Opinions on corporate and brand identity work.

A division of UnderConsideration.








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About

Brand New is a division of UnderConsideration, chronicling and providing opinions on corporate and brand identity work. We cover redesigns and new designs of notable products, companies, services, and organizations across all industries and locations. Brand New is edited and written by Armin Vit, co-founder of UnderConsideration.

Editorial Categories

Reviewed
In-depth coverage and analysis of the most news-worthy projects — based on the size and notoriety of the client or the high quality of the design — presented as an article.
One post per day

Noted
Nominal coverage with a brief opinion on smaller clients or projects where there is less information or images to show — presented as a summary.
One post per day

Spotted
Acknowledgment of a redesign or new design for a wider range of clients — presented without an opinion and providing only a single link to a press release, news story, or the new home page.
Multiple posts per day

Linked
Minimal notes covering interesting, funny, sad, quirky, news-y stories and/or projects related to logos, identities, and branding.
One post per day

Announced
Where we make announcements regarding the well-being of the blog, updates on our Brand New Conference, and introductions to any major ventures from UnderConsideration.
Posted once in a blue moon

Sponsored
Posts paid and written by sponsors that help support the daily publication of this blog. (Interested in one?)
Posted based on demand

History

Brand New has been published since October of 2006 when it was spun-off from the now unpublished Speak Up.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.

We wrote a lengthy post in October, 2016, chronicling our first 10 years of publication.

The Future

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 Conference

A direct extension of this blog, the Brand New Conference is a two-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world. The conference consists of eight sessions each day offering a broad range of points of view with speakers from around the world practicing in different environments, from global consultancies, to in-house groups, to small firms. It’s been run annually since 2010.

The Brand New Conference is organized and hosted by UnderConsideration co-founders Bryony Gomez-Palacio and Armin Vit.

We hope you Enjoy it all!

Sincerely,
Bryony and Armin
Principals
UnderConsideration LLC


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Spotted Around the web

New Logo for Intertek

New Logo for Intertek
 
Spotted Apr. 25, 2017

Pinned Recent, Big Stories

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New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Best Posts with Script Logos

Brandiose is Grandiose

Brandiose is Grandiose
 
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Little Chef, Big Dreams

Little Chef, Big Dreams
 
Posted May. 19, 2011