Tag: Visual identity

London, United Kingdom – Digital marketing business Jellyfish has announced a partnership with Japan Airlines to create an entirely new look and feel for the brand. For this partnership, Jellyfish worked alongside the airline’s international marketing team to develop a new graphic system that expands the power and flexibility of the brand’s visual identity for audiences outside of Japan. 

Inspired by the brand’s future direction, and with a brief to align its tradition and unique culture, Jellyfish was responsible for creating an updated tone of voice reflecting Japan Airlines’ commitment to providing exceptional experiences, reliability and Japanese hospitality.

Jellyfish also made an entirely new design system for the airline comprising different graphic elements that make brand assets distinctive and memorable – including the introduction of the Japan Airlines dot pattern, inspired by the Japanese flag and Japan Airlines’ iconic logo. As a mnemonic device, the patterns offer a memorable cue for the brand and create a sense of movement through a series of dots that can scale and adapt in infinite ways. 

The dynamic patterns can stand on their own, overlay onto simple backgrounds and imagery – and act as a graphic device to transition between imagery, text, color and video. There is also a logo lockup update to ensure consistent use and fit for digital applications, whilst retaining its heritage

The elevated brand image also features new approach to typography including a new brand typeface, Aksen, inspired by the dynamic curves of the Tsurumaru, Japan Airlines’ iconic logo. Its swooping forms and wide stance evoke both the golden age of jet travel and a focus on a positive future

Lastly, the introduction of new iconography and illustration that complements and aligns with Japanese culture, inspired by the curves of the crane, as well as the variation of the thick and thin strokes present in brush calligraphy.

Minako Kent, international marketing MD at Japan Airlines, says, “Tradition and culture lie at the heart of our ethos, and we also recognize the importance of delivering a fresh, consistent look-and-feel for our customers across all channels and regions. We partnered with Jellyfish because of their agility and one-stop service in media, data, tech, and creativity — they fully understand the needs of brands in today’s world. Because of this, we’ve been able to reimagine our whole visual identity to create a world-class omnichannel experience befitting our iconic brand.”

Meanwhile, Michael Walsh Kirwan, VP creative at Jellyfish, commented, “Japan Airlines came to us with a significant challenge – to breathe new life into a storied brand that was due a refresh across global markets. We’ve created an entirely new visual identity that ushers in a new era of modernity, flexibility and dynamism for the brand, and we’re excited to see it rolled out on an international scale”.

Lastly, David Heasty, design lead comments, “Collaborating with Japan Airlines on the redesign of their visual identity was a dream project. Each design element was carefully crafted to honor the legacy of Japan Airlines while infusing it with a fresh, contemporary energy that speaks to the spirit of innovation that is so core to the brand’s ethos. We embraced the challenge of reimagining the airline’s visual identity and exploring new possibilities to create something truly timeless.”

Singapore – Geneo, the life sciences and innovation cluster for CapitaLand, has unveiled a new brand and visual identity which positions the brand as a destination “Where Ingenuity Comes to Life”, fostering the next generation of innovators, scientists and researchers to create positive impact.

Conceptualised alongside WPP’s Design Bridge and Partners, the new visual identity positions Geneo as a space that draws in a community of future-makers engaged with each other, at work and at play, a stage for human ingenuity. 

The name, Geneo, is inspired by the word ‘ingenuity’, with ‘gene’, the building block of sciences, embedded in it, as well as creating a moniker for the next generation of scientists – Generation Neo.

It is designed to capture the modern, collaborative approach in emergent science and technology, a visual representation of the organic nature of networks and interconnectivity. Reflecting the experience of the new cluster, these pathways could be organic, physical, social or digital, building and strengthening scientific communities in Singapore. 

Said vision is represented by the Geneo logo, which features a merging of DNA symbols as another nod to life sciences at the core of the brand, and a spark – an expression of the origins of life and innovation.

Scott Lambert, creative director at Design Bridge and Partners, said, “Big briefs like this can only be solved by a clear and compelling idea – these are the projects that get us excited. We were endlessly impressed by the insight, candour, and in the right moments, the courage of our senior client team, which set us up for success in name creation, strategy and design.

He added, “We mixed optimistic category cues, with bold moments of the unexpected. The spark is an ageless visual metaphor – representing the location, research and innovation conducted within, and also the vibrancy of the lifestyle offer. From there the design system literally ignites in motion and expands into a visual landscape. We’re all so excited to watch it grow.”

Seoul, South Korea – Multinational conglomerate corporation LG Electronics has announced a new brand direction and visual identity, which focuses on angling the brand as more ‘youthful and dynamic’ across its multiple customer touch points.

According to the company’s updated brand communication guidelines, LG outlined the new direction for the brand to be loved by customers across countries and generations, including Generation Z, and ultimately establish itself as an iconic brand.

Moreover, the updated brand guidelines reiterate LG’s core values of ‘Uncompromising Customer Experience,’ ‘Human-centered Innovation’ and ‘Warmth to Power a Smile.’

The new visual identity will see LG using also a more energetic LG Active Red color hue across all customer contact points. Also, various gradient elements in LG Active Red, white and black were also introduced, offering variety as they can be applied according to the unique characteristic of each product or service.

In the digital space, the company’s symbol will come to life, engaging customers with a new level of expressiveness. The brand symbol, composed of the letters ‘L’ and ‘G,’ can perform eight unique motions, including nodding, spinning and winking. With its new capabilities, the brand symbol can greet customers with a friendly smile or move along with background music on digital platforms in a variety of witty ways. 

Lastly, the company also designed a new typeface for its ‘Life’s Good’ brand slogan, which will be used more widely as a brand asset in product packaging. Said typeface have been inspired by shapes depicted by various LG products.

William Cho, CEO of LG Electronics, said, “Having a strong, consistent brand strategy enables us to better communicate our value proposition and unique identity, which harmonically blends innovation and warmth. Implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers transcending generations and locations.”  

New York, USA – Popular soft drinks brand Pepsi has announced a new logo and visual identity for the brand, taking cues from its old branding encompassing its 125-year history. The new changes are part of the brand’s 125th anniversary, and will take effect first in North America later this year, and globally in 2024.

The new visual identity will also introduce an updated colour palette that uses electric blue and black to bring contrast, vibrancy, and a contemporary edge to the classic Pepsi colour scheme. Given the brand’s continued focus on Pepsi Zero Sugar, the design brings in the colour black, further showing the brand’s commitment to Pepsi Zero Sugar in the future.

Moreover, a modern, custom typeface will be used as well that reflects the brand’s confidence and unapologetic mindset; as well as a revamped signature Pepsi pulse evokes the ‘ripple, pop and fizz’ of Pepsi-Cola with movement.

The new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities, and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.

Mauro Porcini, SVP and chief design officer of PepsiCo, said that their direction for designing brands is around telling a compelling and holistic story, adding that Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people’s lives.

“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come,” Porcini said.

Meanwhile, Todd Kaplan, chief marketing officer at Pepsi, commented that the new visual system brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world.

“Pepsi is an iconic brand that is constantly evolving with the times, as it has been a staple in pop culture and disrupted the category for the past 125 years. We couldn’t be more excited to begin a new era for Pepsi, as this exciting new and modern look will drive brand distinction to show up bigger and bolder and help people find new ways to unapologetically enjoy the things they love,” Kaplan said.

Hong Kong – Formerly known as the Golden Circle, the rewards programme of leading hospitality group Shangri-La Group has recently been launched as the rebranded Shangri-La Circle. The group said the newly transformed programme aims to pave the way for deeper engagement with customers and transform the programme into being more than just a loyalty programme. 

WPP creative company Superunion was the one appointed to lead the refresh of its visual identity. Superunion was tasked with the creation of a new brand strategy, tone of voice and visual identity to reflect Shangri-La Circle’s new positioning as ‘Curators of the Good Life’, and to express an invitation to “a personal journey of discovery.”

The transformation of Shangri-La Circle follows the launch of Polaris, a new exclusive invitation-only elite membership tier, in December 2021, with the brand also created by the Superunion Asia team. The group said the creation of Shangri-La Circle is driven by the group’s commitment to innovation in how it rewards and engages with guests around the world. 

Benedict Gordon, CEO of Superunion Asia, said, “Shangri-La is an iconic brand, and the Shangri-La Circle reflects both the impressive heritage of the rewards scheme as well as the business’s forward-facing focus on creating an experience-led brand across every touchpoint. We wanted to stay true to the brand’s heritage by rooting the visual redesign in Asian culture and to bring to life the warmth of the brand in every interaction with members.” 

“This new identity reflects Shangri-La’s position as a global iconic brand and symbolises a revolution in how moments of discovery and curated experiences are designed,” Gordon adds.

The concept of ‘discovery’ is brought to life through a new, dynamic visual identity through an artistic reinterpretation of a compass that helps members navigate the world of Shangri-La experiences, including hotels, bars and restaurants, guiding them to discover their personal Shangri-La. Inspired by Asian calligraphy, the brand icon draws on the equity of the original Golden Circle marque, reinterpreted for a digital age, and subtly references the ‘Shangri-La ‘S” iconic letterform.

Superunion created a custom pattern inspired by Asian crafts like woodblock printing, porcelain, watercolour ink and rice paper to reflect the brand’s heritage in Asian hospitality and to create a sense of warmth and attention to detail. The colour palette draws on Shangri-La’s legacy but adds a bold yellow to reflect the evolution of the gold of the Golden Circle marque, while art direction guided a photography shoot intended to capture the good life. 

Superunion’s development of the brand’s tone of voice matches the warmth of the visual identity, to make members feel intrigued, engaged and welcomed across every customer experience. The brand will be demonstrated across a wide range of applications including the app, website, membership cards, welcome packs, gifts and amenities.

This brand was created by Superunion Hong Kong, with support from the Singapore and Shanghai studios. Meanwhile, Singapore-based creative digital agency 8traordinary was the one tapped to head Shangri-La Circle’s creative content planning, social media strategy & management, influencer marketing & management, and community management.

Singapore – Singapore’s National Heritage Board (NHB) has unveiled a revitalized brand and digital experience for its platform Roots, and independent creative agency The Secret Little Agency or TSLA is the creative brains behind the fresh highly aesthetic visual identity.

NHB is Singapore’s dedicated organization for the preservation of its cultural heritage and in 2016, it launched Roots.gov.sg to provide added avenue and to digitize its heritage to make easier and closer the access for nationals on cultural assets.

The brand and user experience (UX) revamp was done in celebration of Roots’ 5th anniversary. TSLA pored over the site’s original web pages, conducting multiple focus groups across different user profiles to organize over 120,000 pieces of content into intuitive categories with the objective to improve delivery of content and facilitate a better user journey on the portal.

According to Norfaiz Noeryamin, manager for NHB’s Strategic Communications & Digital division, the revamped Roots.gov.sg is designed to be a one-stop digital concierge that brings together content from across its line of heritage programs – its ‘National Collection’, ‘Heritage Trails’ and ‘National Monuments’ and other intangible cultural heritage from its inventory. The portal will also be integrating resources from other platforms like the National Library Board’s Infopedia and the Esplanade’s Offstage websites to facilitate information gathering. 

“With these enhancements, it is now easier than ever for everyone to discover the depth and breadth of Singapore’s heritage,” said Noeryamin.

Roots’ old logo vs. new logo

Aside from the general UX and UI (user interface), TSLA also improved the platform’s ontology functions where the remit also extended to integrated marketing. 

“You’re going through every artifact, article, photograph, and piece of content thinking there is so much here, and yet, Singapore is still in its infancy compared to older civilizations. To be able to build our Roots right and redesign how all generations access this treasure trove of heritage was an incredible experience for us,” said a spokesperson from TSLA Design.