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Tesla and SpaceX build the last best driver's car
Tesla presents the Roadster as its last best driver's car, the one manual model in an autonomous line-up, built with SpaceX thrusters.
teenage engineering will stop making synths, OP-1 included
teenage engineering founder Jesper Kouthoofd says the Stockholm company plans to stop making synthesisers, the OP-1 included.
ASICS makes a nature film about people who barely move
ASICS has Sigourney Weaver narrate Human Nature, a nature film about people who barely move, and grades the public like a species.
Nothing signs BTS member V as global ambassador
Nothing names BTS member V its global brand ambassador for Headphone (1) Pro, then turns a fan meme about him into its own posts.
Oatly goes all in on matcha green in Berlin
Oatly fills a Ku'damm pop-up with one shade of matcha green, a Cee Cee Creative concept in which colour stands in for the logo.
Bentley puts a bar where the reception desk was
Bentley's new retail concept, designed with FutureBrand, opens at Jack Barclay in London and turns the showroom into a place of hospitality.
McLaren bases its new wordmark on a garage sign
McLaren Automotive and the F1 team share a new identity for the first time, with a wordmark taken from a family garage sign in Auckland.
Apple Music opens its own concert hall in London
Apple Music competes in a category where everything ships in an update. Its answer is a 600-seat building that nobody can ship.
Novo Nordisk changes its name, its mark and its culture
Novo Nordisk shortens its everyday name to Novo, redraws the Apis bull and publishes four cultural principles, all in one announcement.
Barbour builds a season around its own tartan
The autumn winter season runs on the pattern itself: a campaign in the Pentland Hills, an exhibition and a student brief.
Louis Vuitton makes its departure-board watch permanent
Louis Vuitton adds five Tambour Spin Time watches to its permanent collection, each telling the hour like a departure board.
Vans rebuilds its identity system in two layers
Vans rebuilds its brand system with Accept & Proceed, separating locked assets from flexible ones under the line Our Canvas. Your Way.
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.
Coinbase dates the financial system to 1913
The films that follow the Oscars campaign name the fees, the hours and the rules, and give the financial system a year of invention.
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.
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.
Omega signs Audrey Werro to its ambassador family
Omega has timed athletics since 1932 and has now signed a 22-year-old Swiss record holder as a brand ambassador.
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 about $1.75 trillion.
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.
Olipop launches 'the feel good soda' platform with new identity and sonic signature
Olipop introduces 'the feel good soda' platform, pairing a refreshed visual identity, packaging system, and first sonic signature.
Google introduces Neural Expressive for Gemini
At Google I/O 2026, Gemini adopts Neural Expressive, a design language built around fluid motion and adaptive layouts.
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.
Visa and Jason Sudeikis tap in for the World Cup
Visa's Tap In campaign by Anomaly casts Jason Sudeikis and turns football's easiest goal into a picture of contactless payment.
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.
ASICS photographs faces straight after exercise
ASICS shoots what it calls its first beauty campaign in the language of skincare advertising, then reveals a tennis court.
Rolex tells the Oyster's century through its wearers
Rolex marks 100 years of the Oyster with a 23-minute film that argues the case for the watch through the people who wore it.
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.
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
Ray-Ban unites classic and smart eyewear under Jennie
Ray-Ban names Jennie a global ambassador and unifies classic and smart eyewear under a single brand campaign.
Volkswagen reframes driver assistance as parental instinct in The Parents
Volkswagen and BBDO Paris release The Parents, a five-film campaign that maps Volkswagen driver assistance onto the everyday gestures of parents.
BYD signs Daniel Craig as the face of Denza in Europe
BYD casts Daniel Craig as the face of Denza as its premium brand enters Europe with the Z9GT shooting brake.
Google builds a flowing identity for NewFront 2026
Google's 2026 NewFront event identity, built by Human After All around a flowing, murmuration-inspired system.
Coinbase runs Your Way Out in the Oscars break
Four years after a bouncing QR code, Coinbase runs a narrative film in the Oscars break and prints its game world onto the suits and sets.
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.
New Design for Bottle and Brand Logo
Campari Group unveils Aperol's first bottle and logo redesign in decades: new typeface, simplified 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.
Polestar plans a bold evolution of its design
In its strategy update, Polestar's new head of design Philipp Römers keeps the brand's face recognisable and makes it more emotional.
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.
Loewe swaps its ribbon colour for a new era
Loewe now ties its packaging in blue ribbon under Jack McCollough and Lazaro Hernandez, a small but deliberate signature of change.
Volvo shows the EX60 driving non-stop on stage
At Artipelag, Volvo reveals the EX60 as a car that never stops driving, turning its 810 km range into the message of the launch.
Drophaus at the Fondation
Pharrell Williams stages the Louis Vuitton Fall 2026 menswear show at the Fondation Louis Vuitton with Not a Hotel's Drophaus.
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.
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.
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 October 2025 and followed in November with 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.
Aesop's hand wash becomes an unlikely status symbol
Aesop's Resurrection Aromatique Hand Wash has become an unofficial status marker in upscale bathrooms worldwide.
Levi's and Barbour launch first joint collection
Levi's and Barbour release their first joint collection, blending denim heritage with waxed cotton craftsmanship from 30 October 2025.
ASICS compares 15 minutes with a wellness holiday
ASICS says fifteen minutes of movement beats a week at a retreat. The trial behind the figure runs two weeks with seventeen people.
Rolex puts athletes, explorers and artists in one category
A 60-second Rolex film places a tennis player, a deep-sea explorer and a conductor in one category and calls it human achievement.
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.
Matthias Schweighöfer makes a film for Polestar
For the Polestar 5 launch in Munich, Polestar works with Matthias Schweighöfer on a short film that argues for the electric car.
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.
Uniqlo signs Cate Blanchett as brand ambassador
Uniqlo names Cate Blanchett a global brand ambassador, the only non-athlete on its roster, and ties her role to refugees and LifeWear.
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.
Coinbase makes its first UK campaign a musical
Coinbase enters the UK with a two-minute musical number about everything being fine, with a choreographer, a composer and an orchestrator.
Aardman casts Coinbase's animals by voice
Coinbase records 36 hours of conversation about money, then Aardman picks which animal each voice becomes without seeing the speakers.
Nothing, KEF and the Headphone (1)
Nothing launches its first over-ear headphones with British hi-fi maker KEF, whose name appears on the earcup as Sound by KEF.
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.
Adobe Quietly Overhauls Its Identity with Mother Design
Adobe's 2025 refresh by Mother Design introduces a new logotype rooted in the 1982 original, the Adobe Lens graphic device, and a brighter signature red.
Roger Federer designs his first collection for Uniqlo
Seven years after leaving Nike for Uniqlo, Roger Federer co-designs his own collection with creative director Clare Waight Keller.
ASICS signs a dog as a brand ambassador
ASICS gives a Samoyed called Felix an ambassador contract and puts a 28,000 person study behind the claim that dogs make people move.
SpaceX turns Starbase into an official city
Residents vote to incorporate Starbase, Texas, turning a SpaceX launch site name into an official place on the map.
ING rebuilds its brand system across forty markets
ING rolls out a new global brand system across forty markets and four segments, with no launch announcement of any kind.
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.
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.
Loewe names Proenza Schouler duo creative directors
Loewe appoints Jack McCollough and Lazaro Hernandez of Proenza Schouler as creative directors, succeeding Jonathan Anderson.
Canada Goose revives Snow Goose, its own old name
The label Haider Ackermann designs under is the name the company itself carried from 1985 until 2000.
Jaguar reimagines the leaper for Exuberant Modernism
Jaguar reimagined the leaper and introduced a four-symbol identity system built on 'Exuberant Modernism.'
Nothing answers its critics on YouTube
Carl Pei and the Nothing team answer reviewers and critics in their own YouTube videos, turning feedback into brand communication.
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.
Nothing lets its fans design a phone
Nothing presents the Phone (2a) Plus Community Edition, whose finish, wallpapers, packaging and campaign were designed by its fans.
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.
Burberry launches It's Always Burberry Weather
Burberry returns to outerwear and the British landscape with a multi-chapter campaign photographed by Alasdair McLellan.
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.
ASICS put a movement break into the employment contract
ASICS cast Brian Cox as a boss warning about desks, and published a contract clause entitling staff to a fifteen minute movement break.
teenage engineering makes a medieval sampler
teenage engineering turns its EP-133 K.O. II into the EP-1320 medieval, with hurdy gurdys, witches, a dragon and Latin labels.
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.
Coinbase runs a pizza ad about transaction fees
Two films show a pizza delivery run on the terms of a payment system, and Coinbase names the 2010 bitcoin pizza as the reference.
ASICS surveys 26,000 people in 22 markets
The second ASICS State of Mind Study puts the window for lifelong exercise habits at 15 to 17 and scores Gen Z below older cohorts.
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.
teenage engineering co-designs the orange Rabbit r1
teenage engineering co-designs the orange Rabbit r1, whose look helps it sell out at CES before reviews turn on what the device can do.
Disney marks its centennial with a new studio logo and 100 Years of Wonder identity
Disney introduces a new animated studio logo and 100 Years of Wonder identity for its centennial anniversary.
Nothing starts selling clothes
Nothing launches Nothing Apparel, a clothing line developed with Teenage Engineering that turns its transparent design into a lab coat.
adidas Originals builds a platform on its Trefoil past
adidas Originals presents the We Gave the World an Original platform, framing its Trefoil heritage as a shared cultural inheritance.
BMW’s “THE NEUE NEW” Campaign Marked a Transformative Shift Toward an Emotional, Multi-Channel Brand Era
BMW launched “THE NEUE NEW” campaign to support the Vision Neue Klasse, combining emotional storytelling and multi-channel media to communicate its shift toward a sustainable, digital future.
Galaxy gets one visual identity system
Samsung's Galaxy Visual Identity System replaces typographic packaging with symbols that stand for each device.
Nothing starts a second brand called CMF
Nothing announces CMF by Nothing, a cheaper sub-brand named after colour, material and finish, with its own team and its own look.
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.
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 fifteen years and the most extensive yet.
Polestar and Candela build a flying boat
The Candela C-8 Polestar edition takes Polestar's battery, colours and design onto the water, on gold hydrofoils that lift the hull.
Polestar builds an SUV coupé without a rear window
The Polestar 4 swaps its rear window for a roof camera and a digital mirror, and turns a convention of car design into a brand statement.
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.
Google closes Stadia after three years
Stadia arrived as Google's entry into gaming and closed three years later, refunding hardware and game purchases but not subscriptions.
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.
Nothing opens its first store in Soho
Nothing opens its first shop at 4 Peter Street, Soho: two floors with a flip-dot wall, a phone booth helpline and a gallery for events.
Rolex puts a guarantee on second-hand watches
Rolex announced its Certified Pre-Owned programme on 1 December 2022, attaching a new two-year guarantee to watches it is not selling new.
teenage engineering sells a choir of singing wooden dolls
teenage engineering releases choir, eight singing beech dolls at $249 each, an object closer to an art piece or a toy than to an instrument.
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.
Tesla Introduces Optimus and Reframes Itself as a Robotics Company
At AI Day 2022 in Palo Alto, Tesla walks its first Optimus prototype on stage and pivots its identity beyond automotive.
Patagonia names Earth its only shareholder
Founder Yvon Chouinard transfers ownership to a purpose trust and the Holdfast Collective, naming Earth the company's only shareholder.
Ferrari Purosangue and the refusal to say SUV
Ferrari reveals its first four-door car as the Purosangue and insists it is not an SUV, defending its positioning through naming and language.
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.
teenage engineering builds its field series around the OP-1
teenage engineering launches the OP-1 field at $1,999 as part of its field series, turning a cult synthesiser into a premium product family.
Omega lends the Speedmaster to Swatch
OMEGA let its sibling brand build a plastic Speedmaster for a fraction of the price, and sold more of the original because of it.
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'.
Polestar says no to everything in its first Super Bowl ad
Polestar's first Super Bowl spot introduces the brand through a list of refusals, with jabs at Mars missions and Dieselgate.
The North Face and Gucci go to Iceland
The second Gucci x The North Face chapter is shot in Iceland by Jalan and Jibril Durimel and sold in The North Face stores too.
Polestar lets an astronaut speak for the planet
Polestar's global brand campaign builds on astronaut Karen Nyberg's view of Earth from space and the idea of sustainability as premium.
Burberry releases the Open Spaces film by Megaforce
In October 2021 Burberry releases Open Spaces, a Megaforce-directed film of four figures flying through the British countryside.
The North Face asks customers for their jacket stories
For its 55th year, The North Face builds a crowdsourced archive of customer stories with SFMOMA: It's More Than a Jacket.
The DiBaDu sound logo, 1999 to 2021
The sound logo set the bank's own name to a Bert Kaempfert theme, outlived that name by three years, and was retired in 2021.
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.
Nothing and teenage engineering make see-through earbuds
Nothing launches the transparent Ear (1), designed with founding partner teenage engineering, and finds the visual signature of its brand.
Visa redesigns its brand to be more than a card
Visa's identity by Mucho keeps the wordmark and turns the old card bars into a symbol, presenting the brand as a network for inclusion.
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.
Coca-Cola Simplifies Its Packaging System for the First Time Since 2016
Coca-Cola and Kenyon Weston strip back the brand's can design, removing the red disc and wave line in the first update since 2016.
Polestar promises a climate-neutral car by 2030
With the Polestar 0 project, Polestar commits to a car without emissions from production, and rules out offsetting as the answer.
Oatly debuts at the Super Bowl with a CEO-written jingle
Oatly debuts at Super Bowl LV with a 30-second spot in which CEO Toni Petersson sings his self-written jingle 'Wow, No Cow.'
Carl Pei calls his new company Nothing
Carl Pei launches Nothing in London with a name, a mission and a list of investors, months before the company has a product to show.
ASICS turned its own name into a research programme
In January 2021 ASICS made its founding acronym its business direction, and attached commissioned science to it.
Famous orders and the Travis Scott meal
Wieden+Kennedy turned individual celebrity meal orders into a platform that resets McDonald's relationship with culture.
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.
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.
Volvo limits every new car to 180 km/h
Volvo caps every new car at 180 km/h and adds Care Key, giving up a performance figure to prove what its brand stands for.
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 alongside Samsung.com, putting a phone into luxury fashion 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.
Loretta turns Google Assistant into a memory
Google's 2020 Super Bowl commercial used a real Googler's grandfather to show an assistant helping a widower hold on to his wife.
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 an anniversary collection that includes editions limited to 1,880 pieces.
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.
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.
Uniqlo names its activewear Sport Utility Wear
With Sport Utility Wear, introduced in 2020, Uniqlo sells activewear for the gym and the street without turning itself into a sports brand.
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.
Visa takes its payment sound to 25 countries
In 2019 Visa took the payment sound, animation and vibration it had launched in 2017 to 25 countries through more than a dozen partners.
teenage engineering makes a Rick and Morty Pocket Operator
teenage engineering opened the Pocket Operator to Rick and Morty in 2019, then to Street Fighter, Mega Man and a Google Pixel app.
teenage engineering puts a crank on the Playdate
teenage engineering designed the Playdate for Panic and gave the yellow handheld its crank, while the name on the console stayed Panic's.
Google folds its home products into Nest
Google announced in 2019 that its connected home devices would move from the Home product brand to a single Google Nest name.
The North Face brings its Japanese Purple Label to the US
Purple Label, made in Japan by nanamica and Goldwin since 2003, went on sale in the US for the first time in January 2019.
Rolex named its exploration portfolio Perpetual Planet
In 2019 Rolex gathered its awards programme, its National Geographic partnership and Mission Blue under the Perpetual Planet name.
Disneyland Paris presents 'The Little Duck' by BETC
Disneyland Paris released 'The Little Duck' by BETC on December 25, 2018, introducing the slogan 'Where Magic Gets Real.'
Share Your Gifts: Apple’s 2018 Holiday Film Champions Creative Courage
Apple’s animated short “Share Your Gifts” paired a Pixar-inspired story with an original song by rising artist Billie Eilish.
The North Face takes Never Stop Exploring to the city
In 2018 The North Face stretched Never Stop Exploring to musicians and activists, with New York shows and a Nuptse reissue.
Ralph Lauren stages a 50th anniversary in Central Park
On 7 September 2018, Ralph Lauren marks the brand's fiftieth anniversary with a runway and dinner at Central Park's Bethesda Terrace.
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, a custom, proprietary McDonald's typeface drawn from the curve of the golden arches.
ING-DiBa drops the DiBa after fourteen years
The German bank retires the older half of its compound name and trades under its Dutch parent's name from November.
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.
Canada Goose gets its own Pantone colour, PBI Blue
Canada Goose had the Pantone Color Institute define PBI Blue, the shade of its Polar Bears International collection since 2007.
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.
Lufthansa moves to 'Say yes to the world'
From 2018 Lufthansa puts 'Say yes to the world' at the heart of its communication, a claim built on openness and individual travel stories.
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.
Volvo turns Polestar into a brand of its own
Volvo's former racing and tuning partner returns as a standalone electric performance brand, with its own cars, retail and logo.
BMW Sent the X3 “to Mars” in a Virtual Reality Campaign That Turned Product Launch Into an Immersive Experience
BMW launched a global “On a Mission” campaign for the X3, featuring a virtual reality drive on Mars and extreme sports storytelling to emphasize passion, performance, and adventure.
Loewe's designer starts a line with Uniqlo
In September 2017 Uniqlo launched its first collection with JW Anderson, whose designer also led Loewe: British classics at Uniqlo prices.
Volvo puts an electric motor in every new car
In 2017 Volvo declared the end of the solely combustion engine-powered car and tied electrification to a brand built on protection.
BYD gives its cars a dragon face
BYD hired former Audi design chief Wolfgang Egger and built a dragon-inspired face that gave its cars one recognisable look.
Samsung takes flight with the Ostrich film
Samsung's Ostrich film for the Galaxy S8 turned Do What You Can't into the most awarded campaign of 2017.
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.
The North Face turns 50 with Question Madness
For its 50th year, The North Face and Sid Lee asked viewers to question the madness people see in its athletes' expeditions.
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.
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.
SamsungOne, a typeface for 400 languages
Samsung presents SamsungOne, a single typeface covering 26 writing systems, 400 languages and more than 25,000 glyphs.
Tesla’s Master Plan Deux: expanding from electric cars to a full energy and mobility ecosystem
In 2016, Tesla published the second part of its long-term strategic vision, known as Master Plan, Part Deux. Building on the original roadmap, which focused on scaling electric vehicles from high-end sports cars to affordable mass-market models, this new plan expands Tesla’s ambitions far beyond car manufacturing.
Coca-Cola rebrands Coke Zero as Coca-Cola Zero Sugar to clarify its positioning
In June 2016, Coca-Cola rebranded Coke Zero as Coca-Cola Zero Sugar across western Europe, anchoring the product to the master brand.
Guinness Brings Craft Back to the Harp
In a deliberate counter-move against flat design, Guinness gave its 154-year-old harp icon a handcrafted overhaul, for the sixth time.
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.
ASICS bought an app and ended up owning the race
ASICS acquired Runkeeper in February 2016. Ten years later it owns race registration platforms and 23 million members.
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.
The North Face goes global with Never Stop
With Never Stop, made by Mekanism, The North Face ran one campaign in all its markets for the first time in its history.
Volvo turns rivals' Super Bowl ads into its own
Volvo buys no Super Bowl airtime and asks viewers to tweet #VolvoContest whenever another carmaker's commercial comes on.
teenage engineering launches a $59 synth with Cheap Monday
teenage engineering launched its $59 Pocket Operators with Cheap Monday, a jeans label, and took its look far beyond musicians.
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.
ASICS ran two heritage brands and quietly retired one
ASICS Tiger launched in 2015 as a third pillar brand. It disappeared from the company's own reporting four years later.
Six iconoclasts reinterpret the Monogram for Louis Vuitton's 160th anniversary
Louis Vuitton's 160th anniversary commissioned Karl Lagerfeld, Frank Gehry, Cindy Sherman, Marc Newson, Christian Louboutin and Rei Kawakubo to reinterpret the Monogram.
Apple Watch: the first all-new device of the Cook era
In 2014 Apple introduced the Watch, its first new category under Tim Cook, and positioned it as the most personal device the company had made.
Ralph Lauren opens Ralph's Coffee on Fifth Avenue
Ralph Lauren extended the Polo aesthetic into a coffee shop on the second floor of the new Fifth Avenue flagship in September 2014.
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.
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.
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.
Volvo casts Zlatan Ibrahimović as the face of Sweden
Zlatan Ibrahimović recites a new version of the Swedish anthem for the Volvo XC70 and turns Made by Sweden into a statement of origin.
adidas relaunches the Stan Smith through scarcity
adidas withdrew the Stan Smith, then relaunched it in 2014 using scarcity to turn an old tennis shoe into a fashion phenomenon.
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.
Visa brings back Everywhere you want to be
Visa revived its 1985 tagline as a corporate platform in 2014, with BBDO back on the account and everywhere recast as access for everyone.
Van Damme does the splits for Volvo Trucks
Jean-Claude Van Damme does the splits between two reversing trucks, and a steering system becomes one of the most watched ads online.
Patagonia’s Worn Wear Campaign Framed Used Clothing as the Future of Fashion
Patagonia highlighted its Worn Wear initiative during Fashion Week, arguing that long-lasting clothing and repair culture mattered more than producing new garments.
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.
Canada Goose dresses the Sundance Film Festival
Film crews had worn Canada Goose for over 20 years. In 2013 the brand made it official, with more than 300 custom jackets at Sundance.
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 gives the Maison a 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.
Patagonia moves into food with Provisions
Patagonia launched Provisions with wild salmon jerky in 2012, taking an outdoor apparel brand into food through its environmental mission.
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.
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.
Share a Coke turned Coca-Cola packaging into personalised social experiences
Coca-Cola launched the “Share a Coke” campaign in 2011, replacing its logo with popular names on bottles and cans to create personalised products that encouraged consumers to share Coca-Cola with friends and family.
Volkswagen and Deutsch LA air The Force at Super Bowl XLV
Volkswagen and Deutsch LA aired 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 sets its arches on 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.”
Karl Lagerfeld becomes a Steiff bear at Colette in Paris
In September 2008 Karl Lagerfeld and Steiff released a 2,500-piece teddy bear that turned the designer's silhouette into a collector object.
Levi’s “Live Unbuttoned” Campaign Positioned the 501 as a Global Symbol of Self-Expression
Levi’s introduced its “Live Unbuttoned” campaign as a global marketing push that framed the 501 jean as a symbol of freedom, individuality, and cultural relevance.
Morgan Freeman becomes the voice of Visa
Visa's Go World campaign put Morgan Freeman's voice over Olympic athletes' stories in 2008, and the voice stayed with Visa until 2018.
Volvo promises no deaths in new Volvos by 2020
In 2008 Volvo put a date on its safety reputation: by 2020, no one should be killed or seriously injured in a new Volvo car.
Sony Bravia follows Balls and Paint with Play-Doh by Fallon
In October 2007, 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 launches Never Hide after reviving the Wayfarer
In 2007 Ray-Ban paired the reissued original Wayfarer with 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 early 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.
Uniqlo opens its global flagship in SoHo
After setbacks in London and New Jersey, Uniqlo returned to the West with a 3,300 square metre Broadway store styled as Japanese design.
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.
Visa replaces its 20-year slogan with Life takes Visa
In 2006 Visa and TBWA\Chiat\Day swapped Everywhere you want to be for Life takes Visa, moving the card from destinations into daily life.
Disney acquires Pixar
The 2006 acquisition of Pixar brought computer animation and its leadership into Disney, reviving the studio and reshaping its future.
Sony Bravia bounces 250,000 balls down the hills of San Francisco
On 6 November 2005, Sony Bravia premiered Balls, a Fallon film that dropped 250,000 bouncy balls down a San Francisco hill.
Google acquires Android
Google's quiet 2005 purchase of a tiny start-up called Android became one of the most valuable brand bets in technology.
The World of Steiff opens for the brand's 125th anniversary
Steiff opens a 2,400 square metre brand world in Giengen for its 125th anniversary, designed by architect Andreas Ramseier.
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.
Rolex said its watch would never change the world
Rolex denied its own product any significance in a Day-Date advertisement and handed all of it to the person wearing the watch.
adidas launches the Impossible Is Nothing campaign
In 2004 adidas launched Impossible Is Nothing, a global campaign fronted by Muhammad Ali 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 in Germany on 2 September 2003 and rolled out to more than 100 countries.
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.
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.
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.
Stephen Sprouse vandalises the monogram
Marc Jacobs invited Stephen Sprouse to spray-paint the LV monogram in 2001, reframing luxury as a host for street culture.
Tiffany turns its blue into a private Pantone shade
In 2001, Tiffany worked with Pantone to formalise its robin's-egg blue as 1837 Blue, a colour formula restricted to the house alone.
Canada Goose keeps making its parkas in Canada
When Dani Reiss became CEO in 2001, he pledged to stay Made in Canada while the industry moved abroad, and made origin the luxury argument.
PlayStation 2 launches in Europe with The Third Place by David Lynch
On 24 November 2000, Sony launched the PlayStation 2 in Europe with The Third Place, a David Lynch film for TBWA London that set the campaign platform.
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 213,720 euros 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.
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.
Omega builds its watches on George Daniels' invention
In 1999 Omega brought George Daniels' Co-Axial escapement into series production and made an outside invention its technical signature.
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.
Uniqlo sells fleece for 1,900 yen in Harajuku
In autumn 1998 Uniqlo opened its first city store in Harajuku and sold fleece for 1,900 yen. Two years later it sold some 26 million.
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 Did Somebody Say McDonald's in 1997, a hook built on the brand name that ran for three years.
Volkswagen Da Da Da: how Arnold tuned the brand for irony
Two friends, a smelly armchair, and a Trio synth track: Arnold Communications gave Volkswagen its 1990s voice.
Steve Jobs returns: Apple's 1997 turnaround
Apple's 1996 purchase of NeXT brought Steve Jobs back, and within a year he had rebuilt the brand around focus and a single idea.
James Bond and the Omega Seamaster
A costume designer chose the Seamaster for GoldenEye on a point of character logic, and Omega has held the role ever since.
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, an animated hit built on an original story rather than an adapted one.
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.
Samsung's Frankfurt declaration and new management
In June 1993 Samsung replaced its three-star marks with a blue ellipse wordmark and reset the company around quality.
Polo Ralph Lauren introduces the Polo Bear
In 1991, Ralph Lauren turns a birthday Steiff bear into the Polo Bear, a teddy bear that sold out in one weekend and an icon for its clothing.
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.
Uniqlo gets its name from a spelling mistake
Unique Clothing Warehouse opened in Hiroshima in 1984. A misread letter in a 1988 Hong Kong registration gave the chain its name.
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.
Visa becomes the only card at the Olympic Games
Visa joined the IOC's TOP programme in 1986 and became the only card accepted at Olympic venues, a slot American Express had turned down.
Bruce Weber defines Polo Ralph Lauren's lifestyle advertising
From 1976, Bruce Weber's narrative campaigns turn Polo Ralph Lauren into the defining example of lifestyle advertising.
The 1984 Macintosh and the birth of Apple's creed
In 1984 the Macintosh introduced the graphical interface to the mainstream and set the design principles Apple has carried ever since.
Apple’s “1984” Super Bowl ad: the commercial that redefined modern advertising
Apple’s “1984” commercial is widely regarded as one of the most influential advertisements ever created, not only for its impact on the technology industry but for fundamentally changing how brands think about storytelling in media.
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.
Canada Goose and the Goose People
From Laurie Skreslet on Everest to Lance Mackey on the Iditarod, Canada Goose chose ambassadors for what they did, not who knew them.
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.
Rolex backs the whole of tennis, not one player
Rolex does not back a tennis player and hope. It holds every tournament that matters, so whoever wins, wins under its clock.
ASICS took its name from a line Juvenal never wrote
Three Japanese companies merged in July 1977 under an acronym of a Latin sentence altered by one word to make it work.
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 every few years, building a slow, plain-named line.
adidas introduces the Trefoil for its first apparel
adidas introduced the three-leaf Trefoil in 1972 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.
You deserve a break today
Needham, Harper & Steers wrote McDonald's first emotional platform in 1971, shifting positioning from product to occasion.
Polo Ralph Lauren introduces the Polo Player emblem
In 1971, Ralph Lauren introduces the Polo Player emblem on women's tailored shirts, debuting an icon that anchors the brand worldwide.
Omega turns an astronaut award into a Snoopy line
The Apollo 13 astronauts gave Omega the Silver Snoopy Award in 1970, and the cartoon dog later became a Speedmaster line of its own.
adidas Telstar makes the World Cup ball a brand
adidas designed the 1970 Telstar for television and has supplied every World Cup ball since, making it a lasting branding platform.
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.
Omega's Speedmaster is named by the Moon landing
After Apollo 11 the Speedmaster became known as the Moonwatch, a nickname Omega later turned into the name of the collection.
NASA approves the Omega Speedmaster for spaceflight
In 1965 NASA qualified the Omega Speedmaster for all manned space missions, a verdict that later moved onto the watch's caseback.
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.
Nike's founder sold Onitsuka Tiger before he sold Nike
Phil Knight sold Onitsuka Tiger in the US for years before Nike existed. One shoe came out of that partnership and 1974 gave it two 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.
Rolex put the name of a sponsored track on a watch
Rolex launched the Cosmograph in 1963. The name the watch carries today came off a speedway the company already sponsored.
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.
Volvo tells America to drive it like you hate it
From a hard driven Amazon in 1962 to stacked cars and crash claims, US ads turned Volvo's toughness into the brand itself.
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.
Rolex counts the pilots behind the GMT-Master
Rolex answered a question no watch buyer had asked: what proportion of working airline pilots would call the GMT-Master indispensable.
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.
Visa starts with 60,000 cards mailed to Fresno
Visa began when Bank of America mailed about 60,000 unsolicited BankAmericards to Fresno in 1958 and signed up shops to take them.
Omega builds its watch names around the word Master
In 1957 Omega launched three professional watches in one year, and their shared suffix became the backbone of how the brand names its range.
Disneyland opens as Disney's first theme park
In 1955 Disneyland opened in Anaheim, extending the Disney brand from the screen into a physical, immersive world for the first time.
Rolex launched the Explorer on a letter from Everest
Rolex ran the Everest leader's testimonial letter in British newspapers and used the same page to introduce a new model at a stated price.
Steiff's yellow ear tag and the collector code
Steiff's Button in Ear trademark carries a colour coded cloth tag that turns every animal into a readable position within the brand portfolio.
Rolex wins over the divers with the first Submariner
The first Submariner was not sold as a better watch. It was sold as equipment for a job, and Rolex named it after the man doing the job.
Porsche launched Christophorus, one of the world's first customer magazines
In 1952, Porsche launched Christophorus, an owned-media title that became one of the longest-running customer magazines in the automotive industry.
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.
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.
Omega times a whole Olympics with 30 chronographs
One watchmaker and 30 chronographs covered every discipline in Los Angeles, and Omega has held the role for almost a century.
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.
Rolex gets its first celebrity in Malcolm Campbell
Rolex's first partner was an unknown typist who produced a measurement. Its second was the most famous man in British motor sport.
Rolex bought the front page of the Daily Mail
Rolex bought the front page of the Daily Mail after Mercedes Gleitze carried an Oyster on a Channel swim she did not finish.
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.
How Otto Firle's crane became the Lufthansa mark
In 1918 the architect Otto Firle drew a stylised crane for Deutsche Luft-Reederei, the mark that would carry Lufthansa for a century.
Loewe becomes supplier to the Spanish royal court
In 1905, King Alfonso XIII named Loewe an official supplier to the Spanish royal court, formalising a relationship built over years.
Omega renames the company after its best-known watch
In 1894 the Brandt brothers named a new movement Omega, and within a decade the calibre had given its name to the whole company.
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.
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