About

Brand New is a division of UnderConsideration. Its sole purpose is to chronicle and provide opinions on corporate and brand identity work. We cover redesigns and new designs of well-known products, companies, and organizations. Brand New is edited and 99% written by Armin Vit.

The content is divided in three sections:
Reviewed, with full stories and opinions.
Noted, with the basic facts and minimal opinion.
Linked, with minor descriptions to outside sources.

Brand New has been published since October of 2006 when it was spun-off from the now unpublished Speak Up. In the glory days of Speak Up some of our most ardent discussions happened around redesigns of logos but that same passion that ignited those threads was a turn off for some readers who claimed they were simply bitch-fests. As a patch, we decided to move those logo bitch-fests to their own site so that we could all bitch merrily about logos. This focused energy turned out to be quite an attraction and Brand New has become a very active reflection of the world of corporate and brand identity. And, while we do all bitch quite a bit, the opinions presented throughout amount to something of real value for those in the field.

As long as corporations, non-profit organizations and consumer products keep changing or are being introduced into the market we will be here, providing our opinions one post at a time.

Brand New spin-offs include the annual Brand New Conference and Brand New Awards.

We hope you enjoy it all.

Bryony and Armin
Principals
UnderConsideration LLC

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