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umi: Ekaterina Zakharova's Identity for a Japanese Women's Clothing Brand

…cut and mood of each collection. Umi is a state of freedom embodied in clothing. Thus, the logo has a fluidity and a smooth expansion in the letters. The project's metaphor is the wave…

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PEREGRIN: Olesia Stupiak's Falcon-Led Identity for a Ski Equipment Brand

…positions its equipment — as a tool for confident movement and control on the slope. The logo is designed in an engraving style to convey naturalness, craftsmanship, and a sense of brand…

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ORSYN: Sohan Chakraborty's Identity for a Data Intelligence Brand

…intelligence. The identity is grounded in the philosophy of order through synthesis. The logomark functions as a structural model rather than a symbolic gesture, representing data as it…

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Studio Spotlight: Pentagram's New Guard

…cultural institutions. Where an earlier generation of Pentagram partners might have delivered a logo, a typeface, and a set of usage guidelines bound in a handsome book, the newer partners…

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5 Brand Guidelines That Are Actually Worth Reading

…digital dust, while the marketing team guesses at hex codes and the junior designer scales the logo by dragging the corner handle. This isn't a delivery problem. It's a design problem. Most…

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What We Loved This Month: April 2026's Best in Brand Design

…Volvo quietly updated its wordmark in April, refining the letterforms of its iron-mark logo for the first time in nearly a decade. The changes are subtle (tighter kerning, slightly…

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Designer's Toolkit #2: Optical Kerning for Display Type

…overall headline for general tightness. For critical display moments (a hero headline, a logo lockup) consider setting the type as an SVG or using a tool like Kerntype or Lettering.js…

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Studio Spotlight: Wolff Olins: Fifty Years of Brave Brands

…London 2012 Olympics was unveiled in June 2007, the reaction was immediate and violent. The logo (a jagged, crystalline arrangement of the numerals "2012," rendered in electric pink) was…

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The Typography of Luxury: Why Serifs Still Rule High Fashion

…happened in the mid-2010s. While Silicon Valley was busy stripping serifs from every tech logo it could find (Google, Spotify, Airbnb, Pinterest, all converging on the same clean geometric…

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Studio Spotlight: Lippincott: Corporate Identity at Scale

…time when the concept of a unified corporate visual identity didn't exist. Companies had logos, certainly. They had packaging and signage. But the idea that every visual touchpoint of…

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Mailchimp's Rebrand: Two Years On, Did the Quirk Survive the System?

…about organizational dynamics as about design. Before & After: What Actually Changed The Logo and Wordmark The shift from "MailChimp" to "Mailchimp" was more than a capitalization change…

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The Tropicana Rebrand: A $35M Lesson in Brand Equity

…achieved something that most brand assets never accomplish: it had become a signal. Not a logo to be read, not a tagline to be processed, but a shape-colour pattern that the brain identified…

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Jaguar's Identity Reset: Bold Reinvention or Brand Erosion?

…and type design. Several decisions were deliberately provocative. The wordmark. The new logotype replaces the italic, calligraphic script that had been in use since the 1950s with a geometric…

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Oatly: The Brand That Weaponized Packaging as Editorial

…packaging as editorial space, is the core innovation of the Oatly design system. It is not a logo. It is not a colour palette. It is not a typeface, though all of these elements are part…