logo case study examples

Logo Design Case Studies: Deconstructing Successful Logos

Your brand’s first impression is crucial in a crowded marketplace. The key to making a lasting impact lies in your logo, which serves as the visual ambassador. It’s like a firm handshake, a warm smile, or a catchy tune that instantly captures attention and stays in people’s minds.

A skilled logo design agency crafts a well-designed logo that goes beyond being a pretty picture; it silently ensures trust, quality, and connection. It speaks volumes about your brand’s personality, stirs emotions, and creates a strong bond with loyal customers.

Logo design case studies help us reveal the design choices, target audience insights, and marketing strategies that shaped these iconic symbols. By deconstructing these real-world examples, we learn the secrets of memorability, emotional connection, and brand differentiation.

It’s like discovering a treasure chest of inspiration that guides us in crafting logos that truly make an impact in the constantly evolving brand industry.

Logo Design: Case Studies and Fundamentals

Logo design is the process of creating a visual symbol that represents a company or brand. It involves combining colors, shapes, and text strategically to convey a distinctive and memorable identity. The key to a successful logo lies in its simplicity, memorability, and versatility. It should have a distinct look, be easily recognizable, and work well in different sizes and formats.

The colors and shapes are carefully selected to convey the brand’s essence. A successful logo stands out, making a lasting impression and effectively representing the brand’s identity and values. Join us in unraveling the elements contributing to their success and gaining valuable insights into the art of deconstructing impactful logos.

Logo Design Case Study 1: Spotify

Spotify is a Swedish audio streaming platform that has revolutionized the music industry by offering a legal and convenient alternative to music piracy. Spotify’s logo is a simple, user-friendly design with a groovy sound wave and circular badge. It symbolizes growth, harmony, and freshness.

Spotify’s logo features a sound wave at its heart, showcasing the platform’s diverse range of sounds and reinforcing its comprehensive audio experience. Spotify’s logo is a true reflection of its modern and dynamic brand identity. It perfectly aligns with their innovative music streaming approach and their constant strive to be at the cutting edge of technology.

Logo Design Case Study 2: Pinterest

Pinterest is a social media platform that helps users discover and save ideas for various interests. Its goal is to ignite creativity and preserve ideas. Pinterest’s logo is a combination of a “P” and a pin, with a clean and recognizable design and a bold red color representing passion and excitement.

The pin element emphasizes curating and organizing ideas. The stylized “P” represents the brand’s initial and resembles a pin, representing the act of pinning or saving visual content on the platform. Pinterest’s logo promotes creativity and accessibility. Its simplicity adds to its user-friendliness. The logo combines the letter “P” with a pin for instant recognition and reinforces the brand’s identity.

Logo Design Case Study 3: Chanel

Chanel is a prestigious fashion brand known for sophistication and style, offering clothing, accessories, perfumes, and beauty products. Established in 1910. You’ve probably seen those interlocked, mirrored double “C” letters before, right?

That’s the Chanel logo or “Coco Chanel monogram.” It’s a really clean and stylish design. Fun fact: those interlocking Cs stand for Coco Chanel’s initials. This logo has become a symbol of pure luxury, sophistication, and that classic Chanel vibe.

Among luxury fashion users, 89% recognize the Chanel logo

The logo design features interlocking “C” letters for balance and timelessness, with a clean and bold typeface for a modern look. The Chanel logo represents elegance and luxury, embodying the brand’s dedication to sophistication and opulence. It has become a symbol of high fashion and impeccable style.

The logo exudes simplicity and balance, making it relevant and captivating throughout various periods. It is instantly recognizable and stands as a prestigious symbol of excellence and superior craftsmanship.

Logo Design Case Study 4: SpaceX

Elon Musk founded SpaceX in 2002, intending to make space travel more affordable and pave the way for humans to settle on Mars. The logo of SpaceX showcases a cool octagonal star with a swoosh that goes beyond it. It’s a super modern and forward-thinking design. With its sleek lines and futuristic look, it perfectly represents the company’s dedication to innovation and exploring space.

SpaceX’s logo features an octagonal star and swoosh, symbolizing the company’s focus on space exploration and technology, with clean and sleek lines. SpaceX’s logo represents their dedication to space exploration and their influential position in the industry, with a sleek and modern design appealing to younger audiences.

Logo Design Case Study 5: Ferrari

Enzo Ferrari founded Ferrari in 1939 as a luxury sports car manufacturer known for its high-performance vehicles and distinctive red hues. The logo of Ferrari features a horse in a yellow shield, drawing inspiration from an Italian pilot’s emblem. It represents good luck and pays homage to Modena.

The design of Ferrari’s high-performance vehicles features a horse, symbolizing power, speed, and grace. The yellow shield represents Italian heritage and Modena. With its clean and sleek lines, the design adds a modern touch to the classic look, showcasing Ferrari’s dedication to blending tradition with innovation.

Logo Design Case Study 6: Starbucks

Starbucks, which was founded in 1971 in Seattle, Washington, is a coffeehouse chain that is renowned worldwide. It is famous for its high-quality coffee and cozy environment, making it one of the most recognized and influential coffee brands globally. Drawing inspiration from a 16th-century Norse woodcut, Starbucks’ logo presents a siren with two tails enclosed within a green circle.

Starbucks’ logo is crucial to its brand identity. Its simple design resonates globally and symbolizes its strong brand recognition. The use of green colors and ethical practices highlight their dedication to social responsibility and sustainability. Starbucks’ twin-tailed siren symbolizes the charm and quality of their coffee, enclosed in a green circle to promote eco-friendliness and ethical sourcing.

Logo Design Case Study 7: FedEx

Frederick W. Smith founded FedEx in 1971, establishing it as a renowned courier delivery service company headquartered in Memphis, Tennessee. It has built a strong reputation for its reliable and efficient express shipping services, catering to both international and domestic delivery needs.

The FedEx logo has remained unchanged since its creation in 1994

The FedEx logo showcases the company’s name in a vibrant combination of purple and orange. Purple signifies sophistication and reliability, while orange represents energy and enthusiasm. The space between “E” and “x” creates an arrow, symbolizing the company’s fast and precise nature, improving legibility, and strengthening the brand’s reputation. The logo’s simplicity and cleverness also make it highly recognizable on a global scale, contributing to FedEx’s strong brand recognition.

Logo Design Case Study 8: Coca Cola

Coca-Cola, established in 1886 by John Stith Pemberton, is a global beverage company headquartered in Atlanta, Georgia. It’s famous for being one of the most renowned and easily identifiable brands worldwide, particularly for its leading product, Coca-Cola, a fizzy soda.

When you see the scripted letters of “Coca-Cola,” you can’t help but feel a warm and friendly connection. The bold red color not only catches your eye but also represents the lively and thrilling nature of the Coca-Cola brand. And of course, the contour bottle silhouette is an essential part of the logo, giving the brand its unmistakable visual identity.

The Coca-Cola logo is recognized by a staggering 94% of the world’s population

The Coca-Cola logo is an iconic symbol that everyone knows, regardless of their culture or language. Its timeless design evokes feelings of joy, refreshment, and the shared enjoyment of a Coca-Cola beverage. By using this logo consistently over the years, Coca-Cola has created a strong and enduring brand identity.

Logo Design Case Study 9: Nike

Back in 1964, Nike started its journey as Blue Ribbon Sports before rebranding itself in 1971. Now headquartered in Beaverton, Oregon, Nike has become a major player in the athletic footwear and apparel market. The company’s catchy slogan, “Just Do It,” and the iconic swoosh logo have become symbols of its success and recognition worldwide.

In 1971, a graphic design student named Carolyn Davidson created Nike’s famous swoosh, a cool checkmark-like design that serves as the brand’s logo. This swoosh symbolizes speed, movement, and the wing of Nike, the Greek goddess of victory. It perfectly captures the essence of the brand, representing athleticism, determination, and triumph. Nike’s swoosh symbolizes movement and greatness, with the brand name displayed in a bold font.

Nike paid just $35 for its first “swoosh” logo

When you see the Nike logo, you immediately think of excellence in sports and the determination to reach your goals. It’s famous everywhere and plays a big part in making Nike a global leader in sportswear. The logo gets even more attention because famous athletes support it, showing that it’s connected to achievements in various sports.

Logo Design Case Study 10: Lacoste

Lacoste, a French brand established in 1933 by René Lacoste, a tennis player and André Gillier, is famous for its top-notch apparel, shoes, and accessories. Their iconic polo shirts, adorned with the legendary crocodile logo, are particularly renowned.

Paying tribute to René Lacoste’s media-given nickname, “The Crocodile,” Lacoste’s logo prominently features the green crocodile. This iconic logo was one of the pioneers in the fashion industry, instantly recognizable worldwide. It represents sophistication, opulence, and a strong association with the game of tennis.

Lacoste’s products have a recognizable green crocodile embroidered logo and clean, bold lettering, adding to their minimalist and sophisticated design.

The crocodile logo is a symbol of Lacoste’s tennis and sportsmanship, representing style, luxury, and high standards. It’s a globally recognized emblem that upholds the brand’s reputation as timeless and iconic. It symbolizes athletic grace and excellence.

Identifying Common Elements among Successful Logos

• Simplicity : Most of these logos are simple, with clean and uncluttered designs that make them easy to recognize.
• Iconic Imagery : Many logos have famous symbols or images, like the crocodile in Lacoste or the swoosh in Nike, which helps people remember the brand right away.
• Distinctive Color Palette : These logos have a consistent and unique color scheme that helps people easily recognize the brand. For instance, Coca-Cola is known for its iconic red color, while FedEx stands out with its combination of purple and orange.

Trends in Contemporary Logo Design

• Minimalism : Many brands, like Spotify and Chanel, have adopted a minimalist approach to their logos. This design choice reflects the current trend of embracing simplicity and clarity.
• Versatility : Nike and Starbucks logos are incredibly versatile, effortlessly adapting to different contexts and highlighting a contemporary approach to logo design.
• Hidden Elements : The clever utilization of negative space, like the hidden arrow in the FedEx logo, showcases a modern design trend.

The Role of Innovation and Uniqueness

• Innovative Concepts : SpaceX’s sleek and modern logo represents innovation in the aerospace industry, aligning with the company’s cutting-edge technology.
• Brand Storytelling : The Chanel logo is like a tale, showcasing intertwined double “C”s that represent grace, refinement, and everlasting style.
• Unique Symbols : Ferrari’s iconic prancing horse and Starbucks’ famous mermaid are special symbols that add to the individuality of their brands.

The Bottom Line

Looking back, when we think about the importance of logo design and the process of breaking it down, it becomes evident that logos have a crucial role in defining and expressing brand identities. As we wrap up this journey, it becomes apparent that logos go beyond just being visual elements—they are influential messengers of brand values and narratives.

The process of deconstruction offers valuable lessons on simplicity, symbolism, and adaptability, giving businesses a roadmap to create impactful logos that connect with their target audience. Essentially, a thoughtfully designed logo is a foundation for brand recognition, leaving a memorable mark on consumers and playing a crucial role in the overall success and identity of a business.

At Logowhistle , we offer tailored logo design services that meet customer’s requirements. Take a look at our logo design packages for more options and details. Curious about how to choose the right design tools for your logo creation? Visit our LogoWhistle FAQ section for expert guidance. The logo design journey is a creative one, and we’d love to be a part of it. If you have any questions, ideas or need professional design services, please contact us at +1 (201).918.4295. Let’s create a remarkable logo that truly represents your brand.

Disclaimer: All the images used in the article were taken from the internet. None of the above images are owned by LogoWhistle.

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30 In-Depth Logo Design Case Studies

Last Updated on March 7, 2024

Table of Contents

Ever wondered what it takes to create a logo? Well if you have you’re in luck, because today we have some eye opening logo design case studies.

You get to go behind the scenes and discover what it takes to design a successful logo. The case studies  below provide an overview of logo redesign/design by talented designers.

We hope you will enjoy this article and hopefully get inspired to create your own logo. Please feel free to comment below and tell us what you thought.

2. Just Creative Design

3. A-List Blogging Bootcamps

4. butterfield photography.

6. Ultimate Potential

7. Rockable Press

8. Vivid Ways

9. MyNiteLife

10. the bounty bev.

13. Latitudesouth

15. Directededge

16. Mindberry

17. Grooveshark

18. Dachelogo

19. Brokers

20. Siahdesign

21. Peter Hylenski Sound Design

22. Undersea Productions

23. Keyboard Kahuna

24. Tamara Kauffman

25. Apple & Eve

26. Orb Web Solutions

27. Foehn & Hirsch

28. Smashing Network Badge Development

29. Botanica

30. Homespun Chili

Posted by: Igor Ovsyannnykov

Igor is an SEO specialist, designer, photographer, writer and music producer. He believes that knowledge can change the world and be used to inspire and empower young people to build the life of their dreams. When he is not writing in his favorite coffee shop, Igor spends most of his time reading books, taking photos, producing house music, and learning about cinematography. He is a sucker for good coffee, Indian food, and video games.

• Logo Design
• Brand Naming
• Brand Tagline
• Label Design
• Brochure Design
• Business Card

11 Famous Logos and their Successful Case study

In everyday life when we see so many brand logos, we appreciate few and others vanish from our mind. Have you wondered what makes a logo creative that will stay in the minds of people and doesn’t vanish?

In this blog, LogoPeople will take you behind the scenes and discover what it takes to design a successful logo. Some eye-opening logo design case studies below will help you make an overview of successful logo designing. 

Table of Contents

Google logo represents all the positive, energetic, and young forces. It’s simple, brief, and powerful.

The very first impression of the Google logo is that it is simple and colourful!

Brands collect all information from data online, sorts and display them to the users of Google results. Irrespective of colour, race and area it treats users equally.

If we ignore all colours, only the simple word” G” is visible, which is its theme. In real life also we are bombarded with much information, but we urgently need a convenient service to sort data and provide what we need most. That’s what Google does! Google doesn’t use any art fonts that are hard to read. Instead, all Google logo fonts are straightforward.

It all started with a fruit Apple, the falling fruit that led Isaac Newton to discover the gravity concept. The main idea behind Apple is bringing simplicity to the public, with the most sophisticated way. It was simple but strong and with changing, the evolution of logo’s from 1976 till today thought it brought variations in its colours, but the shape of the logo remained untouched.

When Apple came up with its first-ever iMac, the Bond Blue, the logo was modified and its rainbow colours disregarded. They thought that the rainbow-coloured logo would have looked childish, silly, and out of place on the sky-blue compute.

The logo then took designed with a luxurious metallic look with embossing. The “Glass” themed logo design was the next evolution for the logo. Now the company uses a more modernized flat “Millennial” Apple logo.

The logo matches the personality of the brand when we think of Apple’s products; we think of words like accessible, sleek, and intelligent. The logo conveys just that.

The brand Nike “swoosh” has one of the most recognizable and iconic brand logos. The recent advertisements let go the Nike name and use only the logo, combined with their tagline “Just do it.” Graphic design student Carolyn Davidson created the logo. Despite being a famously simple logo, it has evolved and changed since it was initially conceived.

The line reflects the goddess Nike wing, who gave the brand a name. Nike means the victory in ancient Greece and patronized the athletes. The Swoosh is known to the whole world and transmits sound at high speed. It is a symbol of eternal and constant movement.

The wing shape was designed as a reflection to stimulate athletes to achievements and actions such as the tagline “Just do it” that appeared later.

In 1971 a logo featured the full company name “Federal Express” inside a rectangle which was divided in two by a diagonal line. The corporate colour palette included three hues (blue, red, and white) that portrayed the ideas of power and professionalism.

Such as colour orange stands for FedEx Express, red is a direct indication at FedEx Freight and green is the corporate colour of FedEx Ground.

FedEx emblem is simple if you look between letters E and X, you will spot a white arrow which stands for accuracy speed, strive for perfection, and perseverance in achieving goals. It looks stylish and relevant even decades after its last re-designing.

The FedEx logo is a textbook example of how to use negative space; for the iconic hidden arrow, designer Lindon Leader paired the Universe 67 and Futura Bold fonts

It consists of a thick black ring encircled by a silver lining where the word ‘BMW’ is inscribed in a non-serif typeface in the top half of the black ring. The ring was partitioned into four equal alternative colours of blue and white quarters which are known as “roundel”, which was created and registered in the year 1917.

It is remarkably simple and projects an identity that is smart, clear, sporty and image-conscious.

The white and blue colour of logo has many variations such as:

Sky blue and white fields other are interpretation to a rotating propeller and BMW logo to Bavaria where the products are produced”.

On 3rd march new logo is revealed to match their new release i4 car concept. The circle shape is still the same along with the blue and white colour. The lighting and 3D effect replaced the thick black ring with a transparent one to develop a more straightforward and minimal logo.

6. Coca-Cola 

Over the year 1886 there were many changes in the logo, but there was never a dramatic change, aside from the addition of the “white wave” that we commonly see underneath the text or classic, and script lettering that has largely remained the same.

The logo represents originality and classiness; the cursive and fashionable lettering is truly unique and personifies the stylish class of its brand. The brand has created red and white colour as the anthem of cold drink. It is the most desired logo all around the world due to its emotional connect and nostalgic feel.

Red displays energy, appetizing, passion and excitement. The logo is very simplistic, and hence it stayed in the minds of customers. In fact, people recognize the logo with just colour and font style also.

7. Mc Donalds 

McDonald’s iconic logo has gone through a lot of changes during its history. The logo was just a simple sketch of a chef in the 1940s. Now it has been transformed into one of the most recognized logos, eliminating its unnecessary elements over the years.

The McDonald’s brand logo looks similar to two of the restaurant’s golden brown French fries bent into the shape of an “M”.

It is a subtle message that advertises one of McDonald’s most popular menu items without the viewer, even realizing it. The brand chose to incorporate the slogan “I’m lovin’ it” into their logo. In this slogan, the company purposefully uses lower case letters and abbreviation to convey a calm and informal tone.

The packaging design of the Pepsi label has contributed in a massive way to the victory of the brand. The Design of Pepsi Logo is simple, attractive, instantly visible and helps in catching the attention of people towards the beverage.

Pepsi Globe shape logo that we see today has gone several changes over the years. The new Pepsi brand logo is now a simple circular design without the company name, which simplified version of the logo that act as excellent on all promotional campaigns. Started with almost same typography and colour as their competitor brand Coca-Cola, but now brand logo uses blue and red as these are contrasting colours.

The middle white strip increases the contrast more for producing tantalizing spectacle. The word Pepsi are typecast at the side of the globe this time in the lower case. The centre white space gives a smiling face to the logo. Current Pepsi logo has a patriotic palette of the year 40s, minimalistic design of the years 70s and script-like curves from the brand logos original look.

Shell from 1891 has gone many changes with its brand logo, but the picture of the shell has never disappeared.

The company wanted to align the colours of the Spanish flag, where many early California settlers were born to try and form an emotional bond with their customers. The shell represents a mollusk, which reflects the company’s trading roots, and part of the eco-cycle of oil exploration.

Bold and robust font lines indicate a bold company with a strong standing in the business world. Shell’s colours remind us of the company’s heritage.

10. Microsoft

Microsoft started with a soft coloured graphic which carried a suggestion to data structures. The ‘times’ family moved a crossed ‘W and this logo had a professional and sophisticated look.

Over the years it added more colours to its logo such as red, green, blue, yellow along with bolder sans type. The later logo acquired cleaner, 3D that presented as the plastic look and hence after two generations the logo came up as flatter ad cleaner design.

These few changes were aligned with the evolution of digital screens. As the resolutions get better, the type gets thinner.

Finally, the present logo, with the arrival of Windows 8 was a time when the whole design philosophy of Microsoft products was changing- when the entire design world was realizing the utility of flatter designs.

11. Walmart

The company played around with various designs, mostly flip-flopping on whether to hyphenate the company name in the logo to read “Wal-Mart” the company eventually settled on the latter in 2008.

“Walmart” which was spelt out in all lowercase letters accented on end by a yellow sunburst, the brand refers as “the spark”. The logo marks the 6th version of the brand logo design and said that the design was to make shopping more attractive to higher-income families.

The soft blue and yellow colour is an attempt to be more welcoming and inviting to their customers across the world. The spark is a symbol of inspiration and innovation, both things that have driven the company forward over the years.

The new logo didn’t have to be completely innovative and original; it just had to be different from their old one—something that would represent a fresh start and a new direction for the company.

Some other famous and successful brand logo:

Conclusion:

After going through the above beautiful and iconic brand logo case studies, there are also many other famous and successful brand logo such as Adidas, Honda, Starbucks, Rolex, Mercedes, Google, Chanel, Mickey mouse, Sony, Toyota, Dell, ford, ebay, Disney, Harley Davidson, Burger king, Dominos, Jeep, Amazon, Costa coffee, Android, CNN, Nestle and many more in list.  We are sure you have enriched your knowledge. Case studies make us realize that these giant companies have also once faced issues. Their logo today, we see their famous and most recognized logo all around the world, but now we know they have even gone through a journey of modifications and alterations to get that one perfect logo. Though changing time and market makes us keep updated with logo design, it is essential to approach a professional logo design agency who understands your requirement and then work. The agency that thinks for your future expansion and aligns such relevant elements in your logo design is significant. You can connect us if you are confused or ready to change your old logo and take a new direction, we will make you achieve your vision.

Being a strategist’s head and a long term visionary personality aims to achieve excellence in branding, packaging and digital marketing field. My 15 years of design experience and masters degree ais my strength which keeps me motivated and keep me going positively. I have participated in extensive branding design conquests in India, USA, Australia and New Zealand with winning zeal. My objective is to encourage start-ups and hence involves actively in the articles which will act as a productive intake of knowledge for them. Do connect me personally via my LinkedIn and I love to share my expertise with you.

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Disclaimer: The ownership and copyright of the listed designs rest with their respective companies who have full worldwide ownership of the designs.Our blog is just presenting different creative design without any claim of ownership or rights. We are just showcasing the information for design inspiration and creativity.

17 Logo Design Case Studies

Although there are a lot of quality tutorials available for designing logos, case studies from real-world projects can prove to be even more valuable as a learning resource. Case studies are excellent for showing more of the entire process, the steps that are involved, and putting it into the context of a specific client.

In this post we’ll point you towards 17 logo design case studies that will give you an in-depth look at the process of logo or identity design.

Logo Design Process and Walkthrough for Vivid Ways

Henri Ehrhart Brand Identity Design

Logo Design Project Step-by-Step Walkthrough

Vissumo Brand Identity Design

Giacom Brand Identity Design

Logo Design Process for Just Creative Design’s Award Winning Logo

Logo Design Case Study – JMR Insurance Group

Berthier Associates Brand Identity Design

Logo Design Case Study – Victory Marketing Agency

Hilcon Brand Identity Design

A-List Blogging Bootcamps Identity Design

Tammy Lenski Brand Identity Design

Identity Design Process for Butterfield Photography

The Philadelphia History Museum

Komplett Fitness Brand Identity Design

Logo Design Case Study – Bayfront Bistro

Logo Design Process for FITUCCI

For more on logos please see:

• Top 10 Sources of Logo Design Inspiration
• Logo Design Toolbox: 60+ Resources for Logo Design
• 50 Clever, Creative Logos
• 35 Type Based Logos
• Showcase of Logos with Folds

35 Portfolio Websites that are Sure to Inspire

Showcase of double-sided business cards.

Very insightful post. It’s amazing how much work is put into a single element. That’s why I get so frustrated when a client tells me to “whip up a logo” in an hour or two. sigh…

Excellent article. Logo design has always been something I wanted to really work on – this is just another great article to add to the toolbox. myNiteLife Rocks…

Great list guys…I always love case studies b/c they let you the behind the scenes stuff that goes into creating something. I will definitely be checking these out!

Great post! I love to see the published logo case studies but don’t always catch each one that crops up via twitter etc so it’s good to have a collection. I’ll be looking through these. I’m not brave enough to post one of my own from start to finish!

Always nice to see how other designers work. An additional resource for logo design processes is Processed Identity, (processedidentity.com) a community driven site dedicated to the creative process.

Thanks Steven

Thanks for these. I really like these posts showing the process of people create logos. Always interesting.

Thanks for including my logo in the list! I’m thrilled with the logo David Airey designed for me and get constant positive feedback about it.

These provide an interesting perspective into the design process. Nice post.

some of the great logo designs with case studies. you can take many inspiration and how the other designer work. excellent post

Great perspective into the design and logo process.

Great article. I’ve never been good at logo design but these case studies are definitely going to be a good read and give me a better idea about the process of designing a logo. Thanks for sharing.

Really nice list, guys! I’m doing my final project at college about brading, and the post was really useful 😀 Congratulations for the site!

Perfect work.

The persons that create this designs are just EXPERTS 🙂

Logo design is so difficult, you need to put a lot of effort in whilst making the design seem like its effortless. The devil is in the detail, if you look closely at any of these great logos there are many small subtle details making up the designs, there is much to learn by taking a closer look!

These are really sleek and simple looking logos which have been well thought out and the target audience and brand have been considered.

Thanks for these resources. So many great logos, and it’s always good to see some thought processes.

nice article, thanks for sharing

These are great examples for inspiration. The liquid illustration for Vividways is great.

they are good ideas all.

I just required to thank you for an awesome internet site about a topic We have had an curiosity in for any extended time now. I are actually lurking and examining the feedback avidly so just desired to express my thanks for offering me with some quite very good examining materials.

These are very interesting studies. I will keep these in mind if i ever change my logo, or work on creating a logo for someone else.

Thank you for providing this logos. It is SOOOOOOO difficult to find a good logo. A friend of mine just is working on a new logo for a new project. Hard work!

Nice Case-Study … we will see what kind of results we can took of it for our company

Thank for the logos, great help for logo designers.

Well written article, well investigated and useful for me in the future.I am so glad you took the time and effort to write this posting. Will be back soon.

Some of those logos are not good at all.

Tasty like a spoonful of honey… I agree with Mark though some are a bit whack. The top three are my top three.

your article was great.the quality of tutorials for designing logos are very necessary. the studies case from real-world projects can prove to more valuable as a learning resource.

Wow – just perfect place to find really good inspirations. I’m impressed.

Great collection of logo design inspiration. The liquid illustration for Vividways is I think the best looking logo. But I’ve noticed most of the company logos have white backgrounds, maybe it’s more effective? I’m not really sure, there must be reason behind it, or maybe just plain coincidence.

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20 Brilliant Design Case Studies That Neatly Present Brand Identity Concepts

• Articles & Inspiration
• 13 November 2017

21 Comments

Developing a brand identity involves more than just making a logo design. Research into the company’s values is necessary to collect inspiration from which to draw ideas. Concept sketches are then developed into a visual identity that represents the brand, which consists of not just the logomark, but also a complementary colour scheme and typography that provide consistency across the entire brand image. Rather than presenting just the final logo graphic in their portfolios, the designers featured in today’s showcase have produced thorough case studies that completely breakdown their brand designs. See how they neatly present the concept alongside stationery mockups and examples of real life usage.

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interastar by Necon

BEUNIT by Ollestudio

Validbox by Motyf Studio

Fortune Step by Sheen Young

BKK Logos by Hidden Characters

Worken Identity by Paola Flores

4Decision by Joy Intermedia

Costella Empreendimentos by Estudio Alice

Wyre Branding by Ramotion

Volusion Brand Identity by Ramotion

Veranda by Marka Network

Annecy by Grapheine

Gaia by Marka Network

Neostalgia by Marka Network

Jalan Surabaya Antique Market

Charly Gusto by Mubien Studio

Palm House by The Seventh Art

Aracely Melendrez Arquitecto by Roberto Melendrez

Extrajet by Alphabet

Origami by Mohammed Mirza

Semet Identity by Mohd Almousa

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that’s all cool am,azing design process and very talented designer i’ve ever seen.. I hope you to upload tutorial on Youtube about logo process design and brainstorming idea for logo project ? ,. Hope you answer… Thanks :)

Thanks for your feedback/request!

Amazing cases.. Thanks for sharing!!

Glad you liked the examples. Thanks Eduardo

Such amazing talent! Thank you for sharing Chris : )

Thanks for your comment Leandi

They all look fantastic!

Glad you liked the post

Wow! Nice work! I really like it! Keep it up :)

Thank you tauhedul

This goes to show the amount of thought and dedication that is put into designing logos. They’re not just logos but rather the birthchild of a creator.

I like that concept

Amazing, thanks for sharing! I always in a search for something new for my site and sites of my clients

Thanks for your comment Betty

Great examples Chris. The first one, Interastar, reminds me of the E-trade logo.

Glad you liked the examples Michael!

This is one fine article worth bookmarking as a brand design resource. Great designs with fantastic color schemes and top class typography. Thanks a lot for sharing :)

Glad you like the article Davo!

ThanQ for presenting these examples, they helped allot

Ohhh MG you are amazing !! Wonderful, fantastic and beautiful works. Where you studied? Im from Puerto Rico and I did my Master Degree in Pratt institute, my favorite designs are Corporate Identity but a long time I dont work, I really like a lot your Corporate Identity works, my works are junk next to yours. I wich to meet you and see your other works. Continue like that, you’re going to get far away. GOD BLESS YOU.

that is Awesome…! a true brand identity is such like that. This makes your costumes really amazed at your creativity. By the way, who is the mighty designer behind all this,. thanks

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15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

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A Study of 597 Logos Shows Which Kind Is Most Effective

• Jonathan Luffarelli,
• Mudra Mukesh,
• Ammara Mahmood

Is your logo too simple for its own good?

Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better.

Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?

• JL Jonathan Luffarelli is an Assistant Professor of Marketing at Montpellier Business School (France). He studies brand aesthetics, logo design, and brand personality. His work has appeared in premier journals such as the Journal of Marketing Research and Journal of Business Venturing .
• MM Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business School in England. Her main research interests are in the area of consumer well-being and social media. Her work has been published in leading journals such as the Journal of Marketing Research and the Journal of Business Venturing .
• AM Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. Her main research interests include exploring the impact of social media marketing and platforms on online content consumption. Her work has been published in leading journals such as  Management Science , the Journal of Marketing Research , and the Journal of Business Venturing.

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Best Brand Identity Examples and Case Studies in 2024

Your business's brand identity is one of its most vital components. It's how you convey your values, personality, and sense of style to the world, and it's what separates you from the competition. However, developing a successful brand identity is not a simple task. It requires extensive research, planning, and imagination to create a design that accurately represents your business.

In this article, we will provide brand identity case studies and examples from a variety of industries, highlighting their strategies and best practises. Whether you own a small business, a startup, or an established brand, these examples can help you gain inspiration and learn from the successes of others.

Airbnb is a well-known online marketplace connecting travellers with local hosts. Its brand identity revolves around the concept of "belonging," and its logo consists of a heart and an inverted letter "A." Here are some of Airbnb's most important brand elements:

• Logo: Simple, memorable, and versatile
• Colors: coral, blue, and white evoke warmth, trust, and receptivity
• Typeface: Custom-made, contemporary, and approachable
• Imagery: High-quality photographs of unique travel experiences and native cultures

Airbnb's brand identity is successful because it resonates with its target audience of intrepid, inquisitive, and social travellers and conveys the business's core values of community, inclusivity, and authenticity.

Apple is a global technology corporation that designs and sells consumer electronics, computer software, and online services. Its brand identity is distinguished by its minimalist and sleek design, and its logo is an apple that has been bit. Here are a few of the most important components of Apple's brand identity:

• Logo: Simple, iconic, and recognisable
• Colors: Black, white, and grey are colors that evoke elegance, sophistication, and simplicity
• Typeface: Custom-designed, clean, and contemporary font
• Imagery: High-quality product images and videos that highlight the aesthetic and functional qualities of Apple's products

Apple's brand identity is effective because it conveys the business's dedication to innovation, quality, and user experience, and it fosters a sense of belonging and customer loyalty.

Nike is an international business that designs and sells athletic footwear, apparel, and accessories. Its logo is a swoosh, and its brand identity revolves around the phrase "just do it." Here are some of the defining characteristics of the Nike brand:

• Logo: Simple, iconic, and dynamic
• Colors: Black and white colors evoke strength, power, and simplicity
• Typeface: Custom-designed, bold, and confident typeface
• Imagery: Inspiring and motivating photographs and videos of athletes and sporting events

Nike's brand identity is effective because it resonates with its target market of active, competitive, and ambitious individuals and reinforces the business's core values of performance, innovation, and excellence.

4. Coca-Cola

Coca-Cola is a multinational beverage business that manufactures and distributes nonalcoholic beverages. Its brand identity is characterised by a timeless and classic design, and its logo is a script lettering. Here are some of the defining characteristics of the Coca-Cola brand:

• Logo: Instantly recognisable through it's nostalgic script lettering
• Colors: Red and white elicit feelings of joy, vigour, and nostalgia
• Typeface: Custom-designed, script, and classic fonts are utilised
• Imagery: Iconic campaigns and advertisements that celebrate joy and community

Coca-brand Cola's identity is successful because it establishes an emotional connection with its consumers and reflects the business's core values of joy, positivity, and tradition.

How Logobean Can Assist You in Developing a Memorable Brand Identity

Creating a memorable brand identity can be challenging, but with Logobean , you can design a custom logo and branded graphics in minutes, for free. Our Logo Maker is a free, online application that allows you to generate and customise logos for any business instantly.

Here's how you can create a memorable brand identity with Logobean :

1. Add Your Brand Name and Industry

Enter your brand name and select your industry or theme. This will serve as a starting point for our Logo Maker to generate millions of logos suitable to your business.

2. Explore Logo Design Ideas and Inspiration

You are able to filter results by color, font, icon, layout, and more. You can also peruse our logo ideas page, which contains logo and brand design examples for over 35 industries and categories!

3. Customize Your Logo and Brand Until it's Perfect

Once you've found a logo that you like, you can further customise it by modifying any of its elements. You can also view a live preview of your logo and brand in our cutting-edge contextual mockups, which display how your logo will appear on various marketing materials, websites, and social media platforms.

4. Download & Launch in Minutes!

When you love your logo design, you can download it in several file formats, including JPG, PNG, and SVG. Additionally, you can purchase our premium logo package, which consists of a high-resolution logo, vector files, and brand guidelines. Logobean is committed to assisting you in developing a memorable brand identity that best represents your business. We also provide helpful articles and resources on our blog , which covers numerous business and design-related topics, including articles about starting a business, developing a brand identity, and designing a logo, among others.

Developing a successful brand identity is a continuous process requiring research, planning, and imagination. By examining brand identity examples and case studies from diverse industries, you can gain inspiration and learn from the successes of others.

At Logobean , we're here to assist you in designing a logo and branded graphics that represent your business and resonate with your target audience. Our Logo Maker is an online, free-to-use service that allows users to instantly generate and customise logos for any business, and our experts are always available to offer guidance and support.

Visit our website today for more information on our Logo Maker , logo ideas , and blog . We are committed to assisting you in developing an enduring brand identity that reflects your values and objectives.

Get Started For Free. No Signup Required.

1.  Get started

Add your business name to instantly generate an endless selection of logos and brands.

2.  Select styles, live preview and favorite your logos

Select your logo styles to refine the generated logos, click any logo to view it in the live previews & logo style guide and favorite the logos that you love.

3.  Edit and perfect your logo

Edit any logo to perfection using our intuitive logo and rich text editors.

4.  Download your logo files & more

Once you've found the perfect logo, download and use your logo package instantly!

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Rebrand Case Study: More Than Just a New Logo

Wise design decisions help companies reintroduce themselves through their visual identity. Follow along as a Toptal designer describes the thinking behind a logo redesign that led to a full-scale rebrand.

By Rehan Saiyed

Rehan is a multidisciplinary designer who specializes in branding, UX, and customer experience design. Past clients include Target, Volkswagen, and the Commercial Bank of Qatar. He’s won more than 45 awards, and his work has appeared in international design publications.

Previous Role

PREVIOUSLY AT

A few years ago, I was invited to discuss a logo refresh with the leadership of the Victoria branch of the Institute of Public Administration Australia (IPAA). We didn’t know it at the time, but a much bigger transformation was in store: What began as a discussion about designing a single asset for one division led to a comprehensive rebranding framework for the entire organization.

IPAA is Australia’s professional association for civil servants and others working toward the public good in the nonprofit and academic sectors. The parent organization has one branch for each of Australia’s eight territorial divisions. IPAA’s core mission requires communicating effectively about events and services that support their members’ work in civil service.

One of my favorite parts of any project is digging in to discover what is and isn’t working. It’s always enlightening to learn about challenges from those who interact with the brand every day. In this case, taking the time to acquire a deep understanding of the brand enabled me to bring IPAA’s entire visual identity into the future.

How a Logo Refresh Led to a Full Rebrand

When I first met with IPAA leaders, there was no question that the organization needed a new logo. The existing one was dated and didn’t make the dynamic, forward-thinking impression that IPAA leadership wanted. There were functional issues as well: For instance, the logotype became illegible when sized for smaller applications such as favicons and social media avatars.

However, my initial meeting about modernizing the logo led to wider discussions about brand architecture and cohesion across eight territorial divisions. Subsequent brand discovery workshops with leaders at the other branches revealed significant inconsistencies in IPAA’s visual identity and brand positioning.

The branches worked independently of each other, and each had come to use different typefaces, colors, and communications styles across their respective platforms. This resulted in poor visual cohesion and made it impossible for IPAA to define its subbrands and offerings in a clear, intuitive way.

I realized that simply updating IPAA Victoria’s logo would only exacerbate the confusion. What IPAA needed was a new brand ecosystem—an integrated framework of names, symbols, colors, and typography, and a visual vocabulary for the master brand and its subbrands to provide a consistent look and feel for all print, digital, and physical touchpoints. IPAA leadership agreed. Ultimately our collaboration resulted in a cohesive brand identity for the entire organization, for everything from business cards to interior design.

A Meaningful Logo

A logo is typically the most recognizable brand asset for an organization, so it was essential that I bring IPAA’s up to standard. I created a bespoke logotype (the acronym IPAA) that conveyed strength, unity, and longevity. I wanted it to be inherently powerful and serve as a master brand on which the entire visual identity would be anchored.

The two capital A’s in the logotype were designed to mimic triangles. I built horizontal and vertical iterations for digital and print deliverables as well as an icon iteration (the triangulated “A” with the acronym beneath it) for platforms that require a subtle brand presence, like a mobile app.

The triangle nods to progress in a number of ways. Early philosophers and scientists recognized the number three as an expression of a complete cycle—past, present, and future. An upward-pointing triangle visually signals a positive, upward trajectory and a solid foundation. The three points of the triangle are also a subtle homage to the three points in IPAA’s mission statement: to promote good governance; encourage excellence in the provision of public services across Australia; and contribute to the development of public policy and management practices that will enhance the performance of the public sector.

While some may not read this much into it, I firmly believe incorporating such symbolism is integral to great design.

The Right Typeface

While few will consciously notice a great typeface, many will certainly notice a bad one. The right typeface is among the key identifiers for a brand, and it helps build familiarity and trust.

I selected the Open Sans family for digital communications and Frutiger Next Pro and Futura STD as the primary typeface for print products. Prior to the rebrand, IPAA had used an inconsistent mix of Arial and Times New Roman. I chose the new typefaces because they provide good readability and gray value , which make the text more pleasing to look at and legible at different sizes across all touchpoints.

Territorial Distinctions Inspired by Nature

IPAA has eight territory divisions from the Northern Territory to Tasmania. To establish a visual identity for each, I developed a color palette that reflects the diversity and beauty of Australia. I spent considerable time looking at nature, plants and animals for inspiration, and ultimately settled on the rosella, a type of parrot native to Australia.

The rosella’s feather formations of vibrant red and gold, vivid blues and greens, and shades of gray, white, and black are quite stunning to see up close, inspiring a striking yet balanced color palette. Each territory was assigned its own color and signature secondary accent color.

Brand Architecture and Hierarchy

IPAA’s brand architecture enables the organization to segment messaging and services so that each target audience hears what it needs to hear. It was vital to follow a clear brand hierarchy when presenting IPAA alongside its products and services so the master brand was never compromised.

Each tier represents a level in the hierarchy. The pictured logo lockup—a standardized combination of a logo with other brand elements—shows the partitions for the master IPAA brand, the territorial branch acronym (ACT), the service category (soft gold, for conferences), the conference’s main headline (“Thinking Differently”), and the conference’s subhead (“Building Trust”). Hewing to this template keeps the visual identity intuitive and coherent.

Strict guidelines were set to maintain the integrity of the tiers in the hierarchy across all events and services.

A Clear, Friendly Voice

A uniform brand voice was also instituted to ensure that messaging was disseminated consistently. IPAA’s house style requires all communications to be straightforward and accessible; motivational and imaginative; relatable and engaging; and reflective of its dedication to its members. These principles boiled down to four overarching qualities: clear, inspiring, human, and committed.

In practice, that means all copy should be structured in a hierarchical way, with the most important information prioritized and additional detail disclosed as needed. It should be distinctive—free of clichés and timeworn jargon. It should also be approachable, using everyday language instead of formal legal or academic prose.

For example, the preview text for a story on the IPAA website reads: “The vast majority of public servants behave respectfully and civilly to their colleagues. But surveys show bullying is significantly more widespread than codes of conduct or workers’ compensation claims suggest. Dr. Gordon de Brouwer explores bullying and harassment in public sector workplaces across Australia.” While research communications can take on a dry tone, this text signals that the article will clarify a thorny issue that is likely to impact the majority of IPAA’s members.

Bold Black-and-white Photography

I chose a black-and-white photographic style for digital and print communications that is simple, bold, and iconic. The monochromatic images contrast nicely against the color palette, creating visual balance and hierarchy on the page or screen. The images themselves relate symbolically to the content and reflect IPAA’s dynamic but reliable brand personality.

Together with the typeface, color palette, and logomark, the photographic style provides a cohesive and compelling aesthetic that is not only elegant but effective in its mission to communicate and inspire. This visual strategy is used across digital and print platforms as well as in headers for social media accounts.

Workspaces That Inspire and Promote Brand Identity

The IPAA’s Victoria office is a significant touchpoint not only for members and visitors, but also for employees. The visual aesthetic of an office space sends a message about your brand identity to anyone who enters. As a multidisciplinary designer, I also have experience in architectural design, and this allowed me to create a new space that communicates the organization’s values to visitors while meeting the needs of employees.

Because the existing space was relatively small for the number of employees using it, it was a challenge to make it look spacious, organized, and uncluttered. I opted for an open-office arrangement with most of the employees seated in two central pods to make the space feel lighter and less cramped, while still promoting collaboration.

The walls are painted white to make the space appear larger. To reflect the brand’s forward-looking positioning, the furniture is modern in style, with clean, simple lines in shades of white and gray. Some of the surfaces are textured to create a subtle contrast.

The brand’s primary and secondary territorial colors appear on accent walls, soft furnishings, and tabletop accessories. These colors are used sparingly to keep the space feeling modern and light, but not sterile.

Bold environmental graphics reinforce IPAA’s brand to employees and foster greater connection to the mission. Some visuals feature signature IPAA slogans and concepts, including “The Cultural Instigator,” “Leadership with IPAA,” and “Innovate with IPAA.” Other graphics feature black-and-white photography of work by emerging Aboriginal artists.

Protecting the Brand

I created a style guide to maintain the integrity of logos and wordmarks for all uses. It was my role as a brand designer to define what deliverables IPAA would need across all customer journey touchpoints. The style guide included examples of every deliverable, from grid comps to final comps.

I even designed a bespoke 3D trophy to replace the simple etched plaques the organization used to present for achievement awards. I created the mockups using 3D software—namely, Cinema 4D and Adobe Dimensions with Adobe Illustrator using the Origami plugin.

A Rebranding Success

After eight months of working closely with IPAA leadership, program managers, and marketing teams, the project was complete. My work received great feedback from IPAA’s territorial divisions, and executives were excited about the energy this redesign brought to their work. The process of collaborating to develop the rebrand—all the thought, analysis, and experimentation that went into it—was a powerful team-building exercise for IPAA leadership as well. They emerged from the experience more focused on their mission and better equipped to serve and empower members.

Building a brand ecosystem requires creativity, logic, and persistence. It can be a maddening and complex experience, but also a rewarding one. There were times it took a bit of persuading to get stakeholder buy-in, and there were many late nights spent grappling with how to make all the pieces fit. But at one of our final meetings, an IPAA executive said, “This is a great legacy Rehan is leaving behind.” I was humbled, and it was hard to believe it all started with the simple idea of redesigning a logo.

Further Reading on the Toptal Blog:

• Brands Still Matter: Brandless Boom to Bust
• The Dos and Don’ts of a Rebranding Strategy
• Branding Is Dead, CX Design Is King
• How to Define a Brand Voice for Maximum Impact
• Millennial Branding for a Boomer Product: A Branding Case Study

Understanding the basics

What is the purpose of a rebrand.

A rebrand is a way of reintroducing an organization through its visual identity. In some cases it may be necessary to rebrand a company in order to update an older design that no longer connects with the intended audience. In others, a rebrand may reflect a significant change in a company or product.

What is involved in a rebrand?

The rebrand process is an extensive overhaul of an organization or a product’s entire visual identity. While a new logo may be the most prominent change, a rebranding project touches nearly every part of the business’s physical and virtual presence, including typeface, color, and graphic design.

What makes rebranding successful?

Rebranding success depends on a clear, well-defined strategy that all stakeholders understand. It can be measured by quantitative and qualitative metrics, including brand awareness, digital performance, sales performance, and more.

Rehan Saiyed

Melbourne, Victoria, Australia

Member since May 24, 2019

About the author

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Branding Case Study Illustration

Case Study: Ribbet. Logo Design for Online Photo Editor

Case study on logo design. designing logo and branding elements for the online photo editor ribbet by tubik studio. from sketches to final lettering and image..

You could already read our previous case study , in which we told about UX/UI design for the Echo project. This time we are going to show the other case of design: issues and peculiarities of the design process of logo creation.

Being a symbolic sign, the logo is one of the most important parts of a company or project identity. It should combine lots of magic ingredients of success: pure and distinctive shapes and colors as well as the overall image being both original and meaningful. A designer assigned to create the logo gets a very responsible job and has to get through lots of ideas and updates before the creation of the final version satisfying the customer.

The designer for Tubik Studio Arthur Avakyan is already experienced in such things so he always considers lots of those issues and he did the same working on a logo for the Ribbet project .

Pencil sketching, markers, Adobe Illustrator

Designing the logo for the online photo editor with a wide set of tools.

The designer started working out the idea of lettering compositions that could be used for logo style.

First sketch variants of new lettering

Lettering processed in Adobe Illustrator

However, the customer wanted to use the visual elements that would be associated with the mascot of the company. The word used as the name of the company —  Ribbet  — is one of the variants to express the sound made by a frog or a toad, so the image of a frog has been originally the mascot of the company. They wanted to preserve it in the logo in order to support consistency with other visual elements of branding as well as the name of the company. Having analyzed the experience of the other competitors on the market, they came to the conclusion that it would work efficiently and would create better web-presence. Being widely functional, the service lacked in the style which would distinguish it from the competitors. So, it was agreed to create the variants combining lettering with the visual elements reflecting the mascot.

It should be said that the logo was created in a tight and deep connection with the whole concept of the Ribbet website design. Tubik has been working with this customer on the general design of the site and that was the reason why the company decided on creating the logo which would correspond with the general conception. By the way, that was a very efficient decision as the designer creating the logo was able to work together with designers developing the overall redesign of the site at all the stages of the project. Very soon the users will see an absolutely new version of the Ribbet site style.

Originally the company didn’t have a visualized logo using any image — they used only a lettering composition reflecting the name of the site. So, the task was to create a unique logo which the company could use in all its products and social network profiles.

Therefore, as the online graphic editor already had the general style of the site developed and it included mostly dark colors and shades with some blue color accents and was quite strict, elegant and serious, the concept of the logo had to correspond to it. The website was totally redesigned and the lettering used for the logo needed a fully new concept too.

Trying to get away from the previous idea, the author offered a neat geometric originally made lettering composition.

Trying new versions of lettering in the redesigned style of the site

When the customer asked to develop the idea of the visual element showing the mascot , the first variants of visualizing the frog were based on the image of a frog’s pad, but they didn’t seem really clear to make necessary associations with a frog in different sizes, so the designer decided to try other variants.

The variant of visualizing the mascot with the image of a frog’s pad

All first versions were created by means of traditional pencil sketching aiming to keep elegant and serious stylistic features. At the same time, the designer worked on the other version of lettering, more gentle and rounded than the previous.

First sketches visualizing the company mascot for the logo

The combination of new visual elements with a new style of lettering

The collaboration with the customer was kept first of all through revision of the sketches and afterward if those sketches had been approved, they were processed in Adobe Illustrator.

The first version of the frog seemed to be a bit complicated for the customer so they asked to simplify it by eliminating some details and making the image clearly perceived. There was created the variant with the half-head of a frog, which was not clearly associated with the frog so it wasn’t accepted.

The simplified version of a half-head frog image

Combinations and versions of lettering and images of a frog with different details and shaping

The customer asked to add a little fun and joy to the image so that they could see if the character will work. Taking this into account and meeting the customer’s wish, the author added some details, trying to play out a smiling mouth.

The emotionally marked character of the mascot in combination with various lettering styles

The version was rather stylish; however, it didn’t match with the whole stylistics of the site, so this variant was put aside on the agreement of both the customer and the designer. The task became more distinct: to create a more natural image of the frog adding some details, as the practice showed that the oversimplified version could confuse a user and prevent the customers from achieving their aims.

The customer has selected and shown the samples of real logos which they liked and thought appropriate at the perspective of brand identification. Those samples showed that the main accent should be still put on lettering. After creating and reviewing numerous variants of lettering the customer and the designer agreed on one as the best version.

Working out sophisticated lettering versions

Then there was a long and thorough process of specifying the details to the approved version, such as lengthening/shortening or moving some strokes and elements. There were tons of tiny but really numerous corrections and alterations in order to get the most harmonic version. It is natural as the logo was based at purely original and uniquely created lettering. At last, the final version was agreed upon.

Thorough work on details in the final version of the lettering

Nevertheless, the designer didn’t forget about the customer’s desire to visualize the frog as the mascot of the site. So, the designers of Tubik Studio got together at a brainstorming session and developed the idea of using previous images of a frog and animating them in a functional feature of the preloader .

Brainstorming session in Tubik Studio

The final image of a frog animated for a preloader on the site

In addition, there was created a simple and rounded variant of a frog image that could be used together with the lettering or independently.

New versions of visualizing the mascot for logo

Various combinations of lettering with the image of the mascot

So, it can be seen, that the designer has made great efforts to meet all the needs and wishes of the customer, that is why his work was highly appreciated by the customer. In a while, all the work on the site redesign by Tubik Studio together with the new logo will be presented to the users of the Ribbet service.

The final version of the Ribbet logo

This case has become one more example showing how many attempts should typically be made in the process of logo creation. The designer has to do his best and be always ready to listen carefully to the customer. In addition, it is vital to be ready for research and deep analysis of existing products in the sphere in order to create original and highly competitive product satisfying customers, increasing brand identity, and attracting users.

Useful Case Studies

For those, who are interested to see more practical case studies with creative flows for the logo and identity design, here is the set of them.

AppShack. Logo Design for a Digital Agency

LunnScape. Identity Design for a Landscape Company

Binned. Brand Identity Design for Cleaning Service

Reborn. Identity Design for a Restaurant

Andre. Logo Redesign for Landscape Firm

Andre. Corporate Identity Design for Landscape Firm

SwiftyBeaver. Logo for Mac Application

PassFold. Logo for a Mobile App

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Welcome to check designs by Tubik on Dribbble and Behance ; explore the gallery of 2D and 3D art by Tubik Arts on Dribbble

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Case Study: Andre. Designing Corporate Brand Identity

New practical design case study on branding by Tubik Studio, showing the stages of building-up strong corporate identity for the landscape care company Andre.

Case Study: Ready Set Recover. Web Design and Illustrations for Surgery Recovery Platform

Check the creative process for website design and a set of illustrations created for Ready Set Recover, a supportive online program empowering people to prepare for and recover from surgery.

Case Study: Binned. Design for Promo Video Production

The design case study on an animated promo video production for a cleaning service Binned: check the full creative path from storyboard to the brightly illustrated video.

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Category: Case Study blogs Redesign

Date: April 30, 2024

Popular Rebranding Case Studies for Inspiration

Establishing a compelling brand is pivotal for any business, and comprehending the intricacies of branding can be complex. It’s essential not only to understand your brand identity but also how customers perceive your products and services. Exploring brand case studies provides valuable insights, uncovering potential growth avenues based on the triumphs of other businesses. Leveraging the expertise of a reputable digital marketing company can further amplify your brand’s impact through strategic digital marketing services .

Did You Know?

It takes 5 to 7 impressions for people to remember a brand. And what if you were to rebrand the existing one?

Popular companies that were looking to rebrand often found it difficult because the old name was already established. The problem with this is when you are trying not only to establish your new brand but also live up the expectations of existing customers who have grown accustomed to buying from that particular business or industry category over time.

A lot goes down during this step: from researching companies’ history (both past successes/failures), coming up with new ideas about logo designs .

Here at ColorWhistle , we have curated a list of popular (non popular but useful ones too) rebranding case studies that you can refer to, when you are looking to rebrand your brand.

Inspirational Rebranding Case Studies

The rebranding process is a lot like an organism that evolves over time. The goal for any brand, whether they’re doing well or not so much in their market space, is to be able to find ways of improving on what’s already there and sometimes this means changing how you look from head-to toe!

As seen with many brands who’ve gone through major transformations such as Nike Inc., Redbull, Target etc.. Let’s have a look at some popular rebranding case studies to have a better vision of what worked and what was the thought process behind rebranding.

Animal Planet 

The new logo and tagline for Animal Planet is “Bringing people up close in every way,” which really tells the channel’s story. The graphic reflects this mission statement with an elephant, just representing the mood of the brand!

Case Study Link

Animal Planet has been a much-loved brand around the world for more than 20 years and the time has never been more right to engage with mass audiences across every platform who are as passionate about animals as we are.

– Susanna Dinnage, Animal Planet’s Global President

Rejuvenating a well-loved brand is no easy task. But it’s critical to ensure that the refreshed, revitalized product resonates with customers and speaks directly at their hearts in order for them not only stay loyal but increasingly come back again and recommend your business or organization to others.

Your products should reflect what you stand for as an organization so they can speak volumes about who are trying new things while still holding true on key values like quality, durability & affordability; also ensuring there’s room left over just because people want more than anything else truly meaningful when engaging digitally these days

Evernote’s brand rejuvenation is a clear example of well crafted rebranding strategy.

Throughout the process of evolving our brand, we have looked to our past for inspiration for our future. We started as a place to remember everything, and that will never go away. Our brand now reflects our broader purpose.

– Chris O’Neill, Evernote’s CEO

Mailchimp’s branding was a bit outdated and they needed a complete rebranding. They also wanted their website updated so customers could find them easily on different devices like tablets or smartphones instead of just desktop computers.

With this redesign, we set out to retain all the weird, lovable elements that endeared our earliest customers to Mailchimp, while creating space for the brand to grow and connect with even more small businesses. We didn’t want to lose our heritage in the process, so we focused on capturing the essence of what Mailchimp has always been.

– Mailchimp’s Blog

The Ruby Mills

Ruby Mills teamed with a digital agency to rebrand itself and showcase it as a part of the new trending modern digital space. The logo was refurbished to reaffirm the legacy of the brand in a contemporary manner, and yet keeping the visual language flexible enough for digital (online) & offline media and product representation. 

The brand name connoted preciousness and gave us a solid foundation to work with. The new identity was found completely aligned to the Ruby legacy and its progressive future.

– Elephant Design, Digital Agency

Slate’s Logo needed a revamp as their logo was outdated and needed a refresh to match the new industry standards. The logo was reimagined and cleaned up for a more distinct look. The “A” is being revealed, uncovering its true form in an elegant manner that hints at all those who have come before it.

Our approach was to visualize Slate’s story-making process with a language that feels like sifting through the news, looking for hidden clues and cracking the code that blows open the case. 

– Gretelny, Design Studio

Uber was famous for its inverted U in their logo and when they decided they needed a brand refresh, There were mixed responses and yet Uber’s logo refresh was a very significant one with more sophisticated typography and branding elements.

Molly Watson, the director of the verbal identity at Wolff Olins San Francisco, said the new logo was designed to represent Uber’s growth and security.

The name dunkin itself reminds us of their bright colors and their fresh look in branding. While rebranding they took a big decision of letting go their second word which is donuts and made a more crispier logo that’s even more recognizable and carried their legacy.

The new branding, developed in partnership with new creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide, is one part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform the company into the premier beverage-led, on-the-go brand.

– news.dunkindonuts.com

When you’re just starting out, it is enough to create a single image for your company. But as soon as growth starts happening at an impressive rate and new employees start calling in with questions about how things work or what their function might be within the organization, you need to be more aware of how the brand fits the industry. Dropbos decided on a revamp that didn’t change much but yet created an impact.

Our new illustration style picks up where our earliest style—loose, handmade, witty—left off,” write creative director Aaron Robbs and VP of Design Nicholas Jitkoff.

Slack always had an eye of detail in their logo. The hash in their logo was very popular for the kind of brand it was. Yet slack decided to rebrand and give a fresh look to their logo to adapt more into the trend and industry. The new logo looked fresh and more adaptable to the brand statement of Slack

It uses a simpler color palette and, we believe, is more refined, but still contains the spirit of the original. It’s an evolution, and one that can scale easily, and work better, in many more places. 

– Slack Team

Intel with the ring is what comes to mind when one thinks about the brand. Intel decided to give a brand refresh while continuing their brand vision and brand statement. They believed that this refresh will help them connect more to their customers and do something wonderful.

The new logo represents a dramatic simplification of the Intel brand identity. Crafted with an underlying geometry, the logo has a refined symmetry, balance, and proportion that is understated and iconic.

– Team Intel

PayPal is a digital payments company known for its bold and progressive innovations. With all the exciting changes in the industry, they considered creating an even more creative expression of PayPal—the original innovator that started it all!

“At PayPal, we always strive to lead as a revolutionary brand. With our rapidly changing environment, we must create based on the needs and changes in the marketplace,” said Christina Smedley, vice president, Global Brand and Communications, PayPal.

Looking for Website Redesign Services?

Seize and experience the transformative impact of Website Redesign Services & Solutions with ColorWhistle.

​​The importance of branding/rebranding case studies to understand the process cannot be overstated. 

These case studies provide an excellent and detailed look at how different brands were able to successfully navigate their own unique challenges, which will ultimately translate into success for your business in various aspects ranging from digital marketing efforts through customer service interactions with clients or employees alike!

Looking for rebranding services? Contact Us

The rebranding process is a lot of work, but it’s worth the effort. Case studies show that when you take on this challenge and succeed in your goal to make an improved version of who we were before-only then will people see how great the new branding really does help to achieve better positioning within markets.

This is where website redesign packages come in. Our packages can help you create a website that seamlessly integrates your new branding, strengthens your customer experience, and drives results. The benefits extend beyond just business leaders – a well-designed website empowers your entire team with a clear and consistent brand message.

-Sankar, CEO at ColorWhistle

In quest of the Perfect Website Redesign Solutions Buddy?

Be unrestricted to click the other trendy writes under this title that suits your needs the best!

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• How to Redesign a Website Without Losing SEO?
• Website Redesign Checklist: 9+ Things to Consider Before Website Redesign [PDF Download]
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• Melanie Lang
• Jul 19, 2013

75 Instructive Design Case Studies

• 20 min read
• Inspiration , Web Design , Graphic Design , Case Studies
• Share on Twitter ,  LinkedIn

About The Author

Former Smashing Editor Melanie completed her degree in Philosophy, Politics and Economics at Otago University, and is now freelancer and part-time politician. … More about Melanie ↬

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Not only are case studies a great way to explain the design process of an agency, but they also help designers and developers to learn from each other. Seeing how designers work, create, build and play is great, and furthermore, you can learn how to write a great case study yourself and how to use one to spice up your portfolio .

In this overview of useful case studies, we’ve featured studies that have recounted decisions made about particular design elements, as well as studies of full overhauls and their accompanying technical challenges. Most of them provide interesting insights into failures and successes , stories, workflows and design decisions made and rejected.

We must admit that this post is quite a long one, so we’ve decided to divide it into two parts to make it easier for you to navigate. Now you should be well prepared for a couple of late reading sessions over the next weekends!

Illustration, Graphics And Logo Design

“ Illustrator Full Spectrum Spirograph ,” Veerle Pieters Pieters talks about her experimentation process with spirographs, inspired by the work of Andy Gilmore.

“ The Design Process of my Infographic About Women Cycling for Grinta! ,” Veerle Pieters Pieters shares her experience of the design process behind the infographic on women’s cycling that she produced for Grinta magazine.

“ A Systematic Approach to Logo Design ,” Adham Dannaway Icon design can be time-consuming. Dannaway shows how to systematically approach a new logo design.

“ (Re)building a Simplified Firefox Logo ,” Sean Martell Learn how Firefox’s logo was simplified to better fit its extended usage beyond a desktop web browser.

“ Five Details ,” Jon Hicks Jon Hicks shares the design process behind the Five Details Logo, including the design and choice of typography.

“ Iconfinder Logo ,” SoftFacade SoftFacade completely reimagined Iconfinder’s existing identity and came up with a shiny and modern robot character. View the detailed design process.

“The Great Gatsby” Like Minded Studio collaborated on the branding of “The Great Gatsby“. The aim was to develop a bespoke Deco styled logo reflective of the roaring 20s and Fitzgerald’s masterpiece. They also created a display typeface to acompany the main branding. Additionally read more about it following this link.

“ Whitney Graphic Identity ,” Experimental Jetset In this case study of the Whitney Museum of Art’s logo, Experimental Jetset discusses the impact that a responsive logo can have on branding.

“My ‘Tour de France’ posters,” Veerle Pieters Pieters created posters for the 100th edition of the Tour of France. She mainly used the French landscape which she had used for the ‘Tour de France Infographic’ as a starting point.

“ Designing Type Systems ,” Peter Bil’ak To create truly useful designs, typographers need to examine not only how characters relate to each other within a style, but also how different styles relate to each other within a family. Peter Bil’ak discusses how to achieve this.

“ Novel Constructions: The Making of a Typeface ,” Christopher Dunst Dunst shares the process behind the creation of the “Novel” typeface.

“ The Development of the Signage Typeface Wayfinding Sans Pro ,” Ralf Herrmann Herrmann describes the development of the Wayfinding Sans Pro, a signage typeface that can be read from a long distance.

“ The Making of FF Tundra ,” Ludwig Übele Übele shares the process behing making the FF Tundra typeface, which was highly inspired by nature.

“ The Making of Magasin ,” Laura Meseguer Meseguer writes how she created Magasin, a typefaces inspired by fluid handwriting.

“Type Study” series, Adobe Typekit Typekit features a whole series of case studies of typography:

• “ Hi-DPI Web Typography ,” David Demaree
• “ Typographic Hierarchy ,” Frank Chimero
• “ Pairing Typefaces ,” Aura Seltzer
• “ Sizing the Legible Letter ,” Ethan Marcotte
• “ Stereo-Typography ,” Dan Mall
• “ Choosing Fallback Fonts ,” Josh Brewer
• “ Techniques for Using Novelty Fonts ,” Meagan Fisher

“ Social Login Buttons Aren’t Worth It ,” MailChimp Social login buttons are used by many apps today. MailChimp shares its own experience and considerations in using social login buttons.

“Usability in Icons,” Peter Steen Høgenhaug Icons are used to illustrate a particular function, anything from information to actions. This article explains what needs to be considered when designing them.

“iOS Icon Design: A Designer’s Exploration,” iOS icon design is not only difficult, but requires a lot of experimentation. David Killoy shares his experience of designing the icon for his note-taking app Notorious.

“ The Making of Octicons ,” GitHub Octicons is a icon font made by GitHub. Five designers collaborated on the project, and they share how they built Octicons and what they learned along the way.

“ Designing Facebook Home ,” Julie Zhuo On May 8th, the designers behind Facebook Home (Justin Stahl, Francis Luu, Joey Flynn and Mac Tyler) presented a behind-the-scenes look at their work at the Bluxome Street Winery for a small crowd.

Advertising, Promotion And E-Commerce

“ How to Make Your Own App Promo Cards ,” Mike Swanson Swanson was inspired by Starbuck’s promo cards for giving away free apps and decided to make his own for an upcoming event. Learn how you can do one, too!

“ The Art of Launching an App ,” John Casey You’ve made your first app! Now what? This study covers some tactics and lessons learned during one process of launching an app.

“ How to Launch Anything ,” Nathan Barry Barry has launched five products in fewer than nine months. Read about the strategy that helped him generate over $200,000 in revenue from online products, starting from scratch.

“ Selling My E-Book on Amazon ,” Jonathan Snook Several people predicted that 2013 would be the year of self-publishing. Snook shares insight into his eBook sales on Amazon.

“ Increase Online Sales on Your Ecommerce Website ,” Headscape increased sales on Wiltshire Farmfoods’ e-commerce website by over 10,000% in only five years. What makes it even more special, the target audience is over 50 years old. Paul Boag shares his experience.

“ Twitter Promoted Tweets ,” MailChimp MailChimp has made use of Twitter’s promoted tweets and shares insight into this experience.

Redesigning Elements And Features

“ Visual Exploration Behind Signal vs. Noise ,” Mig Reyes 37signals share the process behind making its blog special. This study is about how the company visualized noise and styled its blog categories in a unique way.

“ Reinventing Our Default Profile Pictures ,” Jamie Jamie talks about the process of finding the right default profile pictures for the 37signals website. It’s a great new approach to a very basic element.

“ Login Screen Design: Behind the Scenes ,” Simon Tabor Good UX is not just about the main content, but also about little details such as log-in (and error) pages. GoSquared shares how it made its log-in experience exceptional.

“ Save for Later ,” Brian Groudan All browsers support two functions: searching and revisiting. Groudan worked closely with Mozilla’s user experience researchers and designers to rethink how Firefox could better offer “saving for later” functionality in the browser.

“A Closer Look at Zoom,” FiftyThree FiftyThree shares the design process behind the new zoom feature in its Paper app.

“Reinventing the Investment Calculator ,” Alex Bendiken Drawing from the book Money for Something , Alex Bendiken built a tool that lets users experiment and create a unique investment plan. It’s a UX study in turning a boring financial calculator into something you’d actually want to use.

“ Getting Down to Business ,” Teenhan+Lax The Globe and Mail is Canada’s national newspaper of record. It serves millions of readers everyday with in-depth journalism and informed comment. Learn how Teenhan+Lax helped refresh and enrich the way users experience and engage with the news today.

“ Olympics: User Experience and Design ,” Nick Haley Nick Haley shares the BBC’s design process of delivering the Olympics across desktop, tablet, mobile and connected TV.

“ How We Built the Responsive Olympics Site ,” Matt Clark Matt Clark writes about MSN UK’s approach to delivering the Olympics digitally, from the brief to the finished design.

“ The Anatomy Of A Successful Logo Redesign ,” Belinda Lanks Lanks summarizes how Jessica Hische had freshened up the new logo for MailChimp with a slight facelift. The new logo now looks new and fresh — more refined but just as playful.

“ What I Want Out of Facebook ,” Keenan Cummings Cummings explains why Facebook fails him and what he wants to get out of it that would make it useful for his personal life.

“ In Praise of Lost Time ,” Dan Hill Dan Hill talks about Facebook’s Timeline as an exemplary bit of interaction design that does little to advance the timeline formally. Yet it might alter the nature of human memory itself.

“Designing the new, fully responsive Wired.co.uk article pages,” Javier Ghaemi This article is about redesigning the Wired.co.uk article website to provide a more content-first and immersive experience.

Complete (Re)branding And (Re)design

“How to Approach a Responsive Design,” Tito Bottitta This article shows the design process behind The Boston Globe’s website, one of the most famous examples of responsive designs. Read about how Upstatement approached its first responsive design.

“Responsive Design Case Study,” Matt Berridge This case study outlines the entire process of constructing the South Tees Hospitals’ website, a large responsive design containing over a thousand pages.

“ Rebuilding a University Homepage to Be Responsive. Twice. In Less Than a Year ,” Erik Runyon This slideshow discusses how and why Notre Dame University’s home page was rebuilt twice in less than a year. You will find a recording of the talk below the slides.

“Yes, You Really Can Make Complex Web Apps Responsive,” Daniel Wearne Wearne shares his experience in creating Adioso’s web app, a complex yet accessible project. He covers the framework, responsive mixins, tables and future challenges.

“Designing a New Playground Brand,” Ryan Bannon This case study shows the design process of Playground’s new brand. It covers the logo, overall website and vector animation process, as well as the core values and personality of the company. The extensive study comes in three parts.

“ How House Parties Helped Us Design Potluck ,” Cemre Güngör The team at Potluck describes how it took inspiration from reality to design a “house party on the Internet.”

“ Colorado Identity ,” Berger & Föhr Imagine someone hiring you to define your own identity. Berger & Föhr was hired to help create the new identity and visual brand of Colorado, the place they call home. Have a look at the work and logo they came up with.

“ Building the New Financial Times Web App ,” Wilson Page Page talks about building the Financial Times’ new app, a challenge that many on his team believed to be impossible. He covers device support, fixed-height layouts, truncation, modularization, reusable components, Retina support, native-like scrolling, offline support and the topic of ever-evolving apps.

“ Google Treasure Maps ,” Alex Griendling Griendling writes about the design process behind Google Maps’ treasure mode.

“ Find Your Way to Oz ,” HTML5 Rocks This very detailed case study looks at the “Find Your Way to Oz” demo, a Google Chrome experiment by Disney. It covers sprite sheets, Retina support, 3-D content and more.

“ The Making of the Moscow Metro Map 2.0 ,” Art Lebedev Studio This study is about the design process behind the Moscow Metro map, a complex project that needed to meet the requirements of both Web and print.

“ Skinny Ties and Responsive eCommerce ,” Brendan Falkowski Read and learn how GravDept redesigned Skinny Ties’ creative and technical direction to propel shopping on every device.

“ The Design Thinking Behind the New Disney.com ,” Bobby Solomon Solomon shares the process of creating a Disney website that is flexible enough to showcase the widest range of offerings imaginable — in other words, a website that can do everything.

“Say Hello to the New ISO,” Andy Clarke Clarke and David Roessli redesigned the website of the ISO (International Organization for Standardization) and share their experience.

“ A Responsive Design Case Study ,” David Bushell The redesign of Passenger Focus takes advantage of the Web as an unique medium.

“ BBC News: Responsive Web Design and Mustard ,” Kaelig Deloumeau-Prigent These slides address the core principles and the “cutting the mustard” technique behind the BBC News’ responsive website.

“The Trello Tech Stack,” Brett Kiefer Read the process behind the Trello app, from initial mockup to a solid server and maintainable client.

“ Responsibly Responsive: Developing the Greenbelt Website ,” Rachel Andrew Andrew writes about her front-end design decisions in rebuilding the Greenbelt Festival’s website.

“ The Digital-Physical: On Building Flipboard for iPhone and Finding the Edges of Our Digital Narratives ,” Craig Mod Mod walks through the process of building the Flipboard app for iPhone and of finding the edges of its digital narratives.

“ Page-Flip Effect From 20 Things I Learned ,” Hakim El Hattab This study shows how this team found the best way to achieve the feeling of a real-world book, while leveraging the benefits of the digital realm in areas such as navigation.

“ Six Key Lessons From a Design Legend ,” Kapil Kale The GiftRocket team eventually recruited Mike Kus as a designer. This article shows why that decision took their website to the next level.

“ Breaking The Rules: A UX Case Study ,” Laura Klein Klein shows how she broke all rules to create the great UX for Outright.

“ 7 UX Considerations When Designing Lens Hawk ,” Christian Holst Lens Hawk is a massive DSLR lens database. This article shares seven UX considerations that were made in its design process.

“ The Story of the New Microsoft.com ,” Nishant Kothary Kothary shares his insight into making Microsoft’s new website. Also, check out Trent Walton’s perspective on the redesign .

“Behind the Scenes of the New Kippt,” Gannon Burgett This interview about the work behind the new Kippt app covers the redesign process, the design principles and problems that the team faced, insights into the new era of web app design, and where Kippt will head in the future.

“ Crayola: Free the ‘What If’ ,” Daniel Mall Dan Mall has put together a case study of the creation of the new Crayola application for kids.

“Campus Quad iPhone App,” Soft Facade Soft Facade covers every aspects of the design process behind its Campus Quad app.

“How to Make a Vesper: Design,” Vesper Learn how the Vesper app was designed and made.

“ Betting on a Fully Responsive Web Application ,” 14islands Read about how 14islands took the web app for Kambi, a sports-betting service, to the next level.

“AMMO Rack App Design Critique,” Alexander Komarov An interesting study of the feedback process that improved the AMMO Rack app.

“ Walking Through the Design Process ,” Ian Storm Taylor Taylor walks you through the design process of Segment.io, including the progression of mockups in Photoshop.

“ Music Video ‘Lights’: The Latest WebGL Sensation ,” Carlos Ulloa Interactive studio HelloEnjoy built a mind-blowing 3-D music video for Ellie Goulding’s song “Lights.” Creative director Carlos Ulloa explains why the team chose WebGL and how it created various immersive graphic effects.

“Designing for Designers,” Kyle Meyer Designing for other designers is different than working for regular clients. Kyle Meyer shares his experience.

“ Adapting to a Responsive Design ,” Matt Gibson Cyber-Duck abandoned its separate mobile website and created a new responsive design.

“ Grids, Flexibility and Responsiveness ,” Laura Kalbag Kalbag shares her thoughts on the redesign of her own website, including her choice of typefaces.

“ Making of Typespiration ,” Rafal Tomal Rafal Tomal built Typespiration as a side project. Learn about the process from initial idea to finished WordPress website.

“ Case Studies ,” Fi Design firm Fi has integrated case studies into its portfolio. The studies are very interactive and beautifully designed. Here are four of them:

• “Is This The Future of The Airline Website?”
• “The Story of Ramayana: Brought to Life by Google Chrome”
• “Sony: Connected World”
• “USAToday.com: Redesigning One of America’s Most Popular News Sites”

Content And Storytelling

“ Step-By-Step Landing Page Copywriting ,” Nathan Barry The process of writing great copy for a landing page is covered step by step.

“ The Art Of Storytelling Around An App ,” John Casey This case study is about the art of storytelling in the app “The House That Went on Strike.”

“Rethinking the Case Study,” Christopher Butler Butler explains what case studies are for and what a great one looks like, and he lays out a practical plan for writing one.

“ Retiring The Portfolio Screenshot ,” James Young You’ve probably noticed that portfolios nowadays are packed with detailed analysis, rather than screenshots. Take yours to the next level and learn how to create an amazing portfolio (such as the ones featured in this post).

“Responsibly Leveraging Advanced Web Features,” Ryan Heap Heap tells us about his full responsive redesign of Travois, a consulting firm focused on housing and economic development. The study includes topics such as progressive enhancement, responsive and responsible Web design, SVG, and the HTML5 History API.

“ My Notes on Writing an E-Book ,” Jonathan Snook Several people have suggested that 2013 is the year of self-publishing. Jonathan Snook shares his process of writing and digital publishing.

Technical Challenges And Solutions

“ Beating Borders: The Bane of Responsive Layout ,” Joshua Johnson Responsive design often requires setting widths in percentages. This is easy enough, until borders are thrown into the mix.

“ How We Improved Page Speed by Cleaning CSS, HTML and Images ,” Lara Swanson Page-loading time is a big part of the user experience. Dyn shows how it improved it simply by cleaning up the CSS, HTML and images.

“ Mein Honig – Brand Identity ,” Thomas Lichtblau “My Honey makes people and bees happy. And if they are happy, nature is happy too.” This simple yet beautiful statement belongs to Mein Honig (My Honey), a personal project of Thomas Lichtblau from Austria. Thomas shares fascinating insights about a production, banding and packaging process in which he only used colorless, organic and traditional tools and materials.

“Front-End Performance Case Study: GitHub,” JP Castro Castro analyzes the front-end performance of GitHub and shares his findings.

“ iPad to Windows Store App ,” Bart Claeys and Qixing Zheng This case study helps designers and developers who are familiar with iOS to reimagine their apps using design principles for Windows Store apps. Translate common UI and UX patterns found in iPad apps to Windows 8 apps.

“ Behind the Scenes of Mad Manimation ,” Anthony Calzadilla Here is the process behing the Mad Manimation, an HTML- and CSS-based animation of the introduction to the Mad Men TV show.

“ Embedding Canvas and SVG Charts in Emails ,” Thomas Fuchs Learn how to use embedded canvas and SVG charts in email.

“ Scaling Pinterest From 0 to 10s of Billions of Page Views a Month in Two Years ,” Todd Hoff This case study traces the evolution of Pinterest’s architecture, which was scaling fast, with a lot of incorrect choices made along the way

“ How We Built a Photoshop Extension With HTML, CSS and JS ,” Brian Reavis Creative Market’s extension is a Backbone.js Web app that lives inside of Photoshop. The team can update it without the user having to install an update. How does that work? Read up on it!

“ Batch Processing Millions and Millions of Images ,” Mike Brittain Etsy wanted to redesign a few of its major sections and had to rescale over 135 million images in order to do it.

“ Making 100,000 Stars ,” Michael Chang Chang writes about 100,000 Stars, an experience for Chrome that was built with Three.js and CSS3D.

“ Mastering the Application Cache Manifest for Offline Web Apps and Performance ,” Julien Nicault Nicault, who work on Cinémur, a new social film app, describes how to use AppCache to improve performance and enable offline usage of Web apps

“ Harvey: A Second Face for Your JavaScript ,” Joschka Kintscher Responsive design often requires drastic UI changes. This study shows how to execute parts of your JavaScript depending on the device’s type and screen size.

“ Our First Node.js App: Backbone on the Client and Server ,” Spike Brehm The team at Airbnb has been curious about Node.js for a long time, but used it only for odds and ends. See how they used it on a production-scale project.

“ Making a 60fps Mobile App ,” Paul Lewis Paul Lewis shows you how to make a mobile app that has 60fps at all times, does one thing really well, has offline support and a flat UI.

“ The Making of the Interactive Treehouse Ad ,” Chris Coyier Treehouse is the primary sponsor of CSS-Tricks, and this case study looks at its interactive ad using jQuery.

“ Improve Mobile Support With Server-Side-Enhanced Responsive Design ,” Jon Arne Sæterås This is an analysis of the process of finding the right mix between server-side and client-side logic for adaptive Web design.

“Designing an Instant Interface,” Luke Wroblewski Wroblewski shows how to design the instant interface used for the real-time views, real-time notifications and real-time comments on Bagcheck’s website.

“ Lessons in Website Security Anti-Patterns by Tesco ,” Troy Hunt Hunt looks closely at the many simple security errors Tesco makes, analyzing how he would apply basic security principles to remedy them.

“ Refactoring >14,000 Lines of CSS Into Sass ,” Eugene Fedorenko Beanstalk is a mature product whose CSS grew accordingly to 5 files, 14,211 lines and 290 KB of code. Learn how the team rebuilt its style sheets into something cleaner and easier to maintain.

“Refinder: Test-Driven Development,” Maciej Pasternacki These slides show how test-driven development enabled Gnowsis to reimplement Refinder’s basic data model.

“Managing JavaScript on Responsive Websites,” Jeremy Fields Jeremy Fields of Viget talks about how to manage JavaScript on a website whose interface and functionality changes at different breakpoints.

“ Trimming the Fat ,” Paul Robert Lloyd Lloyd walks through the performance optimizations he made for his website, trimming the page load from 383 to 100 KB. He also shows graphs.

Workflow And Optimization

“ Visual Design Explorations ,” Paul Lloyd Lloyd of Clearleft talks about how to maintain knowledge-sharing and collaboration on a growing team.

“ The Anatomy of an Experience Map ,” Chris Risdon Experience maps are becoming increasingly useful for gaining insight in order to orchestrate service touch points over time and space. This study explains what they are and how to create them.

“The design process of my infographic for the ‘Tour of France’ for Grinta!,” Veerle Pieters Pieters designed an infographic about the Tour of France, and focused mainly on the question, “What does a pro cycling team take with them to the Tour of France?”

“ Turning Small Projects Into Big Profit ,” Jon Savage and Simon Birky Hartmann Ace of Spade discusses how it overhauled its operations and started making a living off of small projects.

“What We’ve Learned About Responsive Design,” Christopher Butler Butler shares what his agency has learned about responsive design, which is to overcome initial fears and focus on what is important.

“The Modular Canvas: A Pragmatic Workflow for Designing Applications,” by Gabriel O’Flaherty-Chan There are some gaps in the way we work; the bigger the project, the more glaring the gaps become. O’Flaherty-Chan looks at a better workflow for designing apps.

“ How We Reduced Our Cancellation Rate by 87.5% ,” Kareem Mayan Kareem Mayan tackles the issue of user cancellations by using a cohort analysis. Learn how he did it.

“ How I Run a Membership Site ,” Justin Tadlock This study looks at how Theme Hybrid handles memberships after registration and payment.

“Post-Implementation, Pre-Launch: A Crucial Checkpoint,” Mindy Wagner Wagner of Viget discusses how to approach the time of post-implementation and pre-launch, a crucial checkpoint that can create a lot of stress for a team.

“ A New Make Mantra: A Statement of Design Intent ,” Mark Boulton Mark Boulton used the CERN redesign project as an occasion to define a new “make” mantra that would help him tackle projects. This single, actionable sentence would guide him through projects.

“ 100 Conversion Optimization Case Studies ,” KISSmetrics Lots of techniques and tactics to optimize your website for better conversions shared by marketers.

Responsive Design

“ Responsive Design and ROI: Observations From the Coalface ,” Chris Berridge Working on the frontline, Berridge share his insights on responsive design and returns on investment.

“ Making Your Site Responsive: Mastering Real-World Constraints ,” Alex Fedorov Listen to how agency Fresh Tilled Soil addressed real-world constraints, such as resources, time and budget, in its responsive design process.

“ Goals, Constraints, and Concept in a Redesign ,” Steven Bradley Some thoughts on the redesign of Vanseo Design.

“ How a Simple Redesign Increased Customer Feedback by 65% ,” James Santilli Customer feedback is the backbone of many Web services. Campaign Monitor analyzed the process behind a simple redesign that increased customer feedback by 65%.

“ More on Apples: Mobile Optimization in Ecommerce ,” Electric Pulp This study analyzes how both mobile and non-mobile conversions went up when Electric Pulp redesigned a website to be responsive.

“How I’m Implementing Responsive Web Design,” Jeff Croft Croft is finally at the point where responsive design feels worth the extra effort. Read about how he got there.

“ Mentoring: The Evaluation ,” Laura Kalbag Freelancers are often offered projects whose budget is below their rate. Laura Kalbag had a fantastic idea on how to transform these kind of projects into a win-win: She decided to mentor a group of students. Such a project would give the students an opportunity to gain valuable experience and help them transition into freelancing, and the client would get good quality work, despite the modest budget. This series of posts describes her experience, from initial idea to launched project.

Further Reading

• Showcase of Case Studies in Design Portfolios
• 15 Impressive Case Studies from Behance
• Improving Smashing Magazine’s Performance: A Case Study
• Powerful Workflow Tips, Tools And Tricks For Web Designers

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Brand identity examples: 6 case studies of great branding

For brands, it is important to understand what their brand is in order to be able to create content for their audience and get the most out of their marketing budget. We outline 6 brand identity examples and why and how each one works well.

Brand identity and branding are not one and the same. Brand identity explains the values, personality, and overall meaning that a brand wants to convey about itself. It is different from branding because branding defines how a company or product will be seen as a result of its marketing strategy.

Components in Top Brand Identity Examples

Brand identity vs. logo vs. tagline.

When it comes to branding, there are two broad approaches – building a brand identity or using a logo. A tagline is a shorter slogan that encapsulates the brand.

Logos are often used because they represent the company in an easily recognizable form. The downside to this approach is that it can be hard for consumers to remember the company’s name or logo. A tagline might be more straightforward for people to recall and more memorable.

On the other hand, a brand identity is when everything from marketing materials such as kraft business cards to uniforms is created with an overarching theme. This approach can help your company stand out and generate loyalty among customers by making them feel like they are part of something special, as we explore in the brand identity examples below.

Brand Identity from the Inside Out and the Outside In

The brand identity is more than just what a company is; it is also what the company does. The brand personality captures all the values, beliefs, and ideas of your organization. These ideologies are then followed for all aspects of your marketing, product, customer service, and more.

Brand personality is not just an idea that you can implement later; it needs to be created from the inside out and the outside in to make sure that it is consistent with your organizational values.

Branding from a Customer’s Perspective

A brand must have a recognizable identity that is consistent over time and that customers can associate with. A brand name should not just sound catchy, but it should also be meaningful to the customer.  The following are some of the key factors that contribute to a memorable brand, that we will outline in the brand identity examples:

• Visual identity – a logo or mascot that conveys the essence of what you do or stand for.
• Brand colours – colors that represent your product or service or even evoke positive emotions and associations with them.
• Branded voice – how your company messaging reflects on your branding and product positioning

Brand Identity Examples

Here, we shall look at some brand identity examples from the world’s most successful organizations and try to figure out what makes them so successful. You will be able to comprehend the strategic decisions they have made in the past in this manner. As a result, they were able to expand and establish the iconic brands that they are today.

We will focus on the following aspects in case studies of brand identity examples and see which companies do which part especially well.

• Positioning
• Personality

Purpose – Tesla

The purpose statement for your company expresses the mission of your company.  The why of your efforts as a brand should be summarized in a single line or phrase . What is the purpose of your company’s existence?  And why should anyone be interested? Tesla is an excellent example of a brand that is driven by a higher purpose. Tesla wished to demonstrate that driving electric vehicles does not necessitate making concessions.

However, their purpose statement: ‘ To accelerate the world’s transition to sustainable energy ’ is scalable and hints at future growth, as well as a commitment to wider societal issues.  Your brand’s purpose will motivate your staff to do their best work. Your clients will also see a clear benefit in engaging with your brand if you provide them with a compelling reason.

Vision – Starbucks

This is accomplished through the development of an overarching brand vision, which directs the brand in the appropriate direction. In one sentence, it describes the obvious and inspiring long-term potential end that the organization aspires to. Starbucks’ vision statement is To be the premier purveyor of the finest coffee in the world. Lofty goals, hey? 

It is easy to make important decisions along the road if you have a clear picture of where your brand is going. You must therefore outline the future that your company is ultimately striving to achieve, no matter how big or far away it seems. As a result, your vision statement will assist you in gaining clarity about where you want your business to go.

Values – Apple

In order to ensure that you can develop a culture and driving force for what your brand stands for in the world,  you need a clear set of core values . 

These are driving forces that express the essence of your company’s mission and vision. They must be actionable in order for your employees to be able to act on them and help you establish the ideal organization’s culture. In the end, this will result in a consistent brand experience for your customers on an external level. Steve Jobs, the founder of Apple, cited accessibility, education, and privacy as just a few of the core values for the business. He was evangelical about them, and this meant that Apple became the tech powerhouse that they are now. 

Positioning – Amazon

Establishing a brand’s positioning is to identify a difference and establish your brand’s uniqueness from that of your competitors. As a result, your audience will remember you for something specific. Describe the first thing that comes to mind when you think about Amazon. Most likely, you appreciate the expedited shipping and outstanding customer service. A brand wants to be renowned for only one thing—not for a single product or service, but for a single concept or idea. You have the ability to generate that desired perception in the minds of your customers and to occupy a specific position in their minds.

If you have a clear positioning statement , it can assist customers in navigating through a range of options and ultimately purchasing from you the next time they are in the market to make a purchase decision.

Personality – Harley Davidson

One of the goals of a brand’s personality is to show the human side of your company. If your brand is humanised, your target audience will have the opportunity to form long-lasting relationships with it. The famous motorcycle brand Harley Davidson has brand personality in abundance. When you think of Harley, you think of rebellion, masculinity, America, and freedom – almost like they are a person. In fact, you probably can picture Harley Davidson as an actual person! They convey this personality in all of their branding and communication.

Tagline – Nike

Just Do It. We all know it. As soon as we hear it, we know which brand we are talking about. 

A good tagline should convey who you are and what you stand for in a short and as catchy way as possible, and Nike has absolutely nailed this. The rest of the points we have covered above should inform your tagline. Your tagline is the customer-facing result of it all. 

The purpose of brand strategy is to modify the perceptions of a company’s target audience so that we may ultimately encourage them to take action.  The plan for moulding those perceptions through various kinds of expression, both visual and verbal, is laid out in brand strategy as a result.

Previously, a brand strategy was considered to be a luxury reserved for multinational corporations. However, more and more business owners are beginning to recognize the significance of developing a brand, as well as the strategy that goes along with it.

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The state of EV charging in America: Harvard research shows chargers 78% reliable and pricing like the ‘Wild West’

Featuring Omar Asensio . By Barbara DeLollis and Glen Justice on June 26, 2024 .

BiGS Actionable Intelligence:

BOSTON — New data-driven research led by a Harvard Business School fellow reveals a significant obstacle to increasing electric vehicle (EV) sales and decreasing carbon emissions in the United States: owners’ deep frustration with the state of charging infrastructure, including unreliability, erratic pricing, and lack of charging locations.

The research proves that frustration extends beyond “range anxiety,” the common fear that EV batteries won't maintain enough charge to reach a destination. Current EV drivers don’t see that as a dominant issue. Instead, many have "charge anxiety," a fear about keeping an EV powered and moving, according to scholar Omar Asensio, the climate fellow at HBS’s Institute for the Study of Business in Global Society (BiGS) who led the study.

Asensio’s research is based on a first-ever examination of more than 1 million charging station reviews by EV drivers across North America, Europe, and Asia written over 10 years. In their reviews, these drivers described how they regularly encounter broken and malfunctioning chargers, erratic and secretive pricing, and even “charging deserts” — entire counties in states such as Washington and Virginia that don’t have a single public charger and that have even lost previously available chargers. EV drivers also routinely watch gas-engine vehicle drivers steal parking spots reserved for EV charging.

Asensio said that listening to the current drivers — owners rather than potential buyers — provides a new window on the state of America’s charging system because drivers are incredibly candid about their experiences.

“It’s different than what any one company or network would want you to believe,” said Asensio, who is also an associate professor at the Georgia Institute of Technology . He added that most charging providers don’t share their data and have few regulatory incentives to do so.

Research: EV chargers less reliable than gas pumps

One of the study’s main findings, discovered using customized artificial intelligence (AI) models trained on EV review data, is that charging stations in the U.S. have an average reliability score of only 78%, meaning that about one in five don’t work. They are, on average, less reliable than regular gas stations, Asensio said. “Imagine if you go to a traditional gas station and two out of 10 times the pumps are out of order,” he said. “Consumers would revolt.”

Elizabeth Bruce, director, Microsoft Innovation and Society, said, "This project is a great example of how increasing access to emerging AI technologies enables researchers to better understand how we can build a more sustainable and equitable society.”

Asensio’s research is timely as U.S. policymakers, entrepreneurs, automakers such as General Motors and Tesla , and others grapple with how to develop the nation’s charging network, who should finance it, and who should maintain it. Because charging influences vehicle sales and the ability to meet emissions targets, it’s a serious question. EV sales have climbed, topping 1 million in 2023, but concerns over batteries and charging could slow that growth.

Today, there are more than 64,000 public EV charging stations in the U.S., according to the U.S. Department of Energy's Alternative Fuels Data Center. Experts say that the nation needs many times more to make a smooth, sustainable, and equitable transition away from gas-powered vehicles — and to minimize the anxiety surrounding EVs.

“I couldn’t even convince my mother to buy an EV recently,” Asensio said. “Her decision wasn’t about the price. She said charging isn’t convenient enough yet to justify learning an entirely new way of driving.”

Reviews give voice to 1 million drivers

An economist and engineer by training, Asensio has been studying EV infrastructure since its infancy in 2010. At that time, the consensus among experts was that the private sector would finance a flourishing charging network, Asensio said. But that didn’t happen at the scale expected, which sparked his curiosity about how the charging market would emerge at points of interest rather than only near highways.

To get answers, Asensio focused on consumer reviews “because they offer objective, unsolicited evidence of peoples’ experience,” he said.

The smartphone apps that EV drivers use to pay for charging sessions allow them to review each station for factors such as functionality and pricing in real-time, much like consumers do on Yelp or Amazon. Asensio and his team, supported by Microsoft and National Science Foundation awards, spent years building models and training AI tools to extract insights and make predictions from drivers leaving these reviews in more than 72 languages.

Until now, this type of data hasn’t existed anywhere, leaving consumers, policymakers, and business leaders — including auto industry executives — in the dark.

Research reveals five facts about EV life

Here are some of the top findings from Asensio’s research about public EV charging stations:

Reliability problems. EV drivers often find broken equipment, making charging unreliable at best and simply not as easy as the old way of topping off a tank of gas. The reason? “No one’s maintaining these stations,” Asensio said. Entrepreneurs are already stepping in with a solution. For example, at Harvard Business School’s climate conference in April 2023, ChargerHelp! Co-founder Evette Ellis explained that her Los Angeles-based technology startup trains people to operate and maintain public charging stations. But until quality control improves nationwide, drivers will likely continue to encounter problems.

Driver clashes. One consumer complaint that surprised Asensio was a mysterious gripe from drivers about “getting ICE’d.” The researchers didn’t know what it meant, so they did some digging and discovered that ICE stands for “internal combustion engine.” EV drivers adopted the term to grouse about gas-fueled car drivers stealing their public EV charger spots for parking.

Price confusion. Drivers are vexed by the pricing they encounter at public charging stations, which are owned by a mix of providers, follow different pricing models, and do not regularly disclose pricing information. The result is often surprises on the road. As one reviewer wrote, “$21.65 to charge!!!!!!! Holy moly!!!! Don’t come here unless you are desperate!!”

Equity questions. Public charging stations are not equally distributed across the U.S., concentrated more heavily in large population centers and wealthy communities and less so in rural areas and smaller cities. The result is that drivers have disparate experiences, well-served in some areas and starved in others. Some parts of the country have become “charging deserts,” with no station at all.

Commercial questions. Commercial drivers in many areas can’t find enough public EV charging stations to reliably charge their cars. Here too, drivers are having very different experiences, well-supplied in some areas and not in others.

‘Wild West’ pricing is a major pain point

The research shows that EV drivers are dissatisfied with EV charging station pricing models, likening the situation to the “Wild West.” Indeed, vehicle charging is both unregulated and non-transparent.

Pricing can vary substantially by facility, level of demand, time of day, and other factors, including the type of charger available. A 45-minute fast charger may have one price, while a traditional charger that takes 3 to 5 hours may have another. Pricing can also change by the hour, based on market conditions.

Unlike traditional gas stations, which often display fuel prices on lighted signs, EV stations rarely advertise what charging will cost. Drivers often arrive without any information on what to expect or how to make comparisons, because there’s no reliable way for consumers to find the most cost-effective places to charge. “The government has a source that lists all locations, but not in real-time,” Asensio said. “You might need five different apps to figure it out.”

The driver reviews in Asensio’s data reflect the irritation caused by the current system. “People are getting frustrated because they don’t feel like they’re getting their money’s worth,” he said.

Why is the charging network so opaque? Research conducted by Asensio and his colleagues in 2021 found that charging station hosts, in the absence of regulation, have no incentive to share data — and they don’t. Station hosts are typically privately owned, highly decentralized, not well-monitored, and have highly varied patterns of demand and pricing.

The lack of transparency prevents researchers — and journalists — from investigating trends. In stark contrast to headlines trumpeting the ups and downs of gas prices, news organizations are not reporting on differential pricing among EV charging stations.

‘Charging deserts’ emerge

With municipal, state, and federal governments all pushing to increase the number of electric vehicles on the road and decrease carbon emissions, experts agree that America will need more charging stations — a lot more.

Looking only at Level 2 chargers, which top off an EV battery in 3 to 5 hours and are the most common type, S&P Global Mobility estimates a need for 1.2 million nationwide by 2027 and almost twice that by 2030. That’s in addition to in-home chargers.

Of course, that assumes robust growth in EV sales. “The transition to a vehicle market dominated by electric vehicles (EVs) will take years to fully develop, but it has begun,” said Ian McIlravey, an analyst at S&P. “With the transition comes a need to evolve the public vehicle charging network, and today's charging infrastructure is insufficient to support a drastic increase in the number of EVs in operation.”

Making matters more difficult, the chargers that do exist are not evenly distributed. Predictably, the places with the most public chargers installed are those with the highest number of registered electric vehicles, including states like California, Florida, and Texas. Yet, even as the federal government invests billions in new charging stations, many of them along major transportation corridors, places are left behind.

Asensio’s research shows that small urban centers and rural areas attract fewer public charging stations, and in some cases, there are “charging deserts” with no facilities at all — and they may not be where you think.

For example, electric vehicles are popular in Washington state, which ranked fourth in number of EV registrations and sixth in number of public charging stations in 2023. Yet Ferry County , an area outside Spokane with about 7,500 residents, where the average commute is 25 minutes and the median income is about $46,000, had only one charging station for several years. And now there are none.

Similarly, Virginia ranked 11th in EV registrations and 13th in public chargers in 2023. There, researchers found Wise County, an area outside Roanoke and Knoxville, Tennessee, with about 3,500 residents and a median income of almost $45,000. The county has an average commute time of 22 minutes, but there are no public charging stations available.

EV charging presents a classic “chicken and egg” situation, begging the question of whether cars or charging facilities must come first. However, a lack of public charging in areas like Ferry County and Wise County makes electric vehicle adoption difficult.

As American drivers debate whether to swap their gas-powered vehicles for EVs and lower emissions, Asensio said research should play a larger role. Policymakers, auto manufacturers, entrepreneurs, and investors need more and better data to build infrastructure where it’s needed, provide reliable charging, and facilitate EV sales.

“How [else] can we make effective decisions about the economics of EVs?” Asensio said.

General Motors: ‘Anxiety around EV charging’

Omar Vargas, head of public policy at General Motors, emphasized the importance of public EV charging infrastructure to driving EV adoption during an interview with The BiGS Fix at one of BiGS’ business leadership roundtables in Northern Virginia.

“We're looking at what are the best places to install an EV charging station for a community,” Vargas said. “The anxiety around EV charging is an inhibitor to EV adoption.”

Beyond the public investment in rolling out charging infrastructure, GM (whose brands include Chevrolet and Cadillac) has committed $750 million in private capital to the development of EV charging stations. It is partnering with car dealerships and other companies. For instance, GM is testing charging stations at Flying J rest stops.

GM, which reported full-year revenue of $171.8 billion for 2023 , also is joining community partnership efforts that are being formed to secure federal dollars through state and local governments. “We're helping that kind of planning, and we're pretty confident that in the next couple of years, we're going to have a vigorous EV charging network in the United States,” Vargas said.

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Travel Accommodations: New UX Benchmark with 1,900+ Performance Scores and 1,500+ Best Practice Examples self.__wrap_n!=1&&self.__wrap_b(":R95lb396:",1)

At Baymard we’ve just released a new UX benchmark of 5 travel accommodations sites.

This follows from our large-scale user testing research on travel accommodations sites , and adds to our existing e-commerce UX benchmark.

5 Travel Accommodations UX Case Studies

The 5 sites have been manually assessed across 390+ research-based UX parameters relevant to Travel Accommodations, resulting in 1,900+ weighted UX performance scores and 1,500+ worst and best practice examples from accommodations sites.

You can explore our 5 in-depth Travel Accommodations UX case studies using the below links:

34 page designs: desktop, mobile

26 page designs: desktop, mobile

35 page designs: desktop, mobile

22 page designs: desktop, mobile

Travel Accommodations UX Performance

Each of the 5 travel accommodations sites’ 1,900+ UX performance scores, along with the scores for the 5 other accommodations sites in the benchmark, are summarized in the interactive scatterplot below — showing you how they perform collectively and individually:

A publicly available overview of the research and benchmark can be found on our Travel Accommodations research overview page.

Getting access: all 1,900+ UX performance scores, 1,500+ best practice examples, and the UX insights from researching the travel accommodations industry are available immediately and in full within Baymard Premium . (If you already have an account open the Travel Accommodations study.)

If you want to know how your OTA, Hotel, or Property Rental desktop site, mobile site, or app performs and compares, then learn more about getting Baymard to conduct a Travel Accommodations UX Audit of your site or app.

Authored by Anders Nielsen on July 3, 2024

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