Month: April 2016

The Rebrand 100 Awards.

As part of the jury for REBRAND 100 Awards, Alfredo Muccino helped select the best rebranding of the year.

The best rebrands of the year?


Alfredo Muccino, the Founder / Executive Creative Director of Solid Branding was asked to be one of the judges of the REBRAND100 Awards – the most respected global award competition for brands that have undergone substantial improvements through a brand redesign and repositioning process. Alfredo joined a panel of international business, marketing and design executives who evaluated the entries and selected the winners.

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Great examples of beautiful, strategic and effective branding.

Rebrands look easy, but are far from it. It’s no small feat to navigate the delicate balance between the strengths of existing brand attributes and loyal customers with the demands our dynamic, nano-attention-span world dictates. The brands that were ultimately selected through this competition were evaluated on the basis of the strategic impact of the work considering the business conditions for the rebrand, the audience segment they needed to influence, as well as the design executions.

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The judges represented a diversity of cultures and backgrounds

The 2016 jury for the REBRAND 100 Global Awards included Business Leaders, Brand Strategists, Designers, and Educators from all around the globe. Alfredo was quite honored to be in such good company.

From top left to right, the judges were:

Labaika Ashiru, EMEA Brand Strategy & Design, Kimberly-Clark, UK – EMEA
Maya Karanouh, CEO/Co-Founder, TAGbrands, Lebanon
Jonni Kuutsa, Partner, Managing Director and Chief Designer, Porkka & Kuutsa Oy, Finland
Paul Lechleiter, Chief Creative Officer, FRCH, USA
Chizor Malize, Managing Partner and Chief Executive Officer, Brandzone Consulting LLC, Nigeria
Kristin Volk, Executive Vice President, Chief Planning Officer, Saatchi & Saatchi Wellness, USA
Jacqueline Thng, Partner, Prophet, Hong Kong
Kelvin Taylor, Projects Director and Associate, Diadem, Australia
Berenice Ring, Professor + Coordinator of MBA Courses, FGV- Fundação Getúlio Vargas, Brazil
Alfredo Muccino, Founder / Executive Creative Director, Solid Branding, USA

Redesigning the I LOVE NY logo.

Alfredo Muccino partners with David Carson to reimagine the iconic logo created by legendary creative director, Milton Glaser.

Redesigning the I lOVE NY logo


Shortly after Alfredo Muccino moved to New York and started Solid Branding, the City of New York asked him to re-imagine the iconic “I LOVE NY” logo originally designed by legendary Creative Director, Milton Glaser. Mr. Muccino partnered up with his friend, Mr. David Carson, the controversial designer who had also moved to New York City, and the two embarked on the dangerous quest of evolving a much loved icon.


How Milton Glaser helped revitalize his beloved city

The “I LOVE NY” was created by Milton Glaser and first used in 1977 to promote the city and state at a time when the crime was at an all-time high and New York was far from the tourist destination it is today. Wanting to make a difference, Mr. Glaser did the work entirely pro-bono, in the name of helping the city rise again. “That’s how it should be,” he told graphic designer Chip Kidd in an interview in The Believer. “You want to do things like that, where you feel you can actually change things.” Today the icon generates more than $30 Million a year in revenues for the City of New York.

In the photo above, Milton Glaser is seen with Alfredo Muccino, shortly after Alfredo move to New York.


David Carson’s logo expresses his love for typography

According to Mr. Carson “In my version, the type is the star. The way the type is stacked is offered a slight hint of the city’s tall buildings. New York is all about what you see, thus the “eye”. People really “love” NY. Love is everywhere in the city”. While the original logo will always be around”, Mr. Carson added, “these official new versions speak to a modern New York, each one of the new versions along with the original represents something unique about New York. The way I see it, this city is all about choices, and now you have three.


Alfredo Muccino designs a system that is in constant change

Alfredo Muccino’s designed as a flexible system featuring images and textures that represent the many facets of New York. “I started by replacing the font in the current logo with one that is a bit more structured and bold – but did not stray too far from Milton’s design” explained Alfredo, describing his process. “More importantly, I wanted to represent the icon as a window into New York’s heart. I envisioned that people could change the images and interpret New York as they see it, making the icon a dynamic symbol that is constantly changing and evolving – just like the city itself”.

We’d like to thank Mr. David Carson for participating in this little project and being a such a great collaborator. And we’d like to offer our apologies to Mr. Milton Glaser for having a little fun with his iconic logo. We love New York.