(Est. 1982) “When classic, mod and preppy collide with a healthy dose of Midwestern values, the result is a company where the customer is always right, sweet treats are always a welcome distraction, and color is the special ingredient that makes everything a little bit happier. The result is Vera Bradley. Founded by Barbara Bradley Baekgaard and Patricia R. Miller in 1982, Vera Bradley specializes in handbags, accessories, luggage, and paper and gift items offered through specialty stores, Vera Bradley Stores, Vera Bradley Outlet Stores and verabradley.com.”
Images (opinion after)
As far as signature logos go, the old one wasn't bad or good; it was mostly forgettable and, functionality-wise, it occupied too much real estate without yielding significant visual presence. But, sure, it was faux classy and it looked as the imprimatur of the handbag's and luggage's designer, which is not really the case as the name comes from one of the co-founders' mother's name. Signature logos are hard to work with so it's understandable they would want to change to something more logo-ish. Unfortunately the new logo is a real atrocity. I dislike every single thing about this: the ridiculously high ascenders, the unnecessary unicase, the useless and inconsistent "stenciling", the dipping initial caps, the ball terminal on the "a", and the dopey serifs on some of the letters. The monogram isn't any better, with its barely contrasting strokes and crammed "VB". Overall, a terrible type-driven logo that barely begins to look decent in its physical application on the bags and that's because you could attach gold-plated Papyrus to a leather handbag and it would look decent.
Thanks to Caitlin Neyer for the tip.