Ever since Speak Up ran the first major online rebranding discussion with the drama-filled execution of Paul Rand’s UPS logo, major identity redesigns became one of the most popular features, and one of our biggest categories. We even introduced a series titled “Recent Rebrandings” by David Weinberger that lumped a few identity changes together, since we couldn’t keep up. After a while, the rebranding posts became too overbearing on the rest of the content and Speak Up was being pegged as the place where people go to bitch about logos. So, we created Brand New, a place where we could all bitch freely! Of course, that's the pessimistic, sarcastic view. In reality, Brand New allowed us to focus on a specific segment of our profession and give it the dedicated space and attention it needed.

In the beginning, back in October 2006, the fear was that there would not be enough work to discuss on a daily basis. But we soon found out that every week we could expect two or three interesting rebranding projects that we could highlight. Brand New became an instant and popular hit and we benefit from readers around the world who send us endless and sumptuous tips.

The Logo
Carefully kerned in Vllg’s Apex Serif. Well, Apex Serif Extra Bold Small Caps in all lowercase, to be specific.

Fonts
Besides Apex Serif we use Atomic Media’s Cellular and SuperMagnet.