REFRESHING ESTABLISHED BRANDS
Washington Blade: Rebranding & Redesign PRIOR LOGO
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When the Blade’s former parent company unexpectedly filed for bankruptcy and ceased all operations – the future of the nation’s first LGBT newspaper was left hanging under a cloud of uncertainty. To reassure staff, vendors, advertisers, and loyal readers, BLAZER helped the new owners refresh and relaunch the brand with a new identity that respected the paper’s rich history while conveying a fresh, modern approach signaling a new day at the Blade.
REFRESHING ESTABLISHED BRANDS
MARYLAND’S PREAKNESS CELEBRATION Upscale Appeal
OLD LOGO
Sporting Event
Community Festival
NEW LOGO Mass Appeal
CHALLENGE: positioning exercises identified the disconnect between the feel of the celebration’s logo (racing and sporting) and its actual event experience (a fun community festival for families.)
Over the years the Preakness Celebration brand had lived in shadow of the Preakness Stakes – feeling more like a professional sporting event than it did a fun community festival with strong family appeal. Working with community leaders, the board, and volunteers a fresh new mark and graphics system was introduced.
REFRESHING ESTABLISHED BRANDS
MDOT Mass Transit Administration BEFORE
MASS TRANSIT ADMINISTRATION
AFTER
MTA Maryland
Maryland’s Mass Transit Administration was long overdue for a makeover starting with its name and logo – to MTA Maryland and eventually extending to the look and feel of its materials, marketing, website, and vehicle fleet.
REFRESHING ESTABLISHED BRANDS
BALTIMORE AREA CONVENTION AND VISITORS ASSOCIATION
PREVIOUS BALTIMORE LOGO
Baltimore’s identity had become dated and failed to convey any real sense of the city’s unique personality. Working with a diverse group of stakeholders, a new logo and branding effort leveraged the city’s waterfront appeal, while also conveying the city’s fun, funky, and creative personality.