Transform Magazine

Ryan Frost reacts to the response surrounding Instagram’s new logo and wider identity update. Landor’s global executive creative director asks whether the refresh amounts to ‘blanding.’ Everyone's calling it random. It isn't. Look past the wordmark. Instagram turned the gradient down and added three typefaces. One of them is handwriting. That's the decision. The logo is just the part you can argue about on a Thursday. Think about what got quietened. For 10 years that gradient did the work.

Brand design agency Thirst has reimagined Ponche Kuba, the rum cream liqueur created in 1942 and crafted at Mount Gay Distilleries in Barbados. The new identity aims to introduce the brand to a younger generation and global audiences while retaining its heritage and recognition among the Caribbean diaspora. From the idea “A Catalyst of Convivial Celebration,” Thirst crafted a vibrant and distinctly Caribbean brand world that retains Ponche Kuba’s signature red.

Zero Studios has created a new identity for legal AI platform Keyora, designed to build trust in a market increasingly crowded with AI tools. Vibrant colours, playful illustrations and an unexpected capybara mascot replace the rigid visual language often associated with legal technology. The resulting identity aims to make sophisticated legal automation feel more approachable while helping Keyora stand out in the category.

Located right next to the Scottish town’s iconic golf course, the Old Course, lies The Kithmore hotel. Formerly The Ardgowan Hotel, the property was redeveloped over two years, with global design agency Crown Creative completely reimagining its identity around the town itself. Following the hotel’s repositioning around “The heartbeat of St Andrews,” its new name aims to evoke the idea of bringing people together.

Flexible workspace provider Landmark Space has been renamed Elementa Workspace as part of a comprehensive rebrand by Manifest Group. The new brand platform, ‘Science at Work,’ positions Elementa around the measurable impact its workspaces can have on human performance, focus and wellbeing. Manifest developed the visual identity, website, sub-brands for 30 buildings and wider marketing ecosystem, using a dynamic grid inspired by the periodic table and flexible office floorplans.

Transform magazine is proud to announce its award programme will celebrate the transformative power of rebranding and brand development in North America for a 12th consecutive year. Following on from the 2026 edition, which saw Yum! Brands and ROWE crowned ‘Grand Prix’ winners, Transform will return to New York City.

Sonic branding agency Unmute has created a new sonic identity for IMAX Documentary, designed to amplify the immersive experience of its documentary content. Mixed in Dolby Atmos at the iconic Abbey Road Studios in London, the sonic logo follows a progression from soft, blurred sounds into a crisp, high-definition reality. The new ident is designed to work across IMAX theatres and digital platforms, bringing audiences into the world of each story from the opening moment.

French brewery Montaner Pietrini has launched Se Canto, a new craft beer brand inspired by the culture and character of South West France’s Occitania region. Lonsdale created the brand platform and visual identity, drawing on the centuries-old Se Canto song and its themes of heritage and belonging. A hand-drawn logo, hoopoe bird motif, expressive typography and colour-coded system help the beers stand out while reinforcing their regional roots.

Brand studio Graphicks has reimagined the identity for Dolphin House at London’s Dolphin Square, creating a more commercially focused brand for its mixed-use and hospitality spaces. The new identity introduces warm, organic colours and refined typography across touchpoints including spa signage, marketing materials and lifestyle amenities. The work aims to align stakeholders while strengthening the destination’s appeal to its target audiences.

With the British-based multinational retailer aiming to strengthen its position in the beauty market, it called on Free the Birds to reimagine its Formula range. Noticing the brand lacked a defining asset, the design agency centred the new identity around a bespoke 'F' marque. The updated logo, created with ‘DNA’ spheres, aims to reinforce Formula’s science-led credentials, repositioning the brand as confident and iconic.