Best Global Green Brands 2014

place branding

Cape Town's New Visual Identity Draws Ire from Government Penny-Pinchers

Posted by Mark J. Miller on March 3, 2014 08:03 PM

Cape Town, South Africa has unveiled a new logo, and with it came a whole lot of acrimony. 

The African National Congress is calling the new design, which cost R313,000, a waste of money, and one that didn't get the appropriate approvals from government representatives. It’s rather impressive that it received approval in the City Council considering the same meeting had to be stopped numerous times so order could be restored as multiple members were throwing their agendas onto the floor to protest another issue, the Independent Post reports

“The City of Cape Town had changed their strategy, and they required assistance in building a new brand centered on the idea of collaboration and shared responsibility,” David Blyth, group managing director of Yellowwood, the firm behind the new logo, told IOL.com. “For that reason, the primary objective of the design was to help the city build a reputation for the following things: 'opportunity, progress, shared responsibility, and inclusivity.'"Continue reading...

logo-a-gogo

Reebok Realigns Visual Identity to Reflect Fitness Focus

Posted by Mark J. Miller on March 3, 2014 01:54 PM

After 121 years in business, Reebok has only changed its logo three times. But the third alteration to the brand's visual identity is one that signifies a bigger shift in its strategy to attract new customers. 

"For 30 years we've been successfully making products for elite athletes in every imaginable sport, but what we haven't been able to do is inspire enough people to move," said Matt O'Toole, Reebok's Chief Marketing Officer, in a video posted on YouTube. "It's an invitation for all of of us to take part and fight against complacency for everyday people, not just super stars and elite athletes."

That's the motivation behind the brand's adoption of a new delta symbol that looks to capitalize on the "sport of fitness" trend powered by Reebok's strong affiliation with CrossFit. "The Reebok Delta has three distinct parts each representing the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life," the company said in a press release. 

The new logo has already been worked into the brand's CrossFit gear and will proliferate over other footwear and apparel lines throughout this month. The brand's Reebok Classics line will retain the older logo.Continue reading...

auto motive

FCA Gets the OK: Fiat Chrysler Automobiles Establishes Global Structure

Posted by Dale Buss on January 29, 2014 12:33 PM

Chrysler and Fiat took a huge step today toward becoming the competitive, globally-minded automaker envisioned by CEO Sergio Marchionne when Fiat acquired Chrysler with the US government's help in 2009.

In a press announcement following its board meeting at Fiat HQ in Turin, Italy, the automaker revealed that the combined entity will be named Fiat Chrysler Automobiles NV, be incorporated in the Netherlands, have a tax-related fiscal domicile in the UK and enjoy a primary stock listing on the New York Stock Exchange with a secondary listing in Milan. Fiat Chrysler also unveiled a new corporate logo in simple, blue, sans serif initials spelling out "FCA."

There's still a lot on FCA's plate if it ever wants to join the top tier of global automotive giants.Continue reading...

auto motive

Lower, Longer, Leaner: Cadillac Drops Wreath to Reveal New Crest at NAIAS

Posted by Mark J. Miller on January 15, 2014 12:35 PM

After 14 years, Cadillac is changing its look. The iconic GM luxury brand announced this week that it is replacing its wreathed logo with a "lower and wider" crest, following the design influences seen on other major carmakers like Chrysler and Bentley.

The new emblem was first shown back in August on the Elmiraj concept car, but was officially unveiled this week at the North American International Auto Show in Detroit, where executives said it would adorn all Cadillac models beginning the middle of this year.

"This new crest matches the lower, longer, leaner mantra of our current car designs," Andrew Smith, Cadillac's executive design director, said in a press release. The crest is based on the coat of arms for the family of Antoine Laumet de La Mothe, sieur de Cadillac, the founder of Detroit.Continue reading...

rebranding

A&E Takes the Road Less Traveled with New 'Be Original' Rebrand

Posted by Mark J. Miller on January 9, 2014 03:47 PM

Anyone who has watched an episode of Duck Dynasty on A&E knows they don’t give three beignets about pretty much what anybody else thinks. They pride themselves on being renegades of sorts, truly originals. 

Now A&E has decided to follow suit. When the cable network launched back in 1984 as The Arts and Entertainment Network, its executives surely didn’t dream of a day when its lineup had such titles as Duck Dynasty, Bates Motel, and Storage Wars. But these are the shows that are drawing eyeballs today—the most in the industry, in some cases—and what TV exec doesn't like that?

To cater to its new tenants, the channel is moving away from its "Real. Life. Drama" tagline to “Be Original” and is emphasizing it by only running original programming in prime-time.Continue reading...

logo-a-gogo

With a Little Help From its Friends, Philips Reveals New Logo and Tagline

Posted by Alicia Ciccone on November 13, 2013 12:36 PM

Philips today officially revealed its new logo—an updated version of the brand's traditional wordmark and shield—and a new tagline, "Innovation and you."

In a live-stream on YouTube, Philips executives spoke about the redesign and the new direction that the once major consumer electronics brand is now taking. The company launched a social media/gamification teaser campaign this week that invited users to "uncover Philips" by claiming a pixel and revealing a part of the new logo.Continue reading...

brand roadmaps

Pixel by Pixel, Philips Reveals a New Logo and Brand Direction

Posted by Sheila Shayon on November 12, 2013 12:13 PM

Dutch technology brand Philips is set to reveal its new brand identity on Nov. 13—but not without a little help from its friends.

The #40 Best Global Brand is engaging fans with a sneak peek: a teaser social media campaign that allows anyone to "claim" one of 50,000 pixels in an image of the new logo by signing in with Facebook or Twitter and using the hashtag #UncoverPhilips.

The evolving image lives on an Uncover Philips microsite, in English or Dutch, where so far more than 18 percent of the image has been revealed with users from The Netherlands, US, India and elsewhere claiming more 9,000 pixels so far.Continue reading...

campaigns

NESCAFE Refreshes Dolce Gusto Brand With "Live With Gusto" Campaign

Posted by Sheila Shayon on November 11, 2013 11:26 AM

Celebrating its 75th anniversary this year, NESCAFÉ has something to crow about indeed as it’s the most popular coffee brand in the world, with more than 4,500 cups consumed every second.

The Nestle-owned brand has "regained momentum" this year and in Europe is outperforming the market, according to CEO Paul Bulcke, commenting on on sales over the last nine months. It's now turning to NESCAFÉ Dolce Gusto with a refreshed visual identity and new tagline, “Live With Gusto,” to celebrate its line of single-serve coffee machines now sold in more than 60 countries.

The multimillion-dollar campaign includes print and online ads, an infomercial with new ambassador, Mario Lopez, a website refresh, and social media engagement on Facebook, Twitter, Instagram, Pinterest and Google Plus, all showcasing "#DolceGusto" as a lifestyle choice.Continue reading...

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