Opinion by Richard Baird.
Norwegian Shipowners’ Association is a group of businesses that collectively employ over 55,000 seafarers and offshore workers from more than 50 different nations. The association’s new visual identity, created by Oslo based design agency Neue, captures the open sea and sense of knowledge and experience with a two colour square and traditional serif combination.
Milliken is a large textile, chemical and floor covering business based in Spartanburg, South Carolina with a history dating back to 1865. It has over 10,000 employees across 7 countries and a reputation as Fortunes ‘Best Company To Work For’ and voted Ethispheres ‘World’s Most Ethical Companies’. Following the death of their chairman Roger Milliken in 2010, Milliken has refocused and updated its visual architecture with the help of Salt Branding to represent a more human centred approach and features a word-mark based around the signature of its former chairman.
JCPenney is an American department store that specialises in the retailing of affordable clothing and household products. First established by James Cash Penney in 1902 (as Golden Rules), JCPenney has grown significantly with over 1,100 stores and a 2010 annual turnover of $17.9 billion. Recently JCPenney launched a new visual identity (now jcpenney) designed by student Luke Langhus as the result of a competition, reigniting another debate on the validity of spec work in the design community.