2014 Brandcameo Product Placement Awards

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Whitney Museum Move Inspires Flexible Logo Redesign

Posted by Mark J. Miller on May 22, 2013 11:36 AM

New York’s Whitney Museum of American Art is taking its collection of more than 19,000 items for a ride downtown in two years as it moves from its current location to a new Renzo Piano-designed building right at the southern end of the High Line. With the move, museum execs saw the opportunity to also change up the museum's 13-year-old blocky logo.

Maybe to avoid too much change at once (or so it can be sure to have all the new stationery in place before the new building’s opening), the Whitney unveiled its new logo and visual identity system this week. It consists of a very simple W that Amerstam-based design firm Experimental Jetset apparently sees a lot of symbolism in.Continue reading...

brand makeovers

Yahoo Realigns and Redesigns Flickr into a Social, Photo-Sharing Mecca

Posted by Sheila Shayon on May 21, 2013 04:46 PM

In what was quite an eventful day for the aging internet company, Yahoo announced significant changes to Flickr at a media event in New York City on Monday—a perfectly timed distraction from concerns buzzing over its same-day Tumblr acquisition.

As announced at the press conference and on its blog, Flickr is back after a rough ride with a new design, photo-centric layout and one full terabyte of storage—way more than most users could ever use. “Given the odd nature of most photo sharing services, you are either limited to a few dozen gigabytes or, in the case of Instagram and other mobile services, an unstated upper limit that is not part of the marketing collateral. While I don’t doubt that Google or Facebook could make the terabyte claim in the near future, being first to market with this particular feature is an important milestone," TechCrunch notes.

Acquired by Yahoo in 2005, the service has since spoiled under Yahoo's rule, however CEO Marissa Mayer said she received an abundance of requests to improve the serice when she took the helm last year. “Flickr was once awesome, and it languished... now we want it to be awesome again," Mayer said in a press announcement. The service reaches 89 million people who have contributed over 8 billion photos, and with the new improvements, the service is bound to attract many more.Continue reading...

sporting brands

Chevrolet Celebrates Iconic (and Refreshed) Louisville Slugger Brand

Posted by Shirley Brady on May 6, 2013 11:46 AM

Chevrolet has just released a video extolling the most recognizable name in baseball’s craftsmanship: Louisville Slugger, which refreshed its branding in time for Major League Baseball's opening day this season. 

Interbrand Cincinnati, based in the same city the first professional baseball team called home, was honored to be selected to celebrate that craftsmanship by redesigning the iconic logo, marking its first update in 33 years. Find out more here.

brand makeovers

Chuck E. Cheese Slims Down Mascot to Help Grow Bottom Line

Posted by Mark J. Miller on May 1, 2013 03:50 PM

For decades, the eponymous mascot of Chuck E. Cheese has appeared to the general public as an extremely sizeable mouse that’s eaten a little too much of the famed restaurant’s pizza. For a time, the guy even carried a cigar around with him. But in a world that has heard a steady drumbeat against child obesity, it hasn’t exactly looked good to have a mascot who looked like he could lose a few pounds.

On Tuesday, Chuck E. Cheese execs and shareholders at the CEC Entertainment’s annual meeting in Texas met a slimmed-down version of Mr. Cheese, whose transformation began last year when his illustrated form changed shape in advertising and signage to become a lot more rock star than his past version.

With the change came the disappearance of the man who was his longtime voice, Duncan Brannan, and the introduction of Jaret Reddick as the new voice of Cheese, according to the Christian Science Monitor. Reddick, of course, is the lead singer of pop-punk band Bowling for Soup, which has a few albums Cheese execs probably wouldn’t want their mascot singing on, such as “Drunk Enough to Dance” and “A Hangover You Don’t Deserve.”

Changing the mascot may be the simplest thing CEC does this year. The 36-year-old company announced in February that its profits fell 20.7 percent to $43.6 million in fiscal year 2012. That’s a little surprising for a brand that was just named the No. 1 kid-friendly restaurant by Technomic's Consumer Restaurants Brand Metrics, based on customer surveys over the last two years.Continue reading...

brand makeovers

Microsoft Plans to Adopt Windows Design Across Brands

Posted by Mark J. Miller on April 29, 2013 12:43 PM

When there are more than a billion people already using your products, it doesn’t seem like a natural time for a rebrand. But Microsoft is apparently sick of being portrayed as an old fuddy duddy to Apple’s hip, young counterpart. 

After all, “the consensus among analysts seems to be that Microsoft is a company in transition, experiencing growing pains and pockets of great promise as it moves from dominance in a world centered on Windows and PCs to becoming a company that delivers services and devices,” the Seattle Times reports.

That transition means some big changes for the way the company presents itself. According to Windows Phone design studio general manager Albert Shum and Wolff Olins creative director Todd Simmons, Microsoft is planning to rebrand Bing, Skype, Yammer and Xbox, Gizbot reports.

After all, Microsoft refreshed the visual identity for Windows and Office last year, and the company in the midst of a big plan to align all of its products across design and marketing.Continue reading...

rebranding

ING U.S. Wants to be America's Retirement Company with Rebrand to Voya Financial

Posted by Mark J. Miller on April 11, 2013 02:34 PM

In a bid to redefine the financial journey, ING U.S. has announced that it will be rebranding as Voya Financial

While the announcement was made Thursday, ING U.S. does not plan on incorporating the new name or logo until 2014, as it awaits the completion of its IPO. 

ING Group, the company's Dutch parent, announced last year that it was planning to spin off its US arm through an initial public offering—where Voya will register as the company's stock ticker. The divestiture of the US part of the business along with a ING Direct and a Dutch mortgage lender had to take place in order to get approval for a 2008 bailout.Continue reading...

sporting brands

No Bull, Dawgs: Georgia and Nike Team Up For a Brand Refresh

Posted by Mark J. Miller on April 3, 2013 04:03 PM

When you have hundreds of thousands of passionate fans and a legacy as a winner, a rebrand can be a dangerous thing. The University of Georgia and Nike teamed up for such a rebrand across all of its athletic teams, but the pair may have saved themselves a lot of heartache and grief by not bringing too much change to the school’s beloved football team.

It’s been 15 months in the making, and now the world can feast its eyes on just how the pair have decided to “promote a consistent and unified look across all sports” at Georgia, the Atlanta Journal-Constitution reports.

One of the odder bits in UGA's rebranding by Nike, which also just revamped the branding for Oregon State,  is the introduction of a secondary logo that features a bulldog, the school’s mascot, which doesn’t look quite as unhappy and tough as the school’s previous secondary logo of a bulldog.Continue reading...

brand evolution

Louisville Slugger Opens Pro Brand to the Masses With New Logo and Bat

Posted by Mark J. Miller on April 1, 2013 02:33 PM

The Major League Baseball season kicked off Sunday night with a surprising win for the American League’s newest team, the Houston Astros. For the past few years, the Astros have been the National League’s worst team, but they moved into the American in the offseason and, for one night at least, the team is tops in the sport. That is likely to change soon, of course, but, for now, those players that are so used to losing are making their dreams of childhood into reality.

Kids who dream of playing in the Major Leagues someday (or the parents who dream of their kids making it someday) now have access to one of the tools that pro ballplayers have been using for eons: the Louisville Slugger.

Sure, the Slugger can be found on the retail market for any old consumer, but, until now, everyday schmoes weren’t sold Sluggers made from the same wood that the bats made for the pros were made from. Now Louisville Slugger has introduced a new bat, the Louisville Slugger Prime, that is made of the same material whether you’re a 6-year-old in Little League, a minor-league ballplayer, a Major Leaguer or an aging retiree grasping at your youth.Continue reading...

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