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The Best and Worst Identities of 2019, Part 3: The Worst Reviewed

Announced Dec. 25, 2019 by Armin

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So… last year’s Worst Reviewed list did not go over very well and perhaps with good reason. 12 months later, as I revisit that list, I stand behind what I put out but it also helped give better shape to this year’s list. There are still only a limited 6 selections instead of 12, in part because as much as there were Reviewed projects I didn’t like or projects that could have been better, few of them were really THE WORST. Unlike last year where I didn’t feel comfortable assigning anything the title of Number One Worst of the Year, this year I sure do. So, here we go…

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 Clickbait-iest Linked

Backgrounds: crops of photos by Sean Sinclair on Unsplash
Fonts: Decoy by PSTL and Spoof by Polytype.

 

No.

6

New Logo and Identity for Staples

New Logo and Identity for Staples
 

I wasn’t as huge a fan of the old logo as many people were — I do see its magic, don’t get me wrong — so I wasn’t as sad that it got replaced but I was definitely sad by what it got replaced with: an awkward table-slash-giant-staple thing with strange proportions and very little future as a useful standalone icon. Let us also not forget about their cringe-worthy unveiling.See original post

No.

5

New Logo and Identity for Kroger by DDB

New Logo and Identity for Kroger by DDB
 

There was no way the new logo could dispense with the elongated “K” and “g” but this rendition was overwhelmingly disappointing and poorly executed. As a distraction, some 3D characters were introduced but since the whole in-store experience is distraction after distraction it’s simply more noise added to an already noisy environment. See original post

No.

4

New Logo and Packaging for Molson Brands by BrandOpus

New Logo and Packaging for Molson Brands by BrandOpus
 

While the packaging is passable, the logo is really bad with far too many elements in far too many styles, adding up to whole lot of nothing.See original post

No.

3

New Logo and Identity for Desigual done In-house

New Logo and Identity for Desigual done In-house
 

Where the old logo had subtlety in its single reversed “s”, the new logo has no element of surprise or cleverness — it’s just some bad typography, flipped. The supporting launch campaign with bad copywriting flipped for the selfie generation was lame. Fanny packs were kind of cool, tho. See original post

No.

2

New Logo and Identity for MAIF by W&cie

New Logo and Identity for MAIF by W&cie
 

It’s hard to mess up triangles as they are inherently cool yet this identity is all kinds of clunky and unfocused with a pretty lame use of the shape. The introduction of a bland corporate typeface didn’t help and the random applications shown — marathon race bibs?! — were mostly head-scratchers. See original post

No.

1

New Logo for BBVA by Landor

New Logo for BBVA by Landor
 

With an old logo that had set a precedent for doing something interesting with typography, the new logo went as bland as possible with horribly generic “B”s followed by a “VA” combination trying desperately to be meaningful and only coming across as awkward and unbalanced. To make matters worse, the “A” was given multiple visual styles à la MTV but bad. Like, really bad. The few applications shown were lacking any ambition whatsoever. A bank this size deserved if not much better at least less worse. See original post

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

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