Opinions on corporate and brand identity work.

A division of UnderConsideration.

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This is a very old entry — images are small, formatting is off.


Crystal Ball Says What?

Reviewed Apr. 22, 2010 by Armin

Industry / Education Tags /

SUNY Logo, Before and After

Around the world, the adage applies that all roads lead to Rome, but in the state of New York, all roads lead to a SUNY (State University of New York) campus. With over 460,000 enrolled students across 64 campuses, SUNY is the biggest conglomerate of universities, colleges, and community colleges in the United States, if not the world. Keeping the organization unified and focused must be a massive effort and sometimes it requires bold and far-reaching initiatives to keep things moving, so this month SUNY presented “The Power of SUNY,” a strategic plan for 2010 and beyond that establishes the scope of what SUNY wants to achieve. Along with it, came a new logo.


Cover of “The Power of SUNY: Strategic Plan 2010 & Beyond.”

Unfortunately, there is no release around the identity and no record of who was in charge of the design, but perhaps it’s for the better. The meaning and rationalization behind this logo could only be both laughable and infuriating. All these years, we’ve seen companies redo their identities in some form of globe/marble configuration and rendering, but SUNY has gone the full monty and literally just created a marble for their logo. I’m sure in the board room this logo seemed like a great idea and concept, but in the real world it is basically meaningless. Its only saving grace is that the typography is competently executed.


The new logo is also in the running for “Worst Translation from Four Color to One Color Logo” of the year.


Thanks to Rocco Piscatello for the tip.



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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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