BRAND EVOLUTIONS.
Wednesday, June 16th, 2010
I never got around to weighing in on the Aol. rebrand, stuff seemed to get in the way as it were, however, it was one of the more recent brand launches that had real smarts behind it, and fitted quite nicely with some of my thinking on how branding must evolve in a digital environment. The new releases of work seem to press home both the philosophy and show exactly how a brand is now just a blank canvas as the Wolff Olins boys say, it’s not the identity that matters, it’s how it behaves. The new series of updates from Wolff Olins (with a little bit of help from the Universal Everything crew) have given me the perfect opportunity to take a look at the new work, and weigh in on a subject that I feel passionate about. The evolution of ‘Branding’, With two examples. (more…)