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New branding for Bev Marks

Late last year Bev Marks moved to update their branding but still decided to keep the “Aussie” green and gold. This was was typically an interim change while their whole branding and advertising received a much need overhaul.

The original Bev Marks logo was looking horribly outdated, while I understand Australian made is important to many prospective purchasers, branding also evokes immediate emotions and reactions often deciding what type of business is behind it, whether right or wrong. Bev Marks was definitely not coming across as supplying a broad range of quality furniture.

Bev Marks was slipping way behind its competitors, who had moved to slick, modern designs which were more inviting and contemporary.

Once finalised the complete re-brand was definitely way overdue and, in my opinion, created a totally different “look and feel” for a store I would have normally avoided at all costs.

Bev Marks old logo

Bev Marks interim logo

New $200k logo for Tourism Australia unveiled

Tourism Australia unveiled their new logo costing $200,000 to develop.
Replacing their existing, eight-year-old logo Tourism Australia wants “to stay relevant and to reflect the organisation’s changing culture and identity”.
The iconic kangaroo remains but with a more modern, fresh and updated design with more colours reflecting the various landscapes of the country.

The Managing Director for Tourism Australia, Andrew McEvoy, said it was the right time to update the logo and doing so would complement the recent update to the national tourism organisation’s global campaign. He also said the new logo was more modern, sophisticated and better aligned with the contemporary and ‘best of Australia’ positioning being communicated by Tourism Australia’s recently updated campaign creative.

“While it has powerful visual elements that are still relevant, the current logo itself is beginning to look out-of-step with the next phase of our There’s nothing like Australia campaign,” McEvoy adds.

“The strong use of blues, greens and yellows, and a significantly more contemporary positioning, is in keeping with Tourism Australia’s positioning of a modern and confident Australia open to the world.”

The existing logo was designed in 2004 at the time of the ‘Different Light’ campaign. The new logo will be progressively rolled out, starting in Australia and across the Tourism Australia network of 12 international offices from December 17.

Campaign artwork with the new logo will start to be used from 1 January 2013 with the aim of having the new logo included in all campaign material globally by the end of April 2013.

Creative was carried out by Interbrand, sister in the Omnicom stable to Tourism Australia’s current global creative agency, DDB.

Air New Zealand hobbit inflight video

Air New Zealand’s new Hobbit-themed inflight safety video has had more than six million YouTube views in four days.

The video, An Unexpected Briefing, features elves, wizards and hobbits along with a cameo from the popular Lord of the Rings character Gollum. Director Peter Jackson makes a brief appearance, finding the “one ring” on the ground and exclaiming “my precious” before putting it on and disappearing. The clip also features New Zealander Dean O’Gorman, who plays the Dwarf Fili in the movie, and Mike and Royd Tolkien, great-grandsons of the book’s author, JRR Tolkien.

Air New Zealand international marketing chief Jodi Williams said An Unexpected Briefing was a viral hit from the start, receiving one million views on the day it launched. “The video has been simply fantastic for growing global awareness of the forthcoming movie, Air New Zealand’s brand and New Zealand as a destination. But most importantly it’s been a hit with customers on our aircraft and has again shown that by creating world class content people will engage with the safety messages.”

It was created in conjunction with the Academy Award-winning Weta Workshop, who have worked on both the Lord of the Rings and Hobbit films. The production of this video has been created specifically for the viral network to expose the brand to a mass audience.

It is fantastic!

Top iPhone accessories

The ReadyCase has a slim minimalist design. Crafted to be highly functional, yet as slim and simple as possible at less than 3mm thick, your phone will still easily fit in your pocket.  Made of aerospace grade composite materials, it’s durable and slim. Integrated in the case is a headphone clip, USB stick in 8GBor 16GB which will also prop up your phone in landscape or portrait, at different angles plus a multi tool with a standard blade, serrated blade, flat head screw driver, bottle opener and comes in black or silver.

DandyCase proudly presents the ultimate waterproof earphones and waterproof case for iPhone allowing you to submerge your device up to 65 feet deep (IPX8 Certified). With a secure “2 Snap Lock System,” your device will be secure all day whether you are swimming, relaxing on the beach, boating, or drinking near water. The case has 2 clear sides so you can still use the picture taking and video recording capabilities. A neck lanyard is included. Made of a durable plastic top with a clear “bag-like pouch” front and crystal clear back, allowing for optimal use of the touchscreen, photos, and videos!

The Bicio GoRide was designed for cyclists who want to have access to their iPhone during rides without sacrificing safety and convenience, and without having some bulky contraption attached to their bike. Stay in touch with the outside world, map your trips on the fly and track your progress with apps. The case removes easily for everyday use. iPhone can be mounted horizontally or vertically.

The Une Bobine is a super bendy flexible phone charging cable and tripod in one. With a two-foot-long cable, it holds its shape when you bend it. You don’t need to worry about your phone’s battery life anymore enabling you to use for really long videos, or shoot great timelapses. Even when it’s not charging anything, it makes stand for a self portrait or group shot anywhere. The Bobine can also be an adjustable extender: use it to take shots in hard-to-reach places and weird angles.

Apple logo may become illegal in Russia

Christians within the Russian Orthodox community are demanding that Apple remove the famous half-bitten logo from its products in Russia and replace it with a cross because the apple image is offensive according to their beliefs.

An apple is used to represent the fruit that Adam and Eve ate from the Tree of Knowledge when tempted by the devil, as found in Genesis 3 in the Bible. Although the exact type of fruit is not mentioned in the Scripture the conservative Christians in Russia have insisted that the logo should be removed and replaced with a cross.

Russian conservatives may get their way and force Apple to change its logo due to new laws being proposed in parliament on blasphemy and insults targeting religious, spiritual, or national values. It is expected that President Vladimir Putin will back the laws, especially since the Russian Orthodox Church heavily supported him during his election campaign in 2012. Besides replacing the logo, conservatives may even stop Apple product sales in Russia if they manage to convict the company of committing anti-religious deeds.


Image courtesy of WSJ.

Why choosing the right colour for your brand is so important

Research has shown that colour influences our emotions in a variety of ways, but perhaps most importantly, it’s the first sensory touch point with a customer or client. By choosing the wrong colour you are not going to communicate what you want to your customer, which can really impact on the overall performance of your company.

Sometimes changing a company colour is necessary to indicate the company is still modern and progressive.

So what are you waiting for?

Image courtesy

eBay rebrand – playing it safe

Whether or not you have ever bought or sold anything on eBay, it is a name that most people are aware of. eBay opened their virtual doors in 1995 and the brand has remained consistent until now.

“Seventeen years ago, eBay created a new way for people to buy and sell. Since that time, we’ve enabled millions of people to launch their own businesses, and helped change the way the world shops for things they need and love. We’re pleased to introduce our refreshed logo. It reflects who we are today — a global online marketplace that offers a cleaner, more contemporary and consistent experience.” Quoted from eBay’s announcement page.

News of the eBay rebrand definitely got me excited. This is a brand that was requiring a refresh, and (I was hoping) one that could really think outside the box in its new identity design.

With renowned company, Lippincott as the creative for the new eBay brand identity, I couldn’t wait to check out the new logo. Unfortunately, I was bitterly disappointed. The new logo is a classic example of playing it safe and avoiding risk at all costs. This happens often in rebranding for large companies, especially where there are many decision makers not wanting to ‘rock the boat’. Rather than going with what is best for the brand in the long term, it languishes in ‘safe’ territory.

There is nothing wrong with the new eBay logo, however, it is disappointingly boring and lacks the ‘wow’ factor many in the branding industry were expecting.

The lesson here is — you don’t have to play it safe, its ok to take a risk.

New TAB brand

Launched in August and still being rolled out in Victoria, Sydney agency BWM created a major new campaign for Tabcorp’s TAB brand. The campaign introduces a new identity, positioning and brand line for TAB, ‘How’s Your Form?’ The campaign is supported by TV, print, outdoor, point of sale, social media, radio, and experiential activity.

While this new brand is much cleaner it is very bland on its own, however mixed with the vibrant green blend used on the signage it looks great.

In regards to the TV advertising that goes with this new branding, personally, I am not a fan of glamorising gambling – it is not the reality and who really looks like this in a TAB?

  New TAB branding       Previous TAB branding

Why is brand identity so important?

Brand identity should not be underestimated. Your brand needs to be a strong visual representation for your clients, one that will inspire an emotional attachment each time they glance at it.
Who is your audience?
Your brand identity will be your unspoken proclamation to potential clients, it needs to speak to them.
What is your personality?
Consider the aspects of your company that a client will most appreciate when they hire you. How can you project that in advance with your brand identity? The core concept of a brand identity is to project the personality of your work to your audience.

2015 AFC Asian Cup logo

The logo and preliminary qualifying draw for the 2015 Asian Cup football tournament were unveiled in Melbourne last week. Designed by Sydney agency, WiteKite.

“The logo depicts a stylised player, kicking a football from the east coast of Australia across country towards Asia. The ball also represents the Australian summer sun arcing west from Australia to Asia. The four golden bands forming the map of Australia represent the four host cities. The design is embraced by the AFC holding device.” Quoted from the Asian Football Confederation (AFC) website.

Very similar to the 2010 World Cup logo – what do you think?