In the spirit of “best of” 2009 lists, Brand New has published its list of best and worst brand logos of 2009.
According to Brand New:
Hold the rotten tomatoes. I agree, AOL is neither technically nor aesthetically the best logo or identity of the year. But no identity will have a bigger impact in the evolution of a brand as AOLs. Most companies brand to match their audience, AOL is branding to create a new audience. The name may conjure the 1990s but the identity is twenty-first century all the way. Wolff Olins may be the punchline for many designers but, even if you dont know it or care to admit it, they are having the last laugh.
The jury is still out on AOL and its success in re-branding as an “independent content driven company”, the logo redesign at least succeeded in drawing attention – at both ends of the spectrum.
Topping the “worst” list is Microsoft’s Bing, designed by Razorfish. Blasted for its blandness, the designer defended its originality, stating that “all the letter forms were made from scratch”.