BIC is a family-owned company founded in 1944 by Marcel Bich with his partner, Édouard Buffard, as a maker of writing instruments parts. Marcel Bich adapted and improved the ballpoint invented by the Hungarian László Biró, and in December 1950 and launched his own ballpoint pen in France under the BIC brand, a shortened and more memorable version of his own name. The quality and affordable price of the BIC ballpoint pen meant that it is quickly adopted by an increasing number of consumers.

Vitabiotics was founded in 1971 by Karjar Lalvani, father of BBC ’Dragon’ Tej Lalvani. Vitabiotics distributes popular brands such as Wellman, Perfectil and Pregnacare in more than 100 territories, building a £300m enterprise in the last decade alone. Wellman is the UK’s number one supplements brand with a mission to ’live life well’ and also caters for women, teens, children and babies (through affiliated ‘well’ brands).

Having grown up visiting SPAR stores in the UK and also passing at least four of their stores on my daily commute, I have often pondered how I would change this brand whilst sat in traffic. Surprisingly the current type mark first appeared in 1968 and remains relatively unchanged 52 years later. This type style although innovative at the time hasn’t aged well and looks very dated. It feels more like a 1960s vision of the future, more akin to NASA than a 21st-century convenience store. The red block seems awkward and unnecessary, and the tree motif is badly proportioned and spaced.

We’ve subtly tweaked the brand-mark, adjusting the kerning, the relationship of the umlaut and evolved the cumbersome holding device, but largely the mark has remained intact to build on the equity of the brand. The gluten-free market has been re-drawn and now has the freedom to work with the logo or as a symbol in its own right.

One of the hottest debates in our home city of Manchester is the future of Piccadilly Gardens. This once sunken oasis of urban greenery and brightly coloured flower beds, has become an eclectic mix of architectural objet d'art, with no real purpose or link to Manchester’s rich heritage or community.

Pontins is a company operating holiday parks in the UK, founded in 1946 by Fred Pontin. Specialising in half-board and self-catering holidays featuring regular family entertainment and activities at their own Pontins branded resorts.

Palmer’s, stocked in over 80 countries, are the #1 Cocoa Butter brand in the world. Specialists in skin, hair and pregnancy care, Palmer’s blend natural ingredients such as Coconut, Cocao and Shea.

Established by the E.T. Browne Drug company after 1971 the brand has enjoyed continued growth and subsequent expansion into new ranges.

GoPro is the top of the range market leader in action cameras, it frees people to celebrate the moment and inspires others to do the same. Our refresh cleans up the current brandmark that includes a simple camera/recording symbol that captures the essence of a GoPro. The end 'O' sits as a devise to simply capture life as you live it and share the experience.

Over the last few years many clubs have evolved their crest in an attempt to simplify the motif for use in the digital age. One of the more recent and high profile changes was Juventus one of the all-time greats of Italian football.

Panini is a legendary brand most male adults will remember from our childhood obsessions with football stickers. However, the brand mark remains relatively unchanged for decades. The logo and colour palette is tired and doesn't reflect or appeal to the fanbase of modern sports. 

As the world’s most popular collaborative digital encyclopaedia, Wikipedia is a house-hold name, and should feel like one. The original logo (designed in 2003 and subsequently refreshed) features a jigsaw piece globe and a classic serif typeface, but arguably lacks the modernity and presence of a digital giant.

Lufthansa is a long established brand in the aviation sector and has a well-recognised identity in the eyes of the consumer. However, the logo looks dated and doesn't function well across modern media channels.

This is a brandmark that has frustrated us for a while. The use of the e motif replacing the e in enterprise looks clunky and really awkward. The stretched typeface and the bad spacing add to the dated and uncomfortable feel.

Although the KLM mark is a undoubtable classic, it is looking tired and is in desperate need of a refresh. What we have attempted to do here (in 60 mins remember), is to improve the spacing between the individual elements within the crown to prevent it optically 'filling in' at smaller sizes on screen and in print.

60min Makeovers is an internal Truth project where we take a popular brand and refresh it in under an hour. It is just for fun and is undertaken with no insight or knowledge of the brand's future strategy. It is purely cosmetic and for our own pleasure.

Aldi is the common German discount supermarket chain with over 10,000 stores in 20 countries, and an estimated turnover of more than €50 billion. The formal business name is Aldi Einkauf GmbH & Compagnie, oHG.

Vauxhall is one of the oldest established vehicle manufacturers and distribution companies in the United Kingdom. Vauxhall has been the second-largest-selling car brand in the UK for more than two decades