Collection by Jaime Gillin

Logo Showdown

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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,...
VERDICT: "The new logo is interesting, I don’t think it’s necessarily great or innovative, but there is an interesting...
VERDICT: "I understand why logos go for lowercase appeal, but an organization like a post service adopting its official...
VERDICT: "The evolution is clear: From a hard-angled, tough-looking logo to a round-edged, soft-looking logo that plays...
VERDICT: "The original logo looked like what you would expect a co-op logo to look like, kind of dopey and home-brewed...
VERDICT: "While I really enjoy the logo, the FFBB typography is extremely annoying.
VERDICT: "Somewhere, somehow it was decided that the absolute best of both worlds was to have the United name with the...
VERDICT: "I don’t post a lot of packaging on Brand New, but this is beyond charming and, in terms of evolution,...
VERDICT: "The updated logo is a major improvement, losing the unnecessary shading and bevels of the old one, while...
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