Brand New

I of the Tiger — Louisiana State University, one of the most well-known college brands in the country and home to top-tier athletics programs has just launched “The Brand”, a branding unit within the athletics department that merges communications, social media, photography, design, video, podcasts, and the nascent opportunities in NIL to help student athletes “dominate, not just in competition, but by growing their personal and team brands to unprecedented heights”. The Brand isn’t just a promise but an actual physical space at Tiger Stadium staffed with more than 100 people and offering suites of offices, a photo/video studio, recruit dressing room, NIL recruiting lounge, LSU+ studio, podcast lounge and LSU Radio Network studio. With star alumni like Shaq, Angel Reese, and more, this initiative will further help LSU attract top recruits. — #linked #branding #identity #2025 #brandnewbyucllc #interesting #education #college #sports #athleticsdepartment #personalbrand #teambrand Link: https://lnkd.in/gzhUtYn6

Wild Plex, but OK. ? New Logo and Identity for Megaplex by Matchstic — ???? ABOUT THE CLIENT (Est. 1999) “Megaplex is a cinema chain based in Sandy, Utah. It was founded in 1999 by the late Larry H. Miller, who was then the owner of the Utah Jazz; currently, it is owned by the Larry H. Miller Company. As of 2024, Megaplex Theatres operates 17 locations in Utah and Nevada.” (Wikipedia) ? ?? FROM MATCHSTIC “We rebuilt Megaplex’s visual identity to hero any memory that can be made there, from the pupil-dilating movie screens to the beauty of a popcorn kernel. We created a visual identity that heightens the reality of Megaplex with scale, rich colors, eye-catching framing, and energetic repetition. The best example of this approach is in our logo, which nods to the shape and stretch of movie screens while nodding to the Megaplex M. Throughout the brand, those same contours frame, block, and showcase the variety of Megaplex experiences.” ? ???? BRAND NEW’S REACTION Overall, as an entertainment destination and a place where so many experiences can be had for so many audiences, depending on the movie, the flexibility and broadness of the system makes sense and there is no denying that it’s energetic, welcoming, and with just the right amount of Hollywood glitz. — #noted #branding #identity #2025 #brandnewbyucllc #beforeandafter #entertainment #movietheater #purple #spark Link: https://lnkd.in/gsCNKx5v

Have I Got News For You! ? New Logo and Identity for Historic Newspapers by Lovework Studio — ???? ABOUT THE CLIENT Founded in 2003, Scotland-based Historic Newspapers boasts the world’s largest private newspaper archive of over 3 million original papers. They offer both original papers and curated books on popular topics ranging from pop culture to sports to music to major world events, as well as customizable volumes that compile the front pages of an individual’s birthday from every year of their life.? ? ?? FROM LOVEWORK STUDIO “Based on old newspapers, we played with black and white colours, newspaper grids, halftone patterns, black letter typefaces and bold typographic designs to create a new identity about old newspapers. The Historic Newspapers masthead stands proudly at the top of communications. The blackletter insignia combines the H & N, with the H revealed in negative space.” ? ???? BRAND NEW’S REACTION by Danica Mitchell This update truly proves that well-considered branding, even with few kinks in the system, can be the difference between a cool idea and a major success. Very little changed about Historic Newspapers itself — the core product offerings, general methodology, even its incredibly un-sexy name all remain — but a simple shift in presentation moved the entire operation out of corny keepsake and niche collector territory into something timeless, sophisticated, and broadly covetable, as proven by their massive jump in sales in the first month of testing the new cover designs (and by the fact that there are at least three sports fans in my life who will be receiving one of these books over the next year).? — #reviewed #branding #identity #2025 #brandnewbyucllc #beforeandafter #publishing #black #blackletter #monogram #newspaper #packaging #print #uk #white Link: https://lnkd.in/gNxPSSpW

Court Jester — The Big 12 men’s basketball tournament which started last night and will end on March 15 as 16 teams battle it out at the T-Mobile Center in Kansas City, MO, has drawn some unexpected attention for its postseason court design. Debuting in last week’s women’s Big 12 tournament, the court features black baselines and sidelines; the Big 12 logo splashed across center court; and a dizzying step-and-repeat, tone-on-tone “XII” pattern that goes from edge to edge. It looks like the world’s biggest watermark. — #linked #branding #identity #2025 #brandnewbyucllc #quirky #sports #basketball #postseason #watermark Link: https://lnkd.in/gAh5rfmW

Circle of Life ? New Name, Logo, and Identity for Humane World for Animals by Lippincott — ???? ABOUT THE CLIENT (Est. 1954, previously The Humane Society of the United States) “Together, we tackle the root causes of animal cruelty and suffering to create permanent change. With millions of supporters and work happening in over 50 countries, Humane World for Animals—formerly called the Humane Society of the United States and Humane Society International—addresses the most deeply entrenched forms of animal cruelty and suffering. As the leading voice in the animal protection space, we work to end the cruelest practices, care for animals in crisis and build a stronger animal protection movement. Driving toward the greatest global impact, we aim to achieve the vision behind our name: a more humane world.” ? ?? FROM LIPPINCOTT “[The] brand needed a more intuitive name that told a resonant story, preserving existing equity while gaining new ground. Humane World for Animals links to the legacy name while clearly communicating a global, animal mandate. In developing the new symbol, we designed a more active mark that celebrates the brand’s impact across the sky, land and sea. The new globe icon, with interlocking animals in motion, speaks to the dynamic animal ecosystem and our interconnected relationships across the animal kingdom. The streamlined logo helps the brand be more visible, flexible, and better connect emotionally with audiences—especially as the focal point of the brand’s launch hero spot (developed by creative agency Nexus).” ? ???? BRAND NEW’S REACTION Overall, a very thoughtful and complete rebranding effort that balances the negative realities still happening around the world with a sense of optimism and hope. — #noted #branding #identity #2025 #brandnewbyucllc #beforeandafter #advocacy #animal #blue #icon #naming Link: https://lnkd.in/gp7qta3x

For Those About to Truck ? New Logo and Identity for International by Kurppa Hosk — ???? ABOUT THE CLIENT Established in 1986 as a holding company for several brands in the commercial vehicle space, Navistar is (was) a commercial transportation solutions provider overseeing International? commercial trucks and powertrains, IC Bus? school and commercial buses, OnCommand? Connection advanced connectivity services, Fleetrite? aftermarket parts, and captive financing through Navistar Financial. Based in Lisle, IL, it was acquired by TRATON Group — a subsidiary of the Volkswagen Group and one of the world’s largest commercial vehicle manufacturers, with its Scania, MAN, International, Volkswagen Truck & Bus, IC Bus and Neoplan brands — in 2021 and last year Navistar was renamed, simply, as International. Now, to some, International might ring a bell, in part because of its well-known logo and in part because their trucks have been around American roads for decades — 12 to be exact, as International was born in 1902. ? ?? FROM KURPPA HOSK “Our foundational brand work pinpointed the unique, proven way that International helps its customers move their businesses forward — and the ways it would need to better meet its customers in the future. From a bespoke typeface and a refined color palette drawn from the language of the road to both digital and physical touchpoints, each facet is chosen to be complementary to the whole. It all adds up to an experience that is uniquely and unmistakably International.” ? ???? BRAND NEW’S REACTION Overall, this is an impressive and comprehensive identity that completely overhauls the non-brand that Navistar was into something that is steeped in legacy but that doesn’t just rely on pulling on nostalgic strings, instead offering a satisfying mix of contemporary design decisions with an upscale vintage sensibility and patina where appropriate. — #reviewed #branding #identity #2025 #brandnewbyucllc #beforeandafter #corporate #diamond #icon #proprietarytype #road Link: https://lnkd.in/gHTCDkDd

The Wild, Wild Expo West — The hot topic of the week is Natural Products Expo West, the annual beverage and food extravaganza that brings together over 3,000 CPG brands to flaunt their goods and find distributors, partners, influencers, and, well, EXPOsure among more than 36,000 attendees. Before some of the results go away, do a Google News search for “Expo West 2025” to get a glimpse at up-and-coming brands as well as stalwarts trying to make a fresh impression.? ? ???? FROM BRAND NEW The big takeaway from this year is apparently: Protein-everything. To get you started, at the link is an excellent summary from Fred Hart on LinkedIn (not sure if his review is public so hopefully you can see it).? — #linked #branding #identity #2025 #brandnewbyucllc #interesting #consumerprpdocuts #beverage #food #expo #upandcoming Link: https://lnkd.in/gVR4Yhrf

Livin’ La Toca Boca ? New Logo and Identity for Toca Boca by Bold Scandinavia / NoA — ???? ABOUT THE CLIENT (Est. 2010) “At Toca Boca we make playful, safe spaces where kids can have fun and feel free to be themselves. Today, over 60 million kids from all over the world play our games every single month. Our award-winning app Toca Boca World is our biggest game to date. It’s an ever-evolving world where kids are in total control. Toca Boca is based in Stockholm, and owned by Spin Master, a leading global kid’s entertainment company creating exceptional play experiences through a diverse portfolio of innovative toys, entertainment franchises and digital games. Play is in our DNA.” ? ?? FROM BOLD SCANDINAVIA “The new identity ‘sets rules’ for consistency and ‘breaks rules’ for creative expression. We set rules with a re-crafted logotype, multicolored palette, bold typeface, and an accessible and absurd tone of voice. While graphic gestures, inspired by game interactions and boundless play, break the rules and wiggle their way into various spaces. They are supported by smiling emojis, in-game items, and characters, as well as the signature motion bounce that defies gravity.” ? ???? BRAND NEW’S REACTION Overall, it might seem like this is too serious and too grown-up of an identity for such a playful brand but given that this is the “corporate” identity behind the fun games for a younger audience, this has just the right amount of playfulness to let other grown-ups know what Toca Boca is about. — #noted #branding #identity #2025 #brandnewbyucllc #beforeandafter #corporate #evolution #smile #squiggle #sweden #videogame Link: https://lnkd.in/gwixg--E

Take 1 Capsule a Day ? New Logo and Identity for Radio 1 by Saffron Brand Consultants and Mirror Mirror — ???? ABOUT THE CLIENT Established in 1930, Radio 1 is the news radio and current affairs channel of the Flemish public broadcaster VRT. With a broad programming, the platform offers a mix of general news, sports, and music through various programs and podcasts that delve deep into politics, culture, and science while following important developments in society and not shying away from initiating social debate or from providing sharp interviews and analyses. Its music rotation includes classical and contemporary pop, many Flemish and Dutch-language productions, and a mix of other music genres.? ? ?? FROM SAFFRON “Our vision for Radio 1 came together in a design system that’s both as singular as it is iconic. With Mirror Mirror, we carefully designed every element to create a visual identity that represents the essential. The new logo reflects Radio 1’s legacy, connecting the brand’s past with its continued importance to audiences. Paired with a vibrant colour palette and flexible behaviour, it shows evolution, not revolution.” ? ???? BRAND NEW’S REACTION Overall, this is a great identity that manages to look serious yet accessible in order to find a balance for content that ranges from hard-hitting journalism to the soothing sounds of pop — missing from this, though, is any indication that Radio 1 also covers live sports and nothing here (yet) says “sports” — while also conveying a contemporary, newfound energy to help capture a new, younger audience. — #reviewed #branding #identity #2025 #brandnewbyucllc #beforeandafter #culture #belgium #gradients #radio Link: https://lnkd.in/geiTanD7

My Way or the Ridgeway — Previously relying on Avenir Next to pair with Labour and Wait’s (formerly known as Village’s) Copernicus Serif, Patagonia has introduced a proprietary typeface designed by E Chester to better match Copernicus Serif (which he also designed). Named after Jennifer Ridgeway, Patagonia’s art director and photo editor for 35 years, Ridgeway Sans immediately has a huge impact… find a link in the post to see what the old site using Avenir looked like.? — #linked #branding #identity #2025 #brandnewbyucllc #nice #proprietarytype #naming #artdirector Link: https://lnkd.in/gXs5CYNB