Fusion
Reviewed by Emily Gosling
Sometimes a project comes along that doesn’t just make you think about how nice its typography is, or ponder if millennial pink is making a comeback (or indeed,, if it ever went away), or why suddenly a branded bucket hat seems to be a key facet of any company/product/concept’s ‘swag’. Sometimes, it makes you think about what ‘branding’ even means, or its very function – it’s a sprawling term, encompassing everything that sets one company or product apart from another – its visual and verbal identity, its raison d’etre, its logotype and colours and fonts and attitude.
But how far does branding also have to actually help us understand what a product, company or service is, or explain what it is or does?All of these more existential musings came about thanks to Mr Yum. Who is he? What is he? What does he do? Is he even a he at all? Does he/it actually exist? Honestly, I have no idea. Still, Mr Yum’s branding looks pretty great. But is that enough?
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Collections: Colour
I’m currently rebuilding the BP&O ‘Collections’ pages to provide a better browsing experience. This will give you a decade-long overview of the brands featured on the site from 2011-present based on key assets such as colour palettes, custom type and logotypes. These are currently a work in progress.
→ Discover colour palettes
Take Action
Reviewed by Thomas Barnett
There are many kinds of rebrand. There are rebrands that tread lightly, reverently refining and polishing what is already there, like archaeologists delicately exhuming sunken lucre so that it can once again gleam (National Portrait Gallery). Then there are rebrands that are a little more decisive in their handling of the raw materials—imagine our similetic Time Team creatively re-assembling the fragments of a shattered mosaic, forming a new design that yet remains contiguous with the past. And finally, there are those bold, swaggering rebrands that take a righteous sledgehammer to the dusty, crusty, musty old bits of pottery they find, and instead build something entirely, gloriously new amongst the rubble.
For The People’s rebrand of Be Equitable (formerly Cook Ross) belongs decisively to this latter category. That parenthetic ‘formerly’ is so emphatic that I am tempted to embolden, italicise and underline it whenever it is used in this article, but I would never put my editor through such an ordeal….
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Now on Brand Archive:
Winter Universiade 1991 Sapporo by DENTSU, 1989
Brand Archive is a new research tool from the team behind BP&O. Discover a long history of corporate identity design, from the 1960s to present day. Using our custom built filter, discover individual assets from signage, to packaging to liveries, drawn from over 700 brands.
→ Visit Brand Archive
Thank you for subscribing to the BP&O Newsletter. If you’re interested in other design-related resources and tools, also check out these from the same team:
Brand Archive – Research tool for brand designers.
LogoArchive Website – Searchable modernist logo archive & research tool.
Logo Histories – Stories behind great historical logos.
LogoArchive Shop – Vintage design books & LogoArchive Zines.