Links: The Best & Worst Brand Identities of 2018


These are a great set of overviews from UnderConsideration’s BrandNew blog about some of the most notable brand refreshes that happened in 2018. Some surprises include:

What really struck me about the worst reviewed designs isn’t that any of them are outright bad. It’s how remarkably unremarkable they are. For example, the Best Buy and Argentina updates make their brands look generic. In contrast, some outright confounding redesigns, like the Library of Congress don’t make the worst-reviewed list at all.

In a way, it makes sense. In today’s market, the last thing you want to be is forgettable. An unremarkable brand identity makes you forgettable. Generic is worse than bad.