Review of the year – Rebrands

A look back at the major rebrand stories Design Week has reported on in 2011.

The ‘work in progress’ HP logo, by Moving Brands

One of this year’s biggest and best-received rebrands was Moving Brands’ work to reposition tech giant HP. However, while the consultancy’s design system is being adopted by HP, the new marque produced as part of the project is, according to HP a ‘work in progress’.

The Eurostar identity, by Someone

A wide-reaching major rebrand that was adopted in full was Someone’s new identity for Eurostar, based around the concept of a brand sculpture.

London and Partners
London & Partners identity, based on initial work by Saffron

The Avios identity, by Interbrand

Brand USA
Brand USA, by Interbrand

Causing controversy this year was the new identity for London & Partners, based on a version of the identity created by Saffron for the brand for London competition. Also receiving mixed reviews was Interbrand’s new identity for Avios, which replaces Airmiles and Brand USA, developed by The Brand Union as a consumer brand for the United States.

Occupy London
The Occupy London logo, by Jonathan Barnbrook

One of the more interesting branding stories to come up this year, for all sorts of reasons, was the Jonathan Barnbrook-designed logo for the Occupy London movement. Barnbrook described the selection of his identity, through a public poll, as ‘[meaning] more than any design award’.

The Coutts identity, by Coley Porter Bell, following initial work by John Rushworth at Pentagram

Morrison’s own-brand range, with branding from Coley Porter Bell

Standard Life
The new Standard Life identity, by JKR

Imperial War Museums
The Imperial War Museums identity, by Hat-Trick and Jane Wentworth

Other major projects included the Coutts rebrand, by Coley Porter Bell, following initial work by John Rushworth at Pentagram, the rebrand of Morrison’s own-brand range, also by Coley Porter Bell, JKR’s Standard Life rebrand and a new identity for Imperial War Museums by Hat-Trick and Jane Wentworth.

Action on Hearing Loss
The Action on Hearing Loss branding, by Hat-Trick

Greene King
The new Greene King identity, by Morning and Brand Matters

The Mary Rose
The Mary Rose identity, Studio LR

National Football Museum
National Football Museum branding, by Music

English PEN
English PEN identity, by Harrison&Co

Some of our favourite projects this year included Hat-Trick’s project to rebrand the RNID as Action on Hearing Loss, Morning and Brand Matters’ new identity for brewer Greene King Studio LR’s identity for sunken ship the Mary Rose, Music’s National Football Museum branding and the lovely hand-drawn identity by Harrison & Co for writer’s charity English PEN.

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  • Kayleigh November 30, -0001 at 12:00 am

    Interesting article. Would have been good to see ‘before and afters’ perhaps?

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