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The Best and Worst Identities of 2018, Part 2: The Best Reviewed

Announced Dec. 26, 2018 by Armin

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This installment covers the very best projects from the full-fledged Review section of Brand New. A reminder that votes from the polls have some sway in the selections but they do not determine them.

See also:
Part 1: The Most Notable Reviewed & Noted
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.

12

New Logo and Identity for Inflatable by COLLINS

New Logo and Identity for Inflatable by COLLINS

In a year of minimalism and stripping off of brand personality it was great to see this joyous, effusive, devil-may-care typographic system.See original post

No.

11

New Logo and Identity for One Medical by Moniker and In-house

New Logo and Identity for One Medical by Moniker and In-house
 

An elegant update to the logo and a beautiful, well-thought-out system help position this company as the premium alternative in an industry in dire need of good design (not to mention good experiences).See original post

No.

10

New Logo and Identity for Field Museum by Leo Burnett Department of Design

New Logo and Identity for Field Museum by Leo Burnett Department of Design
 

It’s a slightly awkward logo but at the same time it works so well in using its characters to form a square. It also made the clichés of the logo-as-window and that-blue work really well in its favor.See original post

No.

9

New Logo and Identity for Battersea by Pentagram

New Logo and Identity for Battersea by Pentagram
 

A charming set of abstract pet icons drive this identity and they pair really well with the more serious typography.See original post

No.

8

New Logo and Identity for AdAge by OCD

New Logo and Identity for AdAge by OCD
 

A generic, 1980s-adverting-y serif got dispatched in favor of a killer rendition of, Kabel, a font used in an older version of their logo. Applied boldly to the striking magazine covers and applications, this long-standing publication got a great boost.See original post

No.

7

New Logo and Packaging for Raaka by Andrea Trabucco-Campos and Simon Blockley

New Logo and Packaging for Raaka by Andrea Trabucco-Campos and Simon Blockley
 

Craft food design at its best: unique, considerate, and nuanced. Unlike anything any mainstream chocolate provider could pull off.See original post

No.

6

New Name and Logo for Dunkin’ by Jones Knowles Ritchie

New Name and Logo for Dunkin' by Jones Knowles Ritchie
 

Name-wise, I liked that they dropped “Donuts”, not because I have anything against donuts but because it gets them on a single-word naming basis like Starbucks or McDonald’s. Design-wise, the simplicity of the design and the focus on the chunky rounded sans serif make me as happy as eating a donut.See original post

No.

5

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

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

Mailchimp kept it weird with a unique custom wordmark, a revised Freddie-the-chimp icon, and adopting the under appreciated Cooper Light as the core typeface. The illustrations can be a little too esoteric but nothing that can’t be dialed down as this new identity evolves.See original post

No.

4

New Logo and Identity for Squarespace by DIA

New Logo and Identity for Squarespace by DIA
 

I was a little hesitant in my original review about the appropriateness of this kinetic approach for Squarespace but looking back at it, this is exceptionally daring, in a good way. It’s also interesting to see both this one and Mailchimp — companies that started with designers as its audience — bring some charisma and complexity (the good kind) to the mainstream.See original post

No.

3

New Logo and Identity for The British Academy by Only

New Logo and Identity for The British Academy by Only
 

A somewhat old-school identity with a simple and abstracted monogram paired with a beautiful font and applied elegantly and flawlessly with a focus on typography.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
 

Sometimes the test of a good identity is how much you refer back to it when comparing against other identities in the same realm. When it comes to subtle but meaningful evolutions there is no better example or case study than Lufthansa’s. It made every element of the identity better while sticking to the elements that made it identifiable in the first place. This was beautifully executed and it elevated the brand in every possible way. See original post

No.

1

New Logo and Identity for Tasmania’s West Coast by For the People

New Logo and Identity for Tasmania's West Coast by For the People

I considered switching the order of this and Lufthansa but I ended up putting this in the top spot simply based on how much visual joy this gave me. This was fun, awkward, comforting (in that it wasn’t super weird but just weird enough), and it was non-stop in the amount of explorations and knick-knacks produced — from beanies to patches to keychains. Comparisons to other “hipster” projects abounded in the comments but, in some ways, I feel like that aesthetic had been simmering all these years and this project took it to its boiling point — that’s a metaphor for “This is the best of its kind”. See original post

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