this weekend i ordered the book brand makeover: identity crisis (by jeff fisher, HOW books $35) because i have an irrational love of the concept of branding and brand makeovers. i get uneasy thinking of d*s as a ‘brand’ but i’m totally comfortable talking about other people’s companies, websites, publications and stores as brand- it’s always so fun to think about ways to update and better communicate a company’s mission and goals visually. but perhaps that’s because my dad worked in advertising when i was growing up. i remember digging through his old issues of communication arts and tearing out great logos, ad campaigns and business cards. totally dorky i know, but looking back now it’s fun to think that was a sign of what was to come. anyway, back to the point, i love reading about brand makeovers so i always pick up HOW magazine and see what companies they’re profiling. this month they did a great piece on mucca design and their rebranding of a 93 year-old specialty food store in nyc called butterfield market. i was really taken with the colors and script they chose to use- simple, modern and perfect for a shop that’s all about high-quality goods. you can see more on the transformation right here (under ‘clients’) or visit mucca’s site here and butterfield’s site here (i highly suggest a visit if you’re in nyc- it’s a foodie heaven).