New York, (March 2, 2019) — Interbrand, the world’s leading brand consultancy, has won Best Of, Distinction and Merit awards at the 2020 REBRAND 100® Global Awards competition, which honors the most successful global rebrands. Interbrand’s work has been recognized with 7 awards.
“We believe that the best creative work is not only about what people see but ultimately about what they feel, what they remember and what they do. Our role is to guide a brand’s behavior to deliver on those outcomes,” said Andy Payne, Global Chief Creative Officer of Interbrand. “Today, brands are being judged not just on what they say and how they look, but more about what they do – brands need to work on the dimensions of both utility and desire to be meaningful to their customers.”
The 7 awards featured:
Best Of Award
Maruha Nichiro: Interbrand Japan repositioned the world’s largest seafood company. Our team realized that Maruha Nichiro’s greatest strength is its perfect balance between benefiting its human consumers and caring for the Earth. The rebrand celebrated the world’s vitality and strength through vivid, dynamic photography, and each design featured a solid tone bar placed provocatively across the image to obscure it. The idea was not to harangue people with preachy messages but to connect with them emotionally – compelling viewers to pause and think about the world’s finite natural resources. All designed without a single word of text.
General Dynamics IT: General Dynamics Information Technology (GDIT) is a leading government systems integrator. In April 2018 the company acquired IT giant CSRA. Together, the two companies boasted an incredible array of IT services and government experience that needed to be unified under a single brand expression. Interbrand New York created the new brand for GDIT expressing its complex capabilities in a new way, reflecting its unrivaled expertise with a sophisticated approach that elevates the role of its employees.
Baker Hughes: Our team in New York was challenged to create a logo and visual identity that balances the company’s legacy with a bolder, more holistic vision of the future – a new strategic focus for the energy technology company. The new Baker Hughes identity uses fewer elements in impactful ways. It’s clean and direct without being too simplistic, which helps the brand stand out in a crowded space. This is accomplished by the use of white as a primary color, naturally styled photography, and approachable typeface.
V. League: Volleyball had once been a major attraction in Japan, but soccer and baseball had overtaken the sport in popularity. Our team in Tokyo was tasked with attracting, motivating, and inspiring youthful players, and to sell a new vision of the sport to an organization resistant to change. Our work links volleyball with fighting spirit, fearless passion, and total commitment – all positive Japanese cultural associations. The rebrand made the game seem bigger and more international, and brought both spectators and the press flocking to the turnstiles.
Super Hotel: As a well-known business hotel chain in Japan, the company understood that picking up the casual business market was not viable in the long term. Interbrand Japan transformed the brand to match the needs of younger travelers by providing a sense of connection with nature, a place to recharge their health, and modern facilities that remove the barriers between people. Since rebranding, Super Hotel has successfully shifted upmarket and to a younger, more engaged customer-base.
Peace One Day: Interbrand New York created a new logo and brand identity that could help generate excitement around the 20th anniversary and broaden awareness of the nonprofit’s mission around the world in order to help the democratization of peace. The brand identity evolved from a simple, impactful logo – a 21st century evolution of the globally-recognized peace symbol, reworked to remove a slice of the original motif. Peace One Day is now well-equipped to become an even more recognizable movement – inciting a call to action for everyone to make a difference.
Morgan Stanley Private Health: Interbrand New York and the Morgan Stanley team explored design solutions to coincide with the business’ 40 year anniversary and the overall firm-wide refresh. To appeal to the Ultra High Net Worth client segment, the creative solution was to design visuals that achieved an elite, boutique and premium feel. The new design system adapted artwork by structured artist Jim Keaton, which was tied to the Morgan Stanley masterbrand through color.
Interbrand has been the world’s leading brand consultancy for over 40 years – having pioneered iconic work and forged many of the brand building tools that are now commonplace.
We know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than businesses. While incremental change is still essential, it’s no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call them Iconic Moves.
In collaboration with many of the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Our highly influential Best Global Brands valuation and award-winning Brandchannel news site are resources to our clients and the industry, providing proprietary data for our role as client partner and commentator. We have published 18 books on brand. Through our own Academy, we aim to be the most accelerated learning environment in the marketing world.
Interbrand is part of The Brand Consulting Group of Omnicom Group Inc. (NYSE:OMC). For more information, please visit www.interbrand.com
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Global Press Manager, Interbrand