In 1998, Citibank and The Travelers Insurance Company merged. They hired legendary designer Paula Scher to create a new logo. In their first meeting, on a napkin, Scher drew what became the iconic Citi logo. As Scher got up to leave the room, someone from the... See more

Not long ago, I saw a case study for a 40-year-old Spanish cured meat brand, Purlom, on Instagram. The lead image displayed not the logo, but a rotating selection of shots from Purlom’s archive, including an old supermarket sign. I clicked on it without question. This, for my brain, functioned as “proof”: this rebrand is good. I thought: “Look at... See more

You don't need a new logo

The expectation with regard to the creation of a trademark seems to be to be able in a few moments to convey a vast meaning through a very minimal visual object. Yesterday it was heraldic coats of arms with shields containing animal or territorial symbols linked to a noble family. Today a sort of ideogram is asked to... See more