New Logo Archives - MARKETECH APAC

Singapore – Omnichannel platform Lemma launched its new brand identity and logo, emphasising its commitment to innovation and its role as a programmatic specialist in emerging media formats.

Lemma’s new look and feel represents its continued commitment to innovation while reinforcing its position as a leading global omnichannel supply-side platform offering trust, transparency, control, and flexibility to its stakeholders.

This strategic transformation marks a significant milestone for the company as it embraces its new visual identity and positioning and embarks on a mission to be the driving force behind business success in the digital world.

In addition to this, Lemma fortifies its core differentiator with an integrated approach to amplify the advertiser campaigns through emerging media and enabling global discovery for premium inventory across CTV, DOOH, & OTT.

Going into detail with the logo, its visual elements epitomise Lemma’s dynamic approach in shaping the emerging media terrain and its commitment to innovation. Crafted for memorability, its aesthetics and colours inject a playful essence while conveying a sense of contemporary longevity with modern, global appeal.

Speaking on the brand refresh, Gulab Patil, founder & CEO of Lemma, said, “As we embark on this transformative journey, Lemma’s rebranding signifies a pivotal moment for our organisation. Our strategy, hyper-focused on catering to global audiences and adapting to the dynamic media landscape, underscores our commitment to excellence.”

“With our core values of trust, transparency, and innovation at the forefront, Lemma is steadfast in our mission to revolutionise the advertising industry through cutting-edge technology and a culture of empowerment,” he added.

In line with the rebranding, Lemma has launched its revamped website, offering enhanced user navigation and refreshed content. Meanwhile, its new brand identity will be revealed across 2 days at the Connected TV and NEONS on May 8 to 9, respectively taking place at the Taj Santacruz Mumbai, catering to the diverse audiences that Lemma engages with.

Mumbai, India – India-based homegrown and diversified communications group Madison World has announced its latest brand refresh ahead of its 36th anniversary celebration.

Madison World’s new identity captures the company’s essence in a visual way, reflecting who they are and their future direction.

The branding’s centrepiece is the new logo, which features a sleek, geometric design symbolising precision, creativity, and forward thinking. Furthermore, its clean lines and bold typography reflect Madison World’s dedication to cutting-edge ideas and transformative solutions.

The new logo is more than just a logo; it is a statement—a bold declaration of the agency’s vision for the future.

Aside from the logo, the brand refresh also covers a comprehensive set of guidelines that define how Madison World will present itself to the world. From colour palette to typography, from brand pattern to tone of voice, every element has been carefully curated to ensure consistency and coherence across all communications.

This new branding is Madison World’s testament to their commitment to staying at the forefront of the advertising and media industries. With its new look, it aims to show something that is minimal yet powerful, modern yet timeless, and sharp yet approachable.

Lara Balsara Vajifdar, executive director of Madison World, shared, “We have always been pioneers in the realm of innovation and ideation. Our brand-new look and feel encapsulates our evolution and growth over the years yet retaining some of our core values.”

Southeast Asia – Global entertainment brand Lionsgate Play has launched its revamped brand identity across several markets in the Asia-Pacific, including the Philippines, Indonesia, Malaysia, and India.

Inspired by the concept of a prism, the new logo conveys the narratives of Lionsgate Play and its approach to storytelling. The prismatic concept allows for a fluid transition in and out of the brand’s new colour of choice: teal, highlighting a sense of boldness.

Aligned with its new identity, Lionsgate Play will continue strengthening its connection with the viewers, focusing on employing an advanced user interface, enhancing consumer experiences, faster app loading times, and an overall increase in stability, promising a polished look and feel when streaming content.

Commenting on the rebrand, Rohit Jain, president of Lionsgate Play Asia, said, “As a brand, Lionsgate Play not only provides opportunities for a range of voices to be expressed, but it seeks to present characters with complexity and depth. The new identity represents innovation, energy, and excitement; the perfect embodiment of all that we aim to achieve for the brand. Through this refreshed identity, our goal is to provide premium content that is consistent, original, and bold. We hope our efforts appeal to the viewers and showcase the true essence of what Lionsgate Play is about.”

Meanwhile, Amit Dhanuka, executive vice president of Lionsgate, also mentioned, “Lionsgate Play is a global entertainment brand offering premium content at a fair price – we tell stories that embrace unique perspectives and broaden the horizons of our viewers. As Lionsgate Play continues to strengthen its presence across South Asia, our new brand identity will stand testament to present bold, diverse, and captivating narratives that resonate with audiences.”

Bangalore, India – Leon’s, India-based casual dine QSR brand, has unveiled its new logo, which aims to communicate the fresh approach filled with new energy while retaining the commitment to quality and affordable food for the whole family.

The new logo went from a modest shade of mustard to a bright, bold, and classic red. It will come into play across all of Leon’s existing and upcoming outlets in the coming month.

Sudhakar V, co-founder of Leon’s, said, “We have been redefining ‘classic’ since 2015. However, when we first started out our focus was only on burgers. But over the years, we have added so much more to our menu.”

“Now as we look at aggressively expanding across India, we needed a more encompassing name and identity that would communicate the overall offerings that included burgers, salads, pittas, wraps, sandwiches, bowls, wings and more,” he added.

Shenzhen, China – Geekbuying, China-based online retailer focusing on cross-border export e-commerce, has announced a brand upgrade in June 2022, releasing a new logo and VI system, branding position, and core values. The announcement will see Geekbuying transforming from an online shopping platform dominated by selling electronic products to a cross-border brand channel ecosystem builder.

The Geekbuying team planned and designed carefully to meet the company’s strategic development direction and upgrade consumers’ visual and shopping experience and it’s transforming the typical geek style into an international e-commerce platform style to cater to a broader range of consumers and attract more excellent overseas brand partners. Geekbuying will be committed to building a world-leading cross-border brand channel ecosystem.

Geekbuying chooses blue and red as the primary colors of the new logo while the background color of the website is blue and white. The initial letter G is located in a ‘shopping bag’ after the font design; the earth is used as the prototype to simplify the abstract circle cut in the ‘ing’ part. It symbolizes that Geekbuying is now and will continue to be committed to establishing an efficient global brand channel in the future.

Over the past ten years, Geekbuying has fully demonstrated its potential as a leader of Chinese brands going overseas. With its global marketing expansion, it is committed to bringing China’s high-quality brands and commodities, efficient supply chain, and first-class customer service to the world.

The founder of Geekbuying said, “The 10th anniversary is an opportunity for Geekbuying to achieve breakthroughs. Our mission is to devote ourselves to building an efficient brand channel to go overseas. We have three core values: respecting people, exceeding customer expectations, and pursuing excellence. We always believe that users are the driving force and to be the most sincere company is always our goal.”

Geekbuying’s 10th-anniversary celebration will be launched in June, and the company will fully launch and apply its new image and prepare lots of new promotional discounts for all of its customers.

Sydney, Australia – Customer relationship platform HubSpot has launched its first-ever global brand campaign, aimed at highlighting its CRM and unique position to help businesses grow better by connecting the people, customers, and businesses.

The campaign, which was created in collaboration with creative agency 72andSunny and media firm Carbon, was developed leveraging insights derived from HubSpot’s global community members of customers and employees, in addition to a global research study commissioned by the platform. This study found that upmarket decision-makers are craving more connectivity, simplicity, and humanity in their software experiences, and they want technology partners that can keep up with their pace of growth whilst also adding value for their teams.

Titled ‘HubSpot Success Stories’, the campaign is an evolution of HubSpot’s existing ‘Grow Better’ brand platform, and is delivered in a fresh way that reflects its ethos. It showcases the platform’s mission to focus on continuing to reach a new audience of upmarket decision-makers – including founders, C-suite executives, and sales and marketing leaders – by addressing the importance of understanding the customers.

Moreover, the campaign is designed to illustrate the business impact of a powerful, but easy-to-use CRM like HubSpot through real and fictional customer testimonials across paid and owned channels, including throughout HubSpot’s Media Network.

Fans and followers in HubSpot’s social media will get bite-size tips, tricks, and content designed for their feed that can have an outsized impact on helping other customers and HubSpot users do business better. Through the HubSpot Media Network, properties like My First Million, Entrepreneurs on Fire, and Goal Digger will feature host-read audio placements that share inspiring, remarkable ways and means to grow a business.

Kat Warboys, HubSpot’s marketing director for APAC, commented “We’re excited to bring our first-ever global brand campaign to Australia, localising it to address Aussie businesses and the pains they face as they grow. The campaign aims to position HubSpot’s CRM as a trusted, powerful partner for them, no matter where they are on their journey.”

The campaign has been rolled out in audio and digital advertising across Australia, along with Out-Of-Home (OOH) across Sydney’s Town Hall, Wynyard, Martin Place, Central, and Bondi Junction, as well as Parramatta train stations, and Sydney’s light rail.

In addition, HubSpot has also launched an updated visual identity along with the campaign. The new logo is anchored in an evolved, deeper, and bolder version of its colour palette, and is designed to reflect how the platform and its CRM platform have evolved over recent years to meet the needs of scaling businesses whilst maintaining its core objective to continue bringing joy to customers. It was inspired by the warmth, expressive, and optimistic attributes associated with the platform’s personality and signature orange colour, and has three keynotes, which is a direct nod to HubSpot’s three prongs on its sprocket logo.

“The logo is increasingly important as it extends its investment in audio-first media, including HubSpot’s ANZ podcast Unconventional Business, and its own recently-launched HubSpot Podcast Network,” said HubSpot in a press statement.

Singapore – As the company celebrates its tenth anniversary of business operations, Singapore-based telecom operator MyRepublic has unveiled its newest logo. The telco said that the changes reflect the company’s growth from a challenger brand to a mature industry leader, and signifies a generational shift within the organisation’s brand and culture.

MyRepublic’s new logo features a modern design of its signature rocket, sporting a professional and clean silhouette against its iconic purple brand colour. By retaining its trademark elements, MyRepublic seeks to maintain top-of-mind awareness and brand equity among consumers who are familiar with the brand’s identity.

The new logo follows the company’s recent brand revamp in April 2021 in a bid to communicate its message of being relatable to their consumers.

Ji Jing, group chief marketing officer at MyRepublic, said that it has been an incredible 10 years for them at MyRepublic, adding that they have redefined broadband and mobile connectivity in the markets where they operate, and helped their customers understand what a true modern connectivity experience can be.

“There’s no better time for us to introduce a refreshed look and a renewed purpose as we blast off into the next decade of continued growth. We also have exciting rewards to celebrate this milestone to show our appreciation to all who have supported us in this journey,” Jing said.

As part of the brand and logo refresh, MyRepublic will also launch its monthly birthday rewards, an ongoing rewards programme where MyRepublic customers will stand to receive a treat during their birthday month. In addition, MyRepublic will reward 10 loyal customers selected at random who have been with MyRepublic for 10 years with prizes worth up to S$10,000.

“Last April, we refreshed our brand with a new look and voice to great reception. Since then, 97% of our customers have indicated a preference for the new brand identity and its personable and down-to-earth tone. Our new logo extends that simplicity, customer-centricity, and relatability to all aspects of our brand. We look forward to continuing our journey of serving and walking alongside our community,” Jing concluded.

Hong Kong – Shangri-La Group has launched today a refreshed brand logo for Shangri-La Hotels and Resorts that pays tribute to its past and sets a fresh vision for the future, marking 2021 as an important 50th-year milestone.

The new logo is an emblem that reflects the brand’s journey and evolution with its guests, while staying true to the brand roots that have delivered warm Asian hospitality. Shangri-La said that it also presents a more contemporary vibe while maintaining the powerful equity of the brand.

The signature ‘S’ mark is retained and takes on a new gold color that signifies the warm glow of ‘sunrise’, and the original typeface is refined for a more modern feel to align with the new design character inspired by Asian calligraphic elements, creating a connection to history and tradition. More importantly, Shangri-La has opted not to include ‘Hotels and Resorts’ in the refreshed logo, as the brand believes that they are more than a place, but an experience.

According to Hui Kuok, the chairman of Shangri-La Group, the brand evolution is their way of looking forward to the future and delivering their promise of hospitality across stay, wellness, and family experience, as well as gastronomy, among others.

“We are not moving away from our core values, instead, this customer-centric approach signifies our commitment to strengthening the connection between our guests and our brand experience,” said Kuok.

Meanwhile, Beng Chee Lim, the chief executive officer of Shangri-La Group, said that the ongoing brand evolution strengthens Shangri-La’s commitment to guests, colleagues and partners, and they view this undertaking as an important strategy that will empower the hotel.

“Reflecting on the last 50 years of heartfelt hospitality, the brand looks forward to curating more relevant and meaningful experiences that will enable many more moments of joy for our customers. Anticipating the future, we look forward to continuing this journey together,” added Lim.

Singapore – Global content technology enterprise SPi Global, which has presence across Asia, US, UK, and Nicaragua, has rebranded to now be called a curt ‘Straive’.

The rebranding will see a major revamp as the company has also launched a new avatar, and has refreshed its website and social channels. To mark the new identity, SPi Global has also released a new brand film, and a microsite.

The rebranding exercise is a fuse of several strategic and gradual changes to the visual identity of the company. According to the company, which has its headquarters in Singapore, the name ‘Straive’ encompasses its enhanced focus on AI-driven solutions and signifies its ongoing endeavor to continuously increase the value it brings to customers, employees, and community.

The new brand logo, meanwhile, represents the company’s commitment to unraveling the power of information by ‘connecting the dots’. The refreshed look with the color orange represents the wave of innovation and excellence the company brings to its esteemed customers in research, education, and ed-tech, as well as finance, and real estate.

“We have been on a consistent path of growth, expansion, and evolution through the years. As an extension of that, we are excited to launch our new brand and visual identity. The rebranding is our pledge to keep evolving in our quest to elevate knowledge to solve the critical problems of our time,” Ratan Datta, the president and CEO of Straive.

The rebranding comes after many developments in the company in recent years including major acquisitions, new revenue streams, and further consolidation of key business divisions.

Kuala Lumpur, Malaysia – Media agency Trapper Media Services has launched a company-wide brand transformation, the first time ever since its founding in 2001, marking 2021 as an important 20th-year milestone.

The transformation will center on ‘growth culture’, and with it, the agency has simplified its name to now be called as ‘Trapper’ and has also launched a new logo and purpose line.

The new logo is an emblem that pays homage to 20 years of the agency’s solid foundation. The fresh logo is made to face upward to indicate a keenness to forge ahead. Meanwhile, the red color of the logo was chosen being a shade that stimulates the mind and attracts attention to signify that Trapper is “always ready to act on new goals.”

Adding to its transformation is a new purpose narrative – ‘The Growth Engineers’. The new communication means to help businesses solve growth challenges via innovative and integrated solutions, and is also said to be reflective of the employees’ mindset, attitude, and approach to everyday decisions.

Commenting on the rebranding, Trapper’s CEO Sue-Anne Lim shared that as they grow their clients, they are continually motivated to widen their capacities and capabilities.

“This strategic planning process is our way of thinking, how we manifest Trapper’s brand promise and will be a unifying approach for adoption across all media planning teams. Above and beyond that, it comes unsaid that we will build and enhance our data-driven insights capabilities to foster greater innovation culture in Trapper,” said Lim.

Sivanathan Krishnan, the chairman and co-founder of Trapper, commented that the new identity enables the company to communicate its purpose to the industry, clients, and talents.

“We want clients to expect more from us as we are confident that we can grow into their expectations if not exceeding it,” said Krishnan.

To further solidify its ‘growth culture’ the agency also welcomed Chin Wern Teo, former media strategist at media agency Vizeum Malaysia, to be its new strategy director. In her new role, Teo will be responsible for developing a new strategic planning framework to define Trapper’s mission as a strategic growth partner for clients.

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