Opinions on corporate and brand identity work.

A division of UnderConsideration.

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


Cheap Printing, Cheap Logo to Match

Reviewed Jul. 1, 2009 by Armin

Industry / Graphics Industry Tags /

Vistaprint Logo, Before and After

For most identity designers, companies like LogoWorks, LogoBee or whatever other cute name they acquire, are not to be taken seriously and are only seen as damaging to the industry by lowering (rather ridiculously) prices and quality. For offset and other specialty quality printers, companies like Vistaprint hold a similar position: cheap, fast, mediocre quality. If you have ever printed anything with a quality printer and anything with Vistaprint you know the difference but, let’s face it, most civilians (non-designers) people don’t — which is worth more than $400 million in 2008 revenue for Vistaprint, according to their 10-k. And Graphic Arts Online, lists it as the 40th top printer in North America.

But we are here to talk about their logo, which very much appropriately looks as if it was designed by LogoWorks or one of its ilk. For a public company with such high stakes you would think they might opt for something a little more sophisticated than fountains of CMY(no K) gushing out of their name. The previous logo didn’t set a very high standard but at the very least it didn’t call too much attention to itself, with the thin lines and small type. This one demands that you see it, and it’s not a pretty sight. The typography looks like the bastard child of Tobias Frere-Jones’ Interstate and Avenir, and those have to be the smallest, relatively speaking, tittles (dots over the “i”s) I have seen lately. What’s even sadder is that you could flip the logos and have the old one replace the new one and it wouldn’t make a difference, they are both equally underwhelming.

Thanks to John Mindiola III for the tip.



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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 Bloomington, IN.

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