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Dig Into 25 of PRINT’s Most Popular Articles of 2020
2020 was the year that felt like 20 years and in the two decades that amounted to 365 days, we brought the PRINT brand back to life, hosted an all-new competition, launched a new website, and published more articles than ever before.
From among them, our editorial covered a broad swath of topics from the micro to the crucially macro, to all ground in between.
Here, in order, are the ones you read the most.
Brody Associates unpacks its visual identity overhaul for Japanese beauty brand Shiseido
Neville Brody and Philip Rodgers tell us how they translated the brand’s 150-year, avant-garde creative history into a unified global identity for a modern audience.
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Brody Associates just spent an intense three years overhauling the brand identity for Japanese beauty brand Shiseido. Though, considering it’s the first full rebrand in 150 years and it s among the top five largest cosmetics companies in the world, perhaps the long process is quite fitting.
It began with Shiseido inviting the London-based studio to work on a single campaign, but while developing it, “a lot of questions came out about both deeper brand strategy and brand image,” explains agency founder Neville Brody, “as well as more practical challenges around identity, imagery, typography, etc.” So the project expanded, with the studio eventually completely restructuring the company’s “brand code”
Shiseido looks to the future of beauty marketing
Shiseido looks to the future of beauty marketing
Neville Brody’s creative agency Brody Associates translates the Japanese brand’s 150-year history into a modern philosophy – from Ginza pharmacy to global brand
After three years in development, Brody
Associates announces the newly restructured Shiseido brand code.
Photography: Nick Rochowski.
For Brody Associates, creating a brand identity for Shiseido was akin to developing a new language. Since it was founded 150 years ago, Shiseido has pioneered a unique approach to beauty, encouraging diversity through inclusive campaigns and offering products that are as equally grounded in nature as they are in science.
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