Go Back
  • Posted by: Megan Van Woezik on Thursday, September 18 2014 02:40 PM | Comments (0)

    The Imitation Game

    The Imitation Game image courtesy of TIFF 

    For 10 days every September, the Toronto International Film Festival (TIFF) takes center stage. Film fans have the opportunity to get close to A-list stars like George Clooney, Reese Witherspoon, Denzel Washington and Jennifer Aniston. Crowds form at premieres and in the streets during this exciting international event.

    tiff logo

    At every press conference and red carpet event, the orange TIFF logo stands out in the background, reminding film fans of the openness and inclusivity of TIFF and its programs. Developed by Interbrand Canada in 2009, the TIFF visual identity system connects lowercase letterforms to created an understated, rhythmic flow. This particular shade of orange appeals to a global audience and symbolizes amusement, vitality, adventure, warmth, excitement and the unconventional. TIFF’s flagship event highlights the fan experience—bringing people who love film into the same arena as press and industry insiders.

    When the festival began in 1976, it was known as the "Festival of Festivals," choosing the best films from other events and showing them to film enthusiasts in Toronto.

    The previous logo and identity of TIFF as the “Toronto International Film Festival Group” (shown below) did not reflect the exciting personality of the brand.

    Old TIFF logo

    Today, TIFF’s visual identity system has helped broaden the awareness of the organization behind the festival, expanded its offering from a 10-day event to a permanent, year-round experience. Interbrand Canada is proud to be a part of TIFF’s history and we celebrate the global success of this ever-evolving brand.

    Megan Van Woezik is the Marketing and PR Coordinator at Interbrand Canada. You can follow her on Twitter @TheMegVW

    Post a comment

  • Posted by: Fatima Urigüen on Monday, December 16 2013 06:30 PM | Comments (0)
    Munich Airport

    One must be brave to attempt to refresh the classic Otl Aicher M created for Munich Airport in 1979. Daring to take on modernizing the design while honoring the original, Interbrand Cologne aimed to strengthen the airport's already successful position among its global competitors, enhance its brand appeal and boost its attractiveness as an employer.

    Munich Airport's New LogoMunich Airport, or Flughafen München as it’s known in German, is the seventh busiest airport in Europe, meeting the needs of almost 40 million passengers a year. Connecting tens of millions of people to their dream vacations, visits to family and friends, and business opportunities, and building on the brand's original philosophy that at the heart of the business are the people it serves, a new brand idea emerged: Verbindung Leben (Living ideas – Connecting lives).

    At its essence, the idea was to transform how we see the airport space from portal to human experience. Bringing natural light, creating a clean and open space incorporating natural greenery, a livable space for the people who work within the space and experience it during their travels was created.

    The new logo becomes the symbol of this transformation. Building on the original form of the old "M," the right upstroke in the letter plays a fundamental role in the new concept at the core of the new visual identity. It becomes a "connector," or a linking element within the M, serving as an anchor between two lives. The M symbolizes the airport bringing people together, and it also serves to unite Munich Airport's stories, its history and its future.

    Images that accompany the logo bring the concept to life. A family is connected as they reunite at the airport. People travel to new experiences, live their dreams and achieve their goals. Munich Airport is what connects them to those moments.

    As each image depicts a unique human story of connection, the logo appears in different colors, symbolized the multifaceted experiences offered at Munich Airport. The colors can change dynamically, creating ease in adaptation to many applications.

    The colors not only serve as a way to communicate diversity of experience, but represent a brushstroke, making the original M now feel transformed from a static symbol to a dynamic sense that the brand itself is taking flight. The brand comes to life and tells powerful stories about a place where unique experiences can be lived.

    We believe Otl Aicher would be proud.

    Fatima Urigüen is a designer with Interbrand Cologne.

    Post a comment

  • Posted by: Claire Falloon on Tuesday, September 24 2013 03:01 PM | Comments (0)

    People have been letting their fingers do the walking since 1886, when the first official Yellow Pages was invented. But now there’s a new way to get everyday tasks done. Enter YP, “the new way to do”— or, the Yellow Pages reinvented and rebranded for a new audience and a new age.

    Anticipating the decline of its print business, and recognizing the need to make a strong move into digital and mobile channels, YP has focused its vision.

    YP Rebrand

    With brand strategy and identity created by Interbrand NY and a fresh advertising campaign by BarrettSF launched this week, YP targets a specific group—“doers”—with a clean, bold, and direct approach. Through its app and website, YP appeals to this task-orientated segment, making it easier and quicker to get things done.

    YP Rebrand

    YP is now poised to bring in more mobile ad revenue than Twitter in 2013. The new branding is designed to do the same, aiding doers with clear, quick, communication and celebrating the act of finishing.

    YP Rebrand

    Looking to create a timeless mark, the logo moves away from the app-inspired jewel to a custom-crafted YP configuration underlined with a simple yellow bar. The gestures of the doer inspired the design team: underlines, checkmarks, circles, and highlights — where the yellow line becomes a visual shorthand for efficiency and task completion.

    YP Rebrand

    Clean, bold, typography within the brand system makes headlines quick and easy to read. Refined and focused use of yellow—a color that was previously used gratuitously as a signature cue—now points the way to useful information or highlights a result. A brisk, direct, brand voice brings refreshing personality to headlines while swiftly and succinctly delivering only what the reader needs to know.

    YP Rebrand

    From the original analogue search brand, the brand update signals a refresh in relevance, and places YP firmly in the here, now and beyond.

    Claire Falloon is Associate Director, Verbal Identity, Interbrand

    Post a comment

  • Posted by: Cameron Dunnet on Tuesday, July 17 2012 05:03 PM | Comments (0)

    Kellogg's Great Starts 

     You can’t beat the excitement of the Olympics. For me, they’re the ultimate spectacle of human possibility. Finely tuned athletes from around the world proving that records are made to be broken. Or smashed in style if you’re Usain Bolt.

    But it’s not just the physical feats that draw friends and families to TVs everywhere, it’s the stories that unfold and capture our imagination — remember Eric the Eel? We become emotionally invested in the struggle, the dedication and the passion that drives these inspirational athletes.

    Not surprisingly, brands tap into the storytelling power of the Olympics (cue Morgan Freeman). And by now we’ve all seen the tear-fest viral hit from P&G, or even the wordless, poignant short-film, Boy, sponsored by British Airways. But being part of the emotion of the Olympics doesn’t always mean you need a tearjerker. Brands like Kellogg’s are using their association to brighten up the day with a belief true to their heart.

    As part of its most extensive Team USA sponsorship ever, Kellogg’s is running a campaign titled ‘From great starts comes great things.’ Through a series of candid videos we see and hear some humble, inspiring stories of how several athletes get going every day — no prizes for guessing breakfast is involved — with cameos from friends and family. The campaign is primarily driven by digital, including Facebook, Twitter and YouTube, and of course can be found on cereal boxes.

    “We are proud to partner with U.S. athletes who believe — as we do — that the power of breakfast is crucial to a great start,” said Kellogg's North America President Brad Davidson. “Team Kellogg’s is an amazing group of athletes who remind fans everywhere that each day is filled with the potential to achieve your goals, both big and small, when you start off right.”

    What makes this campaign significant is the resonance it creates for the brand’s recent global refresh, launched in the U.S and Canada this year.

    The refresh—the most significant in Kellogg’s history—was launched to elevate the nutritional role of the masterbrand and connect consumers with a brand experience beyond just breakfast.

    “At the heart we talked about a belief, and we believe — and you’d expect this from our heritage of 100 years — that a better breakfast leads to a better day,” says Mark Baynes, Kellogg’s Chief Marketing Officer, “But the emotive point that we can leverage is each day really represents a fresh start to realize life’s possibilities, and as a result, we exist to fuel better days and better lives for everyone we touch.”

    By extending the brand experience into a day of possibilities, Kellogg’s begins to mean more than just cereal in a box. Instead, the brand connects to the story on the other end of the spoon — the day of the consumer, wherever it leads.

    The fact that the Team Kellogg’s campaign is playing a big part in amplifying this brand idea is easy to see. That’s where its strength lies. It’s a clear and authentic extension of a renewed purpose and presence in the lives of the consumer. A powerful use of Olympic stories without the tissues.

    [Note: As indicated in the links above to coverage of its brand refresh, Kellogg’s is a client of Interbrand.]

    Cameron Dunnet is Consultant for Interbrand’s Verbal Identity.

    Post a comment