Container Branding 'Container' or 'Capsule' branding, incase you didn't know, is the term used for the current spate of work coming out of most brand agencies where the company logo is incorporated with genre based content.

This technique was first used by Belgian supermarket chain, Priba in the 1960's

And made famous by ad legend George Loiswith his iconic work for MTV.

Since then the same technique has been used again and again. And again. Creative review wrote an interesting article on this subject, asking the question 'is this cheating?' I think it is. And we're all guilty.

venturethree rebranded Waterstone's last year using the container concept.

Someone rebranded Eurostar this year using the container concept.

Saffron didn't really get it but didn't want to be left out of the party.

Wolff Olins however, seem to be in love with container branding. When I saw the work WO have just completed for the San Francisco Asian Art Museum I wasn't surprised by what I saw. These guys love container branding.

Having said that, I think Red is an excellent evolution of this concept. Using words and having the iconic ( ) makes it feel different from the very popular texture coated (3D) logo.

Container branding... Clients love it. They think container branding is dynamic, flexible, and helps them talk to their customers as individuals.

I think it's too easy.

http://stuwdesigner.blogspot.com/2011/10/container-branding.html