2012年底，Chivas（芝华士）发布了新品牌标识，SomeOne为其设计的全新品牌logo以苏格兰传统图案“Luckenbooth”为基础，结合了Chivas瓶身上出现的宝剑形象，为Chivas品牌赋予了新的象征符号，这一抽象图案已经出现在了最新的Chivas系列包装上。
此外，新品牌标识还包括专门设计的背景图案和字体。
SomeOne have been working closely with Chivas for the last eighteen months, developing a refined global brand identity.
The identity includes a new brand symbol, pattern, colour palette and typeface (typeface designed in collaboration with Jonathan Barnbrook). The refreshed identity has been rolled out with a global advertising campaign created by Havas Worldwide. It also informs the look and feel of the new chivas.com website designed by Pirata and DoubleTake app designed by Evolution Bureau.
Chivas International Brand Director James Slack says of the new work, ‘Evolving the brand identity for Chivas was a significant undertaking given that the brand is known and loved in over 150 countries around the world. We are delighted with the results and have been excited to see the new brand identity activated globally.’
Johnnie Walker（尊尼获加）
Ballantine（百龄坛）
在与尊尼获加、百龄坛等苏格兰威士忌品牌的竞争中，芝华士试图以标志性的logo体现差异性和历史感，但面对中国市场营销出众的尊尼获加，Chivas还需为这个标志注入更多努力。
