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:: It is a calling instruction. It symbolizes our process of extracting coffee from the vague category of "agricultural products" and transforming it through precise experimental methods into a controlled and perceptible "sensory coordinate". It represents the necessary path from the original (Origin) to the resolution (Resolution).
With a potato print-like technique and a logo inspired by lines scored into fresh dough, this identity pays homage to all the artisanal techniques of a traditional small town bakery.
Hyper Farms is an agrotechnology company building the future of global agriculture through advanced field and livestock systems. From drone-integrated crop monitoring to livestock tracking via embedded chips, Hyper Farms merges technology and nature to reshape the way food is grown and managed. The branding aims to reflect this synthesis — balancing precision, innovation, and a deep-rooted connection to the earth.
Current technology will not keep up with the growing demands of AI. Photonics will. To support this vision and define a new category, Salience Labs needed a brand and communication system that translates a highly technical breakthrough into a clear and compelling story for investors and partners. We developed the company's brand identity, investor pitch deck, website, and motion graphics ? building a cohesive visual and narrative system that brings photonic AI infrastructure into focus. Salience Labs raised $30M in Series A, 9 months after brand & website launch.
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If you’ve heard of Mozilla, it’s probably thanks to Firefox, the search engine perhaps most famous for its dedication to the more utopian ideals of the internet – things like remaining an independent company, making its software open source; and its promises to block trackers, offer a built-in VPN, put its users in control of AI, and never sell their The post Pentagram New York’s surprisingly joyful brand identity for Mozilla editorial platform Nothing Personal appeared first on BP&O - Branding, Packaging and Opinion.
Chromia — bold identity for a human blockchain. We wanted Chromia to feel bold but friendly — a brand with energy, warmth, and personality. Strong type, playful details, and a confident tone made it stand out from the usual blockchain crowd.And we didn’t stop at screens — stickers, merch, and little brand moments brought Chromia into everyday life, making it something people can actually feel part of. A tech brand that’s bright, human, and a bit of fun.
The new logotype, which looks indistinguishable from the Motorola font, makes the Jaguar feel ‘toothless’. I didn’t have a Jaguar rebrand in my 2024 bingo cards, but honestly, this year has been curveball after curveball, hasn’t it? The British luxury automobile brand just unveiled its rebranding, characterized by 4 new elements that make up Jaguar’s fresh look to usher in its EV-only push. The new branding orbits around four meticulously designed elements. First is the “Device Mark,” a logo stripped of excess yet bold in its restraint. Its symmetry hints at balance—a nod, perhaps, to the duality of tradition and innovation Jaguar aims to master. Then there’s the “Strikethrough,” a graphic motif that almost slices through the air with modernity, destined to carve a permanent space in Jaguar’s visual lexicon. The “Exuberant Colors” go even further, injecting vibrancy and connecting the brand to the artistic world. Finally, the “Makers Marks”—a duo of the traditional leaper emblem and a sleek monogram—grounds the brand in its storied history while letting its typography flirt with the contemporary. Jaguar’s Chief Creative Officer, Professor Gerry McGovern, frames this shift as a reclamation of identity. This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” he says. The implication (given the assets shared by Jaguar) hints at the company viewing themselves as less of a car brand and more of a luxury brand. The exuberant colors of the campaign imagery look like something out of a fashion magazine, which fails to address the most important part of Jaguar’s brand – its automotive part. In fact, none of the images even have a car in them, or hint at anything car-related. The new logotype opts for a curved, sans-serif font that ditches Jaguar’s original aesthetic entirely. It’s somewhat ironic that Jaguar brings up a quote by its founder, Sir William Lyons who said “A Jaguar should be a copy of nothing,” when the logo instantly appears generic or ‘seen before’. The Device Mark tries to create a difference by boldly eschewing the branding styles of automotive companies; but in doing so, falls into the trap of feeling familiar, and not the good kind. The font somewhat resembles the logotype of Motorola, with the Jaguar’s G looking vaguely like Google’s G. Obviously, my opinions are broadly my own, but show the logotype to someone completely new to the automotive world and they’re least likely to guess it belongs to a company that made something as ferociously fast as the F-Type. The Strikethrough gets a subtle yet significant change, however, with the jaguar being flipped to face towards the right instead of the left. A little easier to grasp as an outsider, this change does two things – it differentiates Jaguar from Puma, which both had left-facing feline logos, and secondly, it makes the jungle cat look like it’s lunging forward instead of backward. The lines of the strikethrough don’t provide much of an explanation for their presence, although they could at least bend around the Jaguar to make it look like a wind tunnel test. Overall, the branding feels drastic, confusing, and outright rejects everything the British marque built over the past 102 years. It isn’t like Audi’s rebrand from last week, which meaningfully announced a new collaborative EV line exclusive to its China marketplace while still retaining the four-logo identity for the global brand. This rebrand on Jaguar’s part doesn’t explain much, especially when there’s no actual context in the picture. The car company hasn’t announced any new cars that go with the branding, making the logo and visual identity feel confusing. The Device Mark presents a strange mashup of Motorola and Google, the Strikethrough creates ‘grills’ that famously don’t feature on EVs, the Makers Mark looks appealing but lacks any context, and the Exuberant Colors (the posters shown below) have absolutely zero reference to cars at all. Jaguar’s campaign imagery mentions nothing about automobiles. There isn’t a car to be seen in any of the posters. I don’t want to discount Jaguar’s efforts with its rebrand – let’s just say they probably know something I don’t. My opinions aside (even though they’re rather strong), Jaguar’s new identity comes just days before the company unveils the Jaguar Design Vision Concept – a conceptual automobile that serves as a guiding point for the carmaker’s future endeavors. With a commitment to launch a completely new slew of all-electric vehicles by the end of the decade, Jaguar is hoping the rebrand performs a ‘complete reset’ according to Managing Director Rawdon Glover. History, at least, is on Jaguar’s side. The brand has repeatedly proven its ability to adapt and evolve, from the sleek lines of the E-Type to the modern flair of the I-PACE. This latest transformation is timed perfectly, albeit with the stakes turned up to eleven. Yet, reinvention always comes with risks. Will this new identity alienate loyalists who cherish Jaguar’s old-world charm? Can the brand authentically straddle the line between exclusivity and accessibility, artistry and practicality? These are the big questions Jaguar faces, and they’ll only be answered as its plans unfold in the years to come. The post Jaguar’s Rebranding feels ‘Confusingly Generic’ as the Luxury Carmaker Announces New Visual Identity first appeared on Yanko Design.
Evolving out of a humble food truck into an award-winning restaurant, NotR’s new identity draws on the feeling of being in motion.
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Alima Studio creates residential architecture through measured observation and material expertise. Our process documents how clients actually use space before design begins—tracking movement patterns, cataloging behaviors, identifying friction points in daily routines.
Source.network is an edge-native infrastructure platform for local-first and distributed computing. Ramotion helped simplify its complex product ecosystem through strategic branding, a new brand identity and visual identity, and a clearer UI/UX design, creating a cohesive digital experience that positions Source as a credible, forward-thinking player in edge computing.
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Rebranding is a delicate dance between honoring legacy and embracing modernity. Done right, it feels like a natural evolution. Done wrong, you get something like what Jaguar did, nuking every bit of goodwill it had within its fanbase. In recent years, automotive brands have rushed to flatten their logos in a bid to appear more digital-friendly, often stripping away years of recognizable depth and character in the process (case in point, BMW, Volkswagen, Aston Martin, etc.). Jaguar’s recent logo rework, for instance, took a leap into sterile minimalism, leaving behind all of its rich, heritage-driven design language. Mazda, on the other hand, has taken a more thoughtful approach—proving that modernization doesn’t have to come at the cost of identity. Mazda’s newly unveiled emblem is a great example of refinement over reinvention. The company has transitioned from its glossy, beveled 3D insignia to a flatter, more streamlined version, but it hasn’t abandoned the core elements that make it unmistakably Mazda. The signature “M” remains intact, its outstretched wings still evoking a sense of movement and ambition. What’s changed is the execution: the lines and angles are sharper, the presentation cleaner, and the result is a logo that feels equally at home on a car’s grille as it does on a smartphone screen. Respecting Heritage While Stepping Forward Historically, Mazda’s logo has featured a stylized “M” enclosed within an oval or wing-like shape, evoking both movement and a certain sense of fluidity that ties in with their automotive roots. Over the decades, the symbol evolved, but it never lost its recognizable silhouette or abstract nod to wings—part of Mazda’s storied identity that has grown in tandem with the company’s product design language (think “Kodo” design philosophy in their cars). In their new iteration, Mazda’s design team has chosen to preserve these core elements, keeping that “M” and its winglike enclosure intact. What changes is the level of detail and the visual treatment: out goes the metallic gloss and fine detailing, and in comes a crisper, more geometric rendering that evokes edginess. After all, cars are going from curvilinear beauts to angular beasts – so why not logos? The result is an emblem that instantly resonates with Mazda’s heritage, yet feels distinctly contemporary. By contrast, take a recent look at Jaguar’s rebrand, which many critics have described as jarring and disconnected from the brand’s storied past. Where Jaguar’s approach can be perceived as a step away from the brand’s iconic imagery—stripping it down almost to the point of anonymity—Mazda’s approach says, “Yes, we’re changing with the times, but we remain true to who we are.” A Masterclass in Subtle Refinement The overarching principle behind Mazda’s new logo is subtlety. Flattening a logo is often simpler said than done; you need to ensure that once you remove shadows, gradients, or dimensionality, the shape that remains still conveys the brand’s essence at a glance. For Mazda, that shape has been polished over decades: the winged “M” is timeless enough that it gracefully endures even under this flat treatment. Plus, that new angular makeover reminds me of how the Batman logo got reinvented post-2000, going from that iconic ellipse shape in the Clooney era to something a lot more modern when Christian Bale reprised the role. There’s an inherent discipline in stripping away superfluous elements and focusing on the purity of line and shape. If executed poorly, the result can look generic. If done well—by distilling the design to its most symbolic form—you get something as timeless as the Nike Swoosh or Apple’s half-eaten apple mark. Mazda’s new look tilts toward the latter category. It’s unencumbered, distinctive, and speaks to the brand’s personality: smooth, energetic, forward-thinking, and confident. Designed for the Smartphone Era We live in a time when the first experience people have with a logo is often through a mobile app icon or a social media avatar, usually measuring mere millimeters across on a phone screen. That’s a key reason why flat design has become prevalent—it scales better in digital environments, where clarity at small sizes is crucial. Mazda’s design team openly acknowledged this, ensuring the new emblem renders crisply whether it’s on a large-scale billboard or the corner of your smartphone screen. This “digital-first” mindset is part of what makes their redesign so pertinent. It’s not about chasing a trend; it’s about functionality. They recognized the need for a mark that works as beautifully on a 6-inch device as it does on the grille of a car. A Study in Restraint and Intelligent Evolution While many corporate rebrands try to “turn a new leaf” by completely discarding any trace of the previous look (*cough* Jaguar *cough*), Mazda proves you don’t have to demolish the old to welcome the new. In design circles, we often discuss the value of evolution over revolution when it comes to brands with deep historical roots. A sudden, radical shift can alienate loyal fans and diminish the cultural memory embedded in the brand’s imagery. Yet, evolution requires a delicate hand. How do you respectfully and creatively retain the spirit of a brand while giving it a modern face? Mazda manages this balancing act with aplomb. They cleaned up the visual lines, embraced a flat style for digital platforms, and stood by the iconography that’s served them well for decades. Lessons for Other Brands Mazda’s new flat logo demonstrates a few key takeaways for anyone considering a brand refresh: Don’t Trend-Grab; Purpose-Build Align your redesign with genuine brand and user experience needs, not just aesthetic fads. Keep the DNA If your existing emblem carries recognizable, iconic elements—don’t throw them away. Adapt them to modern contexts instead. Think Digital Your logo may appear an inch wide on a website, or as a tiny avatar on social media. A simplified mark is often clearer and more impactful in these contexts. Look Within Your Own Evolution A brand identity can (and arguably should) evolve in increments. Stand on the shoulders of what came before to build continuity and brand equity. Refinement Over Reinvention A subtle, considered refining of a logo can pay long-term dividends in recognition and brand loyalty. The post Mazda’s New Minimal Logo Is An Excellent Example Of Rebranding Done Right first appeared on Yanko Design.
The design system works across a wide range of formats for storytelling, catering to audiences both young and old – and even comes along with a new “puckish and playful” custom typeface: Fantastic Mr. Font.
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24WRK is a sibling-run design studio based in Jakarta, offering brand identities, pitch decks, packaging, and more — all rooted in strategy and built to function. With an experimental and contemporary approach, the visual identity blends bold typography, a strict grid, and a custom 3D mascot to create a playful yet structured system that reflects the studio’s always-on attitude.
“If it ain’t broke, don’t fix it” is a phrase bandied about a fair bit across all facets of existence, but in some cases, that sentiment really does make sense. Such is the case with the iconography of ‘tropical’: it’s bright, it’s bold; it’s perennially close to the edge of a big body of water (warm ocean, sparkly surfaced pool); The post JKR’s Tropical Smoothie Cafe rebrand is deliciously on the nose, and all the better for it appeared first on BP&O - Branding, Packaging and Opinion.
Bloomy is a playful wellness brand built around a character driven identity. This project explores its mascot system, visual identity, and brand applications designed to make everyday growth feel more joyful and approachable.
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Brand identity design is the work of defining how a brand looks across everything it makes. The output is a system: a logo and its variations, a colour palette, typefaces, a style of imagery or illustration, and rules for combining them. The system is what lets a business card, a website and a delivery van look like they come from the same company.
A logo is one mark. A brand identity is everything around it. A strong identity still reads as the brand when the logo is covered, because the colour, type and layout carry it. That is why identity projects are shown as applications, such as packaging and signage, and not as a logo on a white page.
Usually a primary logo with secondary marks, colour values for print and screen, a type hierarchy, an image or illustration style, and a guidelines document that shows correct and incorrect use. Larger projects add motion rules, a tone of voice and templates for common formats.
Most are identity projects published on Behance, with rebrands and identity reviews from Abduzeedo and other design publications. Muzli follows more than 200 design sources and lists up to 60 matching pieces here, favouring recent work.
Screens & flows
Apps
Components
Kits, mockups & icons
Websites
Pages & sections
Posters & print
Marketing
Illustration & motion
Type & graphics
Logos & identity
Packaging & stationery