BrandKnew September 2013 Feb 2014 | Page 39

groupisd.com 38 Kate Spade Tokyo Kate Spade used to release a new product in stores every Saturday. The resulting paper marketing built up quickly, so Kate Spade tapped design firm Control Group to reinvent its signage, on iPads. The rebranding turned into an entire new retail effort. The online only shop--dubbed Saturday--is geared toward young consumers. Google Black metal band logo designer Christophe Szpadjel took on the challenge of making brands like Google, Microsoft, and Prada (and Fast Company) appear just as hardcore as his typical clients. Newsweek When Newsweek decided to stop publishing in print and move everything online, the publication approached Brooklyn-based Huge to help them design the transition. The digital experience is meant to mimic the feeling of print journalism thanks to clean pages and big, beautiful images. Mail Chimp Designer Jessica Hische documented the very subtle series of nips and tucks she gave to the Mail Chimp logo. At first blush, the logo hasn’t changed much. But a closer look reveals some canny aligning and spacing in the lettering-which together show off the power of good graphic design. Starbucks Starbucks opened its flagship Teavana store in New York this fall. The shop caters to tea-lovers in search of a more calming experience. To achieve that, the coffee company created a new double-walled cup with a softer, rounder spout. Refinery29 Online fashion news site Refinery29 has dramatically expanded its readership since launching in 2005. The founders worked with Wolff Olins to both rethink the graphics of the site and logo, and sharpen the company’s editorial focus.