Quick Reads

• DixonBaxi has created an identity for Paddington Central, an 11-acre, Central London, mixed use campus that includes office, residential, hotel, retail, and leisure space. The new brand represents the dawn-to-dusk nature of the vibrant new neighborhood. The new logo, a drop-shadowed P, responds to the different hours of the day like a living sundial. As the sun moves, so does the drop-shadow on the P,



• Tyson Foods has revealed a new beef brand, Brazen, that is said to be produced with 10 percent less greenhouse gases. Company officials not that the new brand is meant to be “upbeat and different” and something that speaks to younger Millenials and Gen Z consumers.



• The US Army has a new brand identity, its first revision since 2001. From an Army news release: “The brand’s new look and feel consists of a reengineered five-point star logo—(the box has been removed to reflect the limitless possibilities in the Army) coupled with the return of the popular ‘Be All You Can Be’ tagline.... A second phase of the campaign will be unveiled later this year, allowing ‘Be All You Can Be’ to reveal a deeper, more personal look at the hopes, fears and dreams of today’s youth.”


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