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  • Great article! 7 years ago
  • Thanks! 7 years ago
  • Not sure about the tone of the article. A lot of work gets put in the process and sometimes the clients can choose to ruin their own designs. While I may agree with a lot of the design errors mentioned in this article, I strongly believe that a good designer should always practice constructive criticism instead of being openly bitchy and slagging off other designers work. Could have been written in a more constructive tone. 7 years ago
  • Good burns. 7 years ago
  • Bold and Courageous. Very helpful! 7 years ago
  • Great article. Great "tone." 7 years ago
  • Here I show my age: The Gap logo with the condensed serif is not the original. Before that it was an lower case rounded type. See it here: If you want to get some insight on successful retail re-branding that became influential on American culture, research Mickey Drexler. 7 years ago
  • [@betty b.](user:207473) what have you done? I can't unsee that. You've ruined Gap for me. 7 years ago
  • Great subject matter. I love the David Spadesque sarcasm, because why not (if you are going to fall on your corporate face publicly). I was surprised to see the NBC Universal logo - it looks a lot like a font I created. 7 years ago
  • BuzzFeed style sarcasm doesn't work well for design critique. 7 years ago
  • For a more UK angle, some years ago our beloved Royal Mail Service decided to change it's name to 'Consignia' at a cost of over £1,000,000. 15 months later, the idiots behind the decision to change one of the most trusted and well-known brands in the UK came to the conclusion that perhaps it wasn't such a great idea and changed it back to Royal Mail. 7 years ago
  • In Mexico, both Safeguard (the soap) and Henkel tried to rename brands and failed. Safeguard wanted to bring their 'Escudo' soap brand in line with their international branding and renamed it 'Safeguard' (same logo, same font, same package design), but consumers wouldn't buy it anymore, so they changed it back after a few months. Similarly, Henkel bought Mexican glue producer Resistol (an icon in Mexico) and started rebranding it with their (at least in Europe) well-known brand Pattex. After failing to place Pattex in the market they went back to Resistol, which now only has a small hint 'con tecnología Pattex' on the package. 7 years ago
  • Hmm.. didn't creative market just do a logo change that was only slightly different in the font detail? While I do agree that some of the designs are not great rebrands, I think the tone of this article was overly critical - especially when talking about client work. Pepsi for example did a great job maintaining the brand image that people identify with historically and also adding a new meaning to it. Sometimes the hardest redesigns are simple tweeks, that create feelings. 6 years ago
  • 2012 Olympics logo is anything but bland. However, it is weird. I cannot get the vision out of my head every time I see it. That vision comes from someone in 2011 when it was released saying it looked like Lisa giving Bart a blowjob. Thanks for bringing back that memory. In retribution, I am sharing this terrible vision with you and your readers! 6 years ago
  • Anonymous
    Betty B. I completely forgot the gap logo ever looked like that, but yes, it did. They had a store in the local mall and that was the sign. Wowza - time flies. 5 years ago
  • Add Price Waterhouse OUCH!! 5 years ago
  • I hated the London 2012 when it first came out. I looked at it years later and thought, wow, that looks good. It took a chance on creating something that was new and not a standard visual trope. Seattle's Best was a crappy logo to begin with that looks like a beer logo and then it was made even worst. At least they did not try to copy Starbucks. 5 years ago
  • Excellent post and thank you for share the examples, it helps me a lot understanding and learning the re-design idea 5 years ago