Capsule 18: Logos We’d Get Tattooed

With 18 years of age comes many new freedoms - you can vote, gamble, buy a lottery ticket, enlist in the army, and get a tattoo. This week we've decided to get *tatted up and imagine what brand logos we would each get tattooed.

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Capsule 18: Most Successful Rebrands

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. This week, our Capsule 18 highlights some of our favorite rebrands.

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Capsule 18: Favorite Typefaces

Our debut Capsule 18 post will honor none other than a pillar of brand identity and one of a designer's favorite assets....typefaces.

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Naming an Apple

How does an apple come to be? Well, it's all in the name of course! The University of Minnesota, the birthplace of beloved apple varieties Honeycrisp, Zestar!, SweeTango, Frostbite and more, approached Capsule with the need for a name for the future new kid on the produce block. After several rounds of brainstorming, the name "Rave" was born.

"Rave is a powerful brand name for apples, and one that we know will leave a lasting impression on consumers, especially after they bite into one.” -David Bedford, research scientist for the UMN apple breeding program.

When the opportunity to name the next apple passed through the doors at Capsule, everyone wanted in on...

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The Importance of Being Fresh

Five years ago Capsule was invited to participate in a General Mills project to study the concept of “fresh.” The group inside was a super-secret innovation team that resembled a SEAL squad. They had the ability to drop into any situation, study it deeply, produce profound insights and then facilitate ideation sessions with brand teams.

If you’re an innovation, research or consumer behavior geek, this would have had you salivating to a degree requiring a napkin. I carried one around the entire time. We won’t get into any more detail on the findings, methods or outcomes for General Mills because I’m not willing to give up my first born.<...

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The Birth of Otso Cycles

The romance we have with the two wheeled vehicles is long and packed with history, going back to our work with Schwinn, Yakima and a variety of other brands. Many of the Capsule staff pause to watch a bike pass by our big windows and would readily admit to touching a stranger's bike without permission. It isn't something we're embarrassed about, we just love what the bike embodies: freedom, human energy, adventure, exercise and living life in balance.

So, when we got a visit from the entrepreneurs at Wolf Tooth Components to launch a new brand of bikes, the...

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Building Your Personal Brand

We are in the brand business. We help brands identify new opportunities, increase the value of their brand and build stronger relationships with their clients and customers. We use design methods as a platform for doing this in the most compelling manner for our clients.

So, on occasion we are asked about personal branding and how these methods and principles apply to an individual. Here are some thoughts on how our methods might help build a stronger personal brand.

1. Start with an audit and some one-on-one interviews: The audit is as simple as a Google search on your name and looking at the areas where you appear. What words are used to describe you, when...

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#ORshow >> Hike Far. Breathe Deep. Eat Well. Stick On. Stay Safe.

AlpineAire and Safe Reflections release new innovations at 2016 Summer OR Show

With the #RideToOR in the books and the bikes back on the rack, we are anxious to traverse the #ORshow looking for #DesignedMoments and engaging with outdoor brands from all over the world.

In preparation for the Outdoor Retailer show, we did more than navigate 400 miles of Rocky Mountain roads across Colorado and Utah. We also teamed up with our outdoor...

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January Think & Link: Nicholas Cruze, Creative Director for The Culture

Capsule's Think & Link for a Living is an invitation-only gathering of like-minded people, coming together each month to discuss hot topics and important issues. It's an invaluable sharing of insight and inspiration.

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The Redesign of the City of Minneapolis Logo:        Are You For or Against?

Which side would you argue for as a citizen of our community?

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