The new Formula One World Championship logo was unveiled during the Abu Dhabi Formula One Grand Prix in November as part of a re-branding plan by Liberty Media, which bought F1 for US$8bn at the start of 2017. The problem is that the “F” looks remarkably similar to the “F” used by 3M for the past year […]

So this sign company did a study to see how accurately people can remember the features and colors of famous brand logos.They asked over 150 Americans to draw 10 famous logos from memory as accurately as they could. The results reveal how these well recognised emblems largely exist as fuzzy memories in our mind’s eye. […]

I asked him if he [Paul Rand] would come up with a few options, and he said, “No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.” — Steve Jobs on Paul Rand, one of the […]

Ten years ago the brand consulting firm Landor repositioned BP from British Petroleum to Beyond Petroleum. In what was easily the most famous repositioning case of the new century, BP changed its logo, its name and its positioning to reflect the fact that the company was now actively “exploring new ways to live without oil”. […]

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