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The Best and Worst Identities of 2018, Part 1: The Most Notable Reviewed & Noted

Announced Dec. 24, 2018 by Armin

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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 7, 2019.

(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 Click-bait-iest Linked

 

No.

17

New Logo for Staples Canada

New Logo for Staples Canada
 

If this change had applied to the U.S. as well — it’s only for Staples in Canada — it would have ranked much higher in this list but, like free (proper) health care, I doubt we’ll see it this side of the border. See original post

No.

16

New Logo for Little Caesars

New Logo for Little Caesars
 

Little Caesars doesn’t get as much notoriety as Domino’s or Pizza Hut, even though it’s the third largest pizza behind them, but it may now be the best designed — relatively speaking within the pizza world — of the three.See original post

No.

15

New Logo and Identity for Squarespace by DIA

New Logo and Identity for Squarespace by DIA
 

With Squarespace making major moves into the mainstream, getting such a funky new identity is a daring risk. Will it pay off?See original post

No.

14

New Logo for Animal Planet by Chermayeff & Geismar & Haviv

New Logo for Animal Planet by Chermayeff & Geismar & Haviv
 

I didn’t expect this redesign to have so many comments but I guess a jumping blue elephant will do that to people.See original post

No.

13

New Logo and Identity for Century 21

New Logo and Identity for Century 21
 

A big design-y change for a major real estate company done well — when seeing their new yard signs around, it does manage to elevate the presence of the homes for sale.See original post

No.

12

New Logo for Best Buy

New Logo for Best Buy
 

One of the few large brick-and-mortar retail chains that has survived the Amazon onslaught, this change could be interpreted as a signal that it’s not giving up yet. Changing all their store signs might break the bank though.See original post

No.

11

New Logo and Identity for American Express by Pentagram

New Logo and Identity for American Express by Pentagram
 

Not a huge change but a fairly nice and comprehensive evolution that doubles down on some legacy identity elements presented with a more contemporary touch.See original post

No.

10

New Masthead for The Guardian

New Masthead for The Guardian
 

One of the first major brands to adopt the bold, spiked serif aesthetic that is now becoming a go-to approach.See original post

No.

9

New Logo and Identity for Mailchimp by COLLINS and In-house

New Logo and Identity for Mailchimp by COLLINS and In-house
 

Everybody’s favorite mail-sending chimp got downright funky and made a major shift in their identity that had relied on the script wordmark for so many years.See original post

No.

8

New Logo and Identity for DuPont by Lippincott

New Logo and Identity for DuPont by Lippincott
 

You had probably not thought about Du Pont for years and you probably won’t think about it again for many more years — which is a weird way to praise this redesign that builds on the equity of the oval logo and quietly and confidently sets it up for the future.See original post

No.

7

New Logo for Bank of America by Lippincott

New Logo for Bank of America by Lippincott
 

A small evolution that perhaps lost some of its flair and uniqueness but is better suited for today’s digital applications.See original post

No.

6

New Logo and Identity for Library of Congress by Pentagram

New Logo and Identity for Library of Congress by Pentagram
 

Great, bold typography and interesting system but not quite aligned with the expectations of what the library of the United States should look like. (Please do not repeat any of the toxic comments left on the original post, which got out of hand. What’s done is done.)See original post

No.

5

New Logo for Burberry by Peter Saville

New Logo for Burberry by Peter Saville
 

Even though the uppercase sans serif trend in fashion logos had already been set in motion, this one set the internet on fire, with many major publications wondering WTF.See original post

No.

4

New Logo and Packaging for Diet Coke done In-house in Collaboration with Kenyon Weston

New Logo and Packaging for Diet Coke done In-house in Collaboration with Kenyon Weston
 

I’m sure there was enough market research to support this change but they should have left the can shape and design alone. The new cans and boxes look pretty sad in the soda aisles.See original post

No.

3

New Name and Logo for Dunkin’ by Jones Knowles Ritchie

New Name and Logo for Dunkin' by Jones Knowles Ritchie
 

The debate rages on whether people actually call it “Dunkin’ Donuts” or “Dunkin’” alone but at least we all won with them keeping the chunky rounded sans serif approach and doubling down on it.See original post

No.

2

New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski

New Logo, Identity, and Livery for Lufthansa done In-house with Martin et Karczinski
 

An in-depth redesign done with precision and presented generously to the public.See original post

No.

1

New Logo and Identity for Uber by Wolff Olins and In-house

New Logo and Identity for Uber by Wolff Olins and In-house
 

No company needed more of a shake-up than Uber and now that, in theory, the toxic culture inside has been addressed, it was good to see them move away from the wreck of a change they had introduced in 2016 — which won them the coveted No. 1 spot in that year’s Worst Reviewed list. This isn’t the greatest, coolest, inspirational-est redesign but it was the right redesign, which happens to be done really well to boot.See original post

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

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