Tag: Brand Visual Identity


TRAY launches new brand for Berry Delight

Summer’s here. The perfect time for a cup of delicious frozen yogurt piled high with fresh toppings. And not coincidentally, the perfect time for TRAY to roll out a new brand for Berry Delight, an up-and-coming frozen yogurt store based in Pleasanton, Cal. Working from a solid brand strategy developed by Maria Ross of Red…

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June 25, 2013

Branding, Lifestyle, TRAY News


Logo redesign: the perils of not doing it the right way

When well-known brands change their logo after years of earning equity through their original identities, it’s inevitable that they won’t satisfy everyone. Some consumers will love the attempt to move the brand into the future; purists will ask why the brand is fixing what ain’t broken. The new look recently unveiled by American Airlines marked…

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January 29, 2013

Branding, Marketing


6 tips on how to roll out a rebrand

So you’re planning to roll out a new visual identity and/or a new name for an existing company or brand. It’s an exciting time, albeit one fraught with risk. Here are a few tips on how to get it right. 1. Test the concept. All of the following tips flow from this one. Unless you’ve…

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July 13, 2012

Branding, Marketing