The Branding Podcast with Fexingo: Logos, Voice, and Visual Identity for Modern Companies

In this episode, Lucas and Luna explore how a single scent—the signature fragrance of a hotel chain—became the most valuable asset in a hospitality brand's portfolio. They break down the science of scent marketing, the economics of licensing a smell, and the surprising data on how smell drives consumer behavior. Using the example of the Westin Hotel's white tea scent, they show how sensory brandin...

Lucas and Luna explore how one brand transformed a mundane household item into an identity-driven movement. They break down the specific narrative choices — origin myth, visual language, and community co-creation — that lifted a mattress company from commodity to cultural touchstone. Using the rise of Casper as a case study, they examine how a direct-to-consumer startup used a relatable 'better sl...

Lucas and Luna dissect luxury brand Burberry's 2023 rebrand, focusing on the controversial decision to replace its iconic serif logo with a bold sans-serif wordmark. They trace the origins of the trend back to high-end fashion houses like Saint Laurent and Balenciaga, and examine how the choice of typeface can either elevate a brand's heritage or strip away its perceived value. Specific examples i...

In 2021, the clothing retailer Gap switched from its iconic serif logo to a generic Helvetica wordmark. The backlash was immediate and brutal. Within a week, Gap reverted the change. But the damage was done: a wave of negative press, customer confusion, and a reported $100 million in lost brand equity. In this episode, Lucas and Luna dissect what made the Gap rebrand fail so spectacularly, from th...

Episode 28 of The Branding Podcast with Fexingo dives into sensory branding—how brands like Singapore Airlines and Lush use scent, texture, and sound to trigger memory and loyalty. Lucas and Luna explore the science of multisensory cues, from the signature scent in a hotel lobby to the crinkle of a chip bag. They unpack research showing that emotional bonding increases 30 percent when three or mor...

Episode 27 of The Branding Podcast with Fexingo explores a counterintuitive branding strategy: openly admitting mistakes. Lucas and Luna examine how brands like Domino's and KFC turned public product failures into trust-building moments. They discuss the psychology behind 'apology marketing,' the fine line between transparency and TMI, and why a sincere mea culpa can be more powerful than a perfec...

In 2024, the Canadian grocery chain Loblaws rolled out a brand refresh that included a new logo and simplified packaging for its store-brand line, President's Choice. Within months, customer complaints spiked, social media sentiment turned hostile, and the company quietly reversed parts of the redesign. This episode breaks down exactly what Loblaws changed, why loyal shoppers felt alienated, and t...

In this episode of The Branding Podcast, Lucas and Luna explore the rare linguistic shift when a brand name becomes a verb — like 'to Google' or 'to Photoshop.' They examine the branding decisions behind this phenomenon, using Xerox and Velcro as core examples. Lucas explains the legal risks of genericide, where a trademark becomes so common it loses legal protection, citing the 2019 case of 'esca...

In this episode of The Branding Podcast, Lucas and Luna explore how established brands like Nintendo, Cadbury, and Coca-Cola use nostalgia to strengthen consumer loyalty without appearing dated. They break down the psychology behind nostalgic branding, examine the risks of over-reliance on the past, and discuss how brands balance heritage with innovation. Specific examples include Nintendo's SNES...

In this episode of The Branding Podcast, Lucas and Luna dive into the power of sound logos—those short audio cues that make brands instantly recognizable. They break down the three-second audio signature of a major streaming service, explain why the best sound logos are simple and flexible, and discuss how brands from Intel to Netflix have used sound to stick in your head. Lucas shares data on rec...

In this episode of The Branding Podcast, Lucas and Luna explore how sound design creates brand recognition that survives in an audio-first world. They break down the difference between a jingle and a sonic logo, using Mastercard's sonic brand identity and Netflix's 'ta-dum' as case studies. Lucas shares how Intel's five-note bong cost $1.5 million in ad spend annually but delivered a 300 percent r...

In this episode of The Branding Podcast, Lucas and Luna explore how Blue Bottle Coffee built a fiercely loyal following by prioritizing authenticity over flashy marketing. They unpack the brand's minimalist visual identity, its focus on craft and transparency, and how its commitment to quality created a community of True Believers. The hosts discuss specific examples from Blue Bottle's packaging,...

Lucas and Luna explore a crucial but often-overlooked layer of brand identity: the application system. Using the example of a regional bank that lost customer trust when its app, website, and branches all felt like different companies, they break down how consistency across every touchpoint—from digital interfaces to physical signage—creates brand recognition and trust. They discuss how companies...

Lucas and Luna explore why testing a logo in black and white is the ultimate brand identity stress test. Using the example of the Starbucks siren and the FedEx arrow, they show how monochrome reveals design weaknesses that color can hide. They discuss the one-color test used by professional designers, the history of the McDonald's arches before they were yellow, and why every brand—from startups t...

In this episode of The Branding Podcast, Lucas and Luna explore how a single color palette can create instant brand recognition. Using the case of Tiffany & Co. and its iconic robin's-egg blue, they break down the science and strategy behind color selection. Lucas explains how Pantone 1837 became a trademarked shade, the role of color consistency across touchpoints, and why the shift to digital cr...

Lucas and Luna explore why the most resilient brands—from Apple to Netflix to the New York Times—don't rely on a single logo but on a flexible system of symbols, marks, and lockups. They break down how a 'brand symbol system' helps companies stay consistent across hundreds of touchpoints while adapting to new platforms like wearables and AR. Specific examples include how the Olympic rings work acr...

In this episode of The Branding Podcast, Lucas and Luna explore why brand voice is the last true differentiator in an age of AI-generated content. They break down the concept using the example of Mailchimp's tone shift post-Intuit acquisition, and discuss how brands like Wendy's and Duolingo rely on consistent voice to cut through. Lucas explains the difference between voice and tone, and shares a...

In an era where AI can generate logos, copy, and even entire brand identities in seconds, what actually makes a brand irreplaceable? Lucas and Luna dig into the one asset that generative models can't replicate: a distinctive brand voice. Using the example of Mailchimp's famously quirky tone and the disastrous generic rebranding of a financial services startup, they explain why voice is the only du...

In this episode of The Branding Podcast, Lucas and Luna explore how brand mascots create lasting emotional connections with consumers. Using the Michelin Man as a primary case study—a character that has evolved over 125 years while maintaining its core identity—they unpack the psychology behind mascot-driven loyalty. They also discuss the risks of mascot fatigue and what happens when a character o...

Episode 13 of The Branding Podcast dives into the unsung hero of brand identity: the brand guideline document. Lucas and Luna explore why brands like Slack and Uber needed comprehensive style guides to maintain visual consistency across thousands of touchpoints. They break down the anatomy of effective guidelines, from logo usage rules to tone of voice, and share a cautionary tale of a startup who...

Lucas and Luna explore how audio branding goes beyond jingles. They examine Intel's five-note bong, Netflix's 'ta-dum', and Mastercard's sonic logo. Why brands are investing in sound identity, how it works across devices, and what startups can learn from the pros. Featuring insights from sonic branding agency amp's work with Spotify and Coca-Cola. Plus, a look at the neuroscience of audio recall a...

Lucas and Luna explore why a growing number of brands are dropping logos altogether and letting their wordmark—the typographic treatment of their name—carry the full weight of brand identity. They examine the 2016 Airbnb rebrand (the Bélo) and its shift to a custom typeface called Airbnb Cereal, and they contrast it with Coca-Cola’s century-old Spencerian script, which has never needed a separate...

Lucas and Luna examine the trend of brands quietly retiring beloved mascots and spokescharacters. Using the specific case of KFC moving Colonel Sanders to the background, they explore why companies make this shift, the risks of alienating nostalgic customers, and how to manage a mascot phase-out without losing brand equity. They also discuss the recent quiet departure of the Aflac duck from social...

In this episode, Lucas and Luna explore how color psychology influences brand perception. They break down the strategic use of color in branding, from Tiffany's iconic robin's egg blue to UPS's brown, and discuss how brands like Spotify and Mastercard have used color to create emotional connections. The hosts also examine the science behind color associations and how a simple hue shift can change...

In this episode of The Branding Podcast, Lucas and Luna explore the surprising power of typography in brand identity. They discuss the 2019 Kanye West gospel album 'Jesus Is King' font controversy, where a simple font swap from a classic serif to a bold sans-serif sparked debates about authenticity and commercialization. The hosts break down why brands like Coca-Cola and Netflix rely on custom fon...