#branding

#branding

Yeti's logo is simple: just its name written in an all-caps sans-serif font, placed within a rounded rectangle. But to speak to new consumers, they're getting rid of the one element that gives it brand recognition. In a new campaign created in collaboration with Wieden+Kennedy Portland, Yeti deleted the "Yeti" in its logo to make room for other four-letter words, like "Hike," "Surf," Golf," "Fish," "Hunt," and "Snow."

Cracker Barrel is officially called Cracker Barrel Old Country Store, Inc., and it's listed on the Nasdaq as a publicly traded company. It's worth mentioning that the company is solely in the restaurant business, and while some grocery items share its name, they're completely unrelated. The first Cracker Barrel location opened in 1969 on a highway outside of Lebanon, Tennessee. Founder Dan Evins originally started the company as a way to boost gasoline sales for Shell, but the chain continued to grow, taking on a life of its own.

Nic Vansteenberghe enshrined himself in the Meme Hall of Fame with a single word ('Mamacita') and ended up in season seven's second-place couple with Olandria Carthen.

The branding design was turned around very quickly, with the logo being signed off in less than a week and the website going live in less than two weeks from onboarding.

Brody articulated a visual grammar that allows the brand to scale without breaking, emphasizing flexibility and consistency in the design process.

The Spoetzl Brewery and its horned mascot has been a nucleus of Texan pride for decades, although this mascot hasn't always been the same. When Bavarian Kosmos Spoetzl joined the failing Shiner Brewing Association in 1914, he introduced a beer from his German brewing background that to this day makes Houston hearts hum, the now famous Shiner Bock.

When we started Angie's List in Columbus, Ohio, in 1995, it was called Columbus Neighbors. I was the only employee, and I was the one who answered the phones and went door-to-door signing up contractors to join.

David Herrera registered the brand name Pedro Piscal with a Chilean commercial regulator in 2023 and began selling his pisco in off-licences and restaurants. Herrera stated, 'We tried a few names and Pedro Piscal stuck.'

FIFA's clear expectation that its own partners are given sole exposure in and around World Cup stadiums means many venues will operate under generic, unsponsored names during the tournament. This practice is standard for World Cups, affecting the branding of iconic stadiums like Mercedes-Benz Stadium in Atlanta.

Frieda's Branded Produce took off, and fresh produce changed forever. Caplan's early decision to go against the grain laid the foundation of non-negotiables that still guide how Frieda's operates.

Denton's first rule: "Make it different, but relevant." The more unusual your swag is, the more likely people will remember it, want it, and share it online.

Chick-fil-A's unique customer service approach includes training employees to respond with 'my pleasure' instead of 'you're welcome.' This practice originated from founder S. Truett Cathy, who was inspired by a Ritz Carlton employee's response.

"The superbloom concept became a framework for this design language, providing a vibrant color scheme as well as the visual form of flower petals to guide the graphic treatment."

The reality is more nuanced. And unfortunately, when it comes to how brands categorize and engage different generations, nuance is not generally welcome. That disconnect has led to some pretty tone-deaf brand moments.