Way back in 2010, Brand By Name made branding irons. In Oregon USA, a (different) Brand By Name sold personalised irons for your favourite barbecued meal.
When Brand By Name made branding irons
The 10% Myth
Have you ever heard ‘Change a logo by 10% and then you can legally use it’? We take a look at 2 examples involving Taylor Swift and Tabasco and explain why this is a myth.
Brand Guidelines are a recipe book
What’s the most important thing you need to know about Brand Guidelines? Would it surprise you to discover they’re like a recipe book?
If you’re asking how much branding costs, you’re asking the wrong question.
Why? You need a timeframe. Let’s look at another example. You spend two hours cleaning outdoor teak chairs. You bought them 30 years ago, second-hand.
Happy Birthday Vegemite – an Aussie Icon turns 100!
When we asked 27 regular punters to name iconic Australian retail brands, we were shocked by the result.
HBO’s Succession – “Substack meets Masterclass meets The Economist meets The New Yorker”
A recent episode of HBO’s Succession features a cringe-inducing scene for designers.
Coming soon to the airport dutyfree near you : Toblerone has re-branded
Things we love—a rejuvenated and quirky wordmark, inspired by the original Toblerone lettering (drooling over the gorgeous ‘O’ and ‘R’).
A Day in the Life of Brands
Are you someone who thinks brands don’t matter? That you’re not brand-loyal? Try this exercise tomorrow morning: Get up. Start your day. Take note of the brands you interact with.
New branding for the Design Exec Club
New work—branding for the Design Exec Club – a global network of designers, thinkers and executives who share a unified passion for a better future.
Petbarn updates their brand
Petbarn updates their brand
If you’re one of the many people who have a feline, furry or fishy friend, you may already know that Petbarn updated their brand last year.
Perhaps you noticed, maybe you didn’t. Because the logo has stayed the same.
So, what’s changed?
Petbarn have ditched their previous quartet of cat, dog, fish and bird illustrations. And they’ve introduced quite possibly the cutest set of creatures this side of Baby Yoda.
Things we love:
– the yellow/black/white colour palette (the yellow cleverly retained from their existing brand)
– the playful nature of the animals, especially how they interact with the logo
– the more unusual creatures (the gecko is particularly cute)
The work shines in the thoughtful, clever details – staffroom signage, parking bays, an illuminated bus stop sign. We would order something, solely to come home to that box at the door.
What this branding does so well is to create an emotional connection – without saying so in words, you believe that Petbarn care about your pet, not only about selling product.
And it’s an excellent visual example of why a brand is much more than simply a logo.
A superb job by illustrator/animator Marco Palmieri and Sydney brand agency Landor.
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Recent posts
When Brand By Name made branding irons
July 22, 2026
Way back in 2010, Brand By Name made branding irons. In Oregon USA, a (different) Brand By Name sold personalised irons for your favourite barbecued meal.
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Event branding for the 2025 Keith Murdoch Oration at State Library Victoria
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The 10% Myth
March 10, 2026
Have you ever heard ‘Change a logo by 10% and then you can legally use it’? We take a look at 2 examples involving Taylor Swift and Tabasco and explain why this is a myth.
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February 9, 2026
Whatever the brief is, it’s exactly the same. Every project. Every time. Every design. It‘s just one word.
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It’s that time of year when we start looking forward to the end of the working year, changes in the seasons, and celebrations over the New year…
