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12 / How to rebrand without traumatizing anyone ūü§Į

Hello typophiles! Have you ever had to make changes to the visual identity of a well-established bran
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12 / How to rebrand without traumatizing anyone ūü§Į
By Noemi Stauffer • Issue #12 • View online
Hello typophiles!
Have you ever had to make changes to the visual identity of a well-established brand? 
It’s risky business, to say the least. With the rebrand of The Guardian and Coca-Cola’s new typeface hitting the headlines, I wanted to share a talk given at Dynamic/MTL by Eric Hu, who is now the Global Design Director of Sportswear at Nike.
Before joining Nike, Eric was the Director of Design at SSENSE, where he led a group of ten designers and art directors on re-launching the visual identity of the brand, and creating a unified design language across all touchpoints.
In his talk, he¬†introduces a new approach to rebranding, which could be defined as ‚Äúfrom the bottom up.‚ÄĚ Eric¬†also shares how his team and him designed a flexible¬†typographic system to adapt to SSENSE‚Äôs changing tones and attitudes, with the help of Swiss foundry Dinamo.¬†
‚ė쬆Watch it here¬†(20 mins)
Talking about rebranding, have you noticed the change in our own¬†visual identity?¬†ūü§ó
To fresh up our logo, Christophe spent plenty of time looking for the perfect typeface, before stopping his choice on Cinderblock, a sans designed by Stefan Kjartansson. While it carries the spirit of the brand, maintaining its bold and punchy style, I believe that the new logo gives it more playfulness. 
Let us know what¬†you think!¬†‚Äď Noemi

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Nothing is ever really finished. It‚Äôs just ready for its next iteration. ‚Äď Laura Klein
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