Best Global Brands 2018 Identity
Learning from the bold and the brave
Yes, the world in which brands exist is in a state of flux. Yes, we receive five times more information each day than we did 30 years ago. Yes, technology has profoundly changed how we interact with the world around us. Yes, customer expectations have transformed, and attention is harder to capture than ever before. Yes, we live in an era of category-of-one brands like Google and Amazon that dominate their respective sectors and become the anchor points for entire ecosystems of other players.
Despite all of this, and in virtue of this, the role of brands in today’s world is more imperative and valuable than ever. Branding has shifted from being about ensuring consistency to stimulating desire; from marketing-centric to enterprise-centric; from simply creating functional and emotional differentiation to fundamentally changing the way a business goes to market; and from communicating the consumer experience to actually shaping it.
So, what can we learn from how the world’s leading brands are achieving success in this environment? What sets apart the good from the great? They are Activating Brave.
BGB’18 new identity.
The big challenge was to illustrate the brand’s ability to deliver bold short-term action that responds to the needs of the marketplace while pursuing a clear and aligned long-term vision: The Activating Brave theme.
The new BGB'18 identity started from two main premises: representation of Bravery concept and the visual alignment with Interbrand's identity. The 10 Brand Strength factors became the big inspiration to illustrate the Activating Brave concept. The Pulse Icon was inspired by the 10 letters of "Interbrand" word and works as a living organism and is the main visual asset of this identity.
A bold photographic style was builded with the contribution of all Interbrand offices, a real powerful team work.
Check the study here:
Project by Interbrand São Paulo
Design Team: Andy Payne, Gil Bottari, Ronaldo Vidal, Aïda Amer, Danilo Toledo, Rafael Navarro e Augusto Ribeiro. Special thanks to NY office for all the collaboration and support.
The photographic style was created in partnership with all Interbrand Global offices: New York, Cologne, London, Madrid, Milan, São Paulo, Seoul, Shanghai, Singapore, Tokyo and HMKM team.
