About

(Est. 2006) “Brand New, a division of UnderConsideration, is an extensive resource updated daily with the latest and most note-worthy logo, identity, and branding projects. Where those practicing or pursuing creative work can access our opinion or contribute their own.”

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UnderConsideration LLC

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Brand New’s 2025 Subscription Price Increase page

Relevant quote

Brand New, the No. 1 purveyor in the world of opinions about logos and identities no one asked for but that are nonetheless irresistible to agree or disagree with, is celebrating the platform’s five-year anniversary of its subscription model by unveiling a strategic price increase that is rolling out across its monthly and annual plans. The change comes despite no increased competition from other publications and a minimal subscriber attrition rate of 2.3%.

Instead, parent company UnderConsideration LLC, is marking this milestone as a direct response to the ridiculous, demoralizing, unsustainable high cost of everything: from the infrastructure needed to run the platform to the basic goods (coffee, eggs, toilet paper, et al) needed to sustain its editors.

Brand New’s new payment plan — rising by 50 cents a month (42 if paid annually) — pays homage to its rich heritage and legacy audience while inviting a new generation to experience the point of view of a group of writers who were in no way involved with the projects they are writing about as well as to revel in the cringe-inducing pun titles that continue to bring designers, illustrators, marketers, motion designers, strategists, and other creatives together.

You can experience the new pricing first-hand on August 17, 2025, when the monthly plan shifts to $2.50 a month and the annual plan to $25 a year. An omnichannel campaign over the next month will further expand on the brand strategy moving forward.

UnderConsideration LLC non-existing press release

Images (opinion after)

Opinion

Needless to say, the absolute best pricing option was FREE and given that it lasted for nearly 15 years it was clear that the option to keep things that way was on the table but, as we all remember, 2020 was the year of “these unprecedented times” and the decision to move into a subscription model felt like the right decision at the right time. The old monthly price, at $2.00 a month, was extremely low to be fair, especially considering that nothing that would last you a month costs $2.00 these days — floss, maybe.

The new monthly cost, at $2.50, isn’t the most drastic of changes so it makes you wonder why even bother at all but I guess any little bit helps with the way inflation is affecting everyone and everything while also maintaining the equity of the low price, which is probably highly recognizable among its audience. I have to say that I do appreciate how they kept the $2 intact and just moved things up a quarter of the way for a neat, extra .50 to the right of it.

Sadly, nothing to see in application but the track record where the $2.00 pay for themselves over time with a steady and thoughtful stream of posts every day of the week has been demonstrated consistently over the last five years. (Except for when they take time off but, to their credit, they offer literal credit, as in money back, to anyone who might feel short-handed.) Overall, there is clearly no joy in raising the prices but it does feel like the necessary next step, at this point in the platform’s history, to be able to continue its coverage of the work being done in our industry.