Kraft Foods has changed its logo for the fourth time in less than four years, and it looks a lot like the original version. Kraft the corporation redesigned and finally settled on a very similar version of their old and original logo.
The saga of the Kraft logo started in February 2009 when Kraft Foods Inc., the corporation, not Kraft, the consumer brand, redesigned its logo to one that looked much like the Yoplait logo with a mulitcoloured starburst.
Five months later they flipped the starburst to the other side and changed the colors. Then in August of 2011 Kraft reported that the company would split in two: (1) Mondelez, for the global snacks business and (2) Kraft Foods Group, managing brands such as Kraft, Maxwell House, Oscar Mayer and Planters. As of October 1, 2012, Kraft Foods Group officially began again as a start-up or, as they described it, a “new company that has been around 109 years”. A new logo was introduced with the new company. No design credit has been given.
Thank goodness the starburst is gone. In my opinion it was one of the worst corporate re-brands in recent years. The new logo adopts a redesigned version of the well-known consumer logo found on Kraft foodstuffs. I must admit I prefer the original version – it seems pointless to change something that has worked for so long. I really don’t see any benefits to the re-design.
Kraft 2009 logos possibly inspired by Yoplait?
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The original Bev Marks logo was looking horribly outdated, while I understand Australian made is important to many prospective purchasers, branding also evokes immediate emotions and reactions often deciding what type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.
Oscar Niemeyer who had just turned 104 years old, passed away on December 5. He was the world’s oldest living architect still contributing to designs through his sketches and explanations. Oscar was a Brazilian architect whom had worked in the field for over 70 years, specializing in international modern architecture.
Starting in the 1930s, Niemeyer’s left his stylistic imprint around the world with distinctive and often curvy space-age style. He was a pioneer in exploring the formal possibilities of reinforced concrete solely for their aesthetic impact.
The scale of his contribution to architecture is extensive. His glass and white-concrete buildings include the United Nations Secretariat in New York, the Communist Party headquarters in Paris and Brasilia’s Roman Catholic Cathedral, just to name a few.
The “crown of thorns” cupola fills the Brasilia Roman Catholic Cathedral with light and a sense of soaring grandeur despite the fact that most of the building is underground. It was one of dozens of public structures Niemeyer designed for Brazil’s made-to-order capital, a city that helped define “space-age” style.
Niemeyer is considered as one of the fathers of modern architecture along with Le Corbusier, Frank Lloyd Wright, Mies van der Rohe and Walter Gropius. He won the 1988 Pritzker Architecture Prize, which is considered the Nobel Prize of architecture for the Brasilia cathedral.
Living for over a century which is seldom acquired by many others, his works and name as a great architect will be eternal.
15 Dec 1907 – 5 Dec 2012
Samsung launched its Galaxy Note II smartphone and 3G-capable WiFi camera at Sydney’s Moore Park last night.
The Galaxy Note II is an update of the original Note – a very large phone with a 5.5-inch screen and stylus called the S Pen, which can be used for impromptu handwritten messages as well as drawing and design. The screen is 0.2 of an inch larger although the outside frame has not changed.
Available through Telstra, Optus and Vodafone from next week and pre-order from Samsung’s Experience Store. RRP $899.
The new 3G and WiFi capable Galaxy camera was also launched – the first in the Galaxy range. It is a dedicated camera with a 1.4 gig quad-core processor.
The camera is operated with a 4.8-inch LED touchscreen and uses Google Android Jelly Bean 4.1 operating system. Connecting to WiFi and 3G allows users to download photos and videos as they are shot. Featuring a 21x optical zoom it is 16.3 megapixel and has a 23mm lens with optical image stabilisation.
Available in Australia later this month. RRP $599.
Samsung now has 32.5% of global sales of smartphones and is gradually widening its lead over Apple.
With technology constantly evolving it is amazing how much web design has changed, particularly over the last five years. Previously the trend was to focus on media capabilities, currently it is all about usability and the viewer experience.
It is not easy to predict trends for an industry that changing with the blink of an eye. You never know what is going to be in and what is going to out from the trend list by the time 2013 arrives. These trends have been around for a while already, however, I expect them to become extremely popular and more user friendly next year.
Full Page Backgrounds
Backgrounds are usually the area on a website that goes unnoticed. A new trend for websites is having the background as the most significant part of the design.
Responsive Web Designs
Responsive web designing ensures websites fit on all resolution screens from large monitors to mobile phones. Websites rearrange their elements to look good, regardless of which size you are using making the website always work.
Pantone 17-1463 Tangerine Tango
Tangerine Tango, a spirited reddish orange, continues to provide the energy boost we need to recharge and move forward.
“Sophisticated but at the same time dramatic and seductive, Tangerine Tango is an orange with a lot of depth to it,” said Leatrice Eiseman, executive director of the Pantone Colour Institute®. “Reminiscent of the radiant shadings of a sunset, Tangerine Tango marries the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy.”
Over the past several years, orange has grown in popularity and acceptance among designers and consumers alike. A provocative attention-getter, Tangerine Tango is especially appealing in fashion. A fun, lively take on a traditional autumnal hue.
So what colour is predicted for 2013?
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.
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.
Image courtesy http://churchm.ag/pantone-superheroes/
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.
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.