Branding
Thoughts on corporate branding, brand management, logos and visual identity.
3/28/26 • 2 min read
Apple seems to be one of the most tightly managed brands in the world, but they actually use their logo much more whimsically than any other big brands. I’ve written in the past about logo usage that runs against typical brand management best practices. On the eve of their 50th anniversary, I’ve come across two more examples. I wanted to share them as a way to continue to document Apple’s approach to visual identity:
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1/25/26 • 1 min read
I recently created a couple of new fonts over on Fontstruct: SbB Crunch’d and SbB Papaya 26.
SbB Crunch’d SbB Crunch’d is a little random. Normally when I start working on a type design, I have an idea of how it will be used. In this case, I started with the shape of the “scalloped edges” and built out the font from there. I like how it turned out, even if I have no idea how I’d use it in a layout.
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1/24/26 →
Back in 2024, I wrote about Honda’s new logo that was allegedly only for their EVs. They’ve apparently changed their mind, and it will now be used for all Honda Automobiles, starting in 2027. I’m wondering if the slow rollout is how they’ve decided to handle and potential backlash…
12/30/25 • 1 min read
One strange thing about Apple’s visual identity is that they allow logo variations that most brand managers would never approve. In the past, I’ve noted their environmental logo with a green leaf and their security logo that looks like a padlock. They have a gift logo that they use annually during the holidays and created a special logo for their opening of their Marina Sands store in Singapore.
Today, I saw another couple of variations to add to my list from the Apple Japan web site as part of their New Year’s Celebration:
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10/15/25 →
Interesting that Microsoft released some process images on Instagram to explain the thinking behind their new icons. They are correctly treating this icon refresh as a type of logo rollout and people who care about the icons will appreciate the glimpse into the redesign process.
10/12/25 • 2 min read
It’s always funny to me what pop culture symbols acquire added cultural meaning.
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9/1/25 • 3 min read
My Ph.D. research is focused on consumer response to logos and visual identity, so as you can imagine, I’ve talked about Cracker Barrel1 a lot over the last few weeks. Everyone has an opinion and is eager to share it. I held off writing this because the social media chatter was just chaotic, but now that things have calmed down, I wanted to share some quick thoughts based on my research.
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8/22/25 →
My PhD research is on how people respond to logos. One factor for a successful rollout appears to be context. How will the logo be used? What’s the story behind the change? More context = better response. Neither Cracker Barrel nor MSNBC gave any real context. Here’s my published study on context.
8/21/25 →
Thanks Cracker Barrel and MSNBC! I needed some more recent logo backlashes for my dissertation.
7/1/24 →
I missed that Lego released a refined visual identity a couple of weeks ago that includes a new typeface, Lego Typewell, based on brick proportions. I really like it. The best detail I’ve found on the typeface is on this review from BP&O.
1/14/24 • 3 min read
A new look and branding for Honda EVs Honda showed off two new EV concepts under the new Honda Zero brand at CES — the Saloon and the Space-Hub. Most of the coverage is focused on the futuristic looks of the concept cars. As someone who grew up going to the Chicago Auto Show and seeing the cars of the future, I’d temper any expectations that the final designs will be this radical.
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12/11/23 →
How NASA Learned to Love the Worm Logo - The New York Times
Now the worm is back. And the meatball is still there too, still the official insignia for NASA.
Enjoyed this article about the two NASA logos. As designers, we typically preach consistency. But in this case, having two logos seems to work.
10/18/23 →
Barnes & Noble Undergoes a Back-to-Basics Redesign - The New York Times:
Mr. Daunt has demonstrated that consistency doesn’t rank very high on his priority list. New York City has nine Barnes & Noble stores featuring four different logos above the front doors.
10/6/23 • 4 min read
I’ve reached a big milestone in my academic career: my first published research paper.
Brand new: How visual context shapes initial response to logos and corporate visual identity systems has bene published in the Journal of Product and Brand Management. It’s available now online and will eventually be assigned to an issue. If you have access to journal articles through a university or public library, you can access the article.
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4/22/21 • 7 min read
Two notable logo trends from Apple This post was originally posted on April 22, 2021 on Sketchbook B. It’s reposted here as part of a project to move some of my favorite writing to my new site.
Apple has one of the most recognizable logos in the world. Which isn’t surprising because they are the largest company in the world. I’ve been watching a couple of trends over the last few months about how Apple uses their logos and this week, those trends have become even more apparent.
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11/15/16 • 3 min read
This post was originally posted on November 15, 2016 on Sketchbook B. It’s reposted here as part of a project to move some of my favorite writing to my new site.
4 steps to simplifying URLs I was behind a truck in traffic yesterday with an URL boldly printed across the back. And since traffic was moving slowly, I got a nice long look at it:
www.reallylongwebaddress.com/home
Okay. I may have changed the address to protect the innocent.
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