Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

White House Chaos

White House Chaos

Linked Mar. 15, 2016 by Armin

Visit Link

Eagle-eyed Brand New reader Janik Frithioff wrote asking if I knew anything about why the White House logo seen on press conferences had its “H”s flipped upside down. I had to Google that. The White House logo file is correct so that’s not the problem. I didn’t know this but the logo in the White House Press Room is not a graphic but a sculpted sign that looks completely different in that last link than it does on TV. So, Janik, the “H”s aren’t upside down; it’s that whoever built this sign allowed his or her natural, unaided-by-computer abilities to define the typography… which might explain the crooked “G” and bad kerning in “SHI NGT”. And that concludes our Important Stuff post of the day. Visit link


Share ›

Spotted Around the web

New Logo for Santa Clara

New Logo for Santa Clara
Spotted Jul. 24, 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