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.

Founded in 2004 with the vision to simplify medical office operations, Kareo has evolved into a fast growing company disrupting the status quo for medical billing software. Today, over 17,000 medical providers use Kareo’s products and services across the US. In order to strategically position the company for further growth, Kareo partnered with Liquid to articulate a clear brand strategy and messaging platform; craft a new brand identity; and completely overhaul the company’s digital experience.

Alina Wheeler does it again. And better than ever. The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development. And, we're honored and very proud that Alina chose to feature several of our projects throughout her book. Thank you, Alina!

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.

The Vatican has a new Pope – and soon it will have a new brand. One of the first things that Pope Francis has decided needs to be done is to refresh the brand for the Vatican – the capital of the Catholic Church. The current identity has been used since 1929, when Pope Pius IX signed the Lateran Treaty, creating the newly independent Vatican City. In an effort to completely rejuvenate the church, Pope Francis has reached out to Liquid because of the agency's history of success and its roots in the Silicon Valley – an epicenter for global innovation. Read more about the initiative and even vote for your favorite direction!

The Vatican has a new Pope – and soon it will have a new brand. One of the first things that Pope Francis has decided needs to be done is to refresh the brand for the Vatican – the capital of the Catholic Church. The current identity has been used since 1929, when Pope Pius IX signed the Lateran Treaty, creating the newly independent Vatican City. In an effort to completely rejuvenate the church, Pope Francis has reached out to Liquid because of the agency's history of success and its roots in the Silicon Valley – an epicenter for global innovation. Read more about the initiative and even vote for your favorite direction!

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?

Alina Wheeler does it again. And better than ever. The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development. And, we're honored and very proud that Alina chose to feature several of our projects throughout her book. Thank you, Alina!

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.