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31 New Killer Custom Typefaces

Custom font design a branding hero. Over the years we’ve published several collections of our favorite customer designed fonts. Our collections skirt the weird and wonderful, celebrating those who push the envelope of typography. And whilst I love the creativity of this brand design work,…

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Victoria’s Secret plays the diversity card, but is it too little too late?

Lingerie giant celebrates major brand shift with plus sized and transgender models. Victoria’s Secret has learnt the importance of ‘never say never’ as they attempt to reverse decades of criticisms of their stand on beauty means. The brand appears to finally understand that the world,…

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Greta – A bold font to celebrate a bold young leader of our time.

The ultimate Designer’s Mark of Respect. You know you’ve made it as a global person of import when your hand writing is turned into a font. Over the years there have been fonts created by the hand writing of Barak Obama and George Washington to…

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RACQ is the top Australian brand in CX survey

Local bank and insurance brands lead the way in customer excellence. KPMG’s Customer Experience Excellence Report shows that six of the top 10 local CX brands are in the banking and insurance sector, but none are the big 4. On the back of a series…

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Make America Greta Again – A brilliant brand parody.

We love a good brand parody. OK, so I have to admit I’m a fan of brand piss-takes of any variety, but when they come to political branding parodies, my appreciation goes up-ten fold. When I first spotted the ‘Make America Great Again’ brand positioning…

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Archivio Graphica Italiana – A tribute to Italian Graphic Design.

Today’s post is unashamedly for our brand design obsessed readers. Apologies to those who don’t suffer this affliction, but for those who do – enjoy! Archivio Graphica Italiana is an online archive dedicated to the Italian graphic design heritage. This work of passion covers ‘the…

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The psychology that drives resistance to branding change.

A Critical Step in Rebranding Strategy. Over recent months (and maybe years) we’ve tracked a growing consumer activism speaking out against changes to brand identity. Whether it’s global fashion retailer Zara, U.S. grocery chain Giant Eagle,  The City of Frederick in Maryland or most recently,…

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Doritos ‘No Logo’ ad misses the point.

Doritos Clever Thinking Only Outsmarts Themselves. Doritos is set to launch an ‘anti-ad’ campaign to appeal to Gen Z, who is research tells us are averse to traditional advertising tactics. The snack food brand plans to ditch its logo, replacing it with a recognizable triangle…

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Why heuristic bias is bad for your brand

A highbrow challenge for brands of every description. As defined by Wikipedia; A heuristic technique is any approach to problem solving or self-discovery that employs a practical method, not guaranteed to be optimal, perfect, or rational, but instead sufficient for reaching an immediate goal. When…

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THE:5th’s Swiss Brand Strategy Masterstroke

How do you launch a category leader to the next phase of growth? This was one of the challenges facing THE:5th when we sat down with them to develop the brand strategy for their next business phase (you can check a case study of our…

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French’s Mustard reminds us of the power of crazy.

When it comes to branding, standing out is tougher than it ever has been. Compared to a decade ago, there are many more brands doing more things to differentiate and stand out in the market. The challenge for brand managers, owners and marketers is to…

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The true story behind BMWs iconic branding

The History of BMW’s brand mark. As brands evolve and mature the rationale behind the design of their logo often becomes folklore, coloured as much by popular myth than historical fact. Recently global automaker BMW published an article clearing-up the story behind their iconic brandmark.…

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