Thursday, January 12, 2012

Quick Hit: Brand New's Worst of 2011

A little late to the party on this one, but have you seen Armin's post on The Worst Identities of 2011?  Totally spot-on and entertaining. 

I totally agree with him on Eurostar, Sportsnet, Petco, and JC Penney.  Petco especially raises my hackles.  They changed their slogan from "Where the pets go" to "Where the healthy pets go."  So what, my older, infirm pet is no longer welcome at Petco?  It seems overly ridiculous and maybe even discriminatory.  Not a winner.

I don't agree with him on the Edmonton Zoo logo.  The elephant wasn't super recognizable to me: it looked like a tadpole-walrus hybrid.  The owl, on the other hand, is more eye-catching and colorful.  The Get Closer slogan is a nice touch too.

And we all know how I feel about Netflixster, so let's not start.

Go look at the awesome article and weigh in: what do you think was the worst branding disaster of 2011?


  1. Belk, a major department store in the Southeast, recently changed their logo to match their new motto: modern, southern, style. The logo looks like something from the 70s in my opinion.

  2. I see what they're trying to do, but I feel like this dates them even more. The original font has a kind of modern retro feel. The new one reminds me of 70s sewing patterns.