Opinions on corporate and brand identity work.

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The Best and Worst Identities of 2017, Part 5: The Worst Noted

Announced Jan. 2, 2018 by Armin

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If you were disappointed with the lack of Worst inclusions from the Reviewed section, this might satiate your need for disdain. Plenty of clunkers this year in Noted. Here you go…

See also:
Part 1: The Most Notable Reviewed & Noted
Part 2: The Best Reviewed
Part 3: The Worst Reviewed
Part 4: The Best Noted
Part 6: The Best Friday Likes
Part 7: The Most Entertaining Linked

 

No.

12

New Logo for General Mills

New Logo for General Mills
 

A corporate conglomerate adding a heart to its logo is as sincere as Hannibal Lecter telling you, to your face, after you have accidentally squirted ketchup all over yourself, that he is not hungry.See original post

No.

11

New Logo for Bravo by Sibling Rivalry Studio

New Logo for Bravo by Sibling Rivalry Studio
 

There was no conceptual, functional, or aesthetic improvement in this update so it’s hard to see why it was done at all.See original post

No.

10

New Logo for Skype

New Logo for Skype
 

The old logo was terrible but it reveled in its amateurish-ness and had a wonky personality. The new one… is aligned with the Microsoft brand architecture, which no logo asked for ever.See original post

No.

9

New Logo for Experian

New Logo for Experian
 

Don’t know what Experian does, don’t know who they are and, based on their new logo, I am not inclined to want to know.See original post

No.

8

New Logo for Las Vegas Lights FC

New Logo for Las Vegas Lights FC

Not a terrible-terrible logo, just somewhat unfortunate in its proportions, colors, and unrefined typography. The faux neon glow, though, that is terrible-terrible.See original post

No.

7

New Logo for BECU

New Logo for BECU
 

Not the worst-looking logo by most standards but the spacing between each letter and divider is uneven and it would have been SO easy to get right.See original post

No.

6

New Logo for El Salvador by Interbrand

New Logo for El Salvador by Interbrand

Horrible customization for customization’s sake on the wordmark — those “L”s. The graphic confetti around it is sort of okay.See original post

No.

5

New Logo for Amoco

New Logo for Amoco
 

This could have been a cool rekindling of a “vintage” brand — not that there is anything cool about gas stations (but there could be) — instead we got some crummy gradients.See original post

No.

4

New Logo and Identity for Capgemini by BrandPie

New Logo and Identity for Capgemini by BrandPie
 

This is a huge company — 190,000 employees — and both old and new logo make it look like a rinky-dink business. The new one would be perfect for a riverboat casino.See original post

No.

3

New Logo for City of Vancouver by Lowest Bidder

New Logo for City of Vancouver by Lowest Bidder
 

Even as an administrative city logo, this is insanely bland. It makes Scranton, PA, sound exciting.See original post

No.

2

New Logo and Identity for AXIS Dance Company by Comrade

New Logo and Identity for AXIS Dance Company by Comrade
 

Everything about this wordmark is wrong. It is absolutely unpleasant and even by unpleasant standards, it is poorly executed.See original post

No.

1

New Logo for Redbox

New Logo for Redbox
 

While AXIS above is aesthetically and technically inferior than this one, Redbox takes the top spot because of its massive footprint and the missed opportunity to establish a cool brand. The new wordmark is painfully amateurish and unappealing, and the new dot is totally gratuitous. After I posted about it on Brand New — and folks on Twitter commented on it reading like “Redbax” — Redbox fixed the space between the “o” and the “x” within minutes, which, to me, just showed the lack of process and due diligence to do a rebranding exercise right. A glass-half-full person might call it being nimble and adaptive but, as a glass-half-empty person, I saw it as a sign that they don’t treat their brand seriously enough. Lastly, until Redbox doesn’t go through the capital investment of updating all their physical kiosks that still carry the original logo, any rebranding is as useful as the new purple dot in the logo.See original post

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Spotted Around the web

New Logo for Filmrise

New Logo for Filmrise
 
Spotted Jan. 23, 2018

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