In the past I’d complain about what I call “Logorot” — when companies update their identity with displeasing results.
Under Consideration came about with their Brand New blog which did a much better job at presenting new ID’s with
some meat, context, words, and consistency.
Flashback: I was in Michaels right before Christmas a month ago, getting some art framed. (Finally.)
I noticed the credit card machine had a “new” logo treatment that was different than the tilted Bookman of the existing identity.
Yup. Turns out a new logo has been rolling out for some time, we’re just late to the party.
I figured I’d snap a photo as I picked up the framed work tonight. (Finally.)
I like it much better. Goodness knows this sign below could use replaced: