Survey
Survey: 68% of Small Businesses Say Their Logo No Longer Fits Their Brand
New research on why small business owners feel stuck with identities they've outgrown.
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Branding
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Brand Breakdown
Breakdown: What Jaguar’s Divisive Rebrand Got Wrong
A line-by-line teardown of the identity shift that split the internet and the sales numbers that followed.
Interview
Inside the Rebrand: How Fieldnote Studio Rebuilt a Legacy Grocery Chain’s Identity
A deep look at the research, testing, and internal politics behind a 40-year-old brand's first redesign.
Brand Breakdown
Breakdown: Why Mastercard’s “No Name” Logo Still Holds Up
Dropping the wordmark entirely was a risk. Years later, it's a masterclass in simplification.
Survey
Survey: 61% of Consumers Can Name a Brand From Color Alone
New research quantifies how much color carries identity recognition.
Brand Breakdown
Breakdown: Burger King’s Retro Rebrand Was a Masterclass in Restraint
Bringing back a 1970s mark could have felt like nostalgia bait. Instead, it felt inevitable.
Interview
Kinship Branding’s Creative Director on Designing for Brands That Don’t Exist Yet
Speculative identity work, category creation, and designing ahead of the product.
Survey
Survey: Only 24% of Rebrands Include Customer Research Beforehand
Most identity changes are decided internally, without testing reactions first.
Brand Breakdown
Breakdown: Google’s Sans-Serif Switch Was Quietly Radical
Dropping the serif felt minor in 2015. It set the template for a decade of tech logos.