It's not every day a pro football league starts up from scratch. So when the recently formed A11FL asked Liquid to help them launch their new brand, we were more than excited. The rules are different in "A-eleven"—as you'll soon be hearing fans and commentators call it—because all eleven players on offense are eligible to receive the ball. Even if you don't follow football you can imagine the challenge we faced: creating a forceful new brand within an iconic American tradition.

Marty Neumeier gave an inspiring talk at the beautiful offices of the Design Council in London and signed copies of his latest book – Metaskills. The event was a huge success, with a great turnout from all elements of the UK design community. The evening was filled with great insights and enthusiasm for a new way of thinking about the future of business – and the attendees left inspired and energised.

In the week that we welcome Marty Neumeier and Alfredo Muccino to the UK, we remember their recent event in Chile where the pair were invited by the Chilean government to speak to the next generation of entrepreneurs about innovation and design. Marty delivered an inspiring talk from his new book, Metaskills, and Alfredo laid out the process of building a culture of nonstop innovation—Silicon Valley style.

Flying used to mean something, and American Airlines is trying to make flying meaningful again by delivering a better brand experience on the ground and in the air. Yet, most of the conversations about this rebranding effort seem to be focusing on the new logo. Of course, we all know that your logo is not your brand. This idea was first put forward a decade ago by our Director of Transformation, Marty Neumeier, and it's never been truer. So, I wonder why is it that so many people in our industry still talk about the logo as if it was a brand?

El volar solía tener significado, y American Airlines esta intentando devolvérselo al entregar una mejor experiencia de marca tanto en tierra como en el cielo. A pesar de esto, muchas de las conversaciones sobre este esfuerzo de rebranding se han enfocado únicamente en el nuevo logo. Claro, todos sabemos que tu logo no es tu marca. Esta idea fue planteada y difundida hace más de una década por nuestro Director of Transformation, Marty Neumeier, y nunca ha sido más cierta. Entonces me pregunto por qué todavía tanta gente dentro de nuestra industria aún habla sobre el logo como si fuese la marca.

Imagine this. You’re sitting on a sun-washed terrace with a small group of brand enthusiasts from around the world. The talk is about strategy, design, innovation, and the future of marketing. Across a green velvet expanse lies the 16th-century chateau where you’ve just spent the morning working hard on your brand. But now it’s lunchtime, and attention turns to the salade chevre chaud. The purpose statements, positioning frameworks, and launch roadmaps can wait—at least until the ile flottante.

Flying used to mean something, and American Airlines is trying to make flying meaningful again by delivering a better brand experience on the ground and in the air. Yet, most of the conversations about this rebranding effort seem to be focusing on the new logo. Of course, we all know that your logo is not your brand. This idea was first put forward a decade ago by our Director of Transformation, Marty Neumeier, and it's never been truer. So, I wonder why is it that so many people in our industry still talk about the logo as if it was a brand?

Marty Neumeier and Alfredo Muccino were invited by the Chilean government to speak to the next generation of entrepreneurs about innovation and design. Marty delivered an inspiring talk from his new book, Metaskills, and Alfredo laid out the process of building a culture of nonstop innovation—Silicon Valley style.

As one of the international speakers at UX London, our Director of Transformation, Marty Neumeier will be flying in from the US to talk about his latest book, "Metaskills: Five Talents for the Robotic Age". There will be three days of inspiring talks and practical workshops on Product Design, Behavior Design and Design Strategy featuring 28 of the most respected professionals in the industry – including Tom Hulme of IDEO, Genevieve Bell of Intel, Richard Seymour, co-founder of SeymorPowell and Peter Melholz of GroupOn. Marty does not come visit us in London often, so this is a great opportunity to meet him in person. What’s more, we've secured a 10% discount for Liquid’s friends and clients.

From April 10 to 12, Marty Neumeier will be in London to speak at UX London 2013. The conference consists of inspiring talks and workshops on Product Design, Behavior Design and Design Strategy, and features 28 amazing speakers – including Tom Hulme of IDEO, Genevieve Bell of Intel, Richard Seymour the co-founder of SeymorPowell, Peter Melholz of GroupOn and many more. Marty Neumeier will deliver a presentation inspired by his latest book, "Metaskills: Five Talents for the Robotic Age". We hope to see you there, and to make it easier, we've secured an exclusive 10% discount for Liquid friends and clients.