While realizing great brand ideas and design can be a challenge, it’s almost always achievable when there is passion and teamwork. My team here at RiechesBaird recently completed a new brand strategy, brand identity program and brand launch for ABM. ABM is a 100+ year-old...
A thought-provoking way to approach corporate identity (and more specifically, corporate identity change) is to think of it as an extension of personal identity. That comparison explains a lot of things (or, at least, it suggests answers to...
When you think of a great company, most likely, its logo is one of the first things to come to mind. Think Apple, Nike, Coca-Cola and Target to name a few. The logo is the fingerprint of a brand and brands that...
Managing a brand internationally is a challenging task and one that requires special considerations and tactical expertise. Here to discuss these challenges are two individuals deeply rooted in the global representation of their B2B, international brands. First, we speak with Steve Holley, Director of...
If you were asked to randomly search 15-20 B2B technology brands online, you’d probably come to the same conclusion. Most are boring. But why? You’d think innovative companies would breathe innovation into their brands. But that’s not the case. Here’s my conclusion and most importantly a...
What would you give to have your brand identity proudly displayed alongside the 2011 U.S. Open trophy? For Dubai-based hotel chain Jumeirah, that’s exactly what they bet on. Nobody knows the exact amount but you can do the math—Rory McIlroy earns approximately $10 million a year...
On the surface this question presents some quick responses and initial thoughts as it relates to an external point of view. Most professionals would agree, re-brand when it becomes irrelevant or tired to the end customer, or when it loses...
CA, the company formerly known as Computer Associates, is displaying all the characteristics of Hamlet. It is a company that can’t make up its mind.
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Lincoln, while once an influential and passionate President, is now a brand that belongs to corporate America. But what does this brand name say about a company and are the brands using Honest Abe's name reflecting his image in the right light?...
The new Microsoft signature has gotten a lot of heat from designers and branding professionals. RiechesBaird's VP of Brand Strategy, Drew Letendre shares some of his own opinions on the re-identification of Microsoft.
The 2012 London Olympic Games are over. Now it's time to move on and evaluate the brand identity of the Rio 2016 Olympic Games logo.
