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Over the past decade, the fiscal crisis of higher education has unfolded across the University of California system. And when a school has lost billions—really, billions—in state funding, engineering a new identity isn’t the first issue on the list. Or even the hundredth. Yet the UC system has introduced a sweeping new rebranding this month, engineered by an eight-person team led by the school’s creative director, Vanessa Correa, and art director, Kirill Mazin.

fastcodesign:

Over the past decade, the fiscal crisis of higher education has unfolded across the University of California system. And when a school has lost billions—really, billions—in state funding, engineering a new identity isn’t the first issue on the list. Or even the hundredth. Yet the UC system has introduced a sweeping new rebranding this month, engineered by an eight-person team led by the school’s creative director, Vanessa Correa, and art director, Kirill Mazin.

(via fastcodesign)

"For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.

Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into gas as he plummets 24 miles from space at 800+ miles per hour while his parents, girlfriend and the rest of the world watch, live.

With the Red Bull Stratos Project, the energy drink brand-turned-media company brought extreme sports spectacle to new heights and redefined the idea of content marketing, PR stunt and brand utility.”

Christina Chaey reports: "The MTA’s iconic blue-and-gold MetroCard, wielded daily by 8.5 million New York City public transit riders, is getting a new look, brought to you by retail stores around the city who are turning your transit card into a coupon.

Starting this week, NYC riders will start seeing branded cards featuring coupons or promotions from retail stores.
Gap, for example, is using the MetroCard’s real estate to promote its newly remodeled flagship retail store in Chelsea. It’s also offering MTA riders 20% off through November 18 when they present their Gap-branded MetroCards at any retail location.”

Christina Chaey reports:

"The MTA’s iconic blue-and-gold MetroCard, wielded daily by 8.5 million New York City public transit riders, is getting a new look, brought to you by retail stores around the city who are turning your transit card into a coupon.

Starting this week, NYC riders will start seeing branded cards featuring coupons or promotions from retail stores.

Gap, for example, is using the MetroCard’s real estate to promote its newly remodeled flagship retail store in Chelsea. It’s also offering MTA riders 20% off through November 18 when they present their Gap-branded MetroCards at any retail location.”

Microsoft is expected to unveil a new logo today. Over the past 26 years, the Microsoft logo has undergone roughly eight redesigns, but they’ve never deviated from the four-paned window. When the company introduced its new, simplified logo this spring, they positioned it as a radical departure from tradition—new font, new imagery, new color. In reality, says Kim, “the new logo is radical, but does not shed the past.” Furthermore, what works on a Microsoft Office box doesn’t necessarily work for the brand’s rapidly expanding line of products, like XBox and Surface. “Microsoft is showing a progressive vision that was missing in the company for years,” says Kim, and their logo should reflect that progressivity. By clinging to the past, Microsoft is projecting a muddled picture of its new direction.

A Student’s Smart Microsoft Rebranding Is Better Than The Real Thing