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New Logo for BE BEST by Melania Trump


Noted May. 8, 2018 by Armin

Industry / Advocacy Tags /


(Est. 2018) “The mission of BE BEST is to focus on some of the major issues facing children today, with the goal of encouraging children to BE BEST in their individual paths, while also teaching them the importance of social, emotional, and physical health. BE BEST will concentrate on three main pillars: well-being, social media use, and opioid abuse. BE BEST will champion the many successful well-being programs that provide children with the tools and skills required for emotional, social, and physical health. The campaign will also promote established organizations, programs, and people who are helping children overcome some of the issues they face growing up in the modern world.”

Design by

Melania Trump (Washington, DC)

Related links


Images (opinion after)
New Logo for BE BEST by Melania Trump
New Logo for BE BEST by Melania Trump
Horizontal version.
New Logo for BE BEST by Melania Trump
Left: BE BEST brochure about kids being online, 2018.
Right: Federal Trade Commission brochure about, yup, kids being online, 2014.
Hat tip to Hyperallergic who hat-tips to @RMac18.
Initiative launch video.

As an exercise in self control and editorial standards I will attempt to critique this properly, despite all guttural reactions to simply make fun of it. Let’s start with the name, “BE BEST”… I can see how this could be a cute shorthand for “Be Your Best” but even as an informal way of saying it and even perhaps with a wink at knowing it’s said wrong, the name sounds wrong; it’s just not a fun sentence to say, like “It Me”. I also think that the sentiment that BE BEST wants to expresses was be-best-expressed by Bill S. Preston, Esq. when he said “Be excellent to each other.”

The logo is clearly meant to indicate “children” as its lines and scribble-like structure of the letters sort of emulate how a kid might write and to a certain degree, if you gave, say, an 11-year-old kid a mouse with the brush tool selected in Adobe Illustrator and asked him or her to write “BE BEST” in all uppercase this would be the result. Also, one of the main keys to consider when designing hand-drawn logos is that repeating letters MUST be different and here, both “B”s are different and both “E”s are different, so kudos on that.

Well, I tried… but, let’s come back to reality: this logo is truly laughable — regardless of whether Melania designed it or not (but, c’mon, it’s all the more laughable because of it) — and it’s painful to look at. Most bafflingly… where did the thin bottom stroke of the “E”s come from? Everything is thick except those. And the tallness of the “T”? Sigh. It’s really all too much to handle. Someone doing a parody of a potential Melania Trump social initiative would have never been able to come up with something as on-point as this is. And this is dead-serious.

Thanks to Diane Zerr for the tip.

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