Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

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


Too Urban Urban Outfitters

Reviewed Nov. 12, 2010 by Armin

Industry / Tags /

Urban Outfitters

We received a lot of requests to review the logo currently adorning the header of the website of apparel, accessory and hipness retailer Urban Outfitters (UO) and as much as I hesitated to post it I think it’s worth getting it out of our system. I hesitated because this is not an identity change or, at the very least it is not being positioned as such by UO. I believe they change their website every three or four months, complete from the ground up, with new typographic treatments for their name. This iteration seems to have caught more attention because it’s not just really ugly but also because people are hungry for the next Gap-like meltdown. In contrast to the Gap, UO’s new look feels purposely ugly, it’s hip-ugly without a wink, and it shows that someone at UO subscribes to 032c magazine and its stretched typography aesthetic. The logo is only the tip of the iceberg on this. Everything on the new site follows the same annoying premises and it screams for attention to be noticed — again, unlike the Gap, where they expected people to just go about their business. In the spirit of “The Cult of the Ugly” I would urge everyone to consider this as a blip in the continuum of the UO identity and ride it out until the next iteration. But if you see your local UO changing their store sign to the above logo then, yeah, we’ll talk.



Share ›

Spotted Around the web

New Logo for RCBC

New Logo for RCBC
Spotted Jul. 19, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
Posted Jan. 4, 2017

Curated Good-looking Summer Destinations

Peru’s New Brand

Peru's New Brand
Posted Mar. 15, 2011

Where the Cold Wind Blows

Where the Cold Wind Blows
Posted Sep. 29, 2010


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.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List