written by:
July 26, 2010

I recently spent an afternoon merrily clicking my way through 'Brand New,' a website manned by Bryony Gomez-Palacio and Armin Vit, two graphic designers who dedicate themselves to, among other things, chronicling and critiquing redesigns and new designs of corporate and brand identities. More than a "logo bitch-fest," as their website puts it, their perspectives on the logos and packaging, new and old, are as entertaining as they are clever and incisive. Take a look.

VERDICT: "Adding the bangs on the first profile really helps in making this logo more contemporary, as the old profile, with the hair pulled back, made the girl too matronly. The perkier nose is cuter and the lips look a little less numb. The one thing th
VERDICT: "Adding the bangs on the first profile really helps in making this logo more contemporary, as the old profile, with the hair pulled back, made the girl too matronly. The perkier nose is cuter and the lips look a little less numb. The one thing that stands out more in this revision is the length of the necks, where they feel a little too stretched in this rendition by being so angular, whereas before the effect was diminished by the curvature."
1 / 9
VERDICT: "The new logo is interesting, I don’t think it’s necessarily great or innovative, but there is an interesting tension to it from the 'hanging' strips of color, like paint waiting to spill over. For Fourcolorphobics, this logo is a nightmare,
VERDICT: "The new logo is interesting, I don’t think it’s necessarily great or innovative, but there is an interesting tension to it from the 'hanging' strips of color, like paint waiting to spill over. For Fourcolorphobics, this logo is a nightmare, as it only works in full color — a single color version with shades of gray probably looks dumb."
2 / 9
VERDICT: "I understand why logos go for lowercase appeal, but an organization like a post service adopting its official name in lowercase seems awfully useless and unprofessional, even something more trendy like bPost would help it stand out in written co
VERDICT: "I understand why logos go for lowercase appeal, but an organization like a post service adopting its official name in lowercase seems awfully useless and unprofessional, even something more trendy like bPost would help it stand out in written communications. The new logo is also rather odd, now an abstraction of the previous abstraction of a horn—an abstraction that is well known and often used."
3 / 9
VERDICT: "The evolution is clear: From a hard-angled, tough-looking logo to a round-edged, soft-looking logo that plays well with the rest of the identities of the twenty-first century in pretty much all capacities. It is bubblier, it is lowercase, it has
VERDICT: "The evolution is clear: From a hard-angled, tough-looking logo to a round-edged, soft-looking logo that plays well with the rest of the identities of the twenty-first century in pretty much all capacities. It is bubblier, it is lowercase, it has gradients, and it comes in various flavors. Unfortunately, all of the changes feel a tad gratuitous in the final execution."
4 / 9
VERDICT: "The original logo looked like what you would expect a co-op logo to look like, kind of dopey and home-brewed (pun intended). So it’s nice to see a bold and, dare I say, professional identity forged around a co-op concept. The new logo is cool, e
VERDICT: "The original logo looked like what you would expect a co-op logo to look like, kind of dopey and home-brewed (pun intended). So it’s nice to see a bold and, dare I say, professional identity forged around a co-op concept. The new logo is cool, edgy and bold while actually managing to convey a few different meanings: A little bit of that socialist feel as mentioned above, a little amber hue and the ever popular barley to go with beer, and a slightly hypnotic line pattern for a dose of Austin weird."
5 / 9
VERDICT: "While I really enjoy the logo, the FFBB typography is extremely annoying. The 'B's look like they were over-inflated and are about to burst, and the flaring of the upper bar of the 'F' clashes too much with the mono-weight of the icon... The ove
VERDICT: "While I really enjoy the logo, the FFBB typography is extremely annoying. The 'B's look like they were over-inflated and are about to burst, and the flaring of the upper bar of the 'F' clashes too much with the mono-weight of the icon... The overall identity though feels contemporary and official, like a federation should."
6 / 9
VERDICT: "Somewhere, somehow it was decided that the absolute best of both worlds was to have the United name with the Continental look. It’s not. Financially, strategically and press releasingly, it does make sense, I wouldn’t even venture into thinking
VERDICT: "Somewhere, somehow it was decided that the absolute best of both worlds was to have the United name with the Continental look. It’s not. Financially, strategically and press releasingly, it does make sense, I wouldn’t even venture into thinking that the decision was wrong, but the visual manifestation is like fingernails on chalkboard."
7 / 9
VERDICT: "I don’t post a lot of packaging on Brand New, but this is beyond charming and, in terms of evolution, amazingly drastic. What was once painfully generic and drab packaging is now a smile-inducing breath of minimalist fresh air. Piled high on the
VERDICT: "I don’t post a lot of packaging on Brand New, but this is beyond charming and, in terms of evolution, amazingly drastic. What was once painfully generic and drab packaging is now a smile-inducing breath of minimalist fresh air. Piled high on the bandwagon of the white-background/colorful-sans-serif trend, these cartons stand out through the wonderful illustrations and color palette—the wrong choice in illustrator would have made this just a big, cloying mess."
8 / 9
VERDICT: "The updated logo is a major improvement, losing the unnecessary shading and bevels of the old one, while cleaning up the typography and balancing the contents within the holding shape. The curves have also been accentuated a little more and it g
VERDICT: "The updated logo is a major improvement, losing the unnecessary shading and bevels of the old one, while cleaning up the typography and balancing the contents within the holding shape. The curves have also been accentuated a little more and it gives it a nicer flow."
9 / 9
VERDICT: "Adding the bangs on the first profile really helps in making this logo more contemporary, as the old profile, with the hair pulled back, made the girl too matronly. The perkier nose is cuter and the lips look a little less numb. The one thing th
VERDICT: "Adding the bangs on the first profile really helps in making this logo more contemporary, as the old profile, with the hair pulled back, made the girl too matronly. The perkier nose is cuter and the lips look a little less numb. The one thing that stands out more in this revision is the length of the necks, where they feel a little too stretched in this rendition by being so angular, whereas before the effect was diminished by the curvature."

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