The Best and Worst Identities of 2011, Part II: The Worst

Time to dish out the worst of the year. Some for their execution, some for their concept, some for their strategy, some simply because the stars didn’t align in their favor in 2012.

See also:
Part I: The Best

No. 12: The Brooklyn Nets

Best & Worst of Brand New, 2012 Designed by

Jay Z

--- Original Post

The Brooklyn Nets: I Call Technical Foul

Best & Worst of Brand New, 2012

By now it’s no secret that I personally do not like this logo. But despite evidence to the contrary I am not 100% stubborn and I can see the appropriateness of the approach and the result. I wish it were executed in an actually competent manner and I guess it could probably be worse. My inclination was to put this logo higher up in the Worst rankings but by giving it the No. 12 spot I acknowledge that my dislike for it is more personal than thoroughly rational.

Poll Results: Great / Fine / Bad

On Primary Logo (2,796)

17% Percent

27% Percent

56% Percent

---

On Secondary Logo (2,756)

20% Percent

37% Percent

43% Percent

---

On Apparel (2,754)

28% Percent

39% Percent

33% Percent

---

No. 11: Stedelijk Museum

Best & Worst of Brand New, 2012 Designed by

Mevis & Van Deursen

--- Original Post

Stedelijk Museum Spells Out the Obvious

Best & Worst of Brand New, 2012

A few readers claimed that I just didn’t get it or didn’t see the genius in this. Maybe I don’t and I can live with that. What I do know is that I can’t look at this and not shiver.

Poll Results: Great / Fine / Bad

On Concept (2,062)

23% Percent

16% Percent

61% Percent

---

On Execution (2,045)

17% Percent

13% Percent

70% Percent

---

No. 10: Senac

Best & Worst of Brand New, 2012 Designed by

Packaging Brands

--- Original Post

Senac’s Paper Airplane Goes Down in Flames

Best & Worst of Brand New, 2012

While the icon might get a passing grade the typography is simply some of the most horrendous letterforms crafted this century — and that’s counting 2009’s No. 1 Worst logo, Bing.

Poll Results: Great / Fine / Bad

On Icon (1,075)

12% Percent

38% Percent

49% Percent

---

On Typography (1,075)

 7% Percent

15% Percent

78% Percent

---

No. 9: NFL Media

Best & Worst of Brand New, 2012 Designed by

In house

--- Original Post

NFL Media, United it Stands, Divided it is

Best & Worst of Brand New, 2012

The Terminator called, it wants its typography back.

Poll Results: Great / Fine / Bad

On Execution (745)

 5% Percent

22% Percent

73% Percent

---

No. 8: State Farm

Best & Worst of Brand New, 2012 Designed by

Chermayeff & Geismar

--- Original Post

Like a Good Neighbor, State Farm don’t Change Much

Best & Worst of Brand New, 2012

I really wonder if, at any point in this redesign process, no one ever asked “Doesn’t the logo look like eggs?” Especially considering how many questions like this you hear in an identity project like this. The logo went from serving a purpose — framing the three insurance offerings (auto, fire and life) — to mere, meaningless decoration.

Poll Results: Great / Fine / Bad

On Icon (1,040)

 8% Percent

33% Percent

59% Percent

---

On Typography (1,011)

16% Percent

53% Percent

31% Percent

---

No. 7: Island Air

Best & Worst of Brand New, 2012 Designed by

Clark/Huot

--- Original Post

Island Air’s Lei-zy Logo

Best & Worst of Brand New, 2012

This was the right idea: a lei and friendly type. Unfortunately the lei looks like something you would pick out of a Google Image Search line-up and the all-black typography is anything but friendly, islandic, or airy.

Poll Results: Great / Fine / Bad

On Icon (875)

 9% Percent

36% Percent

55% Percent

---

On Typography (862)

 7% Percent

33% Percent

60% Percent

---

On Livery (833)

 9% Percent

35% Percent

55% Percent

---

No. 6: Czech Republic

Best & Worst of Brand New, 2012 Designed by

Marvil

--- Original Post

Czech Republike? More like Czech Republican’t

Best & Worst of Brand New, 2012

Employing a social media behavior as part of a pun-y name to brand a country is not a good idea.

Poll Results: Great / Fine / Bad

On Concept (1,630)

13% Percent

24% Percent

63% Percent

---

On Execution (1,491)

 9% Percent

38% Percent

53% Percent

---

No. 5: National Restaurant Association

Best & Worst of Brand New, 2012 Designed by

N/A

--- Original Post

A Swoosh is a Dish Best Not Served

Best & Worst of Brand New, 2012

If there is a case to be made that there is no such thing as bad swooshes just bad designers, this logo isn’t it. And its introduction video further proves that swooshes are not meant to be used for anything except for logos that depict saturn.

Poll Results: Great / Fine / Bad

On Icon (759)

 3% Percent

12% Percent

85% Percent

---

On Typography (733)

 6% Percent

49% Percent

45% Percent

---

No. 4: Galavisión

Best & Worst of Brand New, 2012 Designed by

PMcD Design

--- Original Post

Galavisión Lacks Vision

Best & Worst of Brand New, 2012

The end — in this case an abstract “G” — could potentially justify the means, but these weird forms and cheap, 3D extrusions are just too clunky to be justifiable. To make matters worse, the typography is almost the same as that of its parent company, Univisión, yet it’s different in all the wrong places.

Poll Results: Great / Fine / Bad

On Icon (748)

 9% Percent

36% Percent

55% Percent

---

On Typography (745)

 8% Percent

35% Percent

57% Percent

---

No. 3: Arby’s

Best & Worst of Brand New, 2012 Designed by

Crispin, Porter + Bogusky

--- Original Post

Arby’s Goes Bland

Best & Worst of Brand New, 2012

A picture of roast beef inside the cowboy hat would have been better than the flavorless sans serif that they stuck in there to replace the Western type. Add to that the pedestrian extrusion to the hat and you have a real downer of an upgrade.

Poll Results: Great / Fine / Bad

On Execution (3,544)

 1% Percent

 5% Percent

94% Percent

---

No. 2: eBay

Best & Worst of Brand New, 2012 Designed by

Lippincott

--- Original Post

eBay Settles for Lowest Bid

Best & Worst of Brand New, 2012

To be fair, there is nothing inherently wrong with this wordmark. It’s not as graphically offensive as many of the other logos and identities above but it ranks for me at the bottom of the pile for potential wasted. To have such a playful logo to build upon and to arrive at the equivalent of dry oatmeal is too depressing. Bonus (if you can call it bonus): the identity launch had some of the most gratuitous concept and prototype images that didn’t even attempt to approach believability through competent Photoshopping.

Poll Results: Great / Fine / Bad

On Logo (2,103)

 5% Percent

27% Percent

68% Percent

---

On Launch Strategy (2,541)

 5% Percent

25% Percent

70% Percent

---

No. 1: Comcast

Best & Worst of Brand New, 2012 Designed by

Frog (Wordmark)

--- Original Post

Comcast Takes NBC Peacock Hostage

Best & Worst of Brand New, 2012

Sneaking in at the last minute for consideration into our list — and taking the least wanted No. 1 spot — was this heretic approach to giving a parent company some prestige by taking one of the most respected and well known icons of our time and wearing it like some piece of jewelry. It’s simple math executives: The peacock = NBC. The peacock ≠ Comcast.

Poll Results: Great / Fine / Bad

On Peacock (1,545)

 6% Percent

18% Percent

76% Percent

---

On Execution (1,510)

 6% Percent

34% Percent

60% Percent

---

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December 26, 201212.26.12 by Armin


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