When you are asked to rebrand any company or organization it is not something that can be executed quickly. There is quite a bit of strategy that goes into the process, especially when you are rebranding a higher profile, internationally known company. Jones Knowles Ritchie was charged with rebranding Burger King and I have to say the results are fantastic. Everything from billboards to employee uniforms has a distinct and cohesive flair that, in my opinion, gives a nod to the design styling of the late 1970s.
From a strategic point, JKR in collaboration with Burger King set out together to bring to life what Burger King’s commitment is to the food, free from colors, preservatives, and flavors from artificial sources. They wanted to use design to help close the gap between the negative perceptions a lot of people have of fast food, and the positive reality of Burger King’s food story by making the brand feel less synthetic, artificial, cheap, and more real. To put it simply, JKR makes the Burger King Brand and the food even more crave-able.
The typography, illustrations, color pallet, copy-writing, all of it has a strong cohesive voice that differentiates itself from the competition. What will be interesting to see is if Burger King continues to use any of their past advertising that focused on the King and had at times an almost surreal approach in terms of content. In the past, Burger King has been known for off-the-wall campaigns like Subservient Chicken. This is light-years away from that approach.
For Burger King’s first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial, and more real, crave-able,and tasty. We were inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple, and fun.
Anyone that knows me, knows I am a huge fan of the industrial design work that Deiter rams did for Braun. His influence and the work he did for Braun can still be felt today on so many product lines by other companies like Apple.
Braun has been absent from the audio world for more than two decades, but original stereo systems from the 50s, 60s, and 70s are still in demand. Not because they offer a superior audio experience, but because of the design and visual aesthetic they present.
The hottest Braun stereo collectible is probably the SK5 “Snow White’s Coffin” record player and radio. It is sublimely minimal in its execution with white powder-coated steel sandwiched between wooden side panels under a plexiglass case. The design was a radical departure for stereo gear when this was introduced in the 1950s.
One of my personal favorites from the Braun stereo family has always been the Braun Audio 1 from 1962. To me, it feels timeless. You can feel where it came from (the SK5) and understand the visual direction Rams was taking Braun over the next decade.
In addition to the Audio 1, Braun introduced a set of minimalist speakers in 1959, the LE1. The LE1 is so simple in its design form. White rectangular slabs suspended on chrome tubular legs with a perforated black metal grill. The form is almost sculptural in quality and an even more radical departure from stereo systems of the day. You have to remember, in 1959 most stereo systems looked like a large wooden piece of furniture that would blend in with what was in your living room. The LE1 stands out. It’s meant to be seen as well as heard.
The LE1 was the first electrostatic speaker available on the German market, the LE 1 provided a new housing for internal electronics produced by English engineering company Quad, then trading as Acoustical Manufacturing Co. Ltd. The LE 1’s electronics were based on the Quad ESL-57, producing a distinctively detailed sound that still stands up well against the standards of contemporary hi-fi systems today. At the time of its introduction, the speaker was technically and aesthetically ground-breaking. Within the Braun audio program of the late ‘50s, the LE 1 was intended to accompany the first Braun component Hi-Fi system, the Braun Studio 2.
For the first time in 28 years, Braun is back in the audio business. Well sort of. Braun Audio is returning with a reinvention of the aforementioned LE speakers from 1959. A perfect reintroduction to the heritage of Braun Audio, the new LE Series focuses on the purity of design, purity of performance and the purity of sound Braun was known for in the past.
These beautifully minimalist speakers have been re-imagined by Precipice Design. The London-based design company developed all consumer and trade touchpoints including brand and product narratives, packaging, photography, iconography, digital assets (website, and mobile app), video content, and point of sale concepts, print catalogs, and advertising, helping to re-establish Braun in the premium audio sector.
When you look at the complete set of design materials that Precipice created for Braun you are immediately aware of the heritage of vintage Braun while positioning them squarely in the modern market place. The imagery that is used across all touchpoints echoes the minimalist aesthetic that Braun became known for, not simply in the products they produced but in the owner’s manuals, advertising, and packaging that was produced during their heyday.
As I looked at the new website that Precipice produced I was struck by how it so closely mirrored many of the Braun printed items I’ve seen from the 1960s an70s. The minimal color pallet, sparse layout, concise messaging. The same look and feel are carried over to the mobile app, and on to the packaging. With the packaging focusing on the purity of sound while focusing on the brand’s heritage. Only key information about the product shown on the packaging. The uncomplicated packaging is typical of Braun and reflects the aesthetics of the classic speaker through dark tones and a graphic of the speaker itself.
The speakers themselves are an homage to the original LE1 updated to reflect today’s taste and improved technologies. Where the original 1959 speaker would probably prove to be too large in today’s home environment, Precipice’s vision shows how the LE1 can be reimagined to fit more discreetly into one’s home.
The new speaker brings the same vision Ram’s had in 1959. A minimalist slab in white with a black grill floating above a chrome stand. The speaker is angled slightly backward, and the controls are almost invisible. Precipice also introduces a solid black version of the speaker and two additional sizes, all of which use the same visual language.
Floor stands have been designed as well, but I have to say I don’t think they work as well. They seem rather chunky except where they have been extended and used with the smallest of the speakers.
There is no word on availability yet. I’m betting these will be available this fall for the Christmas shopping season. The product was introduced around the first of September this year so you would think they would be ready for sale by mid-November at the latest. Pricing will range from $1200.00 for the largest of the 3 down to $380.00 for the smallest.
I don’t need these, but I wouldn’t mind having them. Full information and specs are available on the Braun Audio website.
For the first time since the 1980s, Lego has unveiled its first brand campaign. Produced by the French agency BETC in conjunction with multi-award winning collective Traktor the project titled Rebuild the Worldfeatures a live-action film and micro-site designed to send a positive political message about the power of creativity to enable change.
BETC met Lego 18 months ago and worked with the brand’s internal agency to develop the concept, Rebuild the World. “We thought about what would be important for Lego to say today,” said BETC founder Rémi Babinet. “They are one of the most loved brands in the world, no one argues with Lego! It’s like Apple in the beginning; innovation and creativity are both brand and philosophy. That’s rare in the commercial world. The problem it has is that while it is known for the educational aspect of Lego, that perception is a problem for all the parents who don’t have an affinity with the brand. They think it’s about following instructions. But it’s more than play or education – it’s about creativity. To be creative today is the way to achieve something, to navigate the new world. Mathematics and rationality used to be the most important skills, but now creativity is the most valuable skill, and Lego can enable that.”
The tagline “Rebuild the World” resonates beyond Lego itself, to chime with the issues of the contemporary world.
It is a tag line that everyone can relate to when associating it with the Lego brand.
In keeping with the campaign message, the video goes against expectations by not featuring a single Lego brick. Instead, it is a live-action and CGI adventure caper that sees a rabbit chased by a hunter with a bow and arrow, overcoming every challenge thrown at him with increasingly creative solutions. This was inspired by Lego’s ethos for problem-solving. BETC chose to go down the live-action route because, as Rémi states, “When you are in the head of a child, the bricks become the real world, the world they create with Lego is a real story for them.”
Every tiny detail of the film has been considered to reflect the Lego universe and its billions of fans. In the town of Valparaíso in Chile, buildings were repainted to match Lego brick colors. Clothes worn by all the characters in the video are 2D printed like Lego characters. If you look at the bad guy, his shirt, tie, jacket, and binoculars are all printed onto one T-shirt.
The cars and trees match the cars and trees of a Lego kit. The people bend backward at the hip or turn their head around just like Lego people do. Every scene features a builder to reference the iconic Lego figurine. At one point, a line of ducks crosses the road, which references Lego’s first-ever product. Even the props, such as the camera, cups and the bow and arrow, are made to scale, oversized like Lego accessories.
“There were no limits,” Rémi says. “Lego was a cool brand to work with. It was an opportunity to find things you can never do with other brands. So this film is about what your imagination can do with Lego.”
For all the out-of-home imagery and animated vignettes, which will roll out globally on billboards from London to Los Angeles, BETC did use Lego bricks, shot by photographers who are used to working on luxury brand campaigns – “We wanted to capture the incredible beauty of the bricks. These images subvert stereotypes, challenge expectations, and at times send political messages. They are simple ideas, but often at a societal level. Rebuild the world could be just for fun, or it could address issues in the world today. You can transform the world as you want. It’s not a political campaign. You could go far with these messages, we tried lots of things… but this is a balance between meaningful and fun. It’s conscious, but in the end, it’s only about kids.” – Rémi Babinet.
The entire campaign is reinforced with a solid micro-site, social media, print, and outdoor campaigns. As we roll into the holiday season, it’ll be interesting to see the shorter 30-second broadcast versions of the ad plus any additional online vignette videos that are produced to bolster the entire campaign.
On July 20th, 1969 I was seven and a half years old and I still remember being glued to the TV as the first live broadcast from the lunar surface was beamed back to Earth. The family was downstairs in our family room/office. Walter Cronkite was giving the play by play and then they cut to a grainy picture of Neal Armstrong as he stepped off the ladder and spoke his now famous line. ” That’s one small step for man, one giant leap for mankind”.
I have always been a bit of a space nut. I think being born at the beginning of the space race helped solidify that in me. I’ve been fascinated with everything from the space flight itself to the amazing illustrations produced for NASA.
With this year marking the 50th anniversary of the first moon landing, I decided to break down and pick up a copy of the National Aeronautics and Space Administration Graphic Standards Manual. It’s been out for a few years and has been on my short list so I finally decided to pull the trigger and pick it up.
For a designer and self-professed space nerd, this is pure heaven. This is a few hundred pages of the design systems put in place by Richard Danne, Bruce Blackburn, and the staff at Danne & Blackburn in 1974.
This reissue is a modern spin on the original which was a series of bound documents designed to be distributed to internally and externally to coordinate the NASA brand for the world. The reissue book is all about faithfully reproducing what Danne & Blackburn while infusing history and additional details. Details like the anti-static foil sleeve that it arrives in.
The book is an authoritative reference compiled from scans of 35mm slides presented to NASA in 1974, normally shielded from those without clearance.
The manual covers everything from spaceship graphics to brochures, including specific details on how to type a letter using the NASA letterhead.
This is the ultimate “brand bible” for the formidable application of a graphic identity system in an otherworldly institution. The NASA Graphics Standard Manual is a meticulous facsimile of Danne & Blackburn’s 1974 re-branding of the agency. An authoritative reference compiled from scans of Danne’s own personal copy, the book also includes an introduction by Danne, alongside an extended essay on the culture of the agency by Christopher Bonanos.