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Mastercard has decided to remove its name from its logo, using only the symbol of red and yellow intersecting circles on all cards, advertising, digital, marketing initiatives and at physical and digital retail payment points. The subtle but important identity refresh by longtime Mastercard design firm, Pentagram, follows the credit card’s full rebrand two years ago. Following two years of research, Mastercard found that more than 80 percent of people recognized the Mastercard symbol without the name. Consequently, the company was ready to take this big step in brand evolution joining a small stable of brands like Nike, Apple and Target that rely on an image and not a name in all marketing communications. Yes, simplicity is a good thing. And yes, the world has embraced symbols and icons big time! We’ll see if it is a passing trend or just the beginning of what’s to come. Like many things, not for everyone…
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Kenzo Spring/Summer 2019 campaign featuring Carol Lim and Wendy Leon. Photography by David LaChapelle.
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Abbott Miller’s identity design for the French Embassy’s new bookstore Albertine is elegant and quietly powerful (and very French).
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“Dream Crazy” will go down in the advertising history books. Colin Kaepernick stars in yet another brash Nike ad campaign winning fans, provoking critics and refueling a conversation on racial inequities and the role of brands addressing social issues. The ad is memorable on its own, but the controversy and discussion it launched will be remember as historically significant. A tweet kicked everything off with the renowned Nike agency, Wieden & Kennedy’s tagline, “Believe in something, even if it means sacrificing everything.” The commercial became award-winning, named outstanding commercial at the Creative Arts Emmys, the first time Nike has won the award since 2002. Kudos to Nike supporting Kaepernick and Wieden & Kennedy for yet another impactful campaign.