Best Blink Factor Stories of 2024

Looking back on 2024, there were some memorable brand design projects that caught our attention, both good and bad. Here we take a peek at the biggest Blink Factor stories of 2024.

Pepsi - Best Logo Design

Pepsi’s new logo is a masterclass in rebranding. We’ve all seen it, we all know how big a punch it packs. Why? It taps into nostalgia but doesn’t abandon the spirit of the brand’s legacy. It also brings the wordmark inside the icon, strengthening the overall impact. The bolder font is proud and exciting and will work better in a digital context.

BLINK FACTOR VERDICT: This is probably the most successful rebrand of the year. Owning their brand colors in a strong impactful shape, bringing their brand equity forward in a fresh way with a big emotional impact.

Jaguar - Biggest Gamble

On the other hand, Jaguar’s new logo raised many eyebrows. The brand historically stands for luxury and status, but the new design is trend-focused and downplays the iconic jaguar icon. Shortly after releasing the new brand design, Jaguar released images of their new electric cars which were loved by some and hated by others. The boldly colored sports sedans are extremely luxurious and there isn’t anything like it on the market today. It’s also nothing like any Jaguar you’ve ever seen. That’s the point, according to Jaguar.

BLINK FACTOR VERDICT: It’s a big risk to walk so far from your existing equity. Drastic moves can pay off big if there’s an unmet need in the market. Does Jaguar know something we don’t? Or is it a frantic grasp for relevance? A year from now the sales data will tell if the gamble paid off.

Liquid Death - Most Cohesive Storytelling

Like any good category disruptor, Liquid Death has a strong point of view. Claiming to “hate corporate marketing as much as you do,” Liquid Death hits it out of the park with a content-focused strategy that’s darkly humorous. From promoting a “casket cooler” as a partnership with Yeti to selling black “misfortune cookies” at Chinese restaurants in LA and New York, Liquid Death is a brand that just wants to have fun. Not to mention their brilliantly disruptive package design.

BLINK FACTOR VERDICT: This is what a modern marketing strategy looks like. It’s distinct, genuine, and cohesive. No wonder customers are all in.

Venmo & Wise - A Tale of Two Money Apps

Although technically Wise rebranded last year, Venmo’s recent rebrand gives us a good reason to look at the category. With similar offerings, although targeted at slightly different audiences, we notice that both brands got a lot more colorful. Venmo’s illustrations are playful and fun, while Wise takes an artistic, inspirational graphic approach. Venmo has always opted for social media-inspired graphics, while Wise initially imitated a traditional banking app in look and feel. As the category becomes more widely legitimized, brands may feel they have more room to set themselves apart.

BLINK FACTOR VERDICT: Both designs take the category away from the conservative cues that shout “finance!” Traditional financial institutions should pay attention to how their visual appeal plays into the overall user experience.

Beyoncé's Cowboy Carter Album - Most Surprising Success

Beyoncé is a masterful brand marketer and her ability to translate herself from one genre to another is a lesson for all of us. On Cowboy Carter, she brings forward many of the key elements that make her brand what it is. Visually, Cowboy Carter is represented by a healthy dose of glitter, fancy cars, and high fashion, all Beyonce 101. Add a black cowboy hat, a white stallion, and some sparkling Americana, and you have an interpretation of American folk and country music that could only come from Beyoncé. Because her commitment to her brand is so predominant, she can take steps in completely new directions and it feels on-brand.

BLINK FACTOR VERDICT: If you want to understand how to build on brand equity and extend into a new direction, study the marketing for this album.