Welcome to the automated Brand Tracker diaries.
Apple Music makes waves with new identity built by sound
Source: https://www.marketing-interactive.com/apple-music-makes-waves-with-new-identity-built-by-sound
Goal: To create a new brand identity based on sound.
Claim: Made by sound
Media: Social media, original content, event programming
Summary: Apple Music has revamped its brand identity by letting sound determine the visual elements, collaborating with TBWAMedia Arts Lab and music producer Fred again.. to develop a new logo and audio language inspired by sound waves. This unique approach documents the transformation of music into a visual identity, integrating a new expressive musical note icon and a customized wordmark that aligns with Apple's design ethos. The updated identity will be integrated across Apple Music's marketing and experiences.
The Spinoff unveils new custom website with refreshed brand identity
Source: https://stoppress.co.nz/news/the-spinoff-unveils-new-custom-website-with-refreshed-brand-identity/
Goal: To create a faster, more secure, and mobile-first platform for audiences
Claim: A game-changer for The Spinoff and our audience
Media: Website, App
Summary: The Spinoff has launched a new custom website and app with a refreshed brand identity, made possible through funding from Google. The new platform aims to provide a faster and more secure experience for users and unlocks new commercial capabilities, allowing for richer digital campaigns. The digital transformation was led by the creative and technology company Daylight.
The New Segafredo Advertisement Transforms the Coffee Ritual into an Impulse to Act
Goal: To redefine the brand's identity and promote coffee as an impetus for action
Media: TV, digital platforms, social media, GDO, HoReCa
Summary: Segafredo launched a new global spot titled 'Take Your Shot', created by BBH London, which began airing on October 1. The campaign features a young man who, after drinking a Segafredo espresso, sees various versions of himself associated with different choices, symbolizing the moment of seizing opportunities. Media planning includes major national TV networks and extends to streaming, social media, and purchase points. Supporting research shows that a significant portion of Italians view coffee as a motivational boost.
Rebranding: This is the new brand appearance of GMX
Source: https://www.horizont.at/medien/news/rebranding-das-ist-der-neue-markenauftritt-von-gmx-103587
Goal: To launch a new brand appearance
Summary: GMX has introduced a new brand appearance as part of its rebranding efforts. The new identity aims to modernize the company's image and align it with the evolving expectations of its users.
BNZ Breakers names Colenso as new partner
Source: https://stoppress.co.nz/campaigns/bnz-breakers-names-colenso-as-new-partner/
Goal: Reconnect with the club's roots and resonate with the next generation of fans
Claim: We’re proud to be on the BNZ Breakers’ team
Media: Film, Social Media
Summary: Colenso BBDO has partnered with the BNZ Breakers to develop a new brand identity that emphasizes basketball's cultural power in New Zealand, aiming to connect with fans and honor the team's history through a bold campaign, including the 'Longshot' hero film voiced by UFC champion Israel Adesanya.
We want to introduce the new image, but Cofidis maintains its entire identity
Goal: To modernize the brand image while preserving its core identity and values
Claim: From people for people
Summary: Cofidis marks 30 years in Portugal with a new campaign that introduces a rebranding aimed at modernization without losing its identity. The new visual identity reflects the evolution of consumers and the market, emphasizing the brand's commitment to maintaining close relationships with customers. Celebrating its three-decade presence, Cofidis looks ahead with optimism, ensuring it stays true to its roots while evolving.
AI LAB FDUL presents new brand identity created by Saint Pirate
Goal: To promote ethical and responsible use of AI
Claim: SHAPING TRUST IN AI
Media: specialized press and digital platforms
Summary: The AI LAB FDUL, a non-profit association focused on promoting ethical, safe, and trustworthy use of Artificial Intelligence in public administration and business, has launched a new brand identity created by Saint Pirate. The campaign, titled 'Shaping Trust in AI', aims to instill confidence in the utilization of AI and will be disseminated through specialized media and digital platforms. The project emphasizes a balance between high-tech references and a scientific corporate dimension, reflecting the credibility of the AI LAB FDUL team.
The Interrail Effect Puts Travel Ahead of Destination
Goal: To shift focus from destinations to the impact of traveling itself
Claim: Travel changes the way we see the world
Media: Short films and social media content
Summary: Interrail B.V. has unified its brand identity by transitioning from Eurail to Interrail, focusing on the essence of the travel experience rather than just destinations. The campaign 'The Interrail Effect' emphasizes the transformative power of journeys, showcasing travelers’ personal stories and interactions through content created by diverse creators during a summer train journey across Europe. This is a strategic shift towards valuing experiences over lists of sights, positioning the brand for future campaigns and community initiatives.
Madrid puts its invisible heartbeat on the map
Source: https://www.marketing-interactive.com/madrid-puts-its-invisible-heartbeat-on-the-map
Goal: Position Madrid as a premium destination for long-haul travellers
Claim: Madrid's invisible heartbeat
Media: Film, photography, various creative executions
Summary: Madrid is launching a global tourism campaign called 'Madrid Beats' to emphasize its cultural identity and attract long-haul travellers. The campaign introduces an 'invisible heart' symbolizing the city's energy and includes a two-minute film featuring historical figures discovering the city's rhythm. The campaign utilizes various media channels, aligns marketing efforts under one agency, and aims to create a lasting brand identity for Madrid.
From Paper to Market: How the GROW Program is Revolutionizing Businesses
Goal: To provide tools for business owners to grow their existing businesses effectively.
Claim: Growing without losing brand identity.
Summary: The CRESCER Program helps established businesses like Ritmos Urbanos to prepare for new phases of growth by providing strategic tools and mentorship. It emphasizes that growing does not necessarily mean changing what already exists but rather enhancing it with new knowledge and structured planning. The program caters to both new and established businesses, promoting a clear understanding of growth without compromising brand identity.
Instagram Changed Its Handwriting, and Brands Immediately Started to Copy It
Goal: Support daily creativity and normalize imperfection
Claim: New identity to convey serious, encouraging and provocative messages
Media: Social media, Stories, Reels
Summary: Instagram has introduced a refreshed brand identity with a new handwritten wordmark that aims to be sharper and more modern while still maintaining a connection to its roots. The design team sought to maintain the handwritten aspect for recognition while updating its appearance and integrating a new font, Instagram Pen, to enhance personal expression. The change reflects a diverse range of content on the platform and aims to support everyday creativity.
Instagram refreshes its wordmark, gets the internet (and brands) talking
Source: https://www.marketing-interactive.com/instagram-refreshes-its-wordmark-internet-talk
Goal: To modernize Instagram's identity with a new wordmark.
Claim: Cleaner and more modern look while retaining original simplicity.
Media: Social media, online platforms
Summary: Instagram has refreshed its wordmark for the first time in a decade, presenting a cleaner and contemporary design that retains its signature script. This change is part of a broader brand identity update that will continue rolling out through 2026. Brands like KitKat and ChatGPT have playfully engaged with the refresh on social media.
Redesign: This is the new brand appearance of Instagram
Goal: To unveil a new brand appearance for Instagram
Summary: The article discusses Instagram's new brand identity, highlighting the redesign of its logo and overall visual appearance to align with contemporary aesthetic trends and enhance user engagement.
Coca-Cola Launches New Design for Cans in Sweden
Source: https://www.resume.se/marknadsforing/design/coca-cola-far-uppdaterad-design-se-nya-burkarna-har/
Goal: To unify the visual identity of Coca-Cola products
Claim: Everything Coca-Cola does should look like Coca-Cola
Media: Packaging, retail environments, refrigerators, equipment, digital channels
Summary: Coca-Cola is launching a new design for its iconic cans, unifying Coca-Cola Original Taste and Coca-Cola Zero Sugar under a common visual expression that highlights the brand's historic elements. The redesign enhances recognition while distinguishing between the sugary and sugar-free options. The rollout will occur in over 200 markets, starting with Sweden and other European countries.
Cloudpillo Centers Its Founders in New Brand Campaign
Goal: To emphasize the founders in brand identity
Summary: Cloudpillo has launched a new brand campaign that focuses on highlighting its founders as central figures in their brand identity. This initiative aims to strengthen the connection between the company's values and its leadership.
How beIN built its identity for FIFA World Cup 2026
Source: https://campaignme.com/how-bein-built-its-identity-for-fifa-world-cup-2026/
Goal: Create a premium broadcast experience for the FIFA World Cup 2026
Media: television, digital platforms, physical environments, promotional activity
Summary: beIN SPORTS is developing a consistent visual identity for the FIFA World Cup 2026, which will be hosted across the US, Canada, and Mexico. The project aims to deliver a premium broadcast experience while ensuring brand distinctiveness within FIFA's visual framework. A collaborative effort involving multiple teams is creating various concepts that adapt to diverse media and maintain brand consistency throughout the tournament.
The Empower Brands House Creates Exclusive Fragrance to Translate Its Identity into Aroma
Goal: To create a sensory signature that embodies the brand's identity.
Claim: Great brands are not just seen or heard. They are felt.
Media: Video documentation of the creative process
Summary: The Empower Brands House has created an exclusive fragrance to celebrate its 25th anniversary, capturing the company's values and essence through scent. Developed by perfumer Lourenço Lucena, the fragrance reflects the organization’s journey and aims to be a sensory representation of the brand beyond visual or verbal communication. The campaign was launched with a sensory dinner, marking the start of a two-year celebration leading up to the official anniversary in 2028.
Starbucks Japan and the Collectible Capsule That is Worth More Than Coffee (the Product Becomes an Ecosystem)
Goal: To create a collectible product that enhances customer experience and identity expression.
Summary: Starbucks Japan has launched the Starbucks Joyful Capsule, a collection of 75mm plush toys that serve as collectibles, creating a deeper connection to the brand rather than being mere souvenirs. The collection reflects a shift in consumer behavior and retail strategies, emphasizing that the product can become a symbol of social identity and cultural exchange. Designed to resonate with customers on an emotional level, these collectibles extend the life of their associated products beyond the moment of consumption.
Campaign in Austria: This is the new brand identity of Coca-Cola
Goal: to introduce a new brand identity
Summary: The article discusses Coca-Cola's new brand identity campaign launched in Austria, focusing on refreshing its image and connecting with local consumers.
International Campaign: Bett1.de Presents New Brand Identity – Antoni is Out
Goal: to refresh brand identity
Summary: The article discusses the new brand presentation for Bett1.de, highlighting the exit of the agency Antoni from the project. The campaign aims to enhance the company's brand identity with a fresh visual and strategic approach.
Ueshima No Longer Wants to Be Just ‘Japanese Coffee’
Source: https://www.media-marketing.com/vijesti/ueshima-vise-ne-zeli-biti-samo-japanska-kafa/
Goal: To refresh the brand identity and position Ueshima in the UK market.
Media: Packaging, digital channels, brand communication
Summary: Ueshima Coffee Company has refreshed its brand identity for the UK market, shifting from a focus on being recognized as the most popular Japanese coffee to celebrating the unique Japanese approaches to coffee selection, roasting, preparation, and cultural experience. The new identity incorporates elements of Japanese calligraphy and playful illustrations to connect with a broader audience while maintaining its recognizable packaging. The goal is to compete with established brands like Lavazza and Starbucks by presenting its Japanese heritage as a dynamic foundation for modern market positioning.
Cénit: The Shirt with Which Inter Miami Turns Nu Stadium into a Brand Symbol (and Doubles Down on Support for Messi)
Goal: To establish a new brand identity and showcase the club's ownership of its infrastructure.
Claim: This is not just a shirt, it's the clearest view of how far this team can go.
Summary: Inter Miami launched its third jersey, named 'Cénit', inspired by the design of its new stadium, Nu Stadium. This campaign aims to transform the team's identity by utilizing its own infrastructure as a creative source, marking a shift away from relying solely on symbolic colors or historical references. The return to white as a primary color signals the team's expansion of its branding strategy.
Zendaya is the new global ambassador of Prada Beauty and the face of Prada Paradoxe
Goal: To reinforce the brand's positioning around authenticity and the multiplicity of feminine identities.
Claim: Zendaya embodies Prada Paradoxe.
Summary: Prada Beauty announced actress Zendaya as its new global ambassador and face of the Prada Paradoxe fragrance. This collaboration aims to highlight the brand's values of authenticity and the diverse identity of women. The campaign coincides with the launch of Prada Paradoxe Sweet Chemistry Eau de Parfum, featuring a unique olfactory signature. The campaign is directed by Oscar-winning filmmaker Barry Jenkins.
Pablo Blaya and Pere Escobar: ‘Technology can accelerate an idea, but it cannot give it truth’
Goal: To illustrate a universal insight related to the brand.
Claim: Only three photos and one word.
Media: Advertising campaigns
Summary: Pablo Blaya and Pere Escobar, creative writers and team leaders at Oniria, shared their successful campaigns from 2025, highlighting McDonald's 'Impacientes,' which captures a universal insight, and other notable projects emphasizing local identity and community involvement in Paraguay.
Weave evolves Panhead’s brand identity
Source: https://stoppress.co.nz/news/weave-evolves-panheads-brand-identity/
Goal: To reinvigorate Panhead's brand strategy and improve packaging design.
Claim: Beer, engineered
Media: Packaging, communications, retail experiences
Summary: Panhead has undergone a brand refresh and new packaging system in partnership with Weave, focusing on a strategic positioning of 'Beer, engineered', which emphasizes precision and quality while enhancing brand recognition and consistency across all touchpoints. The redesign retains core brand elements while modernizing the visual identity to strengthen market presence.
Coca-Cola Opens a Beach in Milan. Bombrini: ‘We Want People to Live the Brand’
Goal: To create immersive experiences that strengthen the bond between the brand and consumers
Claim: We want people to live the brand
Media: Live experiences, social media
Summary: Coca-Cola launches a new brand identity through the Lido Coca-Cola event at the Biblioteca degli Alberi in Milan, focusing on immersive experiences to connect with consumers. The activation showcases the brand's redesigned visual elements while celebrating summer and social interactions, highlighting a shift in marketing towards experiential storytelling.
Coca-Cola Unveils a New Global Visual Identity
Source: https://www.marketingdirecto.com/anunciantes-general/coca-cola-nueva-identidad-visual-global-wpp
Goal: To reinforce the brand's visual identity and coherence globally.
Claim: This evolution honors our legacy while projecting the brand into the future.
Media: Marketing campaigns, packaging, digital experiences.
Summary: Coca-Cola is introducing a new visual identity to enhance brand consistency while maintaining its iconic essence, executed by WPP. The new design focuses on reinforcing the brand's historical personality and offers a unified experience across all markets. Starting in Spain, the campaign aims to improve consumer connection through subtle adjustments and emphasizes the traditional red color and Spencerian typography.