Mind the GAP!

So looks like the US clothing retailer, GAP (or should I now say ‘Gap’), has decided to rebrand. The new logo first appeared on their new website today. I really can’t understand the thinking behind this move. I mean, GAP

The Dangers of Backwards Branding

In this article I am going to be talking about logos, brand identity, wedding cakes & doughnuts. Let’s set a scenario for a moment… A new business owner has a great new product or service that he or she aims

Argos adds a smile

What would you do if you wanted to buy…say..an electric toothbrush? You might inquire at your dentist or take a chance at the local chemist but I would put money on most ordering from a website. Before the dawn of

MTV has osteoporosis – the new logo

For a music channel that is 30 years old next year it could be forgivable for them to show signs of aging, maybe even a little stuck in their ways. But a brand aimed at a younger fashion savvy generation

The new Pepsi logo loves fat guys

If you love soft drinks or have an interest in branding then I am sure you have seen the new Pepsi logo by now. If not, feast your eyes on this for a second: The new brand is said to