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The Best and Worst Identities of 2016, Part 4: The Best Noted

Other than the top pick, none of the logos in this list fall under the OMG-this-is-so-cool-! spectrum but what they have in common is a subtle break from conventions making them all more memorable than others shown in the Noted section.

See also:
Part 1: The Most Notable Reviewed
Part 2: The Best Reviewed
Part 3: The Worst Reviewed
Part 5: The Worst Noted
Part 6: The Best Friday Likes

I acknowledge this is far from perfect but its effectiveness in capturing the essence of the city’s famed song is undisputed. For those familiar with the song it’s impossible to read the logo without singing it in your head.

Some clever typographic manipulation allows this stacked wordmark to align perfectly in key places.

A smart twist to this wordmark allows the final character to read as both an “X” and a “+” sign. Perhaps not earth-shattering but still satisfying and it’s not like you see 45-degree-rotated wordmarks often.

Perhaps it’s the dove and the patriotic waves but there is something hopeful about this logo. The asymmetry, the curves, and the spacing are all relatively unconventional but very nicely pulled together.

DNA-stick-dog-figure for the win! It brings a smile to your face. Not a huge fan of the wordmark though.

A cool use of negative space to form an “H” through some abstract fanning shapes that look like a ballet dancer spinning.

Stemming from the existing wordmark that already had that “Y”, the C&G&H team put it to simmer in a tasty bowl to create a new icon to help the brand expand.

In a good case of minimalism, Zendesk did away with its heart logo and buddha mascot in favor of a simple “Z” monogram and a library of geometric shapes to help shape the identity.

Bold and blunt, this vernacular approach keeps this tequila in high spirits.

Who knew that a wordmark shoehorned into the shape of a mountain would be so popular?!

OMG, there is a puppy face in there! A major improvement for something that could have gone unattended for years but instead got some tender loving care.

This “M” for an organization most of us had never heard of took us all by surprise with energy, charm, and appropriateness to the subject matter. Its identity made the Best Reviewed list but this is where it first captured our attention.

See what else happened on Brand New each year since publication began in 2006


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