• The Best and Worst Identities of 2012, Part II: The Worst

    The Best and Worst Identities of 2011, Part II: The Worst

    Time to dish out the worst of the year. Some for their execution, some for their concept, some for their strategy, some simply because the stars didn't align in their favor in 2012.

    See also:
    Part I: The Best

    No. 12: The Brooklyn Nets

    Best & Worst of Brand New, 2012 Designed by

    Jay Z

    --- Original Post

    The Brooklyn Nets: I Call Technical Foul

    Best & Worst of Brand New, 2012

    By now it's no secret that I personally do not like this logo. But despite evidence to the contrary I am not 100% stubborn and I can see the appropriateness of the approach and the result. I wish it were executed in an actually competent manner and I guess it could probably be worse. My inclination was to put this logo higher up in the Worst rankings but by giving it the No. 12 spot I acknowledge that my dislike for it is more personal than thoroughly rational.

    Poll Results: Great / Fine / Bad

    On Primary Logo (2,796)

    17% Percent

    27% Percent

    56% Percent

    ---

    On Secondary Logo (2,756)

    20% Percent

    37% Percent

    43% Percent

    ---

    On Apparel (2,754)

    28% Percent

    39% Percent

    33% Percent

    ---

    No. 11: Stedelijk Museum

    Best & Worst of Brand New, 2012 Designed by

    Mevis & Van Deursen

    --- Original Post

    Stedelijk Museum Spells Out the Obvious

    Best & Worst of Brand New, 2012

    A few readers claimed that I just didn't get it or didn't see the genius in this. Maybe I don't and I can live with that. What I do know is that I can't look at this and not shiver.

    Poll Results: Great / Fine / Bad

    On Concept (2,062)

    23% Percent

    16% Percent

    61% Percent

    ---

    On Execution (2,045)

    17% Percent

    13% Percent

    70% Percent

    ---

    No. 10: Senac

    Best & Worst of Brand New, 2012 Designed by

    Packaging Brands

    --- Original Post

    Senac's Paper Airplane Goes Down in Flames

    Best & Worst of Brand New, 2012

    While the icon might get a passing grade the typography is simply some of the most horrendous letterforms crafted this century — and that's counting 2009's No. 1 Worst logo, Bing.

    Poll Results: Great / Fine / Bad

    On Icon (1,075)

    12% Percent

    38% Percent

    49% Percent

    ---

    On Typography (1,075)

     7% Percent

    15% Percent

    78% Percent

    ---

    No. 9: NFL Media

    Best & Worst of Brand New, 2012 Designed by

    In house

    --- Original Post

    NFL Media, United it Stands, Divided it is

    Best & Worst of Brand New, 2012

    The Terminator called, it wants its typography back.

    Poll Results: Great / Fine / Bad

    On Execution (745)

     5% Percent

    22% Percent

    73% Percent

    ---

    No. 8: State Farm

    Best & Worst of Brand New, 2012 Designed by

    Chermayeff & Geismar

    --- Original Post

    Like a Good Neighbor, State Farm don't Change Much

    Best & Worst of Brand New, 2012

    I really wonder if, at any point in this redesign process, no one ever asked "Doesn't the logo look like eggs?" Especially considering how many questions like this you hear in an identity project like this. The logo went from serving a purpose — framing the three insurance offerings (auto, fire and life) — to mere, meaningless decoration.

    Poll Results: Great / Fine / Bad

    On Icon (1,040)

     8% Percent

    33% Percent

    59% Percent

    ---

    On Typography (1,011)

    16% Percent

    53% Percent

    31% Percent

    ---

    No. 7: Island Air

    Best & Worst of Brand New, 2012 Designed by

    Clark/Huot

    --- Original Post

    Island Air's Lei-zy Logo

    Best & Worst of Brand New, 2012

    This was the right idea: a lei and friendly type. Unfortunately the lei looks like something you would pick out of a Google Image Search line-up and the all-black typography is anything but friendly, islandic, or airy.

    Poll Results: Great / Fine / Bad

    On Icon (875)

     9% Percent

    36% Percent

    55% Percent

    ---

    On Typography (862)

     7% Percent

    33% Percent

    60% Percent

    ---

    On Livery (833)

     9% Percent

    35% Percent

    55% Percent

    ---

    No. 6: Czech Republic

    Best & Worst of Brand New, 2012 Designed by

    Marvil

    --- Original Post

    Czech Republike? More like Czech Republican't

    Best & Worst of Brand New, 2012

    Employing a social media behavior as part of a pun-y name to brand a country is not a good idea.

    Poll Results: Great / Fine / Bad

    On Concept (1,630)

    13% Percent

    24% Percent

    63% Percent

    ---

    On Execution (1,491)

     9% Percent

    38% Percent

    53% Percent

    ---

    No. 5: National Restaurant Association

    Best & Worst of Brand New, 2012 Designed by

    N/A

    --- Original Post

    A Swoosh is a Dish Best Not Served

    Best & Worst of Brand New, 2012

    If there is a case to be made that there is no such thing as bad swooshes just bad designers, this logo isn't it. And its introduction video further proves that swooshes are not meant to be used for anything except for logos that depict saturn.

    Poll Results: Great / Fine / Bad

    On Icon (759)

     3% Percent

    12% Percent

    85% Percent

    ---

    On Typography (733)

     6% Percent

    49% Percent

    45% Percent

    ---

    No. 4: Galavisión

    Best & Worst of Brand New, 2012 Designed by

    PMcD Design

    --- Original Post

    Galavisión Lacks Vision

    Best & Worst of Brand New, 2012

    The end — in this case an abstract "G" — could potentially justify the means, but these weird forms and cheap, 3D extrusions are just too clunky to be justifiable. To make matters worse, the typography is almost the same as that of its parent company, Univisión, yet it's different in all the wrong places.

    Poll Results: Great / Fine / Bad

    On Icon (748)

     9% Percent

    36% Percent

    55% Percent

    ---

    On Typography (745)

     8% Percent

    35% Percent

    57% Percent

    ---

    No. 3: Arby's

    Best & Worst of Brand New, 2012 Designed by

    Crispin, Porter + Bogusky

    --- Original Post

    Arby's Goes Bland

    Best & Worst of Brand New, 2012

    A picture of roast beef inside the cowboy hat would have been better than the flavorless sans serif that they stuck in there to replace the Western type. Add to that the pedestrian extrusion to the hat and you have a real downer of an upgrade.

    Poll Results: Great / Fine / Bad

    On Execution (3,544)

     1% Percent

     5% Percent

    94% Percent

    ---

    No. 2: eBay

    Best & Worst of Brand New, 2012 Designed by

    Lippincott

    --- Original Post

    eBay Settles for Lowest Bid

    Best & Worst of Brand New, 2012

    To be fair, there is nothing inherently wrong with this wordmark. It's not as graphically offensive as many of the other logos and identities above but it ranks for me at the bottom of the pile for potential wasted. To have such a playful logo to build upon and to arrive at the equivalent of dry oatmeal is too depressing. Bonus (if you can call it bonus): the identity launch had some of the most gratuitous concept and prototype images that didn't even attempt to approach believability through competent Photoshopping.

    Poll Results: Great / Fine / Bad

    On Logo (2,103)

     5% Percent

    27% Percent

    68% Percent

    ---

    On Launch Strategy (2,541)

     5% Percent

    25% Percent

    70% Percent

    ---

    No. 1: Comcast

    Best & Worst of Brand New, 2012 Designed by

    Frog (Wordmark)

    --- Original Post

    Comcast Takes NBC Peacock Hostage

    Best & Worst of Brand New, 2012

    Sneaking in at the last minute for consideration into our list — and taking the least wanted No. 1 spot — was this heretic approach to giving a parent company some prestige by taking one of the most respected and well known icons of our time and wearing it like some piece of jewelry. It's simple math executives: The peacock = NBC. The peacock ≠ Comcast.

    Poll Results: Great / Fine / Bad

    On Peacock (1,545)

     6% Percent

    18% Percent

    76% Percent

    ---

    On Execution (1,510)

     6% Percent

    34% Percent

    60% Percent

    ---


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