Why Evri rebrand needs a reason
Hermes recently rebranded as Evri. Here, Koto’s James Greenfield analyses its new look and asks whether rebrands are enough to change public perception of a struggling brand
Social media and branding: what needs to change?
Facebook recently introduced a new logo. But is a rebrand enough to change people’s perceptions of the company? As social media enters an inflection point in its history, Koto’s James Greenfield examines the deeper changes these brands need to make
What Google Stadia’s branding reveals about the platform
Google’s new gaming platform Stadia enters a crowded market that is renowned for strong branding and marketing. James Greenfield examines what its design identity says about its offering
Jack’s: an austerity brand for Brexit Britain
With the launch of Jack’s, its cut-price competitor to Aldi and Lidl, Tesco has created a nostalgia-fuelled ‘Britain-first’ supermarket. James Greenfield believes it’s a misstep by a brand once renowned for innovation
YouTube has a new face, but has it lost its voice?
In just over a decade, YouTube has gone from an idea three guys had to make it easier to search for video, to a key pillar in the product portfolio of the second most valuable brand on the planet. It’s the world’s leading video platform, with 400 hours of content uploaded each minute and one billion […]
Can AI design a better logo than you?
Logojoy is a new website that uses Artificial Intelligence to ‘design’ logos. James Greenfield, an actual human designer, gives it a go…
Five museums with great graphic identities
We asked regular CR columnist and Koto co-founder/creative director James Greenfield to pick out his favourite five museum and gallery graphic identities from around the world. He looks at what makes them so successful and effective as pieces of communication
The funny business of branding
From walls of Post-Its to dubious logo evolution diagrams, branding can be an easy target for satire. Yet despite its clichés, process is a vital part of the job