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The Best and Worst Identities of 2018, Part 3: The Worst Reviewed

Announced Dec. 28, 2018 by Armin

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I know this particular list is becoming the least popular — or the least satisfying — and it’s the first year where I have considered not even having it. Part of it is the optimistic progress of big companies, products, and services getting their redesigns right. Not great necessarily, but right. And another part has perhaps been my own editorial process where I load the Reviewed section with the more interesting projects because those are the ones that are more fulfilling to write about and showcase in depth. I’m sure there will be plenty of comments filling in the blanks of what I did not include here and that’s fine. What’s worst for you may not be worst for me. My main criteria for inclusion in the Worst selections is “Does this make me cringe?”. There were a lot of things I didn’t like but very few made me cringe. The fifth part of this series, The Worst Noted, does have a full 12 projects so stay tuned for that.

See also:
Part 1: The Most Notable Reviewed & Noted
Part 2: The Best 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 for Best Buy

New Logo for Best Buy
 

I debated whether to include this one or not. The new logo is not terrible-terrible, it has its issues in spacing and the demotion of the tag to a punctuation mark, but to me the biggest problem is that every single store will keep their giant old logo for a really long time. I’m no financial prognosticator but I can’t imagine Best Buy is in a position to update every single store in one fell swoop without a giant capital investment that they probably can not afford with Amazon’s continued retail takeover. So, it’s in the list mostly because I don’t think that a fairly lame new logo is worth the confusion/dilution created by having two logos at play.See original post

No.

11

New Country Brand for Argentina by Futurebrand

New Country Brand for Argentina by Futurebrand
 

This is one of the most lackluster destination brands I’ve posted in a while. Gotham Rounded out of the box, presented in the least imaginative way possible paired with a logo where the “A” looks like it sunk to the bottom of the pool, and showcased with the cheesiest stock photos available. I cry for you Argentina. See original post

No.

10

New Logo and Identity for European Championships by Designwerk

New Logo and Identity for European Championships by Designwerk

This was one of the few projects where the execution was just completely off in many ways, from color palette to custom type to iconography to the swashbuckling icon. Heavy-handed in every respect.See original post

Yup, that’s it, only three and I didn’t even rank them as the top 3 worst, they were just the worst of the bunch to start a list. If there had been a full 12, the European Championships one might have ranked in the top 5. Again, you are welcome to parse through the Reviewed posts and find your worst — and I don’t mean that in a dismissive way… Maybe I’ve lost some mean bones in my old age and would be interested to see what you would select.

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