New logo: Actavis

Watson Pharmaceuticals, an American maker of generic pharmaceuticals, recently bought its European competitor Actavis. The deal that was finished at the end of October, creating the world's third largest generic pharmaceutical company. The new company takes the name of the latter, and a new corporate identity was unveiled on October 31.

The new corporate identity was developed by Lippincott. The new logo combines a W from the old name with an A from the new company. A press release says is "speaks to the Company's fast-evolving business, as well as its dynamic culture".

One stated reason for shedding the Watson name was that the company can't register it globally, as it is a common surname.
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New logo: Ebay

Ebay is by far the world's largest auction site, founded way back in 1995. Yesterday, September 13, it unveiled a new logo. The familiar logo with its quirky overlapping letters is being replaced by a straightened up version set in tightly kerned Univers Extended. The color scheme is kept, to retain some familiarity.

The new logo should reflect what Ebay wants to be today, that is "an online marketplace that offers a cleaner, more contemporary and consistent experience", an Ebay where many items are new and sold through the fixed price "Buy now" option.
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New logo: Shutterstock

Shutterstock is one of the large Internet-based agencies for stock photography and other images. Yesterday, May 2, it launched a new corporate identity, developed with Lippincott, aimed at differenting Shutterstock from its competitors and signaling a new brand positioning.

At the center of the new identity is a graphic device called the "Viewfinder", which replaces the letter O in the wordmark. Shutterstock says the Viewfinder "symbolizes the artistic empowerment of Shutterstock customers and contributors to express their unique perspective – whether they’re behind the lens or in front of the screen". The Viewfinder can also be used to frame interesting aspects on images.
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New logo: C Spire Wireless

Today, the American wireless communications company Cellular South is rebranded as C Spire Wireless. The rebrand was announced last Thursday, September 22.

Reports says that the 'C' stands for 'consumer', and that the name also includes the word 'inspire'. The new symbol for the company is a C with a bunch of spires spouting out from it.

Previous logo.

The previous logo was introduced around 2006 as a modernization of an earlier mark.
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New logo: Kemper Corporation

This week, the American insurance and financial servies company Unitrin changed its name to Kemper Corporation, taking the name of its Kemper insurance division. Unitrin bought Kemper's personal lines and casualty insurance business in 2002, and last year they also bought the full name rights, which had until then been owned by Lumbermens Mutual Casualty Company.

The new corporate identity was created with Lippincott.

"The Kemper “K”, composed of two overlapping triangles, is designed to represent the Kemper qualities of being trustworthy and attuned to its customers’ needs. The gold color reflects the warmth and approachability of the Kemper brand and its team members." - press release

Unitrin logo.

The Kemper division will be renamed Kemper Preferred, while the other divisions, Unitrin Specialty and Unitrin Direct, will apparently not be renamed, at least not for now.

A press release about the namechange was published on August 15, while the renaming officially took place yesterday, August 25.

Press release (archive)
4-traders
New York Times Media Decoder
Bloomberg Businessweek

New logo: Petco

Petco, the U.S. nationwide chain of pet stores with over 1,000 locations, announced yesterday, August 17, that they were introducing a new tagline and an updated logo. The tagline changes from "where the pets go" to "where healthy pets go", reflecting a change in direction wtih emphasis on healthy and organic products.

The logo itself has been updated by switching to lowercase. The dog and the cat, who are called "Red Ruff" and "Blue Mews", are slightly redesigned to give them a more natural look.

The new look and brand strategy was developed by Lippincott with Petco's in-house team.

Petco will start installing new signs this month. A "larger rollout" is planned for October when the company celebrates its anniversary.
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