02. M.Ad School of Ideas by COLLINS (2020)
(Image credit: M.AD School of Ideas)
Formerly known as Miami Ad School, M.AD School of Ideas is a global network of schools that teaches students how to succeed in the creative industry. COLLINS’ rebrand – which won a Brand Impact Award in 2021 – embraces the school’s legacy while preparing it for the future of creative education. Crucially, this logo embodies creativity in flux; the ever-changing ‘M-dot’ symbolising the evolving nature of ideas, while the steadfast dot anchors it in purpose.
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“I think what is so successful about this is its responsiveness,” says Cat How, founder of How&How. “The logo flexes, arches, moves and embodies the spirit of what it represents: creativity and music. But this also helps it to live in our digital age, flexing to fit screen sizes now is something all brands must do. And we love the lairy – but gorgeous and expressive – pink palette too.”
03. San Francisco Symphony (2021)
(Image credit: San Francisco Symphony)
Another 2021 Brand Impact Award winner for COLLINS, and win of the coveted Best of Show 2021, this responsive identity for the San Francisco Symphony breathes life into an age-old art form. Cleverly, the minimalist black-and-white core palette contrasts with Bay Area-inspired accents, uniting heritage and innovation in an evocative, transformative design.
“Designing this dynamic logo built around a custom variable font allows each letter to shift and transform in response to sound and music,” says Alex Andlaw, founder and creative director at FORM Brands Studio. “It’s a simple yet clever idea, with a fluidity that mirrors the symphony’s vibrancy. And the accompanying motion work is truly inspiring stuff.”
04. Burger King by Jones Knowles Ritchie (2021)
(Image credit: Burger King)
Another 2021 Brand Impact Award winner for Jones Knowles Ritchie, this logo reimagines the iconic burger brand with a fresh, modern twist. By stripping away the unnecessary and focusing on the core message, the new logo is a masterclass in simplicity and elegance.
“I love the way this logo takes the familiar and turns it on its head,” says David Gibson, design director at DEPT. “The subtle nods to the original logo, combined with the bold, modern typography, make for a truly effective design that feels both nostalgic and forward-thinking.”
09. Nokia (2023)
