Announced

The Best and Worst Identities of 2015, Part 3: The Worst Reviewed

announcement

Announced December 25, 201512.25.15 by Armin

filed under Announcement and tagged with

Avert your eyes if you like nice things as here is the round-up of The Worst identities of 2015. The good news is that I only managed to select 7 this year, so there was less bad stuff this year to be subjected to.

See also:
Part 1: The Most Notable Reviewed
Part 2: The Best Reviewed
Part 4: The Best Noted
Part 5: The Worst Noted
Part 6: The Best Friday Likes

Merck also got the last spot in The Best selection because it had surprising elements that made it stand out but what nails it to The Worst round-up is the logo and custom typeface that even if you have the open-est of minds are an affront to all that is good and decent in identity design.

This project got a lot more attention than it deserved due to an overzealous reporter who questioned everything about it but what it came down to in the end is that it’s a boring identity that doesn’t strive for too much, even for complex state politics standards.

The main problem with this redesign was all the hype that came before it and about it. A hue change and not an ounce of improvement on an already boring helmet logo lands this project on the wrong spectrum of our lists. There was also a logo for the fan zone that had nothing to do with anything but at least it had some personality.

The previous logo was much better in every respect, from the steel texture of the badge to the typography. The new one dumbed down all the elements, especially the typography and the prototype applications that were so poorly made, making it even more painful for a car brand with such a legacy.

You have to hand it to Futurebrand — who also did Merck — for pushing things in different ways but, unfortunately, Mapquest got lost in its own lack of visual direction.

For a moment, I felt guilty that I used this project as the butt of my April Fools’ joke but whenever I inspect the logo and applications further, that guilt quickly goes away. When in Rome, if you see this, better ron away!

The Pan American Games don’t get the same level of attention as the Olympics, which, in 2019, might be a good thing as the logo and identity for the games are terrible in concept, execution, and application. With such great talent rising in Lima, it’s shameful this is all they could muster. Then again, that’s you get when you do a logo of this importance through a contest.

↓Comments

Upcoming BNConfs

NYC 2017
Pre-sale tickets are now available for the 2017 Brand New Conference in New York on September 14 – 15.

Europe 2018
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.

---