In the last 12 months, some of the biggest household names have launched their sparkling new re-brands. We thought it would be a great idea to give our spin on whether or not these new designs have hit the mark in terms of what a brand identity needs to achieve these days.

I am going to start by making a bold statement which will be highlighted in my analyses of each brand.  “Logo design is dead!” When I say that, I mean the idea that a company simply needs an old mate to design them a logo to use on their business card or signage is limited thinking.  A logo is only a minute element of the brand identity which plays a pivotal role in helping you market your brand.

When Mooshmedia started out some 13 years ago, we used to bang out logo’s like cheap icons for friends and small businesses.  When those businesses came back to us 5-10 years later to undertake some more work for them in the digital world, it soon become evident to us that it simply wasn’t enough to design a logo.  You have to think about how that would be applied on every marketing platform and channel.

For example. In today’s world, businesses have profiles on just about every social media platform available to us. One of the major features in all these networks is the “Avatar” or “Profile Picture”. It is the single most important image which everyone gets to see when you post something on the social networks.  If your logo/brand does not work well in these formats, then your brand loses a huge opportunity to grow in stature. This and other hurdles are what make designing a brand identity today challenging yet more exciting.

So do the latest major re-brand projects make it in our eyes? Or do they slump to the famous GAP re-brand embarrassment?

 

Microsoft re-brand

 

Read our review

Being the biggest of the all companies which have re-branded we were expecting this to have the biggest impact. As it is a re-brand we have to compare it to it’s predecessor. With an unmistakable logo, Microsoft have clearly done something right with building their brand. It has been obvious to many that for some time they have lacked punch where others have leveraged their muscle power. The ability to seamlessly tie in visual branding with their marking strategies. An area of visual communication which is difficult to achieve with the use of a simple typographic logo.

The new branding utilises the effectiveness of a logo symbol. Famous for it’s Windows Software, Microsoft has added muscle power to their visual marketing by introducing a highly versatile element. Having recently done some work on Microsoft projects using the new branding guidelines, I can tell you hand on heart that this is a huge step up to what we are used to with this company.

Unfortunately, after taking 3 steps forward with the visual element of their re-brand they have taken 2 steps backwards with the typographic element. In short, it is weak. It is almost lost and the view of most creatives is, they could have done that in as long as it takes to type the word out in Adobe Illustrator. There appears to be no thought process in applying this element to the design. Almost like it was an after thought. Sadly this incredibly important part of the identity has let the whole launch down massively.

Rebrand score:

Typographic element: 2 stars

Symbol: 10 stars

Overall application of branding: 9 stars

Ability to adapt to application: 8 stars

Social media application: 8 stars

 

ebay re-brand

 

Read our review

Another huge brand name and probably another overdue re-brand. Compared to the previous identity, this re-brand throws up a mixture of emotions in our studio. Clearly the previous logo was not particularly brilliant yet it was effective. A great deal of thought and work had gone into the arrangement of the letters. They chose not to have a symbol as part of their identity. Instead they chose to make the typographic element part of their symbolic impact since this was where they succeeded previously. In the re-brand, they have gone for the same strategy. There is nothing wrong with this but the ability to apply the branding to all platforms has to be thought about a great deal more today, and we are not convinced this re-hash has been thought through entirely. With an almost identical colour pallet to Microsoft and an equally unimaginative font, we are left feeling that this branding is lost in the crowd.  It is a very safe logo.

Rebrand score:

Typographic element: 3 stars

Symbol: 4 stars

Overall application of branding: 6 stars

Ability to adapt to application: 5 stars

Social media application: 5 stars

 

Cancer Research re-brand

 

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Okay lets face it, you’ve seen the new Cancer research branding and you have already forgotten it’s predecessor. I am sure that this re-brand will earn it’s creatives at Inbrand awards all over the place. It is incredibly well thought out and beautifully executed. It is very difficult to draw any negatives from it. The previous identity was functional yet dated. Now it tells a story all on its own. The information CRUK released to explain it’s re-brand is inspirational and we at Mooshmedia fall involve with it even more every time we see it being implemented in new ways.

Rebrand score:

Typographic element: 8 stars

Symbol: 10 stars

Overall application of branding: 9 stars

Ability to adapt to application: 9 stars

Social media application: 10 stars

 

Kiddiecare re-brand

 

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Many of us would probably not associate this brand with “house-hold-name” but they are the biggest online baby retailer in Europe and recently found itself tucked safely under the Morrisons umbrella. Since being taken over by Morrisons this company have grown massively in stature. Their previous identity struck me as stuck in the early 90s and going nowhere fast. Poor use of colour, lack of inspiration and totally lost in space. But now we can elevate this re-brand as one of the most successful of all in the last 12 months. You can look at the new identity and say yes, great use of typography, nice and clean and very versatile. But where this re-branding takes it to a whole new level is it’s application. This creative process went beyond the realms of business stationery and website stamping. The responsible party took their thought process way further and it has paid off massively. You only have to look at pictures released on their Facebook page of their first retail outlet to see how articulately they thought through the application of their new branding. Mith Morrisons already splashing the cash of what appears to be a vast marketing budget for 2013, I cannot wait to see how this brand grows on all of us.

Kiddicare shop front

Rebrand score:

Typographic element: 9 stars

Symbol: 8 stars

Overall application of branding: 10 stars

Ability to adapt to application: 9 stars

Social media application: 10 stars

 

ITV re-brand

 

Read our review

The re-brand to revive the most negative response and yet from our perspective, it is by far the most adventurous, exciting and imaginative re-brand of the lot. From a safe rectangular yellow identity to something which, when compared to other television stations, shouts ‘Look at me!’ They have not defaulted to safe. They have not inherited the same colour pallet as others. ITV have launched what I think is the most exciting re-brand for quite some time. What we have seen of it’s application is brilliant. With High Definition televisions almost standard today, they have an opportunity to leverage the creative power waiting to explode from this new identity. Typographically nothing out there comes to mind as similar.

Rebrand score:

Typographic element: 10 stars

Symbol: 9 stars

Overall application of branding: 10 stars

Ability to adapt to application: 10 stars

Social media application: 10 stars

So it looks like the Mooshmedia studio has awarded ITV with the best re-brand 2012/13. Now we shall wait and see which becomes the brand with the greatest punch as each company spends vast amounts of cash to build their brands.