
UBERBEFORE AFTER
Replacing its black-and-white U logo with a colourful geometric
shape. The logo colour varies depending on whether the app is used
by a driver or passenger and from country to country.
![Page 18: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/18.jpg)
RESPONSE
• Negative social media response.
• Users find the changing colours confusing.
• Designed by the in-house team - speculation as to whether they gave into the CEO’s demands rather than what was right for the brand.
![Page 19: Rebrands of 2016](https://reader034.fdocuments.in/reader034/viewer/2022052607/588ad7e51a28ab89058b6edf/html5/thumbnails/19.jpg)
Let us know what you think@Beacon_Creative
An independent design consultancy, working with worldwide brands on a daily basis, we believe that at the heart of every good
brand communication is a great idea.
www.beaconcreative.com