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Coca-Cola unifies its look into one global visual system
Coca-Cola launches a unified global visual identity across 200+ markets, amplifying its script, ribbon, Arden Square and signature red.
Soulsight refreshes Miller High Life and gives the Girl in the Moon center stage
Soulsight refreshes Miller High Life with a champagne gold palette and a bigger role for the brand's Girl in the Moon.
Tinder rebrands with a dating columnist voice
Tinder presents its first rebrand in nearly a decade, built with Porto Rocha around an all caps wordmark and a columnist voice.
Sister Mary redraws Labatt for the US beer aisle
Sister Mary redesigns Labatt's US packaging, leaning into the brand's Canadian roots and a gold-accented, cross-border identity.
Brands turn World Cup branding bans into campaigns
Levi's, Heinz, Gillette and Nike turn FIFA's World Cup branding restrictions into some of the tournament's most shared marketing.
KFC builds its global rebrand around the bucket
KFC presents a global rebrand by JKR that promotes its bucket from packaging to the organising device of the entire brand system.
Heinz and Heineken make their first pairing official
Heinz and Heineken launch their first collaboration, a limited six-pack of five beers and one ketchup bottle timed to the World Cup.
SpaceX heads for the largest IPO in history
SpaceX launches its IPO roadshow, targeting up to $75 billion at a valuation of at least $1.8 trillion.
Schweppes returns to its roots in JKR-led overhaul
Schweppes presents its biggest brand refresh in generations, led by JKR with Studio.One and Mischief under the platform With Time Comes Taste.
Etsy bets on human moments in new brand platform
Etsy widens its brand platform from sellers to shoppers with Celebrate Being Human, an Orchard Creative anthem directed by Jess Kohl.
Ferrari presents Luce, its first electric car, designed with Jony Ive
Ferrari presents Luce, its first electric car, designed by Jony Ive and Marc Newson's LoveFrom over five years.
Spotify retires its disco-ball anniversary icon after user backlash
Spotify confirms its 20th-anniversary disco-ball app icon will be retired next week after a wave of user complaints.
Oatly opens the world's first bike-thru in Amsterdam
Oatly opens the world's first bike-thru coffee kiosk in Amsterdam-Noord, retooling the American drive-thru for cyclists.
Oatly launches its Spring/Summer 2026 Look Book at the London Coffee Festival
Oatly presents the third edition of its Look Book recipe collection at the London Coffee Festival, leaning into Latin American flavours.
Brad Pitt says nothing for Trade Republic
Brad Pitt speaks no line in the film Trade Republic calls the largest campaign in its history, now running in 18 markets.
IKEA Sweden frames the world through the FRAKTA bag
IKEA Sweden turns its iconic 9-kronor blue bag into a recurring out-of-home frame in a new campaign by Åkestam Holst NoA.
McCafé refreshes its visual identity for a broader drinks portfolio
McDonald's refreshes the McCafé sub-brand with Turner Duckworth as the chain extends its drinks menu beyond coffee.
Lacoste revives "Life is a Beautiful Sport" with BETC Paris
Lacoste revives its signature slogan in a Parisian film with Novak Djokovic, developed with BETC Paris and timed for Roland-Garros.
Aesop designs its first lighting collection in Milan
Aesop presents its first lighting collection, Apose, during Milan Design Week 2026 with architect Rodney Eggleston.
Lacoste presents a new visual identity by Commission Studio
Lacoste evolves its visual identity with Commission Studio, a bespoke serif typeface, refined Crocodile and three historic green tones.
Walmart Unveils Modern Redesign of Great Value, Its Flagship Private Brand
First major refresh in more than a decade enhances shoppability while maintaining the same trusted products at Every Day Low Prices
Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign
Bentley Motors unveils a new campaign starring Priyanka Chopra Jonas in her debut role as a leading global ambassador for the brand
Tiffany & Co. names Natalie Portman a House ambassador
Natalie Portman becomes a Tiffany & Co. House ambassador in a 70mm HardWear film about strength, with a nod to Breakfast at Tiffany's.
Apple Marks 50 Years of Thinking Different with Global Celebrations
Apple opened its 50th anniversary with Alicia Keys at Apple Grand Central — the first stop in a month-long global program.
Starbucks Celebrates the Craft of Espresso in New Film by David Gelb
Starbucks launches 'The Magic of Coffee,' a craft espresso film by Chef's Table director David Gelb, debuting March 6, 2026.
Burberry presents The Trench, Portraits of an Icon for its 170th anniversary
Burberry releases The Trench, Portraits of an Icon, a global anniversary campaign with 23 cultural figures photographed by Tim Walker.
New Design for Bottle and Brand Logo
Campari Group unveils Aperol's first bottle and logo redesign in decades: new typeface, retro label, and expanded visual system.
Loewe turns flagship stores into art-filled Casas
Loewe's Casa flagship format pairs bespoke local architecture with rotating art, and its second Paris Casa opened in March 2026.
Samsung builds a brand sound from six notes
Over the Horizon began as an in-house melody chosen by staff ballot and became the one Samsung asset rewritten every year.
Hermès frames spring 2026 in Crossing Horizons
Hermès presents Crossing Horizons, its spring 2026 campaign, framing menswear and womenswear around water, sails and its silk carrés.
Loewe reveals first campaign under new direction
Loewe presents the first campaign by Jack McCollough and Lazaro Hernandez, the earliest full read of the house's new visual direction.
Volkswagen reactivates Drivers Wanted in Super Bowl LX
Volkswagen revives the Drivers Wanted platform in a Super Bowl LX film by Johannes Leonardo, set to House of Pain and shot in Houston.
SpaceX acquires xAI, Musk's AI company
SpaceX acquires xAI in a share exchange that values the combined company at $1.25 trillion, reshaping the brand.
Netflix builds a tarot-inspired identity for 2026
Netflix launches What's Next, a 2026 brand identity built on 50 custom tarot cards, developed with creative company Los York.
Samsung reframes Bespoke as a home companion
Samsung repositions its Bespoke appliance brand around AI, moving from customisable panels to devices described as home companions.
Happy new year to you, too
McDonald's UK opens 2026 with a Leo Burnett OOH platform that meets hungover customers at their doorsteps with breakfast delivery.
Disney premieres 'Through Time' to open its 2026 brand campaign
Disney opens its 2026 brand campaign with 'Through Time', an emotional spot that follows one family across generations of Disney memories.
Lufthansa flies a giant crane to mark 100 years
For its 2026 centenary, Lufthansa puts a giant crane on a deep-blue Boeing 787-9, the first of six aircraft in a special anniversary livery.
Netflix House opens its doors in Philadelphia
Netflix opens its first permanent entertainment venue, Netflix House, at King of Prussia near Philadelphia on 12 November 2025.
Steiff and BOSS launch a holiday capsule and three collector bears
Steiff and HUGO BOSS introduce a holiday capsule pairing tailored ready to wear with three limited edition teddy bears for the 2025 season.
Apple TV Retires the Plus Sign and Presents a New Identity
Apple renamed its streaming service from Apple TV+ to Apple TV in November 2025, alongside a new logo built from real glass and a sonic identity by Finneas.
Coca-Cola upgrades its “Holidays Are Coming” campaign with generative AI
Coca-Cola uses generative AI to update its “Holidays Are Coming” campaign, producing festive truck imagery faster and at scale while maintaining its long-standing holiday tradition.
Sony presents It Happens on PS5 for the console's fifth anniversary
Sony Interactive Entertainment presents It Happens on PS5, a global PlayStation 5 platform campaign by adam&eveDDB.
Barbour's Third Aardman Christmas Film Stars Wallace & Gromit
Barbour's 2025 Christmas film with Aardman stars Wallace & Gromit for the first time, alongside a limited Re-Loved jacket run for Oxfam.
Apple’s “Design is how it works” campaign: reinforcing simplicity as a brand philosophy
Apple’s “Design is how it works” campaign continues the company’s long tradition of positioning design not as decoration, but as a core functional principle. The campaign revisits one of Apple’s most enduring ideas, originally associated with Steve Jobs: that effective design is defined less by appearance and more by how seamlessly a product behaves in real-world use.
Burberry presents Postcards from London with Olivia Colman
Burberry releases Postcards from London, a four-film campaign with Olivia Colman directed by John Madden for outerwear and heritage.
Ray-Ban and Meta turn eyewear into a platform
Ray-Ban and Meta extend their partnership from camera glasses to AI display eyewear, recasting a heritage brand as tech.
Trade Republic follows its mission into private markets
Partnerships with Apollo and EQT put private markets in the app at a one euro minimum and move the brand into wealth management.
Tesla’s Master Plan Part 4: from sustainable energy to “sustainable abundance”
With Master Plan Part 4, Tesla introduces its most ambitious—and most abstract—vision to date. While earlier plans focused on scaling electric vehicles and clean energy, this new chapter expands the mission toward what the company calls “sustainable abundance.”
Lacoste turns its crocodile into a GOAT for Novak Djokovic
Lacoste reshapes its crocodile into a GOAT for Novak Djokovic, launching a five-piece capsule from its Fifth Avenue flagship.
Trade Republic and Kappa print Retire Rich on a jersey
A limited jersey carries a pension argument, and a quarter of the proceeds go to financial literacy because a statistic says a quarter.
Trade Republic remakes a condom ad to sell saving
The Kinderdepot is advertised with a supermarket tantrum borrowed from a condom commercial that circulated widely in the 2000s.
Bentley Redesigns Winged B: Fifth Iteration in 106 Years
Bentley revealed the fifth Winged B iteration on 7 July 2025 — the biggest change to the mark in a century.
Microsoft Australia Turned a Social Moment Into a Copilot Campaign Led by Jane Lu
Microsoft Australia launched a Copilot+ PC campaign featuring Showpo CEO Jane Lu after a viral social media interaction, using her “Lazy CEO” persona to highlight AI-driven productivity.
Loewe reissues the Puzzle bag for its 10th year
Loewe marked ten years of the Puzzle bag with 19 archive reissues, a new Confetti design, and a full digital retrospective.
Mercedes-Benz Returns to a Flat, Monochrome Star
Mercedes-Benz has quietly reintroduced its flat, monochrome star for brand communications, dropping the three-dimensional metallic version used since 2010.
Loewe names Proenza Schouler duo creative directors
Loewe appoints Jack McCollough and Lazaro Hernandez of Proenza Schouler as creative directors, succeeding Jonathan Anderson.
Coca-Cola refreshes Share a Coke to engage Gen Z through personalised and digital experiences
Coca-Cola refreshes the “Share a Coke” campaign to engage Gen Z by combining personalised packaging with digital experiences, interactive tools, and social sharing features that deepen consumer connection.
Aperol Spritz Enters the Ready-to-Serve Market
Aperol extends into ready-to-serve cocktails with a pre-mixed Spritz in 200ml bottles.
Walmart's Biggest Brand Update in Nearly Two Decades
Walmart's first major rebrand since 2008 — JKR redraws the wordmark, brightens the blue, and refreshes the spark.
Amazon Expands Smile Arrow and introduces new Typeface
Amazon completed a gradual visual rebrand beginning spring 2024, introducing a thicker Smile Arrow and custom typeface Amazon Ember Modern.
Trade Republic's answer to bad presents is Wealthman
Stock gifting arrives wrapped in a named character and the line stocks instead of socks, in a category that rarely builds characters.
Jaguar Retires Leaper for Exuberant Modernism
Jaguar retired the leaper and introduced a four-symbol identity system built on 'Exuberant Modernism.'
SpaceX catches its Super Heavy booster mid-air
In 2024 SpaceX catches its returning Super Heavy booster with the launch tower's arms, a world first and a defining brand image.
"We, Robot": Tesla's Theatrical Reframing as a Technology and Robotics Brand
Tesla's "We, Robot" (2024) unveiled the Cybercab at Warner Bros. a brand pivot from car company to autonomy platform.
Levi’s Reimagined Its Cultural Legacy With a Beyoncé-Led Global Campaign
Levi’s partnered with Beyoncé in its “REIIMAGINE” campaign, using her cultural influence to reinterpret classic ads and reposition denim through a modern, female-driven lens.
Bentley’s “How do you Bentley?” campaign: redefining luxury as a personal mindset
With the launch of “How do you Bentley?”, Bentley shifts from traditional automotive marketing toward a broader, lifestyle-driven brand positioning. The campaign is not centered on cars alone, but on how individuals engage with luxury as a form of personal expression.
Core values returns to the summit with Federer and Nadal
Louis Vuitton revives its Core Values series with Roger Federer and Rafael Nadal on the Dolomites, shot by Annie Leibovitz.
Trade Republic's first campaign leads with 4 percent
Five years after launch Trade Republic runs its first conventional advertising, built on a deposit rate and a treatment reduced to the logo.
Ferrari names its F1 team Scuderia Ferrari HP
Ferrari takes a title partner into its Formula 1 team name for the first time since the tobacco era, racing as Scuderia Ferrari HP from 2024.
Lamborghini Flattens Bull and Shield Logo for Digital
Lamborghini presented a flat 2D logo redesign in March 2024, replacing the previous 3D embossed bull and shield for digital-first applications.
Lufthansa reduces its claim to a single 'Yes'
Lufthansa distils 'Say yes to the world' to a single 'Yes' in a 2024 Serviceplan campaign film built on passengers' own stories.
Google renames Bard to Gemini
In 2024 Google retired the Bard name and unified its consumer AI under a single brand, Gemini, matching the model that powers it.
The adidas Samba leads a terrace sneaker revival
The adidas Samba becomes a fashion phenomenon, leading a terrace sneaker revival driven by collaborations and the brand's own archive.
A million wait for Trade Republic's mirror card
A broker's first physical object draws more than a million people onto a waitlist, and pays 1 percent of every payment into a savings plan.
Steamboat Willie passes into public domain as Disney safeguards modern Mickey
Disney's 1928 Steamboat Willie short enters the public domain on January 1, 2024, while modern Mickey Mouse remains protected.
Starbucks Reframed the Festive Rush With “Drink In, Breathe Out” as a Moment of Calm
Starbucks launched “Drink In, Breathe Out” during the holiday season to highlight moments of calm in festive chaos, using mixed-media animation to show coffee as a pause in a hectic world.
Porsche launches Driven by Dreams for its 75th anniversary
Porsche builds its 75th anniversary year around Driven by Dreams, an in-house brand campaign developed in Zuffenhausen.
Tesla’s Master Plan Part 3: a technical roadmap to a fully electrified world
With Master Plan Part 3, Tesla shifts from storytelling to system design. Unlike the earlier plans, which focused on product strategy and company growth, this document is structured as a detailed white paper. Its purpose is to demonstrate, with data and modeling, how a fully sustainable global energy economy could realistically be achieved.
Daniel Lee restores the Equestrian Knight at Burberry
Daniel Lee restores the 1901 Equestrian Knight Design and a serif wordmark, reversing the 2018 sans-serif rebrand.
Porsche refines its crest for the 75th anniversary
For its 75th anniversary in 2023 Porsche refines the heraldic crest in-house, the first update in nine years and the most extensive yet.
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore
Oatly launched a global “Spam” campaign in 2023, using intrusive, absurd advertising to promote a newsletter while actually driving large-scale brand awareness.
Levi’s Celebrated 150 Years of the 501 Jean With a Global Cultural Campaign
Levi’s marked the 150th anniversary of its 501 jeans with global campaigns, new product releases, and cultural partnerships that connected its heritage to modern audiences.
Google closes Stadia after three years
Stadia arrived as Google's entry into gaming and closed three years later, refunding every purchase customers had made.
McDonald's raises the arches into eyebrows
Leo Burnett UK and Edgar Wright launch Raise Your Arches in January 2023, a McDonald's film without food, logo or restaurant.
Yayoi Kusama returns with a giant sculpture and a global window takeover
Louis Vuitton's second Yayoi Kusama collaboration covers the Champs-Élysées flagship in dots and installs animatronic Kusama robots in global windows.
Aesop's packaging borrows its look from a pharmacy
Aesop's amber glass bottles protect formulas from UV light, a packaging choice now paired with recycled materials.
adidas ends its Yeezy partnership with Kanye West
adidas ends its Yeezy partnership with Kanye West in 2022, closing a line that generated billions and exposing the risk of celebrity brands.
Waldorf Astoria makes Aesop its global amenity brand
Waldorf Astoria becomes the first global hotel brand to carry full-size Aesop amenities across its properties.
adidas and Gucci merge sport and luxury logos
adidas and Gucci launched a 2022 collaboration blending the Trefoil and three stripes with Gucci's monogram, uniting sport and luxury.
Lacoste presents the crocodile as a rallying sign in BETC campaign
Lacoste's 2022 brand campaign by BETC turns the crocodile into a meeting point for unexpected encounters across cultures and generations.
Steiff redraws the wordmark and centres the teddy bear head
In May 2022 Steiff retires the claim Knopf im Ohr from its lockup and places the iconic teddy bear head at the centre of a new identity.
Rick Owens and Aesop create a fragrance called Stoic
Fashion designer Rick Owens and Aesop release a candle, travel kit, and fragrance called Stoic in March 2022.
Lacoste and Minecraft launch a co-designed wardrobe and Croco Island
Lacoste and Minecraft team up on a pixelated capsule and a Croco Island map, framed under the slogan 'It all begins with play'.
Walt Disney World stages an EARidescent 50th anniversary
Walt Disney World marks its 50th anniversary with an 18-month celebration framed by an EARidescent design language.
Inspiration4 turns a space mission into a brand
SpaceX flies the first all-civilian crew to orbit, a mission built around a name, four pillars and a cause.
adidas sells Reebok after a 15-year experiment
adidas sells Reebok in 2021 for less than it paid in 2006, ending a 15-year attempt to challenge Nike through a second sports brand.
Ferrari steps into fashion with Rocco Iannone
Ferrari presents its first fashion collection in Maranello in 2021, a diversification led by Rocco Iannone.
Guinness celebrates the return of pubs by reviving the feeling fans had been missing
As pubs began reopening after long periods of closure, Guinness launched a campaign that focused less on the product itself and more on the emotional anticipation surrounding its return to bars and social spaces.
IKEA closes the printed catalogue after 70 years
IKEA announces that the 2021 catalogue is its last printed edition, closing a 70 year run of the brand's primary marketing tool.
Starlink, the consumer brand inside SpaceX
SpaceX builds Starlink into a consumer-facing brand, an unusual move for a company known for rockets.
Adobe celebrates 30 years of Photoshop with Fantastic Voyage
Adobe celebrates Photoshop's 30th anniversary with Fantastic Voyage, a surreal 72andSunny film directed by Antoine Bardou-Jacquet.
Famous orders and the Travis Scott meal
Wieden+Kennedy turned individual celebrity meal orders into a platform that resets McDonald's relationship with culture.
Nike releases You Can't Stop Us split-screen film
Nike presents You Can't Stop Us, a 90-second split-screen film by Wieden+Kennedy narrated by Megan Rapinoe.
SpaceX redesigns the look of the astronaut
SpaceX gives its spacesuit to Hollywood designer Jose Fernandez, treating the look of the astronaut as brand identity.
Supreme and Barbour wax a Bedale for spring 2020
Supreme and Barbour release a Bedale-derived waxed cotton capsule, paired in leopard print, archive black and Supreme orange.
BMW Introduces a New Two-Dimensional Brand Mark
BMW presents a flat, transparent logo alongside the Concept i4, marking the first visual update to the roundel since 1997.
Samsung reorders the Galaxy naming system
Samsung adds Galaxy Z as the name for its foldables, then folds the Note into the S Ultra tier, tidying a portfolio built by accretion.
Samsung takes the Galaxy Z Flip to New York Fashion Week
Samsung sells its first Thom Browne edition through NET-A-PORTER, MR PORTER and Harrods rather than through electronics retail.
Adobe celebrates Creativity for All in Academy Awards spot
Adobe airs a 60-second Academy Awards film set to Pure Imagination, featuring Shepard Fairey and Malala Yousafzai.
Starbucks Used “What’s Your Name” to Turn a Simple Gesture Into a Story of Identity and Acceptance
Starbucks launched “What’s Your Name” to highlight how its cup-name tradition helped transgender people feel seen and accepted, turning a simple interaction into a message of inclusion.
Steiff marks 140 years with an Elefäntle anniversary stamp
In 2020 Steiff routes its 140-year jubilee through the original felt elephant, with a dedicated stamp and a 1,880-piece anniversary collection.
Patagonia’s “Buy Less, Demand More” Campaign Reframed Black Friday as a Call for Sustainable Consumption
Patagonia used its Black Friday campaign to tell customers to buy less, demand higher standards, and focus on repairing and reusing clothing instead of constant consumption.
ING writes one line for forty markets
After decades without one, the bank adopts a first global tagline of three words that name the customer's plan, not the bank.
Tesla reveals the Cybertruck and an unintended brand moment
Tesla's 2019 unveiling at the Hawthorne studio turns an armor glass mishap into one of the most replayed brand moments of the decade.
Disney+ launches with a flexible identity by Trollbäck+Company
Disney+ launched on November 12, 2019, with a flexible identity by Trollbäck+Company that translated Disney's wordmark into motion.
Volkswagen new brand design: a flat mark for an electric era
At IAA Frankfurt in September 2019 Volkswagen retired its chrome emblem and presented a flat 2D mark for the ID era.
Google folds its home products into Nest
Google retired the Home product brand in 2019 and placed every connected home device under a single Google Nest name.
From Neon Trading to Trade Republic
The Munich startup Neon Trading took a civic name and a first identity system before opening its app to German investors in 2019.
Google+ closes after eight years
Google+ was meant to become the social layer beneath every Google product, and instead became a lesson in forcing a brand on people.
Apple Turns Privacy Into a Platform Claim
With "Privacy. That's iPhone.", Apple writes data privacy directly into the product name and reframes the category.
Nike anchored Just Do It's 30th anniversary on Colin Kaepernick
Nike anchored Just Do It's 30th anniversary in 2018 on Colin Kaepernick, with a Wieden+Kennedy film narrated by the former NFL quarterback.
Supreme wraps the New York Post for the FW18 announcement
Supreme wrapped the 13 August 2018 edition of the New York Post in a single red box logo to announce its FW18 collection.
Burberry breaks with the Equestrian Knight under Tisci and Saville
In August 2018 Burberry retired its 1901 Equestrian Knight wordmark for a sans-serif logotype and TB monogram by Peter Saville and Riccardo Tisci.
McDonald's adopts the Speedee custom typeface
In 2018, Turner Duckworth and Dalton Maag introduced Speedee, McDonald's first custom typeface, drawn from the curve of the golden arches.
IKEA previews MARKERAD with Virgil Abloh at Democratic Design Days
IKEA revealed MARKERAD with Virgil Abloh at Democratic Design Days 2018, a 15 piece collection that turned a cash receipt into a rug.
Netflix Sans, a custom typeface with Dalton Maag
Netflix introduces Netflix Sans in March 2018, a custom typeface developed with Dalton Maag to unify the brand and cut licensing costs.
Lacoste replaces its crocodile to "Save Our Species"
For Spring 2018 Lacoste swapped its 85-year-old crocodile for ten endangered species, partnering with IUCN to support conservation work.
Cossette turns the arches into directional arrows
Cossette Toronto cropped McDonald's golden arches into directional arrows for the 2018 Follow the Arches outdoor platform.
Lufthansa sharpens its premium identity in 2018
For the crane's centenary, Lufthansa took on a deeper blue, reduced yellow to an accent and rebuilt its identity with Martin et Karczinski.
SpaceX, Starman and the Falcon Heavy spectacle
In 2018 SpaceX launched a cherry-red Tesla Roadster and Starman into space, a marketing moment watched worldwide.
A pregnancy test ad rewrote what a print page could do
Åkestam Holst and Mercene Labs printed a working hCG test into the page so that pregnant readers revealed a discounted crib price.
Aesop builds a Los Angeles store from cardboard tubes
Aesop's 2017 Los Angeles store is built from cardboard tubing reclaimed from the neighbouring Fashion District.
Lacoste and Supreme released their first joint collection in 2017
Lacoste and Supreme launched a co-branded Spring/Summer 2017 capsule that placed the crocodile on a New York skate-shop counter.
The Founder retells McDonald's origin on screen
John Lee Hancock's The Founder, released January 2017 with Michael Keaton as Ray Kroc, dramatised McDonald's founding for cinema audiences.
Supreme and Louis Vuitton stage the FW17 Friends and Heroes collaboration
Supreme and Louis Vuitton staged the FW17 Friends and Heroes show in Paris, legitimising the streetwear-luxury crossover.
Microsoft's Surface Studio film adopts the codes of Apple's product cinema
Microsoft released its Surface Studio launch film in 2016, its first cinematic hardware spot in the register long identified with Apple.
IKEA Sweden makes everyday life the platform with Where Life Happens
IKEA Sweden and Åkestam Holst launched Where Life Happens, a long-running platform that turned price tags into narrative devices.
Pixel makes Google a consumer hardware brand
The Pixel was the first phone designed and sold entirely under Google's name, turning the software company into a hardware brand.
Apple and Nike take their fitness pact to the Watch
Apple and Nike launched Apple Watch Nike+ in 2016, extending a fitness partnership that began with Nike+iPod a decade earlier.
Supreme releases a red clay brick for Fall/Winter 2016
Supreme released a 30 USD red clay brick with a debossed logo as part of the Fall/Winter 2016 accessories drop.
Loewe's 2016 fragrance box opens like a book
Jonathan Anderson named Loewe's first fragrance 001 in 2016 and packaged it in a book-like box designed with M/M (Paris).
SamsungOne, a typeface for 400 languages
Samsung presents SamsungOne, a single typeface covering 26 writing systems, 400 languages and more than 25,000 glyphs.
Ralph Lauren releases Postcards from Paradise by Bruce Weber for Spring 2016
Ralph Lauren and Bruce Weber released Postcards from Paradise in April 2016, a black-and-white French Riviera film for the Spring collection.
Starbucks Turned Global Stores Into a Storytelling Stage With “Meet Me at Starbucks”
Starbucks launched “Meet Me at Starbucks” as a global storytelling campaign that showcased real people meeting in stores worldwide, emphasizing connection over coffee.
Volkswagen retires Das Auto and lets the brand name stand alone
In January 2016 Volkswagen retired the claim Das Auto and replaced it with the brand name alone, a deliberate response to the 2015 diesel matter.
Two films, one founder: Steve Jobs on screen
Two Hollywood films, Jobs in 2013 and Steve Jobs in 2015, tried to turn Apple's founder into narrative, with very different results.
Mercedes-Benz “Uncrashable Toy Cars”: when safety is proven by taking the fun away
In 2015, Mercedes-Benz released one of its most unconventional safety campaigns—an experiment that deliberately frustrated children to make a serious point about crash prevention technology. Instead of showcasing cars on the road, the campaign shifted into a controlled, almost playful setting: children were given toy cars and asked to play as they normally would. The twist, however, quickly became apparent.
Apple and Hermès dress the Watch as a luxury object
Apple and Hermès presented the Apple Watch Hermès in 2015, Apple's first fashion collaboration and a bid to frame the Watch as luxury.
Alphabet and the restructuring of Google
In 2015 Google created Alphabet, a new parent company that reorganised its brand architecture and separated search from its more experimental bets.
Apple Music enters a market Apple once led
Apple bought Beats, hired Jimmy Iovine and returned to music as a challenger in a category it had defined a decade earlier.
Jaguar’s campaign brings together British acting talent for a cinematic brand moment
In 2014, Jaguar announced a high-profile Super Bowl advertising campaign featuring three well-known British actors: Tom Hiddleston, Ben Kingsley, and Mark Strong. The initiative marked a major step in Jaguar’s international marketing strategy, particularly in the U.S. market, where the brand aimed to strengthen its emotional and cultural positioning.
The Puzzle bag becomes a Loewe signature
Loewe's Puzzle bag, designed under Jonathan Anderson, turned leather craft into a modern signature and anchored the brand's revival.
Netflix turns two knocks into its sonic identity
Netflix introduces the ta-dum in 2015, a three-second sonic signature built by sound designer Lon Bender from a wedding ring knock.
Bookbook turned the 2015 IKEA catalogue into a tech keynote
BBH Asia Pacific staged the IKEA 2015 catalogue as an Apple style product reveal and overtook the iPhone 6 launch online.
Levi’s “Live in Levi’s” Campaign Turned Everyday Moments Into Global Brand Storytelling
Levi’s launched “Live in Levi’s” as a global campaign that celebrated real-life moments in denim, using storytelling and digital platforms to connect with a worldwide audience.
Material Design debuts as Google's design system
Google introduced Material Design at Google I/O 2014, a paper-inspired system unifying Android and web products.
Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand
Oatly’s 2014 rebrand replaced conventional packaging and messaging with bold design and provocative language, turning cartons into advertising and positioning the brand as a challenger to the dairy industry.
Loewe redraws its Anagram in a 2014 rebrand
In 2014 Loewe presented a new identity by M/M Paris, redrawing its Anagram and wordmark to open the Jonathan Anderson era.
SpaceX lands a rocket stage and a brand story
In 2014 SpaceX softly landed a Falcon 9 boost stage at sea for the first time, an early proof point for its reusability brand story.
Ferrari, scarcity and the most powerful brand
In 2014 Brand Finance named Ferrari the world's most powerful brand, a result built on a deliberate strategy of scarcity and restraint.
The Wonderful Everyday became IKEA's master brand platform
Mother London elevated the IKEA UK strategic idea into a long running platform celebrating ordinary domestic life.
Lacoste reset its positioning with 'Life is a beautiful sport' in 2014
Lacoste's BETC-led 2014 campaign 'Life is a beautiful sport' realigned the brand around tenacity, elegance and optimism.
Guinness and the Sapeurs: When Elegance Becomes Identity
In 2014, Guinness launched a visually striking campaign that drew global attention not just for its cinematic quality, but for its cultural subject: the Sapeurs of Congo.
Apple’s “What Will Your Verse Be?” – turning technology into a tool for human expression
With its “What Will Your Verse Be?” campaign, Apple took a distinctly different approach to product advertising. Instead of focusing on features or specifications, the campaign positioned the iPad as a tool for creativity, exploration, and personal expression.
The Internship puts Google on the big screen
The 2013 comedy The Internship turned the Googleplex into a film set and became one of the most complete brand integrations in Hollywood.
adidas turns Boost into a branded technology
adidas launched Boost in 2013, a cushioning technology developed with BASF that became a branded ingredient across its shoes.
House of Cards turns Netflix into an originals brand
Netflix releases all 13 episodes of House of Cards on 1 February 2013, repositioning the streaming service as an original content brand.
No two Aesop stores are alike, by design
Since founding, Aesop has commissioned a different architect for nearly every store, refusing a single repeatable format.
L'Invitation au Voyage launches the Maison's first cinematic ad platform
Louis Vuitton's 2012 L'Invitation au Voyage campaign moved the Maison's advertising voice from print Core Values into cinema.
Disney acquires Lucasfilm and Star Wars
In 2012 Disney bought Lucasfilm from George Lucas, adding Star Wars to a growing portfolio of powerful, independently branded franchises.
Yayoi Kusama and the infinite dots
Marc Jacobs invited Yayoi Kusama to overlay the Monogram with her Infinity Dots in 2012, the boldest pattern intervention since Sprouse.
Kate Moss fronts the Supreme Spring 2012 campaign
Kate Moss fronted the Supreme Spring 2012 campaign, photographed by Alasdair McLellan in the leopard-coat box-logo image.
Supreme x Comme des Garçons SHIRT: the first luxury bridge
SS 2012 paired Supreme with Comme des Garçons SHIRT and pre-tuned the brand for the Louis Vuitton arrival five years later.
Lufthansa adopts 'Nonstop you' as its claim
In 2012 Kolle Rebbe replaced Lufthansa's elite-sounding claim with 'Nonstop you', putting the customer at the centre.
"Don't Buy This Jacket": Patagonia's Anti-Consumption Campaign That Redefined Brand Activism
On Black Friday 2011, Patagonia's New York Times ad urged consumers not to buy its R2 fleece — a landmark in purpose-driven branding.
Volkswagen and Deutsch LA release The Force at Super Bowl XLV
Volkswagen and Deutsch LA released The Force at Super Bowl XLV, the most-shared Super Bowl spot ever recorded.
How SpaceX named Falcon, Dragon and Starship
SpaceX named its rockets and capsules after Star Wars and a folk song, turning naming into part of the brand story.
Ferrari World and the licensed theme park
With Ferrari World Abu Dhabi, Ferrari extended its brand into a licensed theme park, lending its name and identity to an experience built by others.
Burberry Acoustic puts British musicians on the brand's front row
In 2010 Burberry launched Burberry Acoustic, a platform spotlighting emerging British musicians as a permanent strand of the brand.
Burberry streams its London runway in live 3D
In February 2010 Burberry broadcast its London runway in live 3D to private cinemas in five cities, a fashion industry first.
Parisian Love takes Google to the Super Bowl
Google's first Super Bowl commercial told a love story entirely inside a search box, without a single spoken word.
McDonald's Repaints Its Arches Green Across Europe
McDonald's swaps red for forest green behind the Golden Arches across Europe, signalling environmental responsibility.
Burberry launches Art of the Trench
In 2009, Burberry opens a public photo platform built around its trench coat, with launch images shot by Scott Schuman of The Sartorialist.
Disney acquires Marvel Entertainment
The 2009 purchase of Marvel gave Disney thousands of characters and a franchise engine that would reshape modern blockbuster branding.
BMW’s “Joy Is BMW” Campaign Redefined the Brand Around Emotion and Driving Pleasure
BMW launched “Joy Is BMW” as a global brand campaign that placed emotional experience at the center of its communication, emphasizing design, performance, and “sheer driving pleasure.”
Microsoft’s $300 Million Campaign Tried to Reposition Windows by Humanising the PC
Microsoft launched a $300 million advertising campaign in 2008 featuring Jerry Seinfeld and Bill Gates, aiming to counter Apple’s “Mac vs PC” ads and reframe Windows as human and relatable.
Sony Bravia closes the colour trilogy with Play-Doh by Fallon
On 13 April 2008, Sony Bravia released Play-Doh, the third Fallon film in the Colour Like No Other trilogy, with 200 clay rabbits hopping through New York.
Core values and the journey platform
Annie Leibovitz photographed Mikhail Gorbachev for the launch of Louis Vuitton's Core Values, the brand's longest-running ad platform.
Ray-Ban revives the Wayfarer with Never Hide
In 2007 Ray-Ban reissued the original Wayfarer and launched the Never Hide campaign, returning the model to the top of the market.
Supreme x The North Face: streetwear meets the summit
Supreme reworked the Summit Series Jacket in February 2007 and opened the longest running technical-streetwear axis in the category.
Netflix makes the leap from DVD mail to streaming
Netflix introduces the Watch Now streaming feature in January 2007, beginning the pivot that carried the brand beyond the red envelope.
How the iPhone remade Apple in 2007
In 2007 Apple unveiled the iPhone and quietly redefined what the company stood for, from computer maker to mobile platform.
Sony Bravia paints a Glasgow tower block with 70,000 litres of colour
On 17 October 2006, Sony Bravia premiered Paint, a Jonathan Glazer film that detonated 70,000 litres of colour across a Glasgow tower block.
Google acquires YouTube
Google's 2006 purchase of YouTube for 1.65 billion dollars kept a fast-rising brand independent and reshaped online video.
Apple’s “Mac vs. PC” campaign: how humor reshaped tech advertising
Apple’s “Mac vs. PC” advertising campaign marked a turning point in how technology brands communicate with consumers. Instead of focusing on specifications or abstract innovation claims, the campaign used humor, character-driven storytelling, and cultural contrast to position the Mac as a more approachable alternative to the PC.
Tesla’s Secret Master Plan Outlines an Electric Future Built Step by Step
In 2006, Tesla CEO Elon Musk published what he called a “Secret Master Plan,” outlining a structured approach to transforming the automotive and energy industries. At the time, Tesla was a young company with a single product: the high-performance Roadster.
Disney acquires Pixar
The 2006 acquisition of Pixar brought computer animation and its leadership into Disney, reviving the studio and reshaping its future.
Gene Kelly breakdances for the new Volkswagen Golf GTI
DDB London's 2005 Golf GTI commercial used a digitally reconstructed Gene Kelly, a Mint Royale remix, and the line The original, updated.
adidas launches the Impossible Is Nothing campaign
In 2004 adidas launched Impossible Is Nothing, a global campaign built on a Muhammad Ali line that became a defining brand slogan.
PlayStation 2 climbs Mountain by Frank Budgen for TBWA London
On 13 November 2003, Sony rolled out Mountain, a 60 second PlayStation 2 film by Frank Budgen for TBWA London, in which a Brazilian crowd built a human pyramid.
i'm lovin' it
Heye & Partner Unterhaching delivered McDonald's first global platform claim, launched simultaneously across 100+ markets in September 2003.
Murakami remixes the Monogram in thirty-three colours
Marc Jacobs's Spring/Summer 2003 collection introduced Takashi Murakami's Multicolore Monogram in thirty-three colours.
adidas and Yohji Yamamoto create Y-3 in 2003
adidas launched Y-3 with Yohji Yamamoto in 2003, merging high fashion and sportswear and helping create the luxury athletic category.
Lamp by Spike Jonze opened the IKEA Unböring platform
A 60 second cinema spot directed by Spike Jonze took the Cannes Film Grand Prix and reframed IKEA in the United States.
Supreme x Nike SB: the alliance that built skate streetwear
In 2002 the Nike SB Dunk Low arrived in a Supreme rework and opened the most consequential partnership in streetwear.
Handel on the Run: Jonathan Glazer's "Odyssey" for Levi's Engineered Jeans
Shot in Budapest for £2.5 million, Jonathan Glazer's "Odyssey" for Levi's Engineered Jeans paired Handel with pure kinetic cinema.
iPod and iTunes remake Apple as a brand
A music player and a piece of software turned a struggling computer company into a consumer brand, and white earbuds did the advertising.
BMW’s “The Hire” Redefined Advertising as Cinematic Entertainment
BMW’s “The Hire” campaign used high-production short films starring Clive Owen to showcase performance cars, pioneering branded content and dramatically boosting engagement and sales.
The Louis Vuitton Steiff bear sets the all-time auction record in Monaco
At Les Teddies de l'an 2000 in Monaco, a Steiff bear dressed by Louis Vuitton sold for £130,190 and entered the Guinness World Records.
Lufthansa's 'There's no better way to fly' era
McCann Erickson gave Lufthansa 'There's no better way to fly', its English claim from around 2000 until 2012.
Pink Moon takes the Volkswagen Cabrio under the stars and revives Nick Drake
Arnold's 1999 Cabrio spot Milky Way paired a thirty-second nightscape with Nick Drake and sent the song's parent album back into the charts.
PlayStation hides the games and runs Double Life instead
In September 1999, Sony Computer Entertainment Europe released Double Life, a 60 second TBWA London film that sold PlayStation without showing a single game.
Luxottica buys Ray-Ban and rebuilds the brand
Luxottica acquired Ray-Ban from Bausch & Lomb in 1999 and rebuilt a discounted brand into a luxury cornerstone.
Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café
Starbucks appeared in Austin Powers: The Spy Who Shagged Me as part of Dr. Evil’s Space Needle lair, reflecting how the brand had become a recognizable symbol in mainstream pop culture.
Guinness’ “Surfer” Ad Turned Patience Into a Powerful Brand Myth
Guinness’ 1999 “Surfer” ad used striking visuals and storytelling to reframe waiting as a virtue, turning the brand’s slow pour into a symbol of anticipation and reward.
How the Google Doodle became a brand ritual
A 1998 out-of-office joke about Burning Man grew into one of the most recognisable branding traditions on the web.
Disney Cruise Line launches the Disney Magic
In 1998 Disney launched its first cruise ship, the Disney Magic, carrying the brand's immersive storytelling out onto the open sea.
Apple Repositions Itself With "Think Different"
TBWA\Chiat\Day's "The Crazy Ones" reanchors Apple's identity at the moment of Steve Jobs's return as interim CEO.
Did somebody say McDonald's reframes the brand
DDB Needham gave McDonald's its first truly global tagline in 1997 with Did Somebody Say McDonald's, a hook that ran for three years.
LVMH takes full control of Loewe in 1996
In 1996 LVMH became sole owner of Loewe, setting the Spanish leather house on a path toward global luxury positioning.
Coca-Cola Turned a Simple Truck Convoy Into the Most Recognisable Christmas Campaign in the World
Coca-Cola launched its “Holidays Are Coming” campaign in 1995, introducing illuminated red trucks that travelled through winter landscapes and became one of the most iconic Christmas advertisements in global marketing.
Microsoft borrows the Rolling Stones to launch Windows 95
Microsoft pays the Rolling Stones an estimated 3 million dollars to soundtrack the most ambitious software launch of the 1990s.
Drivers wanted resets Volkswagen of America for a decade
Drivers wanted, the Arnold platform launched in July 1995, anchored Volkswagen of America's advertising voice for the next ten years.
Manabu Sakamoto draws the PlayStation mark and gives Sony a second house
On 3 December 1994, Sony launched the PlayStation in Japan with a Manabu Sakamoto logomark that would outlast every console it sold.
Microsoft Asked “Where Do You Want to Go Today?” to Humanize Personal Computing
Microsoft launched the “Where do you want to go today?” campaign to present personal computing as accessible and inspirational, using humanistic storytelling to demystify technology.
The Lion King crowns the Disney Renaissance
The Lion King became the commercial peak of the Disney Renaissance and the studio's first great hit built on an original story.
adidas Predator turns a football boot into a brand
adidas launched the Predator boot in 1994, an invention by Craig Johnston that became a defining football brand for decades.
Supreme opens on Lafayette Street and introduces the box logo
James Jebbia opened Supreme at 274 Lafayette Street in April 1994 and introduced the red box logo built on Barbara Kruger's vocabulary.
IKEA breaks ground with a same-sex couple in Dining Room
IKEA aired the first US television commercial to openly feature a gay couple, in a 30 second spot from Deutsch Inc.
Diet Coke flips advertising's gaze with the 1994 break commercial
Diet Coke flipped advertising's gaze in 1994 with the Diet Coke Break commercial, soundtracked by Etta James and starring Lucky Vanous.
Polo Ralph Lauren introduces the Polo Bear
In 1991, Ralph Lauren turns a birthday Steiff bear into the Polo Bear, an icon embroidered onto sweaters that sold out almost immediately.
adidas adopts the three-bar mark with Equipment
With the 1991 Equipment range adidas presented the three-bar mark, a mountain of angled stripes that became its performance logo.
There is no substitute, the Fallon McElligott print campaign for Porsche
Fallon McElligott built one of the most recognised automotive print campaigns of the late 20th century around the Porsche tagline.
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge
Nike introduced the Just Do It tagline on 1 July 1988 in a Wieden+Kennedy commercial featuring 80-year-old runner Walt Stack.
Sony Walkman built a brand on freedom of movement
Through skaters, joggers, and the surreal Walkmanhead campaign, Sony turned a cassette player into a youth-culture brand.
Lufthansa's 1988 warm-up and the flying canary
A 1988 study found Lufthansa seen as a cool business airline, prompting a warmer, yellower identity that staff nicknamed the flying canary.
Nike Air Max 1 makes the Air visible in 1987
On 26 March 1987 Nike released the Air Max 1, the first sneaker to expose its Air unit, designed by Tinker Hatfield.
Run-DMC and My Adidas rewrite sneaker endorsement
Run-DMC's 1986 song My Adidas and a 1.6 million dollar deal made the group the first non-athletes to earn a sneaker endorsement.
Ralph Lauren opens the Rhinelander Mansion as the Polo flagship
Ralph Lauren transformed the 1898 Gertrude Rhinelander Waldo House into the first designer-led department-store-scale flagship.
Levi’s “Launderette” Ad Transformed a Struggling Brand Into a Cultural Icon
Levi’s “Launderette” ad boosted 501 sales by 800%, turning a declining product into a cultural phenomenon and redefining how fashion advertising connected with identity.
Nike launched the Air Jordan 1 and built a brand around one player
Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.
How the Birkin became Hermès' scarcest brand asset
The 1984 Birkin turned a chance flight into Hermès' defining brand asset, built on controlled scarcity rather than advertising.
How product placement revived the Wayfarer
A 1982 product-placement deal and Tom Cruise in Risky Business pulled the Ray-Ban Wayfarer back from near-extinction.
Steiff launches the Replica programme with the Papa Bear
Steiff turns its archive into a category and reframes the teddy bear as a collectible with the Papa Bear, a limited edition for the brand's 100th anniversary.
Mean Joe Greene and Coca-Cola redefine the sports commercial
McCann Erickson's 1979 Steelers spot sets a new emotional benchmark for sports advertising and the Super Bowl commercial.
Leïla Menchari and the Hermès window as theatre
For 35 years Leïla Menchari turned the Hermès flagship windows into staged worlds, making the store itself a brand medium.
Hermès renames the Sac à Dépêches the Kelly bag
In 1977, two decades after Grace Kelly made it famous, Hermès formally renamed its Sac à Dépêches the Kelly bag, with her permission.
BMW becomes the Ultimate Driving Machine
Ammirati Puris AvRutick writes a five word tagline that anchors BMW's North American positioning for the next five decades.
Ralph Lauren and The Great Gatsby: how a film tailored a brand
Robert Redford as Jay Gatsby in chalkstripe and pink wool: Polo Ralph Lauren stepped onto the American style canon in 1974.
Loewe builds a fragrance line one scent at a time
Since its first perfume in 1972, Loewe has released a new signature fragrance roughly once a decade, building a slow, plain-named line.
adidas introduces the Trefoil for its first apparel
adidas introduced the three-leaf Trefoil in 1971 as it moved beyond footwear, creating a mark that would later define its Originals line.
Coca-Cola Turned “I’d Like to Buy the World a Coke” Into A Global Anthem of Unity
Coca-Cola launched the “Hilltop” campaign in 1971, featuring a multicultural choir singing “I’d Like to Buy the World a Coke,” which became a defining cultural symbol of unity and one of the most famous commercials ever produced.
Loewe's ready-to-wear line goes international
After launching ready-to-wear in 1960, Loewe spent the 1970s expanding into Brussels, Hong Kong, Tokyo, Singapore and beyond.
Ralph Lauren launches Polo with men's neckties
In 1967, Ralph Lauren launches Polo with a line of wide men's neckties from a single drawer in the Empire State Building.
Porsche renamed the 901 to 911 after a Peugeot trademark objection
A 1964 trademark objection from Peugeot forced Porsche to rename the 901 to 911, creating one of the most enduring product names.
Snow Plow carries the DDB Volkswagen voice from print into television
Snow Plow translated the DDB print logic of Think Small and Lemon into a one-minute Volkswagen Beetle commercial that took Cannes Gold.
Ronald McDonald, born in a Washington franchise
Ronald McDonald debuted in three local TV ads for Oscar Goldstein's Washington D.C. franchise in late 1963, played by Willard Scott.
The golden arches become a logo
Jim Schindler translated the architectural roof element of the 1953 drive-in into the single yellow M that defines McDonald's.
Otl Aicher turns the crane into a design system
In 1962 Otl Aicher and Entwicklungsgruppe 5 rebuilt the Lufthansa crane into one of Europe's first corporate design systems.
Tiffany's storefront gets its film debut in 1961
The 1961 film Breakfast at Tiffany's gave the house's storefront a landmark image its own advertising never built.
Lemon turns a rejected Beetle into a print advertising touchstone
Lemon, a single-word DDB headline for a rejected Beetle, became the print companion to Think Small and a Creative Revolution touchstone.
Volkswagen and Doyle Dane Bernbach introduce Think Small for the Beetle
Volkswagen and Doyle Dane Bernbach launched Think Small, the print campaign Ad Age later ranked the best of the 20th century.
Tiffany and Schlumberger create the Sixteen Stone
In 1959, Tiffany designer Jean Schlumberger created the Sixteen Stone ring, founding a named-designer tradition the house still relies on.
adidas buys the three stripes from Karhu in 1952
adidas acquired the rights to its three stripes from Finland's Karhu in 1952, a modest deal that secured its defining visual mark.
Hermès adopts the Duc carriage as its emblem
Hermès formally adopted its horse-and-carriage emblem in 1950, based on a 19th-century painting acquired decades earlier.
Ferrari's colours, Rosso Corsa and Giallo Modena
Ferrari's identity rests on two colours, the national racing red Rosso Corsa and the Modena yellow of its shield.
Hermès packaging turns orange out of wartime need
Hermès packaging became orange in 1942, not by design choice but because wartime shortages left no other cardboard colour available.
Disney's Golden Age of Animation begins
With Snow White in 1937, Disney proved the feature-length animated film viable and opened a defining era for the studio's brand.
Ray-Ban and the birth of the Aviator
Ray-Ban introduced the Aviator in 1937, a Bausch & Lomb design that turned anti-glare lenses into a brand.
Hermès designs its first silk carré in 1937
In 1937, Hermès produced its first silk carré, Jeu des Omnibus et Dames Blanches, founding a design tradition still active today.
Ferrari and the origins of the prancing horse
Ferrari adopted the prancing horse in 1932, a black stallion traced to WWI flying ace Francesco Baracca.
The Coca-Cola Santa illustrations helped define the modern global image of Santa Claus.
In 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create Santa Claus imagery for its holiday advertising, shaping the warm, familiar version of Santa still widely recognised today.
Steiff and Walt Disney introduce the licensed Mickey Mouse
Walt Disney selects Steiff to produce the first commercially licensed Mickey Mouse plush, opening one of the longest running co-branding partnerships in toy history.
Burberry registers the Check as a trademark
In 1924, Burberry registered its camel, black, white and red check as a trademark, originally hidden inside the trench coat lining.
Burberry adopts the Equestrian Knight Design
In 1901, a public design competition delivers the charging knight and the Latin word Prorsum, which Burberry trademarks in 1909.
The monogram canvas
Georges Vuitton designed the LV Monogram in 1896 as an anti-counterfeiting move that became fashion's most copied pattern.
Tiffany lifts the diamond off the band in 1886
Tiffany's 1886 six-prong diamond mount became so widely copied that the market renamed the technique the Tiffany setting.
Thomas Burberry invents gabardine
In 1879, Thomas Burberry invents gabardine, a tightly woven, breathable and weatherproof fabric that anchors the house for over a century.
Hi, I'm Paul. As CEO of the design agency echd, I advise companies on brand positioning by day. Brandvelle is where that same fascination continues after hours.
Why electric cars look like science fiction
The Cybercab has no steering wheel. New car brands use shapes people already know, and most of those come from science fiction.
Staple items: Why every category has its brand-defining product
Many makers, one mental prototype: why Burberry owns trench coats and Levi's owns jeans in the public mind.
Deblandification: How Lacoste and Burberry signal the end of the minimalist consensus
After a decade of geometric sans rebrands, Lacoste 2026 and Burberry 2023 mark the return of distinctive identity as the strategic priority.