Opinions on corporate and brand identity work.

A division of UnderConsideration.

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Will it Lazy-river?

Will it Lazy-river?

The ultimate test for logos: can it be applied to a lazy river pool? Louisiana State University’s logo has, in their newly renovated pool area with a 536 ft. lazy river in the shape of “LSU”.


Linked Jul. 24, 2017


Target New Brands × 4

Target New Brands × 4

Target is introduced four new in-house brands and the release at the link explains what each is about. Nothing groundbreaking but interesting to see how Target easily manufactures products and brands with distinct (if safe) personalities.


Linked Jul. 21, 2017


Lionesses Lions No More

Despite being known as the Oranje Leeuwinnen (Orange Lionesses) for 46 years the Netherlands Women’s National Team has always sported a lion as their crest, same as the men’s team. Working with Nike and W+K Amsterdam, the Leeuwinnen have a new crest.



Linked Jul. 20, 2017

Brand New Conference Updates

Upcoming BNCONFs

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

Barcelona 2018
Save the date: March 8 – 9, 2018 in Barcelona, Spain!


Videos of all the presentations of the 2016 Brand New Conference are now available for purchase as individual files ($8 each) or the whole 17 as a set ($90). / Browse videos /

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