Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life.
causing many to lament the loss of a heritage brand andBut how can brands get it right when using archival material? Can you ever go back too far? And what happens when brands overlook their heritage? I spoke to Karl Wills, creative director atThere's no use pulling out any old design from a brand's archives, you've got to find the one that strikes the right chord.
"Often, you’ll find the brand’s magic lying dormant in its history and, if it still resonates with the audience you’re now targeting, that magic can be made relatable to new customers."If there are elements of a brand that you want to use to refresh an identity, make sure you respect them. Karl gives an example:"We collaborated withto strategically reposition its global identity and portfolio.
"Embracing Danish design principles and J.C. Jacobsen's fervent belief in striving for better became the brand’s new driving force. In looking back, we were able to rejuvenate Carlsberg’s identity system for a better future."received significant backlash from customers and the design community for abandoning its brand history and identity," recalls Karl.
United Kingdom Latest News, United Kingdom Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
4 reasons I'm looking forward to OFFF BarcelonaRosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life.
Read more »
Ukraine at war: two years onJoin our editor-in-chief, Zanny Minton Beddoes, along with the deputy editor, defence editor and Russia editor for a live discussion, as they reflect on two years of conflict after Russia’s unprovoked invasion of Ukraine.The war has cost thousands of lives and upended diplomacy and military planning around the world.
Read more »
I’m A Beauty Editor And I’ve Finally Found A Product That Helps My HyperpigmentationI'm a beauty editor and I've discovered a new way to treat my hyperpigmentation. Read more on Grazia.
Read more »
Teaching ban for former Northampton deputy head who had indecent imagesTeaching watchdog says lifetime classroom ban for ex-deputy head is vital to protect pupils.
Read more »
'The Budget's Dropped, Hasn't It?': BBC Presenter Skewers Minister Over Dental PlanKevin Schofield is Politics Editor of HuffPost UK.
Read more »
Rishi Sunak Says He's Not A Betting Person – He Said Otherwise Just Last YearKevin Schofield is Politics Editor of HuffPost UK.
Read more »