….then Tangerine happened. The new name and logo can be associated with positive energy and positive feelings all around. And after all, who doesn’t like tangerines?
The rebrand from ING Direct to Tangerine has now entered its official launch, and all the covers have been pulled off revealing Tangerine’s new brand identity. Where was the problem with ING Direct?
Take a look at what Ewan Spence of Forbes posted earlier last week, shortly after Apple’s iOS7 keynote that introduced the new iPhone 5C and iPhone 5S.
Spence says that introducing a new, low-budget iPhone that is priced significantly lower than Apple’s flagship product builds on Apple’s character of being a luxury brand. I couldn’t agree further,
I was recently challenged on Twitter by Ingrid Green (@Ingridium) to come up with a plan to market the 2014 FIFA U-20 Women’s World Cup. Ingrid Green is an avid supporter of women’s soccer in Canada, and is someone who you should all follow in the lead-up of to both the 2014 U-20 and 2015 FIFA Women’s World Cup tournaments.
FIFA U-20 what? Yup, that’s the problem. Canada is playing host to a world-class soccer tournament next year, in preparation for the 2015 FIFA Women’s World Cup, which we are also a host to. The problem is that word of the U-20 tournament is a rare find. Here’s how they can fix that:
Heineken has released a new series of television spots targeting the adventurous. However, there is one television spot, although creative, that that falls outside of their brand. Their Departure Roulette ad shows an electronic board being set up in an airport terminal, with a large red button beside a row of letters that will continue to flip until your destination city is chosen. Above this, the text “Drop everything. Push button. Commit to [City Name]:” is displayed.
But here’s the problem,
On Sunday, Chipotle hacked their own Twitter account, and sent Tweets that meant absolutely nothing. Like these:
Recently, I’ve been seeing a lot of research published about the role that colours have on a visual brand of a company. For example, why does every social media site use blue as their colour?
Aside from the infographic of this post, here’s a list of some great articles I hand-picked for you to read on the role of colour in visual branding. These articles cover everything from logo design, web colour schemes, and the emotions that they provoke once in the eyes of consumers:
My TEDx Talk, from this past March’s TEDxCarletonU event is now online. My talk explores the world’s most powerful brands and how each brand goes beyond being different, by connection and cultivation. You can follow me on Twitter at @michaelcacho.
A brand starts from the first touchpoint of consumer engagement, and many times, that's your app's icon design.
We may all not be app developers, but for those who are, Gizmodo has done a pretty good intro to the pros and cons of different app design for iOS. They’ve recommended the “branded approach”, which allows for great scalability of your app and its brand. However, even though they didn’t classify Instagram’s icon as being a branded, scalable option, I beg to differ that this icon may have become Instagram’s most identifiable aspect’s of it’s visual brand. And today, if we think of the greatest app icons, Instagram is one of the first ones that comes to mind, because of how well it reflects the user experience of the app, combined with the theme of their retro filters. Did I mention that Instagram’s logo is completely different from their app icon? It is, and if you asked me what their logo is, I wouldn’t be able to describe it. Why they decided to design a different logo when their app icon was already a powerful image, makes no sense.
