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RETROSPECTIVE ‘11 PART 3: BEST/WORST IDENTITY CHANGES OF 2011

I guess some big-time corporate suits had a change of heart and decided to change up their brands a little bit. This meant great things for those on my best list, but it meant vomit-bag-necessary for those on my worst. All that brand equity… gonezo! But it’s not like they didn’t spend quadjillons of money getting to that point anyway…. RIGHT!

Here are my best and worst 5 identity changes of the year:

—- 5 BEST IDENTITY CHANGES OF 2011:

5. Peru - That swirl is making me do backflips and is making me wanna go to Peru, like, now. Improvement x 6000.


4. Starbucks - The mermaid turned green and they dropped the Starbucks name. I’m guessing they’ll be more comfortable selling more than coffee now. Just a quick world takeover, no big deal. But it’s all good, everybody can still recognize the shit of that logo with or without a name. An obvious next step in total coffee domination. Extra-hot, man!

3. SFDW - Not sure what that old doodly mess was, but the purply smokey typography of the new logo is all kinds of awesome. No more red pencil crayon done by my nephew.

2. Google Chrome - 3D is over, man! If Google is going flat, you know that’s where it’s at! The old glossy logo was too Microsoft or Pokeman Ball for me. Not the look. The new matte logo is simpler, which makes way more sense for the amazingness that is Chrome.

1.TUL - TUL stands for Transport Urbain Lavallois. It’s a network of buses based in the Laval community in France. They bent the logo, which gives it movement. And it looks like it’s pointing at something, or it wants to go somewhere. So, take me with you, Tul Logo, because you’re awesome. Everything makes sense. A++


—- 5 WORST IDENTITY CHANGES OF 2011:

5. Much Music - I understand that Much plays everything but music these days, but it would be nice to have a little bit more music, a little less Easter.


4. Netflix - When Netflix split their business in two (streaming vs. DVD-by-mail) in September, Qwister became the name of the by-mail category. It’s a stupid first-thought name, with silly spelling, not to mention a strategy disaster. The logo isn’t totally gross, but everything else is.

3. Woodland Park Zoo - I keep wanting to read something in those zebra strips, but all we get is a stupid block of green. ‘Park’ looks to bold, ‘Zoo’ doesn’t need to be green. Bad emphasis on all the wrong elements.

2. Petco - So, if my amazing dog or cat or parrot or mouse or fishie or tarantula is sick AND dying, I shouldn’t go to Petco? Are you guys for real? This shit sucks! A lot!

1. JCPenney - So now it’s called JCP     enney? Nice bold new logo, losers! This is horrible, and insulting. I can make gap-rebrand references but I’m not gonna. This is bad and boring, of the worst kind. Zzzzzz.

What’s your favourite? Or least favourite?

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