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The Best and Worst Identities of 2018, Part 5: The Worst Noted

Announced Jan. 2, 2019 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 Click-bait-iest Linked

 

No.

12

New Name and Logo for WeGo Public Transit by bohan

New Name and Logo for WeGo Public Transit by bohan
 

Both the name and logo for this feel unfinished and unpolished. The icon is unclear and on the surface it looks like some kind of toy vehicle and the italic wordmark feels like that first step you take when you set the name of the company in a dozen different fonts from the menu… but then move on. See original post

No.

11

New Logo and Identity for Hostelling Scotland by Frame

New Logo and Identity for Hostelling Scotland by Frame
 

A remarkably bland execution on the icon and the story behind it was confusing as hell. The applications were fairly sad too. See original post

No.

10

New Logo for March of Dimes

New Logo for March of Dimes
 

An awkward typographic solution for a problem that wasn’t there. The old icon was great and could have easily been evolved into something more contemporary instead of the Brutalist approach they took. See original post

No.

9

New Logo for Valero by Antista Fairclough

New Logo for Valero by Antista Fairclough
 

Winner of Lateral Move of the Year goes to this one. I might take that back, because the new one is much worse — that wordmark is abominable.See original post

No.

8

New Logo for National Association of REALTORS® by Conran Design Group

New Logo for National Association of REALTORS® by Conran Design Group
 

A common comment in the comments section is “But… why?” and in my opinions I try to address that question as thoughtfully as possible… looking back at this, though, my gut reaction is “But… why?”. It turned out that they themselves wondered the same thing and went back to their old logo soon after.See original post

No.

7

New Logo and Identity for Championship Horse Racing by Red Bee

New Logo and Identity for Championship Horse Racing by Red Bee

Very unrefined and unfocused logo with applications trying too hard to do something interesting.See original post

No.

6

New Logo for Tourism Vancouver by MMGY Global and McCann Canada

New Logo for Tourism Vancouver by MMGY Global and McCann Canada
 

When your tourism logo looks like elevator buttons you know you messed up somewhere along the process, especially when you are one of the coolest destinations around. See original post

No.

5

New Logo for National Endowment for the Arts done In-house

New Logo for National Endowment for the Arts done In-house
 

Whenever someone addresses a logo as having “Amateur Typography”, see this is an example.See original post

No.

4

New Logo for Travel Channel

New Logo for Travel Channel
 

Who needs vowels, amirite? I would say this logo because nothing else about it makes sense. Such a misguided approach. See original post

No.

3

New Logo for SC Johnson

New Logo for SC Johnson
 

I really don’t know why they even bothered with this — not a single change is an improvement in any respect. It went from worse to a different kind of worse. See original post

No.

2

New Logo for Ad Council by Superunion

New Logo for Ad Council by Superunion
 

Even though this is not as ugly as the two directly above it the bigger fault here is that it went from something with great personality to something insipid which is even more troubling given the otherwise engaging efforts carried on by the Ad Council.See original post

No.

1

New Logo for BE BEST by Melania Trump

New Logo for BE BEST by Melania Trump

Mic drop.See original post

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

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New Logo for Strandbags

New Logo for Strandbags
 
Spotted Aug. 14, 2019

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