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The Best and Worst Identities of 2013, Part 4: The Worst Noted

Announced Jan. 1, 2014 by Armin

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Here are the 12 worst identities of 2013 from the Noted section of Brand New. Minimal commentary added to each selection.

Also:
Part 1, The Best Reviewed
Part 2, The Worst Reviewed
Part 3, The Best Noted
Part 5, Most Liked Friday Likes

An originally uninspired icon poorly redesigned accompanied by some equally bad customized Helvetica.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (484)

3%

20%

77%

Very weird letterforms that could be for anything, like Cat Management Alliance or Computers Made in America or Corrupt Maudlin Albanians or, you know, Country Music Association.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (359)

2%

17%

81%

The beginning of the end for the NBC peacock logo and the typography ain’t nothing to rave about.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (217)

10%

33%

57%

For some reason this got some support from voters and commenters but the clip-art-looking collection of icons and middling typography are nothing to be fine about.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (345)

30%

44%

26%

From the lowercase sans serif typography to the exploding volcano squares, there is nothing harmonic about this one.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (426)

10%

29%

61%

Smooshed-up typography is rarely a good idea and this is no exception. I called it “abonimable” in the original review and some people thought I was being too harsh. Upon further reflection I can confirm this is certified abonimable typography.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (342)

9%

33%

58%

This logo just doesn’t make any sense, it’s not pleasant to look at, and the last thing I would think it would be for it would be a bookstore.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (318)

4%

19%

77%

High-level concept this is not. But at least we know what they sell: really tight glasses that will crush the bridge of your nose.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (477)

21%

41%

38%

By now, we know not to expect much from government-realated logo design but this one reaches a new low not just in execution but in process where a bunch of different designers and firms worked on it like a game of hot potato.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (425)

4%

13%

83%

In terms of straight-up evolutions, this is the worst of the year no doubt. The Before was a solid logo with good typography. The new icon’s chrome-itization and the faux small caps typography are too crass.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (820)

1%

5%

94%

The only thing I don’t understand is why they didn’t put a gradient in the star. Clearly they had no reservations in putting one in every single character. So terrible.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (638)

2%

2%

96%

For the better part of seven years, since we launched Brand New, me and a handful of watchful and concerned readers have encouraged constructive criticism in the comments and a modestly developed and well-formed opinion of why something works or doesn’t work but sometimes there is no need as is the case here so, yes: this logo sucks.

Poll Results (Total Votes Cast)

Great

Fine

Bad

On Execution (608)

2%

5%

93%

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