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Category Archive: Branding

Just one Cornetto, give it to me

By Gareth Coxon, May 16, 2018

Cornetto rolls out new logo and packaging to look more “natural”


“Just one Cornetto, give it to me, delicious ice cream, of Italy…” showing my age there, but I think I’ll forever associate Cornetto with that song!

Cornetto has just refreshed their packs and branding in time for summer and looking pretty delicious they are too. A much more stripped down cleaner affair with simplified logotype and integration with the Wall’s heart logo. (more…)

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By Gareth Coxon, April 10, 2018

Pentagram gives American Express its first visual identity overhaul In 37 Years. Looks like they’ve mainly focused on scaling down and simplifying for social media and other platforms.  (more…)

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Why it is important to make your brand work for you

By Gareth Coxon, June 21, 2017



Why it is important to make your brand work for you
Every company has a brand; it symbolises who they are and what they are selling. If you think about some of the established and successful big companies, you could probably name their logo and brand colours without too much thought.

You need your customers to understand what you are selling, and make them think of you when they want to buy a product or service related to your business. Here are some tips to making your brand work for your company.


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‘Experience Amazing’: Intel Rebrand

By Gareth Coxon, January 20, 2016

This is an interesting example of ‘branding’ and ‘a brand’ not being about a logo. Intel have been around for almost 50 years and have chosen to highlight the experience side of what they do with a new campaign “Experience Amazing.” The video above focuses on those experiences that Intel have made happen via their technology.


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SONOS Identity Design Remixed

By Gareth Coxon, January 22, 2015

SONOS Identity Design Remixed
I’m a huge fan of SONOS products, they are well designed, produce excellent sound quality and they just work in the simplest way possible. As well as this they’ve really got their identity design and branding spot on in my opinion.

From the palindrome name, distinctive clean type and strong use of image and colour it all aligns with the music industry they are in but in a cool almost Apple like way. (more…)

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Jacob’s biscuits new logo design and packaging update

By Gareth Coxon, January 20, 2015

Jacob's biscuits logo design and packaging update


Jacob’s biscuits has just launched a new logo design and packaging in order to bring it up to date ready for the start of a £10 million campaign.

This is smart and charming update, keeping an air of the built up heritage but bringing it into a new era. That said I’m unsure whether dropping the reference to ‘since 1885’  is a mistake or not. (more…)

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The Business of Colour Psychology (infographic)

By Gareth Coxon, January 2, 2015



The power of colour. Heinz switch to a green ketchup for a Limited edition bottle and their sales go through the roof. Apple created different coloured iMac’s back in the day and their sales and brand recognition skyrocket. Colours can create a feeling, an emotion, the colour red makes us more attractive, blue can make us more calm but alert, while pink can apparently sap a man’s strength.

A study in 2007 found that colour can increase brand recognition by up to 80%, powerful stuff I think you’ll agree. Other studies have shown we can remember coloured documents and presentation better than black and white ones.


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Ben & Jerry’s Has A Makeover

By Gareth Coxon, November 13, 2014


Even very successful brands like Ben & Jerry’s need to constantly keep their brand fresh and improve product clarity among increasing competition. The new ‘refresh’ of the whole Ben & Jerry’s packaging range looks to be a great move, retaining and simplifying the blue cloudy sky and green hills, placing the product flavour name within the cloud as a consistent holding device.

The designers behind this refresh, PearlFisher said that challenge was to “revamp the Ben & Jerry’s packaging portfolio, elevating the premium quality of the product depiction and refining the architecture without abandoning the principles that are at the heart of the brand.” (more…)

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