Opinion BY Armin

Concentric Philanthropy

Established in 1999 by a group of power players, chief among them actor Paul Newman, the Committee Encouraging Corporate Philanthropy (CECP) brings together senior executives from the world’s leading companies to steer them towards meaningful, high-quality philanthropy. To date, CECP includes “more than 180 CEO members, representing 150 major corporations and over $10 billion in annual corporate giving.” This list alone, of CEO members, is probably worth more in pixels than what’s in your bank account right now. CECP recently introduced a new identity designed by Futurebrand.

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Opinion BY Armin

Futurebrand’s Future Looks Fuzzy

Established in 1999, Futurebrand is a global brand consultancy — “built on an inimitable focus on innovation and the future” for added pizzaz in their own description — with 26 offices in 18 countries and is part of McCann Worldgroup. Most recently Futurebrand redesigned the American Airlines and Fiji Airways identities and were in charge of deploying the Look of the Games at the London Olympics. They first gained attention in 2003 when they redesigned the UPS logo. This week they introduced a new identity for themselves along with new positioning, “We are the creative future company.”

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Opinion by Mark Kingsley Posted BY Brand New

My Kind of American Exceptionalism

Flying used to mean something.

And before People Express Airlines remade air travel into the equivalent of a bus ride, before the mediascape overinformed us about every possible destination, before the security theater of X-rayed shoes, and before the global financial crisis, the experience of flying actually delivered on that promise.

But now, air travel can be a miserable experience. Especially if you fly coach. And especially if you fly American Airlines.

[Ed.’s Note: This is the first time I hand over a “large” review to anyone. Mark Kingsley, a good friend and annoyingly astute observer, asked if he could do it, saying he was “totally excited” about the work. His point of view on this is likely the last thing you expected to hear from Brand New. Enjoy. — Armin Vit]

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A B-Side BY Armin

Deluxe

About: (Est. 1915) “Deluxe lives at the intersection of artistry and technology and is the industry’s leading provider of digital media & entertainment services. We make, move, manage and monetize content for the film, television, and advertising industries providing world-class talent and technology innovation with well-known sub-brands: Beast, Company 3, Filmcore, MediaVu and Method Studios.”

Design by: Futurebrand

Ed.’s Notes: No relevant link, so a few applications and video in this post.

Relevant links: N/A.

Provided quote: “Wanting to integrate is diverse holdings under one brand, reflect a transition from analog to digital and signal its shift away from one-off sales to enterprise service agreements, Deluxe partnered with FutureBrand in 2011 to create a new brand story, architecture and modernized visual identity.”

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A B-Side BY Armin

George Washington University

Established in 1821, George Washington University (GWU) is a private university in Washington, D.C. with 25,000 students and 1,174 faculty. Last week GWU introduced a new identity designed jointly by Futurebrand and 160over90 — FutureBrand refreshed the core identity elements and 160over90 created the new look and feel for the university’s marketing and communication materials (seen in action here). Press release here. Thorough PDF with the identity guidelines here. Detail view of the logo below (or after the jump).

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Opinion BY Armin

Across Malta

Established in 1974, Air Malta is the main international carrier for Malta, an archipelago on the Mediterranean sea south of Italy. Air Malta has a small fleet of 12 aircraft that travel to 50 destinations abroad. Last week, Air Malta introduced a new logo, livery, and tagline — The Airline of the Maltese Islands — created by the London office of Futurebrand.

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Opinion BY Armin

New York City Circles

Established in 1943, New York City Center (NYCC) is a performing arts venue, focusing on dance and musical theater, located in Midtown Manhattan, and “dedicated to making the arts accessible to the broadest possible audience.” NYCC is home to the renown Alvin Ailey American Dance Theater and American Ballet Theatre as well as popular events like Encores! Great American Musicals in Concert series and the Fall for Dance festival. After a $75-million-restoration to its historic theatre and façade that re-opened in October 2011, NYCC needed a new identity that was introduced recently and designed by Futurebrand.

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A B-Side BY Armin

Pacífico Seguros

Pacífico Seguros is one of the leading insurance companies in Peru. New logo designed by FutureBrand. Lovely typography and great “fi” ligature.

Thanks to Franco Zegovia for the tip.

Opinion BY Armin

M Opposite W

Established in 1997 McCann Worldgroup is the parent company of eight businesses, including the well-known, global advertising agency McCann Erickson — in turn well known for acquiring Sterling Cooper in 1963 — and brand agency Futurebrand. McCann Worldgroup is owned by giant Interpublic Group. At the beginning of the year McCann Worldgroup announced the launch of a new identity, designed by Futurebrand, and it has been gradually rolling out this year.

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Opinion BY Armin

The Smoother O Boticário

In May of 2010 we reported on the introduction of a new corporate identity for Grupo Boticário, the parent company behind consumer brand O Boticário, which covers more than 600 products in body care, female fragrances, home spa, make up, male fragrances, man care, and skin care. I’m recycling some of the introduction from that post: Originally a small prescription pharmacy that started in 1977 in the city of Curitiba, Paraná in Brazil, O Boticário has 2,500 stores in Brazil alone, 70 across 15 other world cities, and presence in multiple sales points like department stores. Earlier this month, O Boticário introduced a revised identity designed by the São Paulo office of Futurebrand, who were also responsible for the parent company logo.

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A B-Side BY Armin

2015 IIC Cricket World Cup

First played in 1975, the International Cricket Council (IIC) Cricket World Cup is the most notable tournament in the world of cricket played every four years. The 2011 Cup, played in India, Sri Lanka, and Bangladesh just finished with India taking the championship. The logo for the 2015 IIC Cricket World Cup, jointly hosted by Australia and New Zealand, was presented this week. The identity was designed by the Australia office of Futurebrand who commissioned Jumbana Group/Balarinji for the logo. Press release here. Bigger view here.

Thanks to Lawrence Nievaart for first tip.

Opinion BY Armin

Peru’s New Brand

It’s hard to describe countries without making sweeping statements or delving into clichés, so I won’t even attempt to describe Peru, other than to state some (hopefully obvious to everyone) facts: It’s in South America, its official language is Spanish, and it’s beautiful from its landmarks to its people. Last week saw the culmination of a process that started in 2009 led by PromPeru (Peru Exports and Tourism Promotion Comission) with the unveiling of Peru’s country brand, designed by the Buenos Aires office of Futurebrand.

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Opinion BY Armin

Flight of the Condor

As the largest domestic and international carrier in Argentina, Aerolíneas Argentinas has been transporting passengers to, from and within this beautiful land since the early 1950s. With a new mission “To connect Argentineans and contribute towards the integration and economic and social development of our country, promoting the national territory as a tourist, cultural and business destination,” Aerolíneas Argentinas is introducing a new identity designed by Futurebrand.

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Opinion BY Armin

Eau de Golden Ratio

Originally a small prescription pharmacy that started in 1977 in the city of Curitiba, Paraná in Brazil, O Boticário has evolved into a producer of various beauty products like fragrances, soap, body care and make-up, and now holds the claim of being the largest chain in the world in this sector, with 2,500 stores in Brazil alone, 70 across 15 other world cities, and presence in multiple sales points like department stores. To handle the growth of this consumer-facing brand, a new corporate entity has been created, Grupo Boticário, with an identity designed by the Brazil office of Futurebrand.

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