The branding industry in 2024? What a ride. As we scrolled through the year’s biggest stories, a clear narrative emerged—one of reinvention and connection. Heritage brands boldly embraced new visual identities, balancing legacy with relevance, while the Paris Summer Olympics set a global stage for design that was both ambitious and intimate. We saw small campaigns that began with hyper-local inspirations flourish into movements with global resonance. We also noticed a shift toward more thoughtful aesthetics and communal design that brought people together, strengthening community ties in ways not seen before.
These stories not only captivated audiences but also offered a blueprint for how brands can navigate a rapidly evolving cultural landscape; sparking conversations to set the tone for what’s to come. Here’s a look back at the year in branding that had you talking, debating, and inspired.
Pentagram Makes a Splash with the Monterey Bay Aquarium Brand Refresh
Led by partner Abbott Miller, the Pentagram team developed a new brand identity for the Aquarium that creates cohesion amidst disparate touchpoints.
A Colossal Brand Refresh for the Boston Symphony Orchestra
The renowned Boston advertising agency Colossus redefined the visual language of BSO and its affiliated brands: The Boston Pops, Tanglewood, and Symphony Hall.
Do Right by Nature: Unpacking Wolff Olins’ New Brand for NYBG
From a local gem to a global force, in February the New York Botanical Garden unveiled its first significant brand update in over a decade. The central idea behind the updated brand by Wolff Olins is “Do right by nature.”
Jane Austen’s House Unveils a Celebratory Identity for Her 250th Birthday
When tasked with celebrating two and a half centuries of literary brilliance, you want to do it with style. So Jane Austen’s House in Chawton, England, partnered with Pentagram to craft an identity every bit as enchanting as the author’s novels.
Coca-Cola Embraces Imitation with the Campaign, “Every Coca-Cola is Welcome”
While many brands are quick to protect their copyrighted materials and likenesses, Coca-Cola launched a 2024 campaign that does the opposite, celebrating the many interpretations of their logo created around the world for generations.
Oui or Non? Design Experts on the Paris 2024 Olympics Branding
To help keep the splendor of Paris 2024 alive, PRINT tapped a handful of design experts to share their reflections on the Olympics brand system and offer their hottest takes.
Another Olympics highlight? PRINT dives into designers’ favorite sport: the pictograms.
A Redesigned National Geographic Bridges Print Heritage and Digital Experience
The globally recognized magazine unveiled a significant design refresh in March. PRINT interviewed the in-house team behind this redesign about holding 130+ years of tradition while addressing the evolving needs of print and digital audiences.
Five Industry Leaders on the State of Branding
In the spirit of “What’s Next?,” PRINT asked five brand leaders whose agencies are represented at OFFF Barcelona in April to share their perspectives about the state of branding and what the future of the profession might look like.
Rebranding an Icon: American Girl Gets a New Look
While our American Girl dolls might be stashed in attics, American Girl remains a central touchstone in our culture, and with a little help from Pentagram, the brand continues to evolve for the modern child.
The Brooklyn Museum Unveils a Bold Rebrand for 200th Anniversary
A new logo, a sleek website, revamped signage, and a line of exclusive merch pay homage to the museum’s rich history while charging into the future. The refresh by Brooklyn studio Other Means and the museum’s in-house team celebrates art, community, and a courageous and evolving conversation between the past and the present.
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