Brand New is a division of Under Consideration, displaying opinions, and focusing solely on corporate and brand identity work.
The site contains a collection of ‘before and after’ identity re-vamps. Be sure to check out the reader comments for discussion and differing opinions.
Here’s a small sample of the identity redesigns that are mulled over:
New York City Ballet
Too much New York, and not enough ballet? Perhaps the right winter city look that appeals to the baby boom target audience?
Toys R Us
With the quotation marks removed, most designers seem happier, although a few call for an Toys R Us infrastructure change, as opposed to toying with the logo. Others believe there’s a kerning issue with the ‘US’ characters being too far away from the ‘R’. Interesting comments in the Brand New reader chat.
The serifs are gone, with a typeface not too dissimilar to GOOD (Magazine) preferred.
The Science Channel
A clear step forward for The Science Channel, with an obvious reference to the periodic table. Too obvious? They pull it off with an in-house design that was always going to be an improvement (barring a catastrophe).
I’ve been subscribed to the Brand New RSS feed for some time now, and you can do likewise here: Brand New RSS feed.
The discussion from their readers has helped give me a fresh perspective on certain design projects.
Images courtesy of Brand New