Logo evolution is a natural part of the branding process. In fact, the evolution of the overall brand is common, and often necessary, in order to keep up with the latest advancements in the marketplace and ever-changing consumer mindset. But how a logo "should" evolve is still up for debate.

Miss any of our great brand salsa blogs lately? Not to worry - welcome to our initial September edition of the AW in Review, our roundup of our latest brand salsa and Addison Whitney news and posts!

Successful brands have purpose. They have pre-determined areas of differentiation and a target audience. They have a brand position. With this sense of direction, they can focus their branding efforts in the same direction, allowing for the full effectiveness to shine through. When creating your positioning strategy, there are two main aspects to use as starting points – function or feeling. But which one’s right for your brand?

As brands and logos have evolved over the last several years, it’s become evident that simplicity and minimalistic design is a key new direction for modern brand marketing. Even the most iconic brands and logos are following the mindset of “less is more” when it comes to their designs. From less detailed images to geometrically-inspired outlines, brands are embracing a clutter less existence.

Miss any of our great brand salsa blogs lately? Not to worry - welcome to our initial September edition of the AW in Review, our roundup of our latest brand salsa and Addison Whitney news and posts!

FedEx recently announced that they would be doing away with its sub-brands (and all the fun color combinations) and moving towards one unified FedEx brand and logo. Unsurprisingly, they’ve opted for the purple and orange mark, which matches the company’s original color scheme and which internal research showed to be the most widely recognized among consumers. So what does this mean for branding in general?

During the Opening Ceremonies of the 2016 Olympics, each nation represented in the Games matched into the stadium behind their flag, giving viewers a firsthand look at the amazing visual branding exhibited by the flags, many of which may have been previously unknown. In this spirit, we asked two of our talented of the AW Visual Branding team members to give their selections of which world flags they felt are the most visually appealing. Let's find out their selections:

Not only can a strong company brand drive consumer and market success, but it can also have a positive impact from within the office walls. Whether it’s through initial brand development or a rebranding effort, the creation and implementation of a strong brand will have a unifying effect on the organization as a whole. Although often overlooked, here are three ways a strong brand can serve to make your organization stronger and more successful:

Being a strong brand isn’t synonymous with being rigid and unwilling to change; in fact, it should be flexible, providing room to shift and shape as time passes. It’s one of the hallmarks of long-lasting brands. The marketplace changes, consumers evolve, and those that survive evolve right along with them – to a point.

Facing a highly competitive packaged food industry and a shift in demands and drop in growth, Kraft-Heinz decided to take an offbeat-path to win consumers back. In a series of collaborative efforts with other brands, Kraft-Heinz has been able to achieve the appearance of more premium and diverse products .Variegating its products with similar or better brands makes Kraft-Heinz look more appealing in the less popular packaged food aisle, even if they’re collaborating with other packaged food. Two seems to be consistently better than one in the eyes of an untrusting consumer.