Branding News for Small Businesses: March 2019 Roundup

branding march roundup.jpg

Welcome to the first month’s roundup of branding and logo design news, aimed at small businesses. If you’re not sure if you need a brand, then read this: https://www.marketingdonut.co.uk/marketing-strategy/branding/i-m-a-small-business-why-do-i-need-a-brand

London City Airport Re-Brand

London City Airport have launched a dynamic new identity with an aim to be synonymous with modern London and to better reflect their rise in leisure travellers. Traditionally, the airport has been used by business travellers but from Jun-Sep 2018, the number of people travelling for leisure has exceeded those travelling for business. The new logo designed by The Allotment aims to place it at the heart of the capital and focus on it being in the centre. 

New logo

New logo

The new identity coincides with a 4 year development programme that is looking to create more space for passengers and flights. The new, contemporary look reinforces the idea that it is in the centre of the capital. Their imagery reflects more holiday destinations with a focus on the capital. The bright and colourful identity will appeal to a wider audience and is less corporate than the previous branding. The vivid blue colour used in the branding represents the airport being in the heart of the historic docks and close to River Thames. The green is used to represent the many green spaces and parks that London has to offer. 

New branding

New branding

Key Takeaways:

  • A refresh was needed to better reflect their change in their ever evolving customer base

  • The new identity visually connects it to its location

  • The new imagery is more rounded and targets leisure and business travellers, as well as tourists who want to visit London.

Old logo

Old logo

Turkish Airlines Brand Refresh

Turkish airlines have been given a brand refresh by design studio, Imagination. As of last year, the airline operates flights to 304 towns, cities and other locations in 122 countries across Europe, Asia, Africa, North and South America, making it one of the largest airlines worldwide in terms of destinations offered. The new identity needed to better reflect the many different countries it services. The line-drawn bird shape looks to reference a “wild goose”, says Turkish Airlines, which has been chosen as the airline’s mascot as it is the world’s “highest flying bird”, reaching up to 8,850 metres. The bird graphic has been refined for a cleaner and more modern finish. And new wave graphics have been added to represent the 7 continents they fly to. 

New logo

New logo

The use of the red and gradients give the new branding a modern and progressive look. The red was kept as this was a distinctive colour they have been recognised for. A new set of flat icons have been designed to represent the different elements of the airline experience. The new branding will be used on signage, web, social media, check-in desks, plane graphics, print, advertising and merchandise. The brand guidelines produced will help to create future branded precast, such as slippers, blankets and signage. 

New branding

New branding

Key takeaways:

  • By making tweaks to the icon and colour used, a new fresh and modern look was achieved to their already strong identity.

  • They kept their rose gold colour, which is used more sparingly but adds a touch of luxury when needed.

  • The new identity makes the branding look cleaner, modern and progressive.

Old logo

Old logo

Samaritans rebrand

Samaritans have rebranded in order to appeal to a younger audience. Suicide is the 2nd biggest cause of death amongst 15-29 year olds in the UK.  They also wanted to be known as more than a helpline and highlight the range of services they offer. The old logo felt dated and restrictive. The rebrand was designed by studio Spencer Du Bois and took 18 months to complete. 

New logo

New logo

The new brand is focussed on human connections and the small cutouts in the logo are used as an identity feature throughout their visuals to show how they inter link with each other. The type features quirky details that are used to represent the uniqueness of our personalities and individual natures. The new logo needed to be adaptable for the various touch points and digital channels, as well as have the potential for animation in the future. 

New branding

New branding

Key takeaways:

  • The tone of voice has been refreshed to be warm, open and supportive

  • New photography focusses on people and their relationships in everyday situations

  • The colour palette has been extended and new icons and patterns have been introduced to further enhance the interconnected nature of the new identity

Old logo

Old logo

National Open Youth Orchestra's new logo and identity

A new and accessible visual identity has been designed for the National Open Youth Orchestra by design studio Fiasco Design. NOYO launched last year in September as a platform for disabled musicians aged 11-25 in the UK. The aim was to create an accessible and inclusive visual system that reflected the collaborative and highly creative nature of the organisation’s work. 

New logo

New logo

The young musicians were asked to place a range of coloured paper shapes, including circles, squares, rings, lines, dots and zig-zags into a grid in any arrangement they liked. The designs were then photographed and transformed into a suite of design icons. These icons have used throughout the new branding and across all of their marketing.

New branding

New branding

Key takeaways:

  • The new identity is bright, fun and colourful, as well as being warm and accessible

  • There is enough contrast in the colours for those with visual impairments

  • The new typeface is easy to read FS Me, that is easy to differentiate between similar letters E.G. the dots on the i & j are larger

New business cards

New business cards