Business, technology and what comes next.
NextNow / Archive
Berlin Museum’s new identity can generate 81 logo combinations from nine typefaces. It looks like a rejection of consistency. In practice, it is a reminder that consistency comes from rules, not repetition.
Coca-Cola’s global identity refresh keeps its most familiar assets and makes them more consistent across markets, packaging, retail and digital. For mature brands, the design challenge is not reinvention. It is making existing equity work harder.
AI creation tools are turning brand guidance from a static reference into machine-readable rules used across campaigns, products and customer interactions.
