Brand New is a spiffy website that looks at changes in brands and logos in the business world. It's something that fascinates me -- I'm very much into both iconography and design (strictly as an amateur), so I'm always intrigued by the new while pining for the old.

Current hits:

1. Old Navy goes a bit more sleek and trendy, and so loses some that classic look about it. Thumbs down.
2. Sam's Club (pictured) tries to go all classy. Um ... yeah ... Thumbs down.
3. The newly-merged Alcatel-Lucent (also pictured) has a new logo reminiscent of neither the old ones. A pity -- I like both the old ones. I assume I'll eventually see the new ones go up at the complex at Lucent Dr. -- unless they're going to change the street name, too. Thumbs down.

Too many corporate logo changes are change-for-change's-sake, and all three of these appear to be in that boat (maybe not the 3rd, since there was in fact a new corporate identity to build, but, jeez, how uninspiring can you get?).

Filed under :: Big Business