Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

The Best and Worst Identities of 2017, Part 1: The Most Notable Reviewed & Noted

Announced Dec. 22, 2017 by Armin

Tags /

This first installment — of seven total coming over the holidays — looks at the most notable projects, from both the Reviewed and Noted categories, in terms of notoriety and media attention received. These are neither the best nor the worst, although a few make repeat appearances in other lists, but simply the most visible. Listed in order.

We will be back with regular posts on January 8, 2018.

(If you are on a feed reader, you will want to see this post on Brand New as there is custom CSS and code that only work in situ.)

See also:
Part 2: The Best Reviewed
Part 3: The Worst Reviewed
Part 4: The Best Noted
Part 5: The Worst Noted
Part 6: The Best Friday Likes
Part 7: The Most Entertaining Linked

 

No.

20

New Logo and Identity for SXSW by Foxtrot

New Logo and Identity for SXSW by Foxtrot
 

The tech, music, and film festival that is largely responsible for Austin’s boom matures with a standardized logo for 2017 and beyond while allowing each year to have its own graphics.See original post

No.

19

New Logo and Identity for Carl’s Jr. and Hardee’s by 72andSunny

New Logo and Identity for Carl's Jr. and Hardee's by 72andSunny
 

Not the largest burger chain in the world but a significant enough change to the logos that drop the smiling stars and 1950s diner aesthetic in favor of something more contemporary.See original post

No.

18

New Logo for CoverGirl by Paul Sych

New Logo for CoverGirl by Paul Sych
 

Not the most interesting or relevant of changes but the update was also part of a change in tagline, of which Cover Girl had one of the most recognizable.See original post

No.

17

New Logo for Calvin Klein by Peter Saville

New Logo for Calvin Klein by Peter Saville
 

Ditto on being neither the most interesting or relevant of changes but the thin lowercase of Calvin Klein was a classic and the only interesting thing about its replacement is that it was designed by Peter Saville.See original post

No.

16

New Logo for NASCAR

New Logo for NASCAR
 

This was the first big story of the year with the racing giant changing its 40-year-old logo to something with a little more pep in its step even though the lines are somewhat confusing in their thicknesses.See original post

No.

15

New Logo for Pinterest

New Logo for Pinterest
 

Pinterest dropped its highly recognizable script wordmark in favor of the boldest weight font they could find because business.See original post

No.

14

New Global Identity for Audi by Strichpunkt and KMS TEAM

New Global Identity for Audi by Strichpunkt and KMS TEAM
 

Like many other companies, Audi went flat but did so more successfully than most.See original post

No.

13

New Logo and Identity for Movistar by Lambie-Nairn

New Logo and Identity for Movistar by Lambie-Nairn
 

Like Audi, Movistar went flat but stayed blobby and breathed new life into a monogram that didn’t have much hope otherwise.See original post

No.

12

New Logo for Medium by Manual in Collaboration with In-house

New Logo for Medium by Manual in Collaboration with In-house
 

Medium changed dramatically only two years after it had changed dramatically. I look forward to seeing them again in this list in 2019. Dramatically, of course.See original post

No.

11

New Logo and Identity for ACLU by Open, Co:Collective, and Frere-Jones Type

New Logo and Identity for ACLU by Open, Co:Collective, and Frere-Jones Type
 

At a time when the we need the ACLU most badly, the organization went through a significant and bold change.See original post

No.

10

New Logo for Mozilla by johnson banks

New Logo for Mozilla by johnson banks
 

Given the amount of foreplay with this redesign — the process, you might recall, was done in the open and started in June of 2016 — the climax of the reveal was actually worth the wait.See original post

No.

9

New Logo for RE/MAX by Camp + King

New Logo for RE/MAX by Camp + King
 

One of the most recognizable (and whack) real estate logos went with the let’s-strip-this-off-of-any-personality route. The balloon redrawing was an improvement, though.See original post

No.

8

New Logo for YouTube done In-house

New Logo for YouTube done In-house
 

YouTube’s play button finally became the center of attention as the primary icon and the overall redesign of YouTube got a nice boost.See original post

No.

7

New Identity for eBay by Form&

New Identity for eBay by Form&

Ebay dropped the multi-colored logo in favor of a spare aesthetic that, although relatively nice, is another example of stripping a brand off of its personality.See original post

No.

6

New Logo and Identity for Kickstarter done In-house in Collaboration with Order

New Logo and Identity for Kickstarter done In-house in Collaboration with Order
 

Kickstarter doubled down on its boldness with an extra bubblegummy wordmark and a crisp — perhaps too crisp — website redesign.See original post

No.

5

New(ish) Logo for the NBA by OCD | The Original Champions of Design

New(ish) Logo for the NBA by OCD | The Original Champions of Design
 

Not a huge change by any means — only the “NBA” typography changed — but for the biggest, most popular, mainstream sports organization in the world any change is a big deal. That it looks bad-ass is a major bonus.See original post

No.

4

New Logo and Identity for Dropbox by Collins and Dropbox Brand Studio

New Logo and Identity for Dropbox by Collins and Dropbox Brand Studio
 

Dropbox may not be as mainstream as other brands in this list but for this audience of us it’s probably one of the most used brands in our day-to-day operations. The design was interesting but perhaps too much of too many things, particularly retina-assaulting color combinations. See original post

No.

3

New Logo for Formula 1 by Wieden + Kennedy

New Logo for Formula 1 by Wieden + Kennedy
 

Of all the redesigns this year this was probably the most drastic in terms of leaving behind any equity or tiptoeing around with an evolution. Formula 1 made a hard turn and introduced a bold, daring new logo.See original post

No.

2

New Logo, Identity, and Packaging for Chobani done In-house

New Logo, Identity, and Packaging for Chobani done In-house
 

This has been one of the most liked, major identity redesigns in recent years… who knew there were so many people so passionate about Greek yogurt. Spoiler: Chobani does make it into the “Best Of” list (but in which spot?!).See original post

No.

1

New Logo and Identity for Juventus by Interbrand

New Logo and Identity for Juventus by Interbrand
 

The redesign of Juventus nearly brought down our server with Italian visitors. This post had the biggest pageview count of all posts in 2017 and, regardless of whether people hated it or loved it, the new Juventus logo signaled that, perhaps, the end is nigh for all those crest logos soccer fans so passionately love and hold in such inflated regard.See original post

Comments


Share ›

Spotted Around the web


Pinned Recent, Big Stories


Curated Coffee Game Strong