In an era of incredible graphic design (just look at Design, Work, Life for some fine examples), how does such poor logo rebranding happen?? Starbucks, Gap, even Village Inn have failed in epic proportions. Simplicity has a place, in things such as web design and clothing, but I am starting to believe that a logo is not the place for simplicity. So much can be conveyed with brilliant design - sophistication, longevity, nostalgia. Its such a disappointment when great brands blow it.
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